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.

If you want people to pay attention to your messages, improving your email communication skills is necessary. Here are some communication tips to help improve your copy and subsequently increase ROI.

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. And some of the other communication tips you’ll find in this article are part of email etiquette.

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

Keep sentences and paragraphs short, including concise for optimum effect. Someone should start reading your message and, within a few seconds, understand it – no need for long-winded or suspenseful emails.

Sometimes, you may feel the urge to include more in your message, but don’t do it. Instead, send one or more follow up emails with additional information. That costs almost nothing to do and is often better than sending a long message.

4. Remain Focused

Keep your message focused on what you want the reader to do or whatever needs to be conveyed. Why did you write the email?

Consider the copy’s primary purpose and what you want the reader to feel after digesting the content. Always state your message’s purpose in the beginning and be direct – avoid beating around the bush. If possible, number your points when sending a long email is unavoidable.

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.

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 power 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 depends 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.

Wrapping Up

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.