Improving your communication skills where email marketing is concerned can improve ROI (return on investment). Bad copy can affect your conversion rate because, in email marketing, texts are mostly used. So the reason you may or might not be getting the conversion rate desired is primarily because of your copy.
Last year, 293.6 billion messages were sent and received daily, according to Statista, which is a lot. It’s proof that your message is unlikely to be the only one in a recipient’s inbox. Many other brands are competing for the attention of the same audience.
1. Learn the Basics of Email Etiquette
Email etiquette is something that’s often discussed in the context of the workplace. However, it’s an invaluable set of principles that are also useful in business or entrepreneurship. It’s essentially the code of conduct for email communication. It consists of several principles of behavior that you should use whenever writing or responding to messages.
Some of the rules you should know about include the following.
- Use a clear subject line.
- Send your message with a professional email address.
- Only use ‘Reply All’ when appropriate.
- Include a signature in every initial email.
- Utilize professional salutations (e.g., ‘Hi’ or ‘Hello’).
- Watch the humor since it may offend someone.
- Consider how others speak whenever you write an email.
Mastering email etiquette can help you craft concise and compelling messages.
The way a business communicates via email can reflect the brand’s core – its beliefs, professionalism, nature, etc. A well-crafted email that uses some of the guiding principles of email etiquette can make a huge difference in customer acquisition.
2. Craft Meaningful Subject Lines
Most people look at the subject line to decide which emails to pay attention to, so it needs to count. You should help the reader decide by writing a meaningful subject line.
Ideally, you want to accurately describe the email content or pique the recipient’s interest—craft something that would give the reader a strong reason to open your message. For example, ‘don’t forget about today’ can pique the interest of the recipient. Avoid uninteresting or blank subject lines because you won’t persuade anyone that way.
You can also test ideas with a sample of your subscribers. Consider using a good email marketing software like HubSpot to split test your subject lines or email content. The platform will measure the performance of each variation and provide insights so you can pick a winner.
3. Keep It Short
It’s generally a good idea to keep emails concise and to the point, as it can be more efficient for the reader and make it easier for them to understand the main points of your message. Long emails can be intimidating and may take longer for the reader to process, which could lead to them losing focus or forgetting important information.
One way to ensure that your emails are concise is to focus on one main topic or issue per email. If you have multiple points to discuss, consider breaking them up into separate emails or organizing them into bullet points or numbered lists to make them easier to read.
It’s also a good idea to use clear, concise language and avoid using jargon or technical terms that the reader may not understand. Using shorter sentences and paragraphs can also help to make your message more readable and easier to understand.
4. Remain Focused
It’s important to keep the focus of your email on the main purpose or goal of the message. This can help to ensure that the reader knows exactly what you want them to do or what information you are trying to convey.
One way to do this is to state the purpose of your email in the subject line or in the opening sentence of the message. This can help to set the context for the rest of the email and make it clear to the reader what to expect.
It’s also a good idea to be direct and avoid beating around the bush. This can help to make your message more concise and make it easier for the reader to understand what you are trying to say.
If you have a lot of information to share or multiple points to discuss, consider organizing them into bullet points or numbered lists to make them easier to read and follow. This can help to break up the content and make it more visually appealing to the reader.
5. Think Before Hitting ‘Send’
Consider the quality of the message. Sometimes, what you may think is perfect isn’t. But that doesn’t mean you have to be obsessed with perfection. Rather, you should proofread your message to make sure it reads right.
If it’s a vital marketing email and there’s enough time to evaluate, consider waiting a couple of hours or days before sending it. That way, you can proofread the copy multiple times. Spell and grammar checkers don’t catch every mistake, and errors within your copy can impact the conversion rate.
However, if you ever send an email with errors or missing details, some email marketing platforms offer solutions. For example, Constant Contact lets you re-send an email with corrections to the same contacts, and the process is extremely simple.
6. No Shouting
Imagine talking to someone that yells throughout the conversation. It’s unpleasant. That’s why you should avoid using all caps, the equivalent of shouting when it comes to text communication. Also, keep exclamation marks to one per message.
Many readers perceive all caps as shouting, and the same goes for when you have multiple exclamation marks. Some recipients also view the overuse of capitalization and exclamations as spammy. It may trigger some spam filters too. Therefore, fewer recipients will open or read your emails, which means fewer opportunities for conversions.
7. Choose Your Words Wisely
The right set of words can keep people reading and improve user experience. And when it comes to email, every word you use counts.
Here are some tips to consider.
Use stories to strengthen points or improve delivery. A story can encourage the use of emotionally-driven words and break down barriers preventing users from taking action. It can foster a sense of trust and connection.
Employ literary techniques. These are words copywriters use to add special effects to writing. For example, take the following texts from The Dark Knight (movie). “No, no, no, no. I kill the bus driver.” That statement is using a literary technique called Epizeuxis. It’s a simple repetition of words or phrases for emphasis or to grab the audience’s attention.
Email is personal, so write like you’re talking to a friend.
Use sensory words in your copy. These are words that describe how people experience things, such as taste, sight, and smell. For instance, bright, gloomy, humongous, and dazzling are sensory words.
Make use of powerful words. These are words that can trigger an emotional or psychological response. For instance, the term ‘bargain’ can be used to trigger the emotion of greed.
Think about how the reader will perceive your email emotionally. If there’s a chance of misunderstanding, consider picking different words, altering sentence lengths, assessing the use of capitalization, etc.
8. Write for Readers
Email communication is personal, much like SMS, so avoid using corporate language or marketing jargon. Instead, be conversational and write as if you’re talking to a friend. You still must be mindful of your words, which ultimately depend on the target audience.
However, your email should sound natural, warm, and friendly. It’s easier to build a relationship with someone when the person can relate or feel connected somehow.
The Bottom Line
While email is a valuable communication tool, it’s also a challenging one. Miscommunication is something that can occur easily since a lot of face-to-face aspects are missing. Use the tips shared here to improve your email copy, which can lead to more conversions.