Included in your email marketing software will be wizards for you to create the marketing email. Space is limited, and for good reason, and you are left with the decision as to what to put the copy boxes. You need to have a clear idea as to what is required.
You could go along the route of a professional copywriter or have a go yourself. Whichever way you go the rules are the same.
The copy in the email has just the one purpose: the requirement to get the reader to click through. Every other function is not so much subservient to this as all but immaterial. You need to bear this in mind when writing or directing the copywriter.
Whilst the two specialities are often seen as entirely different, the images and copy must work together towards the same target. Your email marketing software will define your subscribers. The email should be a unified whole with no feature taking precedence.
Sales staff are the great unsung, although not by themselves, heroes of retail. We can usefully copy their methods when it comes to what copy is required. If they would not say it, it probably is not needed in the email.
You will pick the headline and subhead text dependent on the email list you use. If you are selling a camera then the 16 megapixel sensor could be the best to go for if your customers are a bit geeky. For those who are more athletic and go climbing or even walking, the rugged but lightweight build might be a better option to highlight.
After that the decisions come.
You might feel that the recipients would want a lot of technical information before considering purchasing the item. For these, a click through to a microsite containing all the details, and possibly a comparison with the inferior items your competitors are offering, will limit clutter.
The following text should support the headline and subheads. If you have made a feature of the 30 times zoom, then back this up with phrases like class-leading and follow with image stabilising as some might feel that extreme zooms give rise to camera shake.
Here we have the first bit of copy from a genuine email:
Heading up the super-zoom compact digital camera range, [company name] is pleased to introduce a new addition to [its] multiple award winning range of cameras.
A 25 word statement that says very little. On the other hand, if your headings have mentioned the 30x super-zoom, 16mp sensor and HiDef video then you could say:
A camera for the demanding amateur and semi-pro alike. No need to carry four or five lenses. Its compact build means that you can take professional quality images anywhere.
Again it says very little but we have suggested to the readers that we think they are rather good at photography, might even be semi-pro although are clever enough not to be taken in by the hype of other, more technical cameras.
Massaging the customer’s self image is the sort of tactic your sales staff would use so copy it.
Aaron Bond is a network marketing researcher with a keen interest in email marketing. His articles aim to provide valuable tips for online business entrepreneurs; helping to create strategies and take action to increase leads and cash flow.
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