How To Write Email Copy That Works

Often times, figuring out what to write is the hardest part about creating a marketing email.  Here are a few tips to help you the next time you are staring at a blank email template.

Subject Line

Your subject line is the most important line in your email and needs to be relevant, valuable and clear.  If you don’t write something that grabs someone’s attention, why are they going to open and read the rest of it?

  • If you are stuck, write down the benefit someone would get from your email and whittle that down to 5-7 words.
  • Write your subject line as one of these things: a question, a command, a teaser, a list, news, or “how-to.”
  • Test, test, test.  Following these tips is a good start, but ultimately you need to figure out what works to get your subscribers to open.

Copy

Have a clear and concise message.  Always try to address these three key questions: Who am I writing for? Why should they care? What do I want them to do? The best marketing writing says what you would say if you were talking to a good friend who needed your product.  

                  SA PA is a fast casual restaurant that used email to drive customers to one of their new locations.

                  SA PA is a fast casual restaurant that used email to drive customers to one of their new locations.

Call To Action

Make sure to have a single, clear call-to-action.  If you want them to come in-store to try a new menu item, make that the focus of the email.  You can send another email later to ask them to like you on Facebook or sign-up for next month’s wine tasting.

        Fat Jack's Subs in Denver uses a single, clear call-to-action when telling customers about new menu items.

        Fat Jack's Subs in Denver uses a single, clear call-to-action when telling customers about new menu items.

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