How to write a marketing email that grabs your audience’s attention
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Knowing how to write a marketing email that grabs your audience’s attention is a skill you’ll want to master if you’re a marketer looking to nurture leads, retain customers, and increase conversions.
However, writing great email marketing copy isn’t easy – anyone can write an email, but there’s an art to writing one that actually prompts your subscribers to click and convert.
As one of the UK’s top content marketing agencies, we know a thing or two about writing email copy that stands out from the rest.
Read on to learn how to create compelling marketing emails that appeal to your audience, every time.
How to write a good subject line for email marketing
The first thing your subscribers see when your email lands in their inbox is the subject line. Research has shown that 64% of recipients decide whether to open or delete emails based on their subject lines, so it’s important you get it right. No pressure or anything.
If you’re feeling a little daunted by the prospect of writing subject lines that entice your audience into opening your emails, just follow these 6 top tips.
1. Keep it short and sweet
Short, clear, and impactful subject lines catch the eye and make the recipient more likely to open the email and read on.
What’s more, 85% of people open their emails on their mobile phones, which means a long subject line could get cut off and ruin the impact of your message.
As a general rule of thumb, try to keep your email subject lines under 50 characters.
Example: Enjoy 10% off your first order 🎉
2. Create FOMO
Tap into people’s fear of missing out (FOMO) by writing subject lines that create a sense of urgency or scarcity.
The idea that the recipient might miss out on a beneficial opportunity can compel them to open the email and claim the benefit before it’s too late.
Example: Only 24 hours left of our summer sale 🚨
3. Personalise when possible
Personalisation works because it creates a sense of relevance and connection for the recipient.
This could involve using the recipient’s name in the subject line, but also tactics such as personalised product recommendations based on purchase history.
Example: Hey [Name], your favourites are on sale!
4. Use numbers and statistics
Numbers and statistics work well in subject lines because they stand out visually and provide the recipient with compelling information at a glance.
According to a study, email subject lines that contain numbers and statistics have 57% better open rates than those that don’t.
Example: Over 5,000 5⭐ reviews
5. Include actionable language
Actionable language invites interaction and implies that something inside the email is worth exploring, which can lead to higher open rates.
Using action verbs is much more powerful than using a passive voice when writing email subject lines. So instead of ‘New collection now live’, it would be better to write ‘Shop our new collection’.
6. Use emojis
Emojis are great for injecting fun and personality into your message – not to mention how eye-catching they are.
In fact, studies have shown that emails with an emoji in the subject line tend to have a higher click-through rate compared to those that don’t, which shows how appealing they can be to your audience.
Just remember that emojis should only be used where they add value, not in every single subject line you write. You should also be careful to only use emojis that align with your branding and tone of voice.
Example: Get your tickets to summer’s hottest event 🔥
How to write good email marketing copy
Now that you know how to write an attention-grabbing subject line, it’s time to get into the main body of the email.
These 6 top tips will help you craft compelling emails that encourage your audience to click through to your website.
1. Get straight to the point
People like emails to be brief, so make sure you get to the point within the first two lines of copy. If you don’t, your recipients are likely to stop reading before they get to the good stuff.
Need some inspiration? Check out these brands that are always nailing their email marketing strategies.
2. Highlight benefits, not features
Always use your email copy to highlight the benefits of your product or service, rather than the features.
While features simply describe what your offering is, benefits tell the customer what they stand to gain from using your product or service, which is more likely to persuade them to convert.
Example: Instead of ‘Our awnings are UV-resistant’, write ‘Our awnings will keep you cool and shielded from the sun’s harsh UV rays’.
3. Use a conversational tone
Audiences tend to respond better to messages that feel human and relatable, so use a conversational tone to make your emails feel more personal and less like generic marketing material.
Example: Instead of ‘Our company is pleased to announce that the end of season sale is now on’, write ‘Guess what? Our huge end of season sale is now on – and you won’t want to miss it!’
4. Write in the second person POV
Make your email copy feel more personal and engaging by writing in the second person point-of-view, using the pronouns ‘you’, ‘your’, and ‘yours’.
This shifts the focus from the brand to the reader, which can help build a stronger connection and encourage the reader to convert.
Example: Instead of ‘Our customers love this product’, write ‘You’ll love this product’.
5. Include clear CTAs
If you want your emails to convert, including clear call-to-actions is a must.
Your CTAs tell your readers exactly what action you expect them to take after reading the email and help to convert readers into customers.
You’ll want to make sure your CTAs are clear, concise, and easy to pick up on even if the recipient is skim reading.
Examples: Shop now, Claim yours, Get your free trial.
6. Maintain a consistent tone of voice
Consistency is key when it comes to email marketing, so make sure your tone of voice stays the same across all of your emails.
This will help to establish your brand identity and show readers that you’re reliable and trustworthy.
Need a hand with your marketing efforts? Get in touch
At Embryo, we know that creating effective marketing campaigns that stand out from the rest can be difficult.
That’s why our marketing experts are here to help you take your strategies to the next level.
Whether you’re looking for help finding your brand’s unique voice or increasing your website’s visibility, get in touch with the Embryo team today.
