Email marketing provides businesses with an interesting opportunity to reach consumers. Whereas telemarketing tends to be intrusive, targeting people in their homes, email offers a means of connecting with consumers in a non-threatening way, allowing prospective customers to decide if they have an interest in your products or services without feeling pressured by a hard sell on the other end of the phone line. But you still have limited time and space in which to convince email recipients that you have something they want. And this means that your copy has to be spot on. But if you’re new to the email marketing game, you can make some serious blunders that could harm your chances for conversions and a successful campaign. Here are a few copy basics for newbies that should improve your email marketing efforts.
The first thing you need to know is that modern adults have little time and even less inclination to listen to a sales pitch, so you need to be careful about the tone and the length of your content. You’ll find yourself fighting a battle on a number of fronts. For one thing, there is the short attention span that dominates the overworked adults of this day and age, not to mention a decided lack of free time. And then there is a general complacency, as well, perhaps born of an age where media bombardment is a fact of daily life. The point is, you need to keep your copy short and sweet.
But you also need to avoid the marketing lingo that turns your email into a hard sell. If your copy consists of nothing more than a sales pitch, you’re a lot more likely to offend or annoy than you are to get the conversions you’re seeking. You need to start by being polite, but don’t let that get in the way of being direct. You have specific goals you’re trying to accomplish with your email marketing campaign, and the easiest way to achieve them is with a direct call to action, whether you want consumers to join your mailing list, visit your website, or check out new products you’re offering.
However, you also need to include a value statement. In other words, you have to let consumers know what they stand to gain by following your call to action. People all want the same things: food, shelter, love, comfort, security, and so on. How will your products or services meet these needs? Making yourself stand out from the competition with niche marketing is not enough. You need to impress upon prospective customers how you’re going to improve their lives.
Writing engaging and compelling email copy is no easy feat. But professionals like those at BlueHornet Email Marketing can tell you that creating appropriate copy can elevate your email marketing campaigns and increase your overall odds of success. Of course, you first need to come up with a subject line that interests recipients enough to convince them to open your email in the first place. But from there your email marketing copy will need to be concise, compelling, pointed, and sincere if you want to see the intended results of your efforts.