Getting the customer's attention is one of the most complicated tasks that entrepreneurs, advertisers or marketers face, in both traditional media and the digital world. Words are an essential part of email marketing and using Copywriting techniques for email marketing can make you succeed in capturing the attention of the audience with your texts, thus generating the desired conversion.
What is copywriting?
Copywriting is a persuasive writing technique that aims to create texts that attract the customer's attention and lead him to perform a specific action you wish, this action can be going to your online store, subscribing to your newsletter, asking for more information about your services, etc. In other words, it is about influencing the will of your reader in a subtle way, conducting him towards the final goal.
This technique of persuasive writing is not exclusively used in the world of advertising, but it can also be applied to websites, social networks, blogs, business communications and, of course, email marketing. Many people think email campaigns serve only to inform, but actually, in many cases, they also serve the purpose of increasing conversions. This is where the use of copywriting for email marketing is important - to increase the chances of generating this conversion.
There are specialists dedicated to developing this type of writing; they're called Copywriters. A copywriter is dedicated to creating messages aimed at persuading the customer. They must know as much of writing as of psychology, and they must also learn to analyze the public to whom they are speaking. It’s important to always be honest and transparent with the client, not selling fantasies or promising the impossible, because this can have negative consequences on your brand’s reputation.
Copywriting techniques for the perfect newsletter
Depending on your business sector and the tone of communication of your newsletter, we’ll give you some tips on how you can apply some techniques used by copywriters below:
The Objective and Analysis
Before taking the first step and creating that persuasive message, it is important that you know: which is the newsletter’s purpose? What are you trying to achieve with the message? Take a moment before starting to write the message and analyze this. “Why are you going to write that email?”
Know clearly who the final recipient of the newsletter will be
Know your reader. At what stage of your sales funnel is? What are your interests or needs? How does he behaves? It is important that you know the audience you are addressing in order to offer them the information they truly need, and that is relevant to them.
The Email Subject
The email subject is as important as its content. A single line of text with the precise words can make the difference in your email’s opening rate. Here, the use of copywriting will make the difference. It will be the hook that captures the attention of the reader, making him curious enough to give you the desired click.
Direct and close language
Although copywriting is a technique used to persuade and generate excitement, it doesn't mean that you should go around and around to sell an idea. The language used in Copywriting should be simple and direct, but always keep in mind that the main idea is to incite an emotion. Keeping a close pitch leads you directly to your reader. Write as if you were talking to him, as if he were in front of you. This will allow you to establish a connection from the beginning, bringing him closer to the brand.
Use Short Phrases
More and more readers are opening their emails from mobile devices, so it's important that you use short phrases. This will also help you to keep the message in the reader's mind for a longer time.
Include Storytelling
Another content creation tool on which you can apply copywriting techniques is Storytelling. They are both techniques that seek to connect with the emotional part of the reader. Storytelling shows, through a short tale, a story that’s engaging and makes the user feel like a part of the brand. By applying some persuasive elements to it, you will be able to capture the attention and generate curiosity in your reader.
Customize the message
Always keep your customers in mind, as well as the differences between each one of them. This way you will know when to write a different content for each, and do not forget to create lists of segmented contacts using data fields. So you can send a message that’s customized from the subject line to its content.
Always add calls to action
Each message you write must carry at least one call to action, such as "Subscribe" or "Book now." You can also make these CTAs a bit more personalized to try to get more attention, for example: "Download this book" or "Get access to free courses." These are resources that seek to motivate an intention on the reader by sending him a direct message about what he wants.
To engage the audience it is important to have a good email marketing strategy. This can be achieved only by knowing your reader very well and applying techniques such as copywriting for email marketing to it, helping your texts to capture the attention of your users, thus making them able to lead users to generate the conversion which is one of your main goals.
If you liked this article, you may also be interested:
- How to Create the Ideal Email Subject for your Post Office
- Storytelling As an Email Marketing Strategy
- How to Create the Welcome Email