How to write great email copy and stay honest with yourself

It doesn't take an email copywriter to create amazing newsletters. Learn how to write amazing content without claiming to appear to.

You know you need to write a newsletter but writing the copy can be a little difficult.

What can you do to grab your readers' attention and inspire them to open the emails each and every day?

There's a good thing that you don't need to be a professional writer in order to write material that impresses your readers.

If you're passionate about something You can also sell your digital goods, online classes, coaching sessions and community memberships all on one platform . Register for a free account.

Create your email to achieve the same goal

To start a journey, you need a destination. It's the same thing with each and every newsletter you publish.

Consider "What's the outcome for this message?" and work your towards the back. For example, you could ask them to click on and read your latest blog, or to purchase something.

Once you know your outcome, work out how you can make that travel as effortless as you can for your reader.

As an example, Brooks wanted their subscribers to use their shoe search tool online.

The first email they sent out contained an intriguing photo of mismatched shoes. The picture is also accompanied by a graphic that reads "Let us match you with". Below, the text continues to warm up your reader to the ultimate aim with a casual manner of conversation.

It's then a switch of colors for the next paragraph to draw the attention of viewers. If the reader were just reading the mailer, this is the place they'll likely end up. That's where they present the"call to action" (CTA).

Place your CTA lower in your body text improves conversions by up to 304% when compared with placing it at the top. It is even better to make the CTA stand out like Brooks uses the use of a striking button.

Draw even more focus on your CTA to draw more attention to your CTA by adhering to the Moment  the way they approach. To promote their series of tips for photography the company created a separate newsletter.

Each of the five suggestions are provided with their own box along with a few tips and two pictures to illustrate the point. A button leads the reader to the particular tip however, you're urged to remain in the email to see the entire list of recommendations.

Then, you can go to the entire series of blog posts.

What works about this approach is that it guides users through the various blogs, providing value with each summary. When you arrive to the CTA You're prepared and eager to find out more.

As with Moment, you can offer numerous opportunities to your subscribers to take action. Also, they make use of the lower part of their newsletter to announce different offers, like this excursion to Iceland.

The reason for this is that the principal CTA and purpose of the email are well established. It's not distracting. However, this doesn't mean that it's a good idea to include every single deal you've got within each email.

If you're eager to begin planning your journey through email take a look at the outline format template . It is also possible to edit it directly in the Canva .

After you've discovered a successful email design and picked the CTAs The most difficult task is over. The next step is to find the excellent email content along with it.

Some people think that great writing is all about cleverness and glitz, but it's much better to be understood. Who better understands your needs than your friend?

Write to your reader like they were your friend

If you've ever read the newsletter's advice, there's a good chance you've come on this one: "personalize your emails".

Personalizing your emails is a great idea, however, not the way you imagine. Forget about adding the reader's initials -- this is a possibility to be a disaster , and it doesn't make your email personal.

The thing that makes an email personal is the copy. A good email copy is like that it was composed specifically to you by someone who you have known for a while. It speaks to your desires as well as your desires and sense of humor.

Here's an extract from a recent newsletter by Ann who demonstrates how welcoming and personal her writing.

Take note of the well-known opening "Hi sweet Cheeks" and also how she quickly involves her reader with "You might know him as".

Just like Ann like Ann, you can make your way into reader's hearts by writing to them as if they were a acquaintance.

Utilize second-person pronouns ("you/your") as well as the active voice when feasible.

Example:

In place of " Our cake recipes are loved by our customers," say, "You love our cakes recipes".

Or instead of "Readers were found to be struggling with semicolons,"" say, "I I know that you are averse to semicolons".

These new designs have a more clear message and will grab the attention of your readers. Use this approach to help readers be interested in the message you're making.

If you're in need of some writing inspiration Here's a collection of free email templates:

Segment your email list

If you want to treat your subscriber as if they were your acquaintance, you must know them a little.

This is where segmentation comes into play.

Segmentation is the process to divide your mailing lists into distinct demographic categories. Then, you can send advertising campaigns better suited to each segment.

As an example, you might have a segment for new subscribers, and use it to send them emails which bring them up level with your activities.

Segmenting your list is extremely powerful. 82 percent of marketers have a better open rate and with segments versus non-segmented campaigns.

Segmentation does come with some warnings.

You might, for instance, think that segmenting your data by gender or age is a wise move. It doesn't reveal anything useful about a person's desires or issues.

It's more beneficial to segment through pain points and previous behavior instead of based on demographics.

For example, if you offer painting classes the idea of separating your customers by gender isn't going to make your class more attractive. The information about the classes that the students have previously registered for (watercolor for beginner, portraits with acrylic paint, and so on.) gives you much more helpful information.

If you haven't segmented your subscribers in any way when creating your list of email addresses Do not be concerned.

