When building email campaigns, one of the most important things is your content. A great copywriter can bring out the best in your emails and improve conversions and build relationships with your customers.

There are three key components a copywriter needs to be aware of for email campaigns:

• Subject line
• Email body
• Call-To-Action (CTA)

Nailing all three is obviously the name of the game and over the years I have developed some tips that I use when I’m creating email copy for different campaigns. All the tips I have in my back pocket include:

Clarity 

You should have a comprehensive understanding of what email in your campaign is trying to achieve and the core message behind it. If you don’t understand, how can you expect your customers to? Having clarity can work wonders for winning over customers. Think about your goals for each campaign and put together relevant content to achieve them.

Clear Subject Line

With your subject line, you have limited space to win readers over and get them to open your email. We all say “don’t judge a book by its cover” but here, your audience will be judging your email by its cover (the subject line). So, if it isn’t compelling enough and doesn’t evoke enough emotion, your audience won’t even take the first step (i.e. opening your email).

On-Brand Copy

It’s no secret that copywriting can shape your brand’s identity, so your email message must be on-brand. Your tone of voice is important here and it should be consistent across all forms of communication, including email campaigns. It’s vital you have developed your brand’s identity as it humanises your business to potential customers.

A/B Testing

Your subject line needs to be compelling enough to get customers to take the first step, so it is worth A/B testing to see what works well and what doesn’t. On top of this, you should consider A/B testing your email copy as well, to see what is converting at a higher rate. The data you’ll receive from A/B testing can be extremely helpful when making future decisions.

Understand Your Audience

It doesn’t really matter what aspect of your business you’re looking into, understanding your audience will always be a major piece of the puzzle and creating email campaigns is no exception. Understanding your audience means you have a clear idea of their pain points, goals and more.

Engaging CTA

Your CTA is the part of your email that encourages users to perform a desired action (like making a purchase or booking, for example). It’s a good idea to stick to one clear CTA per email, you don’t want to confuse your readers. Also, think about how you can make your CTA more personalised as this can help encourage customers to take action.

Building effective email campaigns can be difficult, but I’m here to make the process a lot easier for you! If you’re not currently seeing the results you’d hope for with your email campaigns, make sure you reach out and we can work something out 🎉