Write Email Marketing Copy that Gets Opened
A, B, C, D... If only words lined up like letters when you sat down to write an email! Marketing emails are particularly tough. With sales goals, budgets, open and click-through rates being tracked, it can be tough to find the right words to make your message stand out in a flooded inbox.
Research has found that the order of those words may be just as important as the words themselves. Here's what Marketing Experiments uncovered with a huge pool of marketing emails, tracking, research and testing:
- Don’t Ask: Assume that the receiver is interested in what you are sending to their inbox, otherwise it wouldn’t be there in the first place. Whether you are asking a question to build anticipation or to actually inquire, don’t let it lead your subject.
- Tell: Let them know what they will get if they open the email. Be specific! The word “Get” is particularly enticing, but don’t get stuck on using it for every new message.
- 2 Words: The first two words should definitely communicate value and motivate your reader to click. Length isn’t the most important factor, as a long subject can actually communicate importance. Just be sure the best bits are up front!
- Be Positive: Connect with desires and significance rather than fears and anxieties. Forget the build-up. Bring your subject line straight to the action and content that will help the reader meet their goals.
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