Welcome to the final post in our three-part blog series on boosting your email marketing efforts. In the first two parts, we covered how to craft eye-catching subject lines and compelling calls to action (CTAs). Now, we’re going to dive into strategies for creating email copy that truly engages your target audience – marketing professionals. As a copywriter specializing in email marketing, I work closely with this audience every day, and the tips I’m sharing come from my own experience as well as insights from my colleagues.
But before we jump into those tips, let’s first understand the challenges of connecting with marketers through email. Like most professionals, marketers are extremely busy. They also receive countless emails daily and are often bombarded with generic content that doesn’t speak to their specific needs. So, how do you stand out in a crowded inbox?
Tip #1: Be Relevant and Concise
Marketers are constantly looking for insights that will help them stay ahead of trends, improve their campaigns, or solve specific problems. But they don’t have time to sift through long, detailed emails. When crafting your message, get straight to the point. Avoid lengthy introductions or fluff. If your email is about a new marketing tool, for example, lead with its key benefits and the problems it solves. Keep it brief and to the point.
Tip #2: Break Up Your Copy for Easy Skimming
Long blocks of text are a turn-off for busy professionals. When marketers like Sarah, a brand manager at a mid-sized company, check their inboxes, they don’t have time to read through dense paragraphs. They’re more likely to delete emails that look like a wall of text. Instead, make your copy scannable by using short paragraphs, bullet points, and headings. This not only makes it easier to digest but also helps guide the reader’s eye toward the most important information.
Tip #3: Stay Focused on Your Goal
Every email you send should have a clear objective, whether it’s to inform, promote, or drive a specific action. Keep this goal in mind with every sentence you write. Avoid unnecessary tangents that might distract from the core message. Whether you want the reader to download an e-book, sign up for a webinar, or simply learn about a new service, ensure every part of your email serves that purpose.
Tip #4: Get Specific – Avoid Generalities
Marketers, especially those in competitive industries, want more than just surface-level information. Generic statements like, “Marketing is crucial to business success,” don’t resonate with them. Instead, provide specific examples, statistics, or case studies that directly relate to their challenges. For example, rather than saying, “Many businesses are struggling with customer retention,” try something like: “According to recent data from HubSpot, 68% of marketers say improving customer retention is a top priority this year, with 42% increasing their budget for loyalty programs.”
Tip #5: Use Relevant Data and Insights
Leverage statistics, surveys, and research that show you understand the challenges your audience faces. Marketers are driven by data, and using relevant figures adds credibility to your message. For instance, citing recent reports, like “According to a 2023 survey by MarketingProfs, 55% of marketers report an increase in ROI from personalized campaigns,” helps make your email stand out and positions you as a knowledgeable resource.
Wrapping It Up
To sum up, when crafting email copy for marketers, keep your message clear, relevant, and specific. Focus on their needs, and make your content easy to read and digest. By following these five tips, you’ll increase the likelihood of engaging your audience and driving the actions you want. For more insights on email marketing, check out the rest of our blog series for additional strategies that will help you refine your approach.
By following these strategies, you’ll be well on your way to crafting emails that stand out in crowded inboxes and truly engage your marketing audience.
