Email marketing remains to be one of the most efficient and cost-effective ways to communicate with your target audience. But do your emails deliver the right message? You can't just send your audience a discount coupon and ask them to buy your product. You have to craft messages in a way that wins their trust, builds a connection, and gently leads them to take action.
Here's how to improve your email copywriting efforts.Create a highly converting subject line
A great subject line is a key factor deciding the fate of your email message, whether it goes to trash (or worse, gets marked as spam), or gets read and drives sales. Studies show that 35% of email recipients open the email based on the subject line alone. Here are some tips to create click-provoking subject lines:
■ Keep your subject lines short and sweet, ideally 8-10 words long
■ Add a teaser of what they'll get inside your email
■ Use action words such as "Learn how..." "Discover a..." "Find out..."
No matter how much you want to draw attention to your message, your subject line should relate to the message. If your killer subject line and your message have nothing in common, the recipient would feel scammed.Use bullet points and short paragraphs
When writing an email body, make it easy for the reader to scan it even on a small screen. Don't worry that your reader may miss important details. In today's fast-paced world people don't have the patience to read long sentences and paragraphs several lines long. According to a study from Microsoft, people today generally lose concentration after 8 seconds
. That's how much time you've got to convert a reader! Scannable email draws their attention for a little longer. Here are some tips on how to write in a scannable way:
■ Keep paragraphs short and use plenty of white space
■ Use bullet points but not more than 4 per email
■ Highlight important words in bold
Don't confuse scannable with thin. Your email still has to provide useful and engaging information. Overloading your copy with pictures and GIFs will not encourage the reader to take action.