If you go to your promotions inbox and check out your mail, you’ll probably find a ton of marketing emails. Some of them may be good; others may be bad. And some are just plain awesome – and you want your emails to fall under the last category. According to statistics from the Data & Marketing Association (DMA), each dollar spent on email marketing has an expected average return of $42. That said, the job of an email copywriter is crucial in making a business more profitable. Merely having an email marketing plan in place isn’t enough. You have to make sure that every email is optimized to move the reader’s customer journey forward. And seasoned copywriters know just how to do that. Here are five goals every well-versed email copywriter strives to achieve in every campaign.
Whether you’re looking at content marketing, SEO marketing, or website copywriting, you have to tackle one challenge first – your audience should read your copy before it can do its magic.
According to data, the average email open rate in the US is at around 17 percent, but it can still vary according to industry.
To improve open rates, a seasoned email copywriter would employ the following strategies:
TIP: This marketing email from WooCommerce combines an eye-catching headline with an excellent preview text. As the headline’s “40% off on everything” sparks interest, the preview text saying “Sale ends at midnight” creates a sense of urgency.
Email sequence copywriting isn’t as simple as it seems. It should be crafted well enough that it guides prospects through their journey through the sales funnel. In addition to that, the email sequence should also work well beyond the purchase.
Here are a few automated emails copywriters create to make the prospects and customers feel well taken care of:
Just as any copywriter for business does, an email marketing copywriter strives to maintain the brand’s connection with its community. Customers who feel that they’re part of the community are more likely to engage with the brand. At the same time, the connection could lead to improved trust and better sales.
To achieve this goal, most copywriters do the following:
According to data from MailChimp, the average click rate for all industries is 2.62 percent.
If you look at the best email copywriting examples, you’ll notice that a lot of them are geared towards improving click rates. After all, the main purpose of the marketing email is to lead the reader to click the CTA button.
To encourage readers to click, copywriters usually use a simple, persuasive, and no-nonsense call-to-action. For instance, instead of using the term “visit collection page,” a button that says “avail my exclusive 5% discount” can be more effective.
TIP: Be creative with your CTA button. This email campaign from Trello says, “Unlock Greatness.” Now, who wouldn’t want to do that?
Statistics tell us that more than 4 out of 10 people use their mobile devices to open emails. With this in mind, it’s not surprising that copywriter companies train each email copywriter to create mobile emails.
And how exactly can you do that? Here are the tricks email copy experts have up their sleeve:
A seasoned email copywriter indeed brings invaluable benefits to a business. Aside from marketing new products and introducing offers, great copies help ensure that your customers are engaged and that you have an active community you can tap.
If you feel like your email campaigns aren’t working as they should, then you need to find a copywriter who knows how to do it right. Content Fuel offers expert copywriting services at an affordable price. Offering unlimited copies at a flat monthly rate, you can have all the copies you need without breaking the bank. Check out our packaging and see how your services can help you grow your brand.