Copywriting. All you need to know to get customers gossiping!

It’s always great when we receive an email that really sticks. Whether it’s a company selling a product or service, we all feel relieved when the copy is spot on and builds an instant connection. Here are our top 5 copywriting tips, which will get customers gossiping about your campaigns…

Content for many email campaigns are often overlooked in favour for eye catching design, imagery and marketers cramming all their copy into an overloaded space.

Email marketing is a great way to improve the effectiveness of your overall campaign and we feel these top 5 tips will help you gain better ROI from the content you broadcast:

1- Your audience is key. Who are they? Where will they be when they open your campaign? Do they have time to read everything you want to broadcast? A great hook will keep your audience engaged and open rates will improve. Less is not more here, the more you know about your audience the more targeted you can be.

2- What is the value proposition? Getting the balance right between informative campaigns and sales messaging is key. Great examples which hook audiences without shoving products down their throat are short, concise, to the point and actionable: ‘Our new summer collection is out’, ‘25% off your next purchase’, ‘Student discount accepted’, ‘New lines added- act fast!’. Just because there’s no physical products on the email campaign doesn’t mean you can’t sway the purchase decision.

By understanding what’s in it for the customer and how your offering differs from your competition (Often differentiated by typography and bold imagery) will help to get your key message across. Google 'summer sale' and select images and you will see the same message but presented in many different ways.

3- The hook or subject line. I personally don’t like being told what to do. If a subject line instructs me to do something I am less likely to part with my money. However if the subject line asks me a question or makes myself question something, I’ll be more inclined to interact with the content.

Some of my favourite subject lines I’ve seen recently:

‘Sometimes all you need is a little vase lift’ (Retailer selling vases)
‘Manhattan view for a song in the shower’ (Retailer selling shower curtains with NY skyline on)
‘Get in our pants’ (Retailer selling a new product line)

4- On the subject of hooks, great headlines will always make your audience read more.The subject line helps your open rates, and your headlines will ensure engagement with your content. It’s always great to think, if I was the customer would I read this?

We think making headlines bold, short, concise and informative, whilst getting your point across will ensure user engagement.

Asos, one of the UK’s most loved on-line retailer are a great example of aestheically pleasing email marketing campaigns. However many customers have highlighted the constant bombardment, with campaigns often ending up in the junk pile. Customers have reported up to 32 sales emails in one month, but often admitting the subject line with major discounts is the hook.

5- Customer quotes. If you have a great product or service, then why not shout about it? Include great quotes and testimonials not at the bottom of your email campaigns but why not put it straight at the top. Be visible, be confident and most of all aim to continuously build relationships with customers that don’t already know about your brand.

Every email campaign must be well planned, designed, written, edited, tested, sent and analysed.Engage your audience first with compelling content. We can help you emotionally connect with your audience, from development of the big idea to messaging, storytelling and content creation.