We have all done it before – we receive an email that has been so poorly put together that we not only reach for the delete button, we also add the sender to the spam list.
It might well be a case of “what works for one might not necessarily work for the other” but in most cases, it is the case that a few email-writing rules have been neglected. That is why we have put together some steps you should go through to help craft that perfect email copy.
A very good place to start would be determining the ideal outcome. If you are not entirely sure what the preferred outcome of your mail out is, it would be very difficult to communicate that to your recipients. Determining your ideal outcome will also help you structure your message, knowing where to place emphasis.
Step one – overruled!
It is good to inoculate against objection. So introduce solutions to any potential objections in your copy to cover off anything your recipient might not like while considering your proposition. By bringing up these arguments yourself, you are able to provide counter-arguments that assuage any doubts your recipients did not even know they had. If this is done effectively, the recipient will not only comply with your request but will want to get others to do the same
It is not enough telling your recipients what you want from them, you also have to tell them why you want it from them. Is there any sort of benefit for them or any benefit for you that they might identify with? For example, if you were sending on behalf of a charity, it would be worth mentioning how their donation would help.
Step two – know your audience
It is also very important to show a clear understanding of your market. You’ll want to write much differently if you are targeting business people than if you were targeting teenagers.
For example, business people are assumed to have less time on their hands and may want you to get right to the point and tell them what you have to offer before getting into too much detail. Teenagers, on the other hand, are assumed to be less time-crunched and may be more intrigued by a loaded question.
Having a good subject line is clearly important in writing email copy. In the few seconds when your reader first comes across the email, the subject line is often the most important factor that decides whether they carry on reading or look for something else. Statistics show 35% of recipients will open an email specifically because of the subject line.
Step three – lead on your best foot
Front loading the best content is also important. Get key elements of your subject line as high up as possible in the body of the email. If your reader is distracted, you might lose them before they even get to your most important call to action.
Further reading: – check out the 10 power-rules for writing much more responsive email campaigns.