Are you staring at a blank screen and hearing crickets? Our email marketing agency can help. Here are eight tips for writing witty copy to make your next marketing campaign a success.
Make sure you know who you’re writing to.
Cold email copywriting requires you to introduce your brand and provide some context for who you are and why you’re contacting them. If the recipient is more toward the bottom of the sales funnel, your emails can focus more on specific value statements and include hard data and testimonials to urge your reader to convert.
Creative Subject Lines
If your email doesn’t have a compelling subject line, it won’t matter what you say in your body. Some email platforms don’t allow you to include preview text, but if yours does, take advantage of it. Preview text is shown after the subject line when viewing from the inbox. It’s another sentence or two that gives you the opportunity to entice your reader to open by letting them know what’s in it for them if they click.
Tip: Keep your subject lines and preview text short. You can view up to 90 characters on desktops but only 40 characters in most mobile devices.
Be To The Point
Don’t let your recipient slip off the hook by writing a novel no one wants to sit and read. Your recipient is busy, and probably walking to or waiting on their Starbucks order while running errands. Whatever they’re doing, they’re not likely in a position to give your email a ton of time and attention. That’s why you want to get to your point quickly.
Your email should include only the essentials you need to convey and an amusing anecdote or two. As much as possible, keep your email under 200 words.
Write Personalize Emails
Connect with your customers by personalizing your copy and including their name, the name of their company if that’s relevant and how what you’re offering solves their specific challenges. If you’re emailing a warmer prospect, include references to previous interactions, like what you discussed on your last call or asking what they thought about that conference you spoke at. Make them feel seen so your communication feels more intimate and person-to-person.
Don’t Act a Cliché
Gone are the days of aggressive sales pitches. You’re not a car salesman from the 90s or a late-night infomercial that wakes you up by loudly proclaiming about your offer. You can be persuasive without being aggressive. Consider how you would want to be pitched if the tables were turned, and make your case respectfully.
If they don’t take the bait after a few emails, leave them alone. You don’t want your campaign to get flagged as spammy or not meeting email platforms’ rules about crossing inbox boundaries.
Here’s a bonus tip to add to your email marketing best practices: Proofread. Make sure that every email you send has no spelling or grammatical errors, as this could make you or your company look uncredible. You may not get many chances to get in front of your recipients, so put your best foot forward with every email you send.