The technique of copywriting has been gaining a lot of attention in the world of digital marketing – and it is not difficult to see why. Copywriting, by definition, is the act of writing advertising texts, but in reality it is much more than just writing texts. Even in email marketing, copywriting should always be done with one goal: to convert your readers into leads, or customers.

Today, we live in a world in which having a certain ability to tell stories in a way that is captivating and convincing is priceless. Telling a story doesn’t just mean telling what happened to Little Red Riding Hood – the story can be anything you want.

A story about how one of your customers used your product and got good results, for example. If your company uses email marketing to connect with its customers, to promote events, advertise promotions…. everything can be a story – if it is well written.

Copywriting is going to be the art of telling these stories in a way that illustrates the advantages of your product, the problem that it solves, because you stand out among the competition. Everything will depend on your ability to connect with the reader of your emails, in a way that encourages conversion – but never give the impression of forcing the customer to buy your product.

A huge and flashy CTA is not always enough. Sometimes, you need a catchy text, a design that arouses certain emotions, and more than anything else: speaking the client’s language. For you to apply your copywriting skills to your email marketing campaigns, check out the following tips.

Copywriting tips for better email marketing campaigns

01) Enjoy the top of your email: have a title

The title will have the role of making the subject of the message clear to the reader, making it clear what the reader can find if he continues to read the email.

Always pay attention, and make sure that there is nothing above your title. A good headline is eye-catching, as email readers will start with it out of instinct. With that in mind, don’t allow anything to go unnoticed by the reader – who will probably not even see what’s above the title.

A little note about the title: it may be tempting to enter a title in capital letters to get more attention – but unless the email design itself is like this, avoid falling for it. The point is that an email that contains a lot of capital letters looks aggressive, and can cause other types of problems. A capitalized subject line, for example, can be mistaken for spam and impair the deliverability of your email marketing.

  • Having a good title is not just a matter of making it flashy – there is a certain personality aspect to the title.
  • It should inspire the reader to continue reading, making it clear what the message contains, but without spoiling the surprise.
  • It must be as interesting as your subject line!

For example, consider two possible titles for an email marketing campaign that aims to get the customer to come back and complete the purchase with the items in your abandoned cart.

  1. “You forgot your shopping cart”
  2. “Elena, your cart is feeling lonely”

Which of the two do you believe would attract the most interest from the reader?

Finding a good title for your email marketing campaign is not always easy – but it is an important step. After all, the open rate is not the only metric that matters in email marketing campaigns. Clickthrough rate also plays a crucial role in the success of any campaign – making your email title (almost) as important as your subject line.

02) Always keep your email marketing focused on the recipient

This tip may seem obvious – after all, in digital marketing the focus is always on the customer / lead / reader. But when it comes to writing and composing an email marketing campaign, it is easy to lose sight of the reader in the way we write.

It is no surprise that the way we write has a big impact on the reader’s decisions – after all, this is about copywriting. Your goal when doing your email marketing campaign should be to help the customer, guide the reader to some decision – the act of offering or selling should always come in second place.

Nowadays, it is crucial that you differentiate yourself between the sea of ​​competitors. And one aspect that Internet users really appreciate is that a company seeks to help them instead of just trying to sell. Show your email reader that he is more than just another contact in a long list of people, more than just another target.

Consider these two options:

  1. “We always want to improve, so don’t hesitate to contact us with questions or suggestions.”
  2. “Do not hesitate to contact us if you have any questions or suggestions – we are always at your disposal.”

There is a subtle difference between the two, but you can see that the first option uses the reader for its own benefit. You may feel that these suggestions are not really welcome because the company cares about the customer – it cares about itself. And this is a big problem!

You have to make the customer see that their experience is the most important thing, the reader’s happiness and satisfaction – not just the company’s success. But don’t worry, if you focus on customer satisfaction, they will likely be loyal to you – and ultimately, your company will sell and improve, but in the right way.

See too: Digital Marketing Tips for Beauty Salons.

03) Follow the CTA’s best practices (call to action buttons)

The CTA button is the link that will take the reader of your email to your online page, seeking to convert the customer. This conversion can take care of many things, such as downloading your latest eBook or making a purchase to take advantage of your new promotion.

