EFFECTIVE EMAIL MARKETING AND THE ART OF WRITING KILLER COPY
Email marketing can be a powerful and captivating marketing tool. When done right. Or it can be a total waste if you end up in the spam or junk folder or in the trash.
Prospects and customers get inundated with marketing messages and information today. And you better believe they get overwhelmed with email. In order to be seen, yours has to stand out. You only have one shot to capture the interest of your prospect. You have a mere fraction of a second to grab their attention as they glance through their inbox. It’s not difficult, but there is an art to getting it right.
From our experience, there are four keys to effective email marketing:
- Unique, eye-catching design,
- Killer copy,
- Compelling call to action,
- And a clean, relevant list.
That’s why we’ve created a four-part series on Effective Email Marketing. This is the second article in the series, the art of writing killer copy.
THE ART OF WRITING KILLER COPY
Your prospects and customers are bombarded with information all day every day. Emails, websites, newsletters, brochures, articles, blogs, even the 140 characters of a tweet! Your copy has to rise above the clutter. It’s got to be engaging, entertaining and captivating. It’s got to be easy to read and digestible. Your words should be powerful, compelling your prospect to take the next step…a step towards buying from you.
- It all starts with the subject line.
A compelling subject line that entices your prospect to open the email is key. What’s in it for them? Special discounts? Free downloads? Special information? A gift card or other incentive? Using an economy of words in the subject line, tell the prospect what’s in it for them if click open the email. Then, hopefully, they will.
- Next comes the content of the copy itself.
Your marketing copy should be about your product, right? Wrong! Your copy should focus more on the prospect than the product. If you start throwing product specs or features and benefits, you’re going to lose them. They don’t care.
Instead, put yourself in your dream prospect’s shoes. What are their needs, frustrations, hot buttons, pains and feelings? What problems do your prospects have that your product will solve? What loss might your prospects avoid with your product? Once you’ve gotten into your prospect’s shoes (and head and heart), help them imagine what life would be like with your product. Use detailed adjectives so they can experience it.
- Make sure it’s readable. Easily readable.
First, forget the rules of writing you learned back in school. We’re not writing essays or term papers here. We’re writing marketing copy. It’s okay to start sentences with “and” or “but.” It’s okay to write incomplete sentences. Not only is it okay. It’s more effective. It makes the copy easy to read. Easy to digest. Easy to understand. Readers don’t have to make an effort to read your copy. Therefore, they tend to read it.
Need proof? Which is easier to read?
- Data volumes are growing exponentially faster than many organizations anticipated. The size and complexity of backup environments are also growing, and it’s only picking up speed.
A comprehensive data protection strategy is essential in order to be able to protect your company’s valuable data from a variety of threats, balance long-term archiving with fast retrieval, and contain costs.
- Data volumes are growing fast. Exponentially fast. Certainly faster than many organizations anticipated. So is the size and complexity of your backup environment. And it’s only picking up speed.A comprehensive data protection strategy is essential. You’ve got to be able to protect your company’s valuable data from a variety of threats. Balance long-term archiving with super fast retrieval. And contain costs.
This is a writing style called staccato, which is particularly effective in email marketing. Short, broken sentences in the staccato rhythm promote readability. Very important in email marketing. Staccato sentences are a plain – sometimes incomplete – tough style of writing that leads to greater believability. The audience trusts a writer more who doesn’t use excessive words. This style of writing moves the action along. It improves the rhythm of the copy. It’s about saying as much as you can, in as few words as possible.
This technique is also very effective at conveying certain kinds of emotions, specifically fear, anxiety, anger, pain, confusion and stress. I use this style of writing to drive home the pain points or hot buttons in the copy. It is really effective at pushing the prospect’s hot buttons. It’s meant to be abrupt and distinct, when read.