7 Essentials Of Email Copy In Email Marketing

in this article, I want to look at an email copy in email marketing, which is the text the recipient reads. This includes the from the name, subject line, and body copy of an email.

The copy in both the subject line and the body of an email should grab the users attention and draw them in, build anticipation about what the email offers and call the reader to action.
No matter how fancy the email looks, if the email does not have well-written content your subscribers will stop reading and eventually ignore your emails.
Whether they are a new customer, existing customer, or brand evangelist the message will differ and should cater to individual users needs.

email copy in digital marketing

If the user found your subject line compelling they will open the email. It’s here you must follow up on what you promised and make it easy for the user to take action. Here are some guidelines that will help you to create a good experience for your users:

Simple & Strong: The email should capture the readers’ attention and keep them interested.
Scannable: Users only spend a couple of seconds scanning your email to see if it’s relevant. The main message should be clear. Using bullet points can help get the main points across.
Less “We” and more “You”: The message in the email should focus on the reader’s needs and how the email can help solve their problems.
Benefits versus Features: The reader wants to know what’s in it for them. What benefit will they get from reading your email?

Here are a few more guidelines for the copy in your email. It’s important to try to incorporate all the guidelines into your email. This will lead to better performing campaigns.

Align with the subject line: If the content of the email doesn’t relate to the subject line, the user is less likely to take action.
Know your target market: Recognize what your audience wants and send them relevant content. For example, for a newsletter, if a user has set their preference to receive the emails weekly ensure you don’t send to them daily or monthly.
Singular goal: The email should have one goal such as clicking through to a landing page. If the email contains too many links which all go to different web pages then the marketing strategy wouldn’t be successful.
Sense of urgency: By adding a sense of urgency to the email, the user is encouraged to take action immediately. This can help with the goal of the email campaign.

The last piece to creating an email is a legal requirement that all emails have to contain an unsubscribe link and a postal address so that the user can opt-out from receiving the emails. It’s best practice to include the unsubscribe link and postal address in the footer of the email.

While not mandatory, including some text around why the user is receiving the email, social media links, and a link to your companies privacy policy in the footer helps to provide a better experience for the reader

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