Language of Email Marketing – Real Way To Write Compelling Text

Email marketing is one of the most effective ways to reach and engage an audience. With an average return on investment of $42 for every $1 spent, businesses continue to rely on email to drive sales, build relationships and grow their brand. 

Doubtless you have read UAWCs guide to email marketing and acted accordingly. However the ongoing success of your email marketing depends heavily on your ability to write compelling text, which captures your readers’ attention and inspires them to take action. 

There is a difference between what works on paper and what works with human beings. Here are some tips for crafting email copy which gets results.

a. Write a strong subject line 

Your subject line is the first thing readers will see, and can make or break your email open rates. A good subject line should be clear, concise and compelling. 

The subject line should give a reason to open your email and set expectations for what readers will find inside. Use action-oriented language such as “act now” or “don’t miss” to create a sense of urgency or curiosity. 

Personalize your subject lines with the recipient’s name or other relevant information, and use no more than 50 characters so your message is readable on mobile devices.

b. Start with a friendly greeting 

The greeting sets the tone for the rest of your message. Use a friendly, personable tone which makes your readers feel welcomed and valued. 

Address them by name if possible, and use a greeting which fits your brand voice and the context of your email.

For example, “Hey there!” might work well for a casual, fun brand, while “Dear [Name],” might be more appropriate for a formal or professional context. 

Avoid generic greetings like “Dear Sir/Madam” or “To Whom It May Concern” which will make your email feel impersonal and spammy.

If the recipient has interacted with you before, acknowledge this in the greeting by saying “Hello again” or similar.

c. Get to the point 

You should assume that your readers are busy and have short attention spans, as the best customers would be. So get to the point quickly. 

Don’t bury your main message or call-to-action under fluff or filler. Use your first sentence or two to clearly state the purpose of your email and what you want your readers to do. 

Be specific and direct, and use language which focuses on the benefits to your readers.

For example, instead of saying “We’re having a sale,” say “You (name if possible) can save 25% on your favourite products (such as specific ones previously purchased) today only!”

d. Use short paragraphs and bullet points 

Large blocks of text can be intimidating and hard to read, especially on mobile devices. Break up your email into short paragraphs of no more than 2-3 sentences. 

Use bullet points or numbered lists to make your content more scannable and easy to digest. Then your readers will quickly grasp your main points and be ready to take action on your message. 

Use plenty of white space to give your email a clean, uncluttered look. If your reader puts the email aside and then goes back to it, they will know they have clicked on the right email by its appearance, before they engage with the text.

e. Write like you speak 

The best email copy sounds like a conversation with a friend, not a formal business document. Write in a natural, conversational tone which reflects your brand personality and resonates with your target audience. 

Use simple, easy-to-understand language, and avoid jargon or technical terms which might confuse or alienate readers. Make your customers feel you are easy to deal with, so the action you want them to take will be processed efficiently at your end.

Read your copy out loud to make sure it flows, and sounds like something you would actually say in person. You may have to do this if they follow up on the email, so make sure you give a consistent impression to build confidence in the recipient.

f. Use active voice and action verbs 

Passive voice can make your email copy sound weak and uninspiring. Use active voice and action verbs to create a sense of energy and momentum in your writing. 

For example, instead of saying “The sale will be extended by us,” say “We’re extending the sale!” This small change can make a big difference in how your message is perceived and acted upon. 

Use verbs which inspire action, such as “get,” “try,” “discover,” or “unlock,” to motivate your readers to take that next step.

Then make sure the benefits they can gain are also expressed in the here and now – “do this and you’ll have this”

g. Highlight your value proposition 

Your email copy should clearly communicate the value your product, service or content is offering your readers.

What’s in it for them? How will it solve their problems, meet their needs or improve their lives? 

Use benefit-focused language which emphasises the outcomes and results your readers can expect.

For example, instead of just saying “24/7 customer support,” say “Get the help you need, whenever you need it, with our round-the-clock customer support.” 

Make your value proposition the centrepiece of your email copy. As David Lloyd George said about speeches in the UK Parliament, say one thing, and make everything else in the presentation serve that end.

h. Create a sense of urgency 

If you want your readers to take action, give them a reason to act now. Create a sense of urgency in your email copy by using time-sensitive language and limited-time offers. 

For example, “Act now before this deal expires!” or “Only 3 spots left – register today!” 

Use deadlines, countdowns and scarcity tactics to encourage readers to take immediate action. Just be sure to use these tactics sparingly and authentically, not in every email, so you don’t come across as manipulative or spammy.

i. Personalize your message 

Personalisation is key to creating email copy which resonates with your readers. Use your reader’s name, location, past purchases or other relevant information to tailor your message to their specific interests and needs. 

Segment your email list based on different criteria, such as demographics, behaviour or preferences, and craft targeted messages for each segment. Use dynamic content to show different versions of your email based on your readers’ profiles. 

The more personalised your email copy is, the more engaging and effective it will be. Anything which encourages the mindset that it is you and the recipient against the world will make you co-conspirators in a righteous enterprise, and encourage long-term engagement.

j. Use social proof 

People are more likely to take action when they see others doing the same. Use social proof in your email copy to build trust and credibility with your readers. 

Include customer testimonials, case studies or user-generated content to showcase the positive experiences others have had with your brand. Use statistics or data to show the popularity or effectiveness of your product or service. 

Don’t be afraid to name-drop any notable clients, partners or media mentions which lend credibility to your message. If people can look these things up for themselves, and find you have told the truth, they will climb on board.

k. Make your call-to-action (CTA) stand out 

Your CTA is the most important part of your email copy, as it tells your readers what you want them to do next. Make sure your CTA stands out visually, and uses clear, action-oriented language. 

Use a contrasting colour for your CTA button, and put it in a prominent place in your email. Keep your CTA short and to the point, and use first-person language like “Sign me up!” or “Send me the guide!” to make it feel more personal and compelling. 

Don’t be afraid to repeat your CTA throughout your email. This will reinforce your message and make it easier for readers to take action.

l. Test and optimise your copy 

The best way to know what works for you is to test it and see how your readers respond. Use A/B testing to compare different subject lines, greetings, CTAs or other elements and see which perform best. 

Track your open, click-through and conversion rates to measure the effectiveness of your copy and identify areas for improvement. Don’t be afraid to experiment with different tones, styles or formats to see what resonates best with your audience. 

The more you test and optimise the elements of your email copy which get results, the better results you’ll get over time. 

Now you have what it takes to write email copy which engages your readers, builds relationships and drives action. If you write like a human, not a marketer, you’ll get responses from humans who buy things, not other marketers trying to sell you things. 

Be authentic, helpful and focused on your readers’ needs and interests. With the right language and approach, your email marketing will grow your business and you will achieve your goals.