8 email copywriting best practices for improved ROI

Getting an email campaign of the ground is not that hard, but the fact is that a cookie-cutter approach will mean that your emails are most probably making their homes in your prospects’ trash or spam folders. You need your emails to be personalized, well-written, enjoyable and actually informative. A well-written, plain text email can have more of an impact than a flashy email if the content is engaging.

If your copy is not good, your subscribers will probably just end up ignoring your emails and unsubscribe. Curious to learn about different copywriting practices that can improve your return on investment (ROI)?

Email copywriting best practices for improved marketing emails

We have made a list of the best email copywriting tips for your perusal below. Here are 8 email copywriting tips and best practices to help you improve your email marketing efforts.

1. Blow them away with your email subject line

Let’s be real; the subject lines of your emails will either make or break your campaign. If your subject line fails, there is a very low chance that the reader will continue reading the email. When your subject line is not interesting, there is even the chance the people are not opening the email at all.

You want to catch the eye with your subject line, make your prospect open the email and actually read to the end. Maybe ask the reader a question – something that entices them to open the email. You can answer the question later in the body of the email. Don’t make your subject line too “salesy” – that will just make people cringe and unsubscribe.

2. Write an amazing preview text

Preview texts are important. The reader will decide whether they want to read your email only if the preview text appeals to them.  Your preview text should range from 35 to 140 characters. Make sure it’s not too long but not too short either. If it’s too long, your reader might get bored or distracted, but if it’s too short, they might not even grasp what’s going on and might give up on the spot.

Your preview text should have enough information that they want to read the email and learn more – but don’t give away too much that they don’t feel the need to even read the actual email.

3. Keep it short and interesting

One thing that all copywriters need to have is structure in their writing. If your writing does not have structure, the reader might feel like it’s all over the place. When writing an email, follow a pattern. Make certain that your paragraphs are short and to the point. Long paragraphs are a sight that can easily overwhelm the reader, and they might just give up before even starting.

Another thing to keep in mind while writing an email is to not throw information at the reader. Keep it logical. Your reader will not retain anything if you throw a million offers and ideas at them in one paragraph. Make sure to divide it accordingly and limit one idea to one paragraph.

If your email is getting a bit long, feel free to divide it into multiple paragraphs, and use bullet points and subheadings to get your point across to the reader.

4. Don’t spam your reader

We know this is a very common trend, but it only ends up annoying the subscriber. Whenever you’re writing an email, keep in mind to minimize the use of upper case as much as you can. Also, try to avoid using exclamation points excessively.

Everybody knows that using upper case letters mean you’re shouting. Your audience might not always enjoy that. Not only is it not everyone’s cup of tea, it also seems tacky.

Your content can easily be marked as spam if this continues to happen. It will eventually come to a point where the subscriber will stop opening your emails entirely. People might unsubscribe and some might even end up reporting you.

5. Always keep your audience in mind

Your target audience is the one you need to please. Nothing else matters. Therefore, it only makes sense that your emails should specifically target them. Learn more about your audience. Get to know them through web analytics so you know what they like and what they want.

Try writing emails that are for them. You’ll have to do a lot of research but trust us; it’ll be worth it. When you know your customer, not only is it easier to write for them, but your open rate will automatically increase.

6. Write for the reader and nobody else

If you want your readers to actually open your email, you have to talk to them. You cannot seem like spam or a robot – you have to sound like a real person. A great way to do that is by writing emails to your audience as if you’re simply making conversation. Try not to be too long or boring.

You can sound boring if you are repetitive or sound like you’re trying to market something. Cut back on the marketing jargon and simply try to engage in conversation with your reader. It’s quite easy to keep the reader engaged this way.

You can either get personal or be funny, or even tell them an anecdote – and we guarantee you the reader will stick around! This is also a great way to build a relationship with your reader. They will actually remember you and look forward to your emails.

7. Use the right words

This is an important one. As a copywriter, we are sure you realize the importance of words and how effective they are when you have to persuade your audience. If your email is already short, make sure to make every word count.

If you want to evoke emotion in your reader, make sure to use words that will lead them to imagine. Writing is a very strong tool and it can lead to many great things. If your words can lead your reader to imagine something that makes them emotional – you’ve done your job. This will also help you build a connection with your reader, and they will start trusting you.

8. Make them feel like they’re missing out

FOMO (Fear of missing out) is real and very much alive in almost all of us these days. If you use this to your advantage, there is a huge chance your audience might react instantly. You can start a countdown to a sale or even a time-limited discount. Let your audience know that time is running out, and that they will miss out if they don’t click on the link immediately.

Email copywriting best practices can make a difference

We hope these tips help you better your emails. Try these email copywriting best practices today and see the difference they can really make on your email marketing efforts.

This guest blog article was written by Dave Brown, a senior editor for a content writing service. He loves to travel and try new kinds of food from all over the world.