The Case for Learning Email Copywriting

The quality of your copy is what largely determines how well your email campaign performs. Without an effective copy, it's not possible to see high conversions. It takes a certain amount of thought to even get your readers to open your email, much less read it. Getting them to open it is only half the battle, of course; you still have to convince them to take action. It's up to you to write copy that's able to convert. Your email has to be the stepping stone that gets readers to do what you want them to do. Your email efforts, then, depend a great deal on the kind of copy you create. The following are a few proven strategies that will make your email marketing more effective.

Your subject line is obviously critical for getting people to open your emails. Yet what comes next? If your email has a good headline, this will draw them in. The fact is, headlines are just as effective in emails as they are anywhere else -flyers, sales pages, direct mail, etc. It's a feature that can instantly make your email more compelling. A headline gives your whole email more power and will make more people read it. While the subject line gets readers to open your email, the headline can persuade them to actually read it. The headline should follow up with the subject and give the reader a benefit, ask a question or just be straightforward. Bring in clarity to your email copy, and let your readers know what your offer is about, why you're sending it and how can they make use of it. Online audiences tend to respond well to everyday language that is appropriate for their niche. Your reader should know exactly what you're talking about, and never keep them guessing or save the best stuff for the last. If you try to make your copy too mysterious, it can bring down your conversions - so work your way up by connecting with your readers through a clearly defined copy.

You have seen calls to action in sales copy even if you did not realize what they were. You may want to even test different calls to action as well as using the in-line text link that is more innocuous. One of the worst mistakes that you can make is directing readers to a "learn more" page. Also remember that by the time people get to your call to action they should hardly need any encouragement. The reason why copywriters use the call to action in the first place is because people need to be told what to do, next. If you see enough of them you will find that they are not very long at all.

Fundamentally, the principles of email copywriting are the same as those of other varieties of copywriting. But you still have to take a slightly different approach. You shouldn't write your copy carelessly. It's essential that you make an impact on the reader. Having compelling copy is what will make your email effective no matter what you're selling. The most effective copy is the kind that's single-minded and doesn't lose focus. Don't drag it or beat around the bush, it won't get you results. The main idea is to show readers how they'll benefit by taking action.

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