From Kelly Forst August 10, 2021
Would you like to be noticed (and not ignored)? Then you need to follow these 9 email writing best practices.
Email is one of the best tools you have to convert and convert your leads.
However, if you don’t follow email writing best practices, you will quickly find that your content is considered spam and is largely ignored.
Think of your own inbox.
How many e-mails do you get second-glance because of a creative subject line?
How many unsolicited branded emails do you open?
What drives you to open it?
Most likely it comes down to what value you think you will get.
The average click-to-open email click-to-open rate in the US is 15.71%.
You can get people interested in your copy by following these tips to help you write stronger emails.
Best practices for composing email texts
If you’re wondering how to write an email, you just know: there is a method insane when it comes to improving your email marketing rates!
It may feel like you’re in the dark, but there are proven ways to improve your email engagement numbers.
Great email campaigns come from experienced, organized, and knowledgeable marketers. This requires an understanding of how the following current trends all work together.
These unspoken email rules for writing a marketing email have a huge impact on audience perception.
Start with a template or a text formula
Emails should be consistent. You might have different templates for different types of email, but everything should flow for a consistent brand feel.
Templates also help you incorporate key visual elements such as banners, CTA buttons, and images.
Also, email templates – like the one below – can give you an idea of what to write when you are feeling tired.
Would you like this template + 44 more? Download AWebers What to Write Guide if you’re looking for a template to start writing.
Copywriting formulas are also a great place to turn if you need help. Many of the world’s best copywriters turn to formulas to guide their own writing.
Write naturally and follow your brand voice
Another best practice when copying email is to write it the same way you speak. People want to hear your brand voice rather than feel like they are reading a book or article.
This is a great opportunity to develop your brand voice and really refine your approach. Will you be trendy Serious? Creative? Stoic?
How you sound will help audiences build a bond with your brand that goes beyond a good price or a great product. It will help build connections and trust.
Segment contacts to address a specific target group
It would be a big mistake to write to your entire audience at the same time.
There is a common saying: “You cannot be everything to everyone. “
So stop trying to be
Use your contact list information to segment your lists. Some of the main defining characteristics can be:
- Past purchases
- last activity
- Abandoned cart
- Point in the buyer’s journey
For every email, focus on writing to one person. Then, only send it to the audience segments that deem it relevant.
This is a great trick – ONLY sending it to the leads it was written for.
You may be forced to share “just in case” with everyone. But sending irrelevant emails is a bit like playing the boy who yells the wolf.
If you keep jumping into inboxes asking for attention when the offer doesn’t really apply, people will write you off and ignore the emails you have to do write for her.
Use short, meaningful subject lines
You don’t want a clickbait that looks desperate and obnoxious. But don’t dwell on your thoughts in your subject line.
Create strength and energy so users can see that you are not wasting their time.
Spend a lot of time creating a meaningful subject line and making sure your headings are aligned. Use similar language to indicate that you are not trying to bait-and-switch your audience.
When they click on it to open it, you have to deliver on the promise that opened your readers in the first place.
Focus on your customer
Your brand may not be the focus of the campaigns or you may completely lose interest from your subscribers.
Avoid “you” language. Instead, use “I” and “we” to show the camaraderie you have with your customers. Email isn’t really a place to offer step-by-step instruction content.
Add personalized items
Nothing is easier to ignore than a general sales email.
One way to break through the noise and stand out is to personalize your email.
Part of this has to do with successfully segmenting your email lists so that users are more likely to care about the content they receive. And the numbers prove that the segmentation works:
Avoid spam words
There are certain words that can make your emails look desperate, manipulative, or brand-centric. You will likely ignore these spam words.
Examples of spam words to avoid:
- apply online
- Click here
- Drastically reduced
- Exclusive offer
- Limited time
- best seller
- Great offer
- No obligation
Instead, try these 8 powerful words in your next email.
Include a clear call-to-action (CTA)
Without clear instructions, users are less likely to complete a particular result.
What good is an email if she reads it and then goes back to check the next one?
Think about the actions you want your readers to take.
Sales isn’t always the right push. You need to have an idea of where leads are on the buyer journey and what actions are taking to help them take the best next step.
While you’ve caught them, present the value, then call for action.
If your audience thinks the content is relevant and believes your copy, they will be much more likely to take the action they want.
- For the sake of clarity, choose only one CTA
- Avoid spam language for the CTA
- Design a button so that it has visual priority
- Choose a value that is important to your audience
- Paste the CTA button above AND below
- Track and measure the impact of your CTA
Keep it mobile friendly
Mobile is the best way to check your email.
85% of email recipients use smartphones to access email.
If your email isn’t designed for mobile devices, you’re driving a large chunk of your audience away.
That means keeping segments of text short, using responsive design templates, and writing for an audience on the go.
Show your audience that you respect their time.
- Paragraphs should only be 1-3 sentences long on smaller device screens.
- Pictures and videos are more likely to attract attention than text-heavy emails.
- All CTAs and links should lead to landing pages in responsive design.
Bonus tip: know grammar. Then break the rules.
You don’t want emails full of grammatical errors, such as: B. confuse “your” with “you” or write continuous sentences. However, once you understand the rules, you will find that there are ways to break them for dramatic effect.
You are the boss.
Short sentences and informal language (like starting a sentence with “but”) are examples of how people break the rules.
While it may seem like the opposite of a best practice when writing email, sometimes breaking the rules is the best way to write surprising, engaging articles.
Stay up to date on email trends
Things are moving fast. Don’t stop reading up on the industry’s changes and expectations.
Just when you think you have the best emailing practices under your belt, your goal must shift slightly due to new marketing tools or audience expectations.
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