Learn how to write great emails and email contents with these actionable tips and email writing guide.
Each email holds immense potential, like a blank canvas awaiting your artistry. It’s your chance to connect with your audience, engage them, and move them towards your goals. But this opportunity also carries the risk of squandered potential.
To truly harness the power of email, you need a focused strategy. Deepen your understanding of human behavior, explore new approaches, and be willing to adapt until you discover the formula that works best for you.
However, starting from scratch isn’t necessary. Embracing established email marketing best practices can put you ahead of the curve before you even send your first message. Remember, every misstep, no matter how small, can lead to subscribers leaving your mailing list. Even worse, a reputation for spam could land your email address on blacklists, condemning your messages to the dark abyss of spam folders.
This is the opposite of what you desire. Let’s explore ways to turn your email marketing campaign into an ally, not an adversary.
1. Know Your Audience and Speak Their Language:
You wouldn’t speak to your parents the way you speak to your children, right? Similarly, your email tone should adapt to your audience. Tailor your content to resonate with their specific interests, needs, and challenges.
Perhaps you already have a good understanding of your target customer based on your business and its offerings. However, conducting further research can provide invaluable insights.
Here are some ways to delve deeper into your target audience:
- Engage in online communities: Participate in forums and social media groups where your target audience gathers.
- Conduct surveys: Ask direct questions to understand your audience’s preferences and needs.
- Analyze your existing subscribers: Look for patterns and trends to identify common interests.
- Study your competitors: See who they are targeting and how they are engaging their audience.
Apply your learnings to every email you craft. Imagine your ideal customer sitting across from you, waiting to read your message. Craft your content with them in mind.
2. Clarity and Action: The Pillars of Effective Email Communication:
Respect your audience’s time by using clear, concise, and actionable language. Avoid jargon and technical terms that might confuse them. Instead, focus on delivering your message in a way that is easy to understand and prompts action.
Subject + Verb + Clause: This simple formula can help you craft clear and concise subject lines that accurately reflect your email’s content.
- Unclear: “5 Ways to Improve Your Time Management Skills”
- Clear: “Get Organized Now: 3 Simple Strategies to Boost Your Productivity”
Remember, you can still maintain your brand voice and inject personality into your writing. However, always prioritize clarity and respect your reader’s time by keeping your message concise.
3. Align Your Subject Line and Body Copy: Harmony for Success:
Think of your email subject line as a promise to your reader. It tells them what they can expect to find inside. If your audience feels misled by the subject line, they’ll likely lose trust and unsubscribe.
Resist the urge to use clickbait tactics or misleading subject lines. Instead, strive for honesty and transparency. Be upfront about the content and benefits offered in your email.
Here are some tips for crafting effective subject lines:
- Use plain language and avoid jargon.
- Focus on the benefits for the reader.
- Create a sense of urgency or intrigue.
- Keep it short and sweet.
Remember, your subject line is just the first step. Your body copy should deliver on the promise set by the subject line. Make sure every sentence is relevant and contributes to the overall message.
- AI Writing Tools: Explore tools that can help you improve your email copy and subject lines.
- Email Marketing Best Practices: Research established strategies and techniques to optimize your email campaigns.
4. Embrace Personalization: Speak Directly to Each Subscriber
Email clients that utilize personalization tokens can become your most valuable allies in email marketing. These powerful tools transform generic content into personalized messages that resonate with each individual recipient.
Consider the difference in impact between “Dear Reader” and “Dear Sheryl.” Most individuals would prefer the latter, feeling a sense of connection and recognition. This personalized approach fosters intimacy and trust, making your messages more impactful.
Beyond names, you can leverage various personalization tokens, such as location or company name, to further enhance your email’s relevance and effectiveness. However, avoid overdoing it, as excessive personalization can feel intrusive and creepy.
5. Cultivate a Conversational Tone: Write in the Second Person
A conversational voice is crucial for effective email marketing. Remember, you’re sending messages to individuals, not a faceless mass. Address them directly using “you” instead of “he/she,” fostering a sense of personal interaction and reducing the formality of your communication.
Incorporate first-person references to make your writing even more engaging. Instead of simply informing the reader, share your own experiences and insights, drawing them into a dialogue.
While switching between first and second person is acceptable, abrupt shifts to third-person can disrupt the flow and disconnect your audience.
6. Capture Attention from the First Line: Establish Relevance Immediately
Your passion for your product or service is commendable, but resist the urge to launch into lengthy explanations in your emails. Instead, prioritize relevance from the outset.
Start by crafting clear and concise subject lines that accurately reflect the email’s content. Then, ensure the first line of your email body immediately establishes its purpose and relevance to the recipient.
