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Copy writing for emails |
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Less is More.
Try to keep copy short, but remember copy should be as long as it needs to be to get your message across. Do not try to cram your message into 100 words if you need 700 words to say it.
If copy is interesting, compelling, and meaningful, people will read it no matter how long it is. But, if it's not interesting, compelling, and meaningful, people won't read it no matter how short it is.
That being said there are some particularities of email that need to be considered when writing copy:
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People get dozens if not hundreds of email messages a day. As a result, email readers are typically in a hurry to sort through their email to determine what to delete and what to save. |
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Email is very easy to delete. Just a simple click. |
The quantity of email’s versus the simplicity to trash means there is a lot of pressure on the recipient to process their email. The return address, subject line, and message area must in a split second get the recipient to open the email, scan the message, and click through to the landing page.
This combined with the limited preview area on email clients is why most emails contain very short messages. But when is it best to buck this trend and write longer copy? |
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Articles on Copywriting |
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The long and short of it.
Consider your offer, target audience, and copy. Copy is most effective when it's informative, compelling, persuasive, and personal. It needs to elicit emotion and engage the reader. Brief copy can almost never achieve this. So work on crafting your message first not keeping it within 250 words.
Don't forget what good copywriters have always known: If you can tease a reader into an ad, they will finish reading it even if it's several pages long.
Always keep the target audience in mind. If you're targeting attorneys, you know they're detail oriented and analytical thinkers. They call for a writing style with plenty of facts. If you're targeting consumers, they'll be receptive to longer copy. They’ll want all their questions answered so they can make an informed decision on whether to click through.
Some additional suggestions for writing emails:
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Avoid using long words, such as "information." Use shorter words, such as "facts". |
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Avoid being cryptic. Write value propositions in a straightforward way. |
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Write short, punchy sentences. |
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State the facts, benefits, and features in full. Never compromise this goal or risk letting short copy reduce the effectiveness of what you're trying to say. |
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Write in a style the target audience will best understand. |
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Always write in first person singular. |
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Agonize over the headline or subject. The stronger the headline, the longer the body copy can be. Once they open the email you’re more than halfway there. |
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You don't need much copy to describe and educate a person about basic and familiar products, such as music CDs, books and clothing. For less-familiar or more-complicated products and services, such as cars, telephone calling plans and software, plenty of copy is needed to convey all the benefits and features. Make sure to explain any technical aspects consumers need to understand as part of their decision-making process.
Price Matters
In terms of price, people can make a decision to buy a $9.99 or $19.95 product without much detail. A $99.95 product or a $500-per-month service is a whole different ball game.
Two issues surface with higher-priced items:
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Justification.
People need information to justify costly expenditures, whether to themselves or someone else. |
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Affordability.
Someone looking at a $500-a-month expense needs to make sure it fits in his long-term budget. |
Write your email to the proper length to increase its odds of getting opened and holding the reader's interest and that’s the long and short of it. |
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