There are two simple segmentation methods that you can use at any point in your email list. Segment your subscribers based on the previous purchases they made or their behavior.

As an example, suppose you could offer a free "social media 101" checklist" and an "advanced blog automation" course. Based on their purchases the audience will have varying ability levels.

In this case, it'd make sense to send them different newsletters -- for example, one newsletter could contain additional resources for beginners.

The behavior of your subscribers is dependent on the behavior of your subscriber. Send an email to those who've left items out of checkout in order in order to reconnect them, or new subscribers, to say hello.

For example, Birdie sends the follow-up message to subscribers who have joined her. She introduces herself and her work, so they feel comfortable in her environment.

Like Birdie You could also give some details about you and your company. Your new subscribers feel welcome and engaged.

There's a third marketing strategy, and that's to ask your audience which segment they're part of. This is how Vassilena Valchanova performs it.

The email allows her to determine the audience she is targeting based on the roles they play (freelancers and in-house marketing, etc.) and also their passions.

Once they've filled in the brief survey, Vassilena ensures they only receive the type of information they want in their inbox. The result is win-win for both the both the newsletter's creator and subscriber.

The gist of it:

Get personal with your email copy and write to the recipient as if you have a connection with them personally. Don't be afraid to segment your list if it helps you to get more precise in your email content.

Get their attention prior to they open your email

Making your email content more appealing is just one part of the equation. If you want to get your newsletter up to the next level, it is essential to enhance what surrounds it: your subject line, preview text and email's sender's name.

These might feel secondary to the email you sent, however they all play an important role in determining whether an individual decides to open it or not. 47percent of recipients read emails solely based on the subject line alone. In addition, 42% of users verify the name of the sender before they open them.

One of the most important email copywriting tips I can give is not totreat them as an afterthought.

Pick the sender's name

The name of the sender is your displayed name. As an example, below are the names of a few people in my inbox, coupled with their subject line.

There's plenty of variety in the names of business (Netflix, EFS, BrowserStack) Personal names (Allison and Ashleigh), and the middle alternative (Will be at Mailjet). Three of them are commonly used names for sending addresses.

Which one is right for your personal needs and small company?

There are several tests your sender's name needs to pass in order to stay out of the mailer's spam folder.

It is essential that it:

Look legitimate. Use an email address as a display name.

be recognizedby the reader. A person's name is generally appropriate only if it's part of your company's brand name or associated with the brand name (e.g., Will at Mailjet).

Be short,or it could be cut off. Like, for instance in my Gmail inbox cuts names off after about 20 characters.

The smallest but the most powerful, your brand name will be the very first people see in their inbox. The second.

Brainstorm your subject phrase

Here are just a few that you could draw inspiration from:

Ask an inquiry, e.g., "Wouldn't you love to work a three-day week?"

Create a sense of urgency,e.g., "Spring discount is over tonight at midnight".

Share an "how to",e.g., "How you can trim your cat's claws, without losing the use of an arm".

Include a statistic or a numbere.g., "57% of sailors prefer oranges than bacon".

Showcase a list,e.g., "17 ways to make an easy table with no equipment".

Make sure you know the content,e.g., "[PodcastMeet our founder".

You're unsure which to pick? When in doubt, it's better to be clear, not smart.

The readers of your blog need to be able to see quickly what's in it for them. Trust me. There is no one who will argue that your subject line isn't straightforward to grasp.

There is the option of combining the formulas listed above. This subject line from Jimmy Daly's Superpath newsletter is a great example of being transparent and employing the "how to" approach. When you open it, you already know what it is and the value it can bring for you.

The subject line is only half the story and it must be used alongside your preview text to be powerful. Your preview, also known as a pre-header will be the one that is next to your subject line in your inbox.

Take a look at this topic line and preview the text of The Newsette . The subject line is fascinating, however the preview text is what is what makes it truly stand out by its witty tone.

You want to click to find out if the ketchup-based masks are absurd or not. (Spoiler: they are).

It is also possible to develop intriguing subject lines similar to the one in the newspaper. Just make sure your content follows through, or you could prompt an influx of subscribers to unsubscribe.

Subject lines do not have to be witty or elaborate to work. It's all they need is to keep your target audience's thoughts in mind.

You've worked out what your email will look like and written your copy. The display names, the preview text, and subject lines are your final chance to convince people to open the email.

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Create a copywriting plan for your email

You don't need to be a professional writer or know anything about content marketing to create newsletters your audience will enjoy.

These are the steps you must take to make your next email:

First, start with your idea of creating an outline of your email.

You must then decide what your reader's journey will be. It is also important to choose your first step.

Customize your emails by speaking to your reader directly and dividing your list in order to reflect their interests.

Make sure that the name of the sender is recognizable, such as your company name.

Design a powerful subject line as well as a preview for your readers to open your newsletter.

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