The creativity of an email is made up of two parts: the art, which is responsible for the graphic part, and the copy, which defines the conceptual idea and how it is materialized through the writing of the texts of the message.
If you take into account that almost all studies indicate that more than 50% of users do not see images automatically because they have that function disabled, we can understand the importance of text. In fact, if the important message is in the image, it is very likely that half of your recipients will never find out what you wanted to convey to them.
But writing effective email marketing copy is more than just putting last database words together . However, many emails are practically the same. They use the same clichés and the same inherited patterns without realizing that to stand out you must write differently, show your own personality, avoid empty words and, above all, give the subscriber a reason to dedicate an extra second of their valuable time to you .
Define 80% of the message before writing a letter
Text is essential in two parts of an email: the subject line and the body of the message . However, before writing a single word you should think about the following questions. With the right answers, you will have 80% of the email writing done:
The recipient: Who are you addressing? Who are you talking to? Email is the quintessential one-to-one communication . Yet we tend to turn it into a new banner. Remember that if you talk to everyone, you reach no one.
What problem are you going to solve for them? Users are interested in their problem, not whether or not you are going to meet your acquisition objectives. Clearly define what you offer them, why they are interested, and what makes your offer different from another offer they may receive in the email below.
What tricks do you have up your sleeve? A great way to exceed subscribers' expectations is to offer them something unexpected that motivates them to listen to you and complete the action you request .
What should you do? The goal of email marketing is not to make the final sale but to get the user to click through to the landing page . Many emails forget something that is essential: showing the user the path to follow.
The subject line copy is the key to entry
In order for the user to reach the landing page you have prepared, they need to open the email. And the subject line can be the barrier that will prevent them from doing so or the key to entry that will motivate the user to continue reading and increase the opening rates of your email marketing campaigns .
The subject line should be treated like a headline. And if you follow the advice of one of the great thinkers of modern marketing, David Ogilvy , who believes that “ the headline is 80% of the copy ” you will understand its vital importance. It is true that it is only a sentence, but your subject line has to be written with effective copy to stand out from the rest of the email subjects that the user receives or all the effort will have been for nothing.
A well-written headline can generate several times higher opening rates than one without a hook . The subject line must attract the attention of the recipients and to do so it must comply with a series of recommendations:
The subject line must not exceed 50 characters .
Get to the point! Be specific and communicate only what the user will find in the message if they open the email. Explain the essence of the email in simple words . And be careful not to create expectations that you will not meet later.
Avoid toxic words . There are a number of terms that ISPs identify as spam. It is important to know what they are at any given time.
If you write in capital letters, netiquette says you are shouting.
Use numbers. They help to fix the scan we make when reading subject lines.
Create a sense of urgency . Use limited deadlines that force the user to not waste time and make a decision at the same time they read it.
Direct and informative subjects work better than those that focus on a promotional message.
Choose every word and every space wisely . They are the only tools you have to create a great subject.
If you can, make it fun .
Remember: not everyone has to like it , only the recipients you are interested in.