The 4 Key Steps To Writing Great Email Marketing Copy

email marketing

Email Marketing is back in business

Glittering social media platforms might seem dynamic and exciting at first but their marketing value is falling rapidly.

Which is why email marketing is still so important – it remains the most dependable platform for staying in touch with your consumers.

HOW TO WASTE A GOOD EMAIL

How many emails do you delete every day? Probably lots. And the #1 reason why you delete them is because of bad copy.

Not because of who sent them or what they wanted you to do, but because the from name/subject line/intro paragraph was boring, unclear, lacking value or badly written.

Writing persuasive email copy isn’t about lavish language or flamboyant syntax, it’s not even about good speling. It’s about sticking to a basic structure that maximises your conversion rates.

HOW TO WRITE GOOD EMAIL COPY

There are 4 key stages you must follow if you want to write great email copy:

  • STAGE 1 | PROMISE

Don’t write gimmicky or cringe-worthy, boardroom tag lines.

Start your email with a genuine promise to your readers – a statement about your product or service that in some way promises a tangible benefit to their lives/work/day/etc.

For example:

These lightweight hoovers are so light that you could carry them upstairs by your hair.

  • STAGE 2 | DESCRIBE

Now you have to go into a little more detail creatively.

Not that you have to be a literary prodigy, you just have to understand the needs of your audience. What do they want? What motivates their day-to-day desires?

Describe to them how your product would improve their lives.

Write about the features of your product but make sure to always, always, always keep the reader as the focus.

Revolutionary ‘paperweight’ technology means our hoovers are at least 3x lighter than the one you have now. Lightweight hoovers make hoovering your home a quicker, easier and less sweaty job – saving you time you could be spending not hoovering.

  • STAGE 3 | SUPPORT

Most people can make a promise and describe a great product.

You have to support your claims with facts, statistics, comments, reviews, awards or accreditations. Make sure these are genuine though, consumers are increasingly savvy and able to spot too-good-to-be-true ‘comments’ or ‘feedback’.

The most successful ways to support your claims are either reviews from independent organisations or facts that can be verified elsewhere.

This isn’t always possible. But it’s better to include some kind of third party proof which offers at least a creative value than none at all.

For example:

In fact, our hoovers are so easy to carry around the home that our favourite customer Martha, 85 (pictured), was able to carry one around her whole cul-de-sac to show off to her friends. And still have the strength to do the upstairs bedrooms when she got back!

Martha, our favourite hoover customer
‘Lightweight hoovers leave more time for tea’
  • STAGE 4 | PUNCH 

Once you have your promise, an enticing description of how your product will better your readers’ lives as well as evidence to support your claims, you finish with an unstoppable call-to-action PUNCH.

The previous stages will have built the necessary momentum to support the strength of your call to action.

Make it funny, clever, simple, witty or whatever you want. Just make sure you make it clear.

They’re not just light though, these hoovers do everything else that clean floors and carpets need.Find out how else they can help your home.

Whether it’s to click, call or read on, remember to be forceful in why they should do so – because it’s going to make their lives better.

Do it right and you’ll have a knockout email on your hands.


Like the sound of how writing good emails could help your business? Then take the next step and make sure you reach the right audience. Find out about our email marketing platform and audience of 3 million UK households.