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How to Write Email Marketing Copy That Drives Results

Email Marketing is one of the most effective ways to generate profits. But, if your email marketing copy isn't effective, you'll end up wasting your time and money. This article contains tips which will help you to write better emails.
Yaron Been

Ecommerce Entrepreneur, EcomXFactor

Email Marketing is one of the most effective ways to generate profits.

But, if your email marketing copy isn't effective, you'll end up wasting your time and money.
Furthermore, your emails could even do more harm than good if you don't write them correctly.
So, how can you make sure that your email marketing copy is effective?

Here are a few tips:

Tip #1 - Know Your Audience:

Before you even start writing your email marketing copy, you need to know who your target audience is.
And which segment of your list are you sending your email to.
Who are you trying to reach with your emails?

What are their needs and wants?

How well do they know you and your brand?

Once you know this, you can start creating email content that will resonate with them.

Tip #2 - Keep It Short and Sweet:

As a general rule of thumb, people don't want to read a long, boring email.

If your content isn't very unique I would suggest keeping your email copy short and sweet.

Get to the point and don't include any fluff.

Your readers will appreciate it.

Tip #3 - Write A Compelling Subject Line:

The subject line is the first thing your readers will see when they receive your email.

So, it's important to write a subject line that will grab their attention and make them want to open your email.

After writing your subject line, put yourself in the shoes of your customers.

Ask yourself if this headline would stand out from an inbox full of unread emails.

If not, create a better headline.

Tip #4 - Get the Preview Text Right:

The preview text in the email is overlooked but it's very important.

It's the first thing people see after the subject line in their inbox.

So it needs to be interesting and make them want to open the email.

Keep the preview text to 50 characters or less.

This ensures that it shows up across all email platforms.

Tip #5 - Use Good Grammar and Spelling:

This may seem like a no-brainer.

But you'd be surprised how many people don't pay attention to grammar and spelling when they're writing email copy.

Bad grammar and spelling can make you look unprofessional and can turn off your readers.

So, take the time to proofread your email before you hit send.

You can use tools like Grammarly for this.

Tip #6 - Make It Easy to Read:

After fixing the grammar I suggest making sure that the content is easy to read.

Use short sentences.

Don't use complicated words.

Write as if you're writing to 6th-grade kid.

Check out the Hemingway App which is a powerful and free tool that will help you write clear and bold content.

Tip #7 - Leverage Storytelling:

Storytelling is one of the most powerful tools you have as a writer.

It's a great way to connect with your readers on an emotional level and get them invested in what you're saying.

When used correctly, it can be a very effective way to get your point across.

So, when writing email copy, try to weave a story into your content.

Make your readers feel something.

Your story can be about different subjects:

-How did you come up with the idea of creating the product?

-Stories about customers who used the product

-Inspirational stories that your target audience can relate to
and much more...

Tip #8 - Use a Checklist:

When I write an email, I make sure to go over a checklist of different behavioral biases and psychological elements.
I check if I've included the following in my email:

-Reciprocity: Give before you ask

- Authority: Use social proof

- Consistency and commitment: Get your readers to commit to taking action

- Liking: Write emails that show you understand your readers

- Scarcity and Urgency

Tip #9 - Personalize your emails

Recipients are more likely to engage with an email that feels personal and tailored to them. 
You can do this by including their name or using other data you have about them.
The more personal the email seems and feels, the better.

Tip #10 - Don't always sell but do Include A Call-To-Action:

People don't like being sold to.
It's important to remember that when you're writing email copy.
Your goal should be to provide value first and foremost.
If you provide value and create a connection you increase the likelihood of making a sale.
But, at the end of the day, you're still selling something so it's important to include a call-to-action.
Make it easy for your readers to take the next step.
Include a link to your product page or a landing page where they can learn more about what you're offering.

And finally, don't forget to test your email before you send it out! 

You can test different elements, such as:
  • Different headline variations
  • Different preview variations
  • Different sender names
  • Different layouts: text-only email vs HTML layout with images and fancy elements


Email marketing can be a great way to reach out to customers and promote your products. 
Especially these days when media costs are rising.
You must strive to increase the Lifetime Value of your customers and email marketing is a great way to do so.
By following these tips, you can write email marketing copy that will drive results.
Keep these tips in mind the next time you sit down to write your email marketing campaign and you'll be on your way to success.

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