Marketing professionals often wear multiple hats. Not only are they in charge of crafting new marketing ideas and strategies, but they’re also often overseeing projects, team members, and the creation process.
If this sounds like what you do, it means you find yourself drafting email marketing messages. Sure, you may understand how important email copy is, but do you have the skills to write effective copy?
Fret not. We’ve got some excellent email writing tips for beginners (and those who simply need a quick refresher).
Before we jump in, let’s take a moment to discuss what makes an excellent email.
To write the best email for your readers, you must understand the anatomy of one. Once you’ve understood that, you can start to craft emails that get your messages across and resonate with your readers.
Below, we’ve highlighted several areas of an email that must be included:
Marketers understand just how vital an email subject line and preheader text is. This is the first piece of information your readers see—this is their first impression. It’s what determines if your recipients open your message or trash it.
In the GoFundMe example, the subject line and preheader text read as follows:
Subject line: The GoFundMe Heroes Celebration livestream event is tonight!
Preheader text: You’re not going to want to miss this
This combination is excellent. The reader is told exactly what’s in the email, yet they’re left intrigued as to why they won’t want to miss this event.
Once you’ve nabbed the reader’s attention, craft an opener that welcomes the reader. While most openers will directly greet your reader, some will use a crafty heading to encourage them to continue.
In the earlier example, GoFundMe chose a simple, personalized greeting before diving into the meat of the message.
The body of the message is the bulk of your content. This is where you get to the point of your communication. In our email writing tips below, you’ll notice you won’t want to make this section too complicated. In fact, short and sweet is the key to writing compelling body copy—and we’ll tell you why in a moment.
You never want to end your message with the body of your email. Instead, include a friendly sign-off. These can be quick and simple, or they can be tailored to your audience.
In the example from GoFundMe, they went with a simple “See you soon.”
Here’s an example of a crafty sign-off from The Conference and Media Evolution.
Source: Really Good Emails
You don’t have to be generic with your closers. In fact, you should avoid the more standard closers because they can come off as informal, cold, and even passive-aggressive.
Now it’s time for the nitty-gritty. Whether email writing isn’t your area of expertise, or you’re simply looking for a quick refresher, these email writing tips will help get you on the right track.
When crafting an email, it’s crucial you remember your message is one of dozens (if not hundreds) your subscriber receives that day. While there are conflicting stats as to how many emails consumers receive each day, the number of emails expected to be sent and received per day in 2019 is around 293.5 billion.
With so many emails popping up in the average consumer’s inbox, it’s no wonder people tend to skim messages (if they open them at all).
That’s why you need to make your email’s objective obvious from the start.
If you’re making proper use of your email subject line and preheader text, your readers know exactly what your email is about. From there, you’ll want to write clear and concise copy—then your readers can scan your message and decide whether they want to click through for more information.
This example by Jaybird does a wonderful job of keeping their objective obvious. They clearly state they’re introducing new earbuds, and then they follow it up with “The Perfection of Wireless Sound.” It’s a heading that stands out and makes readers curious.
Source: Campaign Monitor
Now that you know you need to make your objective obvious, here’s another tip: Make sure you’re getting right to the point. Remember, you’re not trying to drag your readers through an extensive message. The point of a good email is to capture your reader’s attention and get them to act on your CTA.
Your email needs to be succinct. Since most people skim your message anyway, don’t waste time crafting long-winded messages. Your readers want to know what your message is and why they should care—and they want to know it as soon as possible.
WeTransfer does an excellent job of this through their header: “WeTransfer Plus is a great way to let your brand shine.”
Source: Really Good Emails
From there, the email’s content revolves around the positives of WeTransfer Plus. Simply put: There’s no fluff. And if the reader wants to learn more, they can just click the CTA button.
At this point, you should know what your target audience wants to see. As we said earlier, readers aren’t going to sit through an entire message unless they find it worthy. So make sure you’re writing for them.
Use language familiar to them
Make use of headers and subheadings to break up text
Use varying fonts and colors to make certain sections stand out
Include images, videos, or GIFs
Writing with your reader in mind is so important. Speak to them as if you’re their friend—but still come off as a professional. Just take a look at the language difference between these two messages.
While both emails have a conversational feel, they’re both written for their respective audiences.
Trello’s email is crafted to drive action from the reader. Kelsey Chapman’s, on the other hand, is more like a newsletter for subscribers invested in her brand.
What works for one audience won’t necessarily work for the other—so take time to know who’s reading your message and write for them.
As a marketing professional, you know the significance of your CTA. But when it comes to email writing tips, you may be wondering if you should include buttons or hyperlink text within the message body.
The answer comes down to knowing your audience. While some messages will perform better with hyperlinks, many readers prefer an easily-noticeable CTA button—like the one included in the following example:
Source: Really Good Emails
Crafting the perfect email CTA follows a lot of the same email writing tips, including:
Keeping text concise
Having a clear objective
Crafting a well-written email is an art form. Whether you’re new to email writing or simply need a refresher, these email writing tips should be kept at the front of your mind:
Have a clear objective
Get right to the point
Write for your readers
Always include a CTA
Ready to take your emails to the next level? Check out these 21 steps and start creating professional-looking emails today.