Image blocking in email
If you want to find out more about email image blocking (and what you can do about it), this is the article for you.
If you’re not a natural copywriter or if you don’t have a dedicated copywriter, the thought of writing copy for your email marketing campaigns can be quite daunting. Copywriting is an essential part of your email marketing campaigns and should really form a big part of your campaigns.
This article will introduce to you our Copywriting Matrix, a matrix we’ve developed to help you write better, more enticing, goal-based copy!
We’ve developed our very own Mail Blaze copywriting matrix to help you plan your email campaign copy more effectively. This matrix helps you understand how to bridge the gap between what your business needs and what your current subscribers may be thinking.
When you start writing your copy, you need to write it with your audience in mind. Depending on the type of email list you have built up over time, some messages might not be suited to everyone on your email list. This can be due to a multiple reasons, for example:
When you write, you always want to write as if you are creating an email with ONE person in mind. Here at Mail Blaze, we always write our emails in the first person and also keep our emails authentic, accessible and conversational. We only use jargon when we absolutely need to and even then will always endeavor to provide clear definitions for terms that might not be understood clearly.
One of the most common mistakes we see when it comes to email marketing is that people try to sound overly professional when they write their copy for their business. Imagine you’re checking your inbox and you see an email from a close friend. You’re more likely to open that email first than one from a company that seems cold or doesn’t make you feel included. Keep this in mind when you’re crafting your email messages. There’s a big difference between copy that connects vs copy that just speaks at people.
As much as you want to believe everyone on your list is ready to buy or make use of your services, this simply isn’t true. You need to understand that not all subscribers are in the same phase of their lifecycle within the context of your business.
All copy should serve a purpose. It’s really easy to over communicate and bore your audience with too many details, but at the same time the same can be said for not providing enough information for people to act. This is why it’s really important to look at why you are wanting to send an email campaign to your subscribers. If you don’t have anything to say, you shouldn’t be sending. Creating clear, measurable goals, help you focus your attention, add hierarchy to your message and send out a better email that your audience will enjoy.
Your objectives need to be clear and be measured with the correct metrics. If you would like to learn more about the importance of setting email marketing goals and how you can do that, you can read our article Email marketing goals and how to reach them.
When you’re sending out email campaigns, you’re most likely to be looking to increase your bottom line and that means...SALES. If this is your goal, you want to make sure that you take all the features that would interest a potential customer and highlight them in the best possible way to show your subscriber how a certain product or service will improve their life or add to it.
Features are things you use to highlight value. Most people would think about it as a mirror of your “what you get” or description of a product page, but it could also be business processes or unique operational practices that can take a prospect from consideration to purchase stage.
Make sure when you are writing copy related to your features that you highlight why these features are important to a potential customer or user.
Now that you’ve completed your assessment about what your copy should contain and written your first draft, part of the copywriting process is to strategize how you will display your copy in the best possible way. This is crucial. It doesn’t matter if you’ve written the most well put together copy the world has ever seen if you don’t display the copy in an effective way.
This means taking your copy and putting it together in an email template of your choice. Here you need to pay special attention to the order of information and how you highlight sections of your email.
You want to use headings where appropriate and craft captivating calls to action to drive your subscribers to take a next step. Regardless of whether that is to sign up, book a service or purchase a product. The reader should know what to do next.
If you’ve put together your email copy and created a powerful email template that shows the content in the best possible light, you need to go and edit your work. Read through the email again and test how the email renders in different email clients. It would be great to give someone else the email to read before you send it and ask them what they understood about what you said, or if anything was unclear. Having another set of eyes on your work can only help you improve and adjust your campaign better.
Look at your subject line critically. You want to ensure you are grabbing people’s attention. Don’t be afraid to try something new in your subject line. You want to get people to open your email so that they can actually read your copy and move forward in the buying process.
Don’t forget that your sender name is important too. Your sender name should be recognisable and will definitely help you reach your desired audience.
Have any questions about email copywriting? Tell us in the comments below.
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