Five Tips for Writing Email Copy That Sells

Five Tips for Writing Email Copy That Sells

Writing copy for your email campaign can be daunting, in large part because "it needs to successfully navigate the line between creativity and calculated buying psychology," notes the Marketfish blog. 

"It's all about climbing inside the customer's head and mining for the words that will make that person buy your product."

So how do you get it just right? Consider bits of advice like the following. 

Choose clarity over creativity. You won't win any prizes—or convert any subscribers—with compound-complex sentences, five-syllable words, and extended metaphors. Your message should be easily digestible, even if a reader merely scans your email.

Write in the second person. It's what we're doing here, and it makes your reader feel like you're talking directly to her. "Just use 'you' and 'your' and write like you're having a conversation," Marketfish advises.

Ask a question. When you read a question in a marketing message, do you always think of an answer? Probably not. But a question still registers on a subconscious level and creates engagement.

Keep testing. Don't change everything all at once. Instead, make a tweak here and a tweak there until you determine what works best. 

Stay true to your brand. Speak to your audience in an authentic way, with a consistent tone and vocabulary that reflect your brand's identity. 

Conclusion: Stellar marketing copy happens at the intersection of art and science. Just use tips like these to find your way.