The important thing about your CTA is that it should be very visible in your email – it involves having a good design that guides the view of the reader from the top or title, to the end, where your CTA is. It is important that you have only one CTA button in your email. It will be the most important element of any email, and it should not compete with anything else.

If you want to insert another one, choose a link in the form of a sentence – that sentence may be right under your CTA, but it is important that it never takes your attention away from your central CTA. A good play of colors and design can make all the difference in this element.

When it comes to writing your CTA copy, remember that it shouldn’t reinforce what the customer is doing – the popular “Click here”. The customer obviously knows where they are clicking, making this CTA a wasted copy.

Instead, always reinforce what the reader is getting or why he chose to follow your link. This will serve as a brief summary of why the customer should click on that button, or accept your offer. Going back to our previous examples of an eBook or a promotion, your CTAs could be: “Get the eBook!” And “Get a 20% discount!”.

04) Use the water flow method in your email marketing

When there is a fire, Hollywood loves to show us scenes in which people in the area form a chain to be able to throw buckets of water on the fire until the firefighters arrive. This technique can be very useful for your email marketing!

Applying this to copywriting, we have a chain of titles and subtitles that convey interest and attention instead of water. This technique is often used by articles of this style: lists of tips that use the subtitles to encourage the reader to continue reading.

When applied to your email marketing campaigns, this strategy will help you to use not only the design of the email, but also its content to hold the reader’s attention and get them to read your message to the end – even your CTA.

Read later: Practical tips on how to use an online chat on Landing Pages.

05) Solve a problem

People don’t want to buy things – they want to put an end to a problem, solve a situation. After all, do you buy a toilet plunger because you want to? We all buy because we want to resolve that tense situation with the toilet and return to our lives.

To have a copy that is really persuasive, you have to find that reason behind your customers’ purchase. What do you solve? This can be a complicated subject, but it is worth thinking about before writing any email.

A company called Bains & Company created a pyramid that can help you see the real value of what you are offering in your email (and in your company, in general!). The pyramid is called “Value elements” – and its authors encourage companies to find their value, and then think about ways to increase that value.

Value Pyramid

Once you know what you can solve for your customer, it’s much easier to find ways to talk to the customer, to motivate the customer to buy what you sell. Let that be the basis of your email campaigns, look for arguments that revolve around their value.

06) Use psychological tactics in your email marketing

Human beings are complicated and it is not always easy to find ways to convince the customer – even with all the research and investigation of digital marketing. So it may be worth listening to what psychology professionals have to say about how we function, how we make our decisions.

A great example that is used frequently in digital marketing in general is the fear that we have to be left out. Famous for its acronyms in English, FOMO (fear of missing out) is a factor that affects our actions. It is because of this fear of losing something cool, or being left out of what is happening, that having a time limit for promotions works so well.

We are afraid of not buying at the moment and losing the promotion altogether – or waiting a few more days and not getting any of the items that really interest us. By creating an urgency, limiting the time of promotion, we get people to take action quickly.

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Another strategy based on human psychology is social proof. Social proof takes advantage of the fact that we want to be part of a group, and we take that group’s opinion very seriously. That is why large companies always show the number of people who have already subscribed to your newsletter, for example.

An internet user sees an exorbitant number of subscribers to that newsletter and thinks: “If all these people are happy with this newsletter, maybe I am too.” Or maybe a “All these people will know things that will not reach me, leaving me out”.

Also linked to the success of marketing with influencers – the social proof also speaks of what connects us to the rest of the group. If you see an influencer that you identify with, and she is happy with a product – you will be more open to trying that product than others like it.

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07) Have everything aligned!

A well-written and well-written email marketing campaign is uniform. Your content delivers what you promised in your subject line. Your content is written with a personality that remains the same from the title to your CTA. Its content exposes the advantages and value behind your offer / message – and the design guides the reader’s eyes through email, passing through the content and reaching the CTA.

It is no use promising the world and the moon in the subject of your email, and then addressing a completely different topic in the body of the message. This is not persuasive – it is confusing. Instead, have a message that follows the same tone.

Be casual, talk to the reader as you would talk to a colleague. But follow that tone throughout the message. If you are more formal in your tone, make sure that this formality is noticed in the subject and in the content, in the design – but without appearing cold and distant.

The trick here is to find your voice. A style, a personality for your brand. Once you have the value that your company offers, the arguments you can use to motivate readers – the voice style will become clearer, too.

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