Don’t feel obligated to limit yourself to short messages. Longer-form content can be effective, but only if you capture the reader’s attention from the very beginning.
For instance, if you’re offering a free white paper download, mention it prominently in both the subject line and the first sentence. Then, you can delve into additional details and supporting information.
Remember to include the download link early in the email and again at the end, making it easy for interested readers to access the resource.
7. Prioritize Clarity Above All: Avoid Ambiguity and Confusion
While catchy prose might seem appealing, prioritize clarity above all else. If your readers struggle to understand your message or purpose, they’re likely to lose interest and quickly move on.
Focus on delivering clear and concise content that avoids ambiguity and confusion. Resist the temptation to fill your emails with puns, witty remarks, or overly complex language.
Every email you send should have a defined goal, whether it’s:
- Announcing a new product or service
- Sharing valuable insights and educational content
- Encouraging social media engagement
- Promoting user-generated content and community interaction
Once you establish your objective, ensure every element of the email, including text, images, and links, contributes to achieving that goal. Maintain consistency and avoid irrelevant digressions, even if they seem entertaining or humorous.
By prioritizing clarity and focusing on your email’s purpose, you can craft impactful messages that resonate with your audience and drive results.
8. Nurture First, Sell Later: Building Trust Before Making a Pitch
Think back to your last car purchase. Did the salesperson bombard you with offers the moment you stepped foot in the dealership? Probably not. Instead, they likely built rapport, identified your needs, and showcased relevant options before making any sales pitches.
Email marketing follows the same principle. Start by building trust and offering value before asking for the sale. A blatant “buy now” approach at the outset will likely turn readers off and fail to convert them into customers.
Instead, embrace the “give to get” philosophy. Offer something of value, like a free e-book, discount code, or informative content, in exchange for their attention and potential future business. This demonstrates your expertise, builds trust, and positions you as a valuable resource, making them more receptive to your offerings later on.
9. Reward Your Readers: Incentives for Engagement
Consumers appreciate and expect rewards. In email marketing, offering incentives encourages readers to engage with your content and participate in your calls to action. These incentives can be anything from exclusive offers and discounts to free resources and early access to new products.
Tailor your rewards to the specific email’s content and your overall marketing campaign. For instance, providing a free white paper related to the email’s topic or offering a coupon code for a related product can incentivize engagement and drive desired outcomes.
10. Benefits, Not Features: Speak to Their Needs
Many businesses struggle to differentiate between features and benefits, often focusing on the technical aspects rather than the value proposition. It’s crucial to remember that features describe what your product or service offers, while benefits explain how it improves the customer’s life.
Imagine you’re promoting an online course titled “Time Management Expert” While the course features might include 15 video modules, a downloadable action plan, and access to a private group, these are just details.
Instead, focus on the benefits:
- Learn time management strategies to free up hours each week.
- Boost productivity and achieve more in less time.
- Reduce stress and improve work-life balance.
- Gain access to a supportive community of like-minded individuals.
By highlighting these benefits, you connect directly with your audience’s needs and aspirations, making your offering more relatable and appealing.
11. Tap into FOMO: Leverage the Power of Scarcity
FOMO, the fear of missing out, is a powerful motivator. By showcasing the potential consequences of inaction, you can encourage readers to take immediate action and engage with your offers.
Mention limited-time discounts, exclusive deals, or early access opportunities to pique their interest and create a sense of urgency. This approach encourages them to take advantage of the offer before it’s too late, increasing conversion rates and driving sales.
12. Embrace Brevity: Respect Your Reader’s Time
We live in a fast-paced world, and your email subscribers are no exception. They’re busy individuals with limited time and attention spans. Therefore, brevity is key in crafting effective email marketing campaigns.
Conciseness demonstrates respect for your reader’s time and ensures they receive your message without feeling overwhelmed. Here are some strategies to achieve email brevity:
- Focus on one key idea: Avoid overloading your email with multiple points. Instead, focus on delivering one clear and concise message in each email.
- Practice word economy: Edit your writing ruthlessly to eliminate unnecessary words and phrases. Aim for direct and impactful communication.
- Avoid “purple prose”: Resist the urge to use overly complex language or jargon. Opt for simple, straightforward language that is easy to understand.
Remember, email marketing is a long-term game. You don’t need to cram everything into a single email. By consistently delivering valuable content in bite-sized pieces, you can build trust and engagement with your audience over time.
13. Urgency and Action: The Power of Deadlines
Every effective email should incorporate a clear call to action (CTA). This tells your reader what you want them to do next, whether it’s visiting your website, signing up for a course, or making a purchase.
To maximize the impact of your CTA, consider adding a deadline. This creates a sense of urgency and encourages immediate action. Limited-time offers, exclusive deals, or early access opportunities can incentivize your readers to take advantage of your offer before it expires.
