Enjoy the 30x ROI from email marketing that you’re entitled to
Hi there, aspiring email marketer,
We know why you’re here.
You’re here to take your email marketing from blah to BLAMMO.
To do that, you’re going to need the playbook for powerful email copywriting that converts - and here’s the good news: you’re already reading it.
Let’s start with a stat: studies show email marketing generated over £32 for every £1 spent in 2017. With an ROI like that, what’s not to love?
And there’s more where that came from. Email marketing generates a total of £29bn in retail revenue in the UK each year, and 73% of marketers cite this as their number one marketing channel when it comes to the return they see on their investment.
So, how can you be a part of the lucky 73%? The odds are certainly on your side - but we’re here to give you a helpful boost and make this safe bet a sure thing.
Behold our golden rules for email copywriting that’ll make your users swoon.
35% of email recipients click to open based solely on the subject line.
Thanks, Convince & Convert, for that tasty stat. What it illustrates is that first impressions count when it comes to email marketing - and why shouldn’t they? With a handful of characters to play with to hook members of your mailing list in one fell swoop, your subject line is prime marketing real estate.
As we hope we’ve demonstrated, data is an absolute magnet for online users. They can’t get enough of it.
In the B2B world, selling the next big software solution all rests on your data-backed case study. In ecommerce, nothing fills carts like a big, beautiful sitewide discount. Wield the power of your words, and give the numbers that matter maximum visibility.
Keep it brief, informal and unclouded by gimmicks, too. Yet more data shows the average subject line is 43.85 characters long, with the majority of subject lines being written in sentence case rather than title case and just 6.9% of them containing emojis. 🤯
To whom it may concern, soulless greetings are long gone.
Your classic ‘Hello/Hi/Good morning/Good afternoon [First Name]’ greetings had their place in email marketing for many years. Now that merge tags are old news, though, this once innovative opener is now near invisible to the average user.
Demand their attention immediately. If not sooner.
If you’ve got some scorching new data, discounts or resources to share, serve them up while they’re piping hot. Dive straight into the meat of your email. Your window of time is brief - not least due to ever-dwindling attention spans.
Your email body is your campaign’s flesh and blood.
With the headline out of the way, it’s time to deliver on the promise made in your email’s subject line. Open rate bragging rights are all fine and well, but without the click-through to back them up, you’d struggle to declare your campaign a success.
Keep your copy to the point and never deviate from your core message. Sexy sales copy is a given, but make sure your email’s purpose rings out from the opening line to the closing call-to-action.
On top of the obvious ‘what’ of your email (which, with any luck, should’ve been clear to your recipients from the moment their eyes met your subject line), there’s also the crucial ‘why’ - the incentive you’re offering users to take the action you have in mind. Skipping this step will mean sacrificing the ‘yes’ you’re looking for and having to suffer a resounding chorus of ‘so what?’
Don’t be afraid to go hard with bold, beautiful, high-resolution graphics, by the way. 91% of people prefer visuals to written content and 80% of us skim the online content we consume. Hell, we’re willing to bet you’re skimming this right now.
Use all of the tools in your arsenal to guarantee your email’s content resonates with recipients.
Wrap up every marketing email with a rallying cry.
We’re going to practise what we preach and keep this brief. No marketing email - and we mean no marketing email - is fit for purpose without naturally concluding with an appropriate and irresistible call-to-action.
Ecommerce site, meet the tried and tested ‘shop now’. Informational site, I’d like to introduce you to my good friend ‘read more now’. Events site, have you met ‘book now’?
You can see the pattern. Whatever you want your users to do, you want them to do it now. Not in an hour from now. Not in a day or a week or a month’s time. Now.
Get them told and the rest will fall neatly into place. Godspeed.
Check out the rest of our content marketing blog now - written by content fanatics, for content fanatics (and anyone who’d rather leave their email copywriting to the content fanatics).