Email marketing remains one of the most powerful tools for any brand that wants to sell (either online or in a physical store). It’s no coincidence that experts keep telling you that you need to build your email list…
The average ROI in email marketing fluctuates by industry standards, but tends to hover around $40 for every $1 spent! (Source: https://dma.org.uk/uploads/misc/marketers-email-tracker-2019.pdf).
That’s a 4000% return if you know how to do email marketing right!
Writing high-quality content for newsletters and marketing emails is essential to achieving this success.
Even the most skilled copywriters can use these tips to help them create transferable copy.
So, here are five email writing tips to help you increase conversions and improve your ROI.
1. Spend time on your object
You can’t convert if you don’t convince the consumer to open your email. So you should spend some time perfecting your stuff. A good email subject accomplishes one or more of the following goals:
- Convince the reader that the email has an important benefit to them, such as a promotion or gift;
- Include evidence that the reader should open the email, such as the start of a tip or a database that leaves the heart of that information unanswered;
- Encourage the reader to feel that they will be left out of something important, such as an opportunity, if the email does not open.
2. Use the text preview to your advantage
If your email address seems too short to attract attention, don’t worry.
Most incoming email inboxes include a short preview text — the words or first line of the email — along with the subject. Readers decide whether or not to open your email based on these two texts.
Email preview texts average between 35 and 140 characters, so make sure your first words really matter. Never include standard text, such as links to social media profiles, bios, or your own content as the first text in a marketing email.
And while creating your content, especially when we’ve seen content that grabs attention, make sure you take a stand. People tend to respond to emails that use moderately positive or negative language more than those that remain carefully neutral.
3. Customize the content for your audience and reader
Understand who your audience is and what kind of content they want or need. Know that you won’t always send out email content that is relevant to your audience on the first (or even fifth) try, and that’s okay.
Achieving a 4000% ROI requires testing, analyzing and optimizing your copywriting to deliver exactly what your target audience is likely to click on.
Automated email marketing tools allow you to customize content for a specific audience and customize content for each reader including segmenting your audience.
You should use at least one of the basic personalization options to send an email to a specific person by calling them by their first name. This is especially true when you position your email marketing to come from a specific person within your company: the feeling of 1:1 connection helps increase conversions.
4. Keep it short and sexy
HubSpot reviewed studies of millions of emails sent and concluded that if you don’t have your own performance metrics, it’s best to use a shorter format. In general, experts say that you should keep emails under 200 words in length to ensure as many responses as possible.
The Boomerang study indicated that emails between 50 and 125 words received 50% more responses. Another study showed that 20 lines of text (usually less than 200 words) were more effective.
Ultimately, you need to find what works for you, but write short emails first and test from there.
5. Reuse existing content via summaries, citations or external links
If you are already investing in quality content for your blog or website, you can repurpose it for email marketing to save time.
Remove the best parts or summarize interest from a blog post for a specific email, or include carefully selected links to your blog posts in the body of an email to provide readers with the opportunity to receive longer content.
You can also use automation tools to customize link selections, presenting links to content tailored to different segments of your audience or individual readers.
When you take the time to think about what your audience wants to read in your emails and how to communicate it to them most effectively, you can turn your email marketing machine into a profitable conversion force.