By leveraging the power of urgency, you can significantly enhance the effectiveness of your email marketing campaigns and drive desired outcomes.
14. Multiple Links: Expand Your Reach and Engagement
While a clear and compelling CTA is crucial, don’t limit your email’s engagement potential. Consider incorporating several links throughout the content that point to relevant resources, such as:
- Blog posts
- YouTube videos
- Social media accounts
- Landing pages
These links provide additional value to your readers and allow them to explore your content further. Remember to keep the links relevant to the email’s content and avoid misleading or irrelevant links that can damage your credibility.
15. Craft an Irresistible Call to Action: Make Your Clicks Count
The success of your email hinges on the effectiveness of your call to action. While it may seem simple, crafting a compelling CTA requires careful consideration.
Here are some key elements to remember:
- Wording: Keep it clear, concise, and action-oriented. Avoid using generic phrases like “click here” and instead, focus on the specific action you want your reader to take.
- Design: Make your CTA visually distinct. Use a button format, contrasting colors, or different fonts to make it stand out from the surrounding text.
- Content: Briefly mention the potential benefits of taking the desired action. This provides additional incentive for your readers to click and engage with your offer.
Remember, your CTA is the gateway to conversions. By crafting a well-designed and compelling call to action, you can significantly increase the effectiveness of your email marketing efforts.
16. Leverage the Postscript Power: A Second Chance for Engagement
The humble P.S. still holds its power in the digital age. Considered a separate entity from the main email body, it often grabs attention and offers a second opportunity to engage your readers.
Here are some ways to utilize the P.S. effectively:
- Offer additional value: Share a bonus tip, exclusive content, or a special offer not mentioned in the main body.
- Reiterate your call to action: Remind readers of your desired action, providing another nudge towards conversion.
- Highlight a key point: Briefly emphasize a crucial message or benefit you may have overlooked earlier.
- Add a personal touch: Share a humorous anecdote, ask a question, or inject a sense of informality to connect with your audience.
Remember, the P.S. is an opportunity to extend your message and offer something unexpected. Use it strategically to maximize its impact and enhance your email marketing campaigns.
17. Encourage Sharing: Extend Your Reach Through Your Subscribers
Building a successful email marketing campaign involves not just sending emails, but also expanding your reach. Encourage your existing subscribers to become brand ambassadors by sharing your content with their networks.
Here are some ways to incentivize sharing:
- Directly ask for shares: Include a simple request at the end of your email encouraging subscribers to forward it to their friends and family.
- Include social media sharing buttons: Make it easy for subscribers to share your content on their preferred social media platforms.
- Offer rewards for sharing: Consider offering incentives like discounts, exclusive content, or entry into contests for those who share your emails.
- Create shareable content: Focus on crafting informative, engaging, and visually appealing content that subscribers will be naturally inclined to share with their networks.
By encouraging sharing, you can leverage your existing subscriber base to reach a wider audience and accelerate the growth of your brand.
Crafting Magnetic Email Content: Tips for Online Business Success
Email marketing remains a powerful tool for launching and growing online courses and businesses. However, the key to maximizing its potential lies in crafting compelling content that resonates with your target audience.
Focus on Brevity and Relevance:
- Respect your reader’s time: Keep your emails concise and focused on one key message. Avoid overloading them with information.
- Stay on topic: Ensure each email directly relates to your course or business and provides valuable insights or resources.
Resist the Hard Sell:
- Build trust first: Focus on nurturing relationships and establishing yourself as a trusted resource before making a sales pitch.
- Provide value first: Offer free resources, informative content, and practical tips to demonstrate your expertise and build trust.
Connect with Your Audience:
- Identify pain points: Understand your audience’s challenges and aspirations to tailor your content accordingly.
- Speak their language: Use conversational language and avoid jargon to create a sense of connection and authenticity.
- Share personal stories: Inject your own experiences and insights to forge a deeper connection with your readers.
Additional Tips for Success:
- Prioritize clarity: Use simple, direct language that is easy to understand.
- Craft a captivating subject line: Grab your reader’s attention and entice them to open the email.
- Include a clear call to action: Tell your readers what you want them to do next, whether it’s visiting your website or signing up for your course.
- Proofread carefully: Ensure your emails are free of errors and typos for a professional presentation.
- Email marketing is a marathon, not a sprint. Consistency and long-term commitment are key to building a successful campaign.
- Track your results: Analyze your data and metrics to see what works and what doesn’t, allowing you to continuously improve your email marketing strategies.
By following these tips and prioritizing your audience’s needs, you can craft email content that captures attention, builds trust, and drives your online course or business towards success.