How to Create Compelling Email Marketing Copy


Although it is definitely not a novelty anymore, email is far from universally understood or properly used when it comes to marketing campaigns. Modern marketers tend to get lost in the whirlpool of campaign metrics and often forget what is at the core of successful marketing: compelling copy which inspires a large number of recipients to take the desired action. Here are our top 5 tips for producing effective email copy.

Action, action, action!

The primary purpose of an email marketing campaign is to inspire your customer base to take a desirable action. You have to align your email copy with that task, and the best way to do so is to use actionable language, starting with the subject line. The classic strategy here is to keep it short and strong and to rely on verbs, like “Sign up for a free month of premium” or “Increase your market share by 25 per cent today”. Subject lines like these tell your customers what they can do with the information you have sent to them. Keep in mind that simple imperatives are not the only actionable phrasing you can use, and “Don’t miss your chance to be noticed” or even the verb-less “Curious about ad metrics? We have the top 5 right here!” convey the action potential unambiguously.


One of the most effective ways of increasing email campaign effectiveness is personalisation. No, it does not mean starting your email with, “Dear John”. It refers to the good practice of segmenting your customer database and tailoring campaigns to each part of the crowd. Even if you are introducing a service or product update which will speak to your whole user base, it pays off to emphasise the specific features which benefit your different stakeholder groups. It is especially effective to separate between new mailing list members, with whom you want to be less pushy, and seasoned customers who are already into your product and can take more aggressive persuasion.

Align your subject line and main copy!

After you have created your actionable subject line and targeted it to specific list segments, make sure your email copy walks the walk. If you promise “5 Ways to Improve Clickthrough Rates”, your first line of text had better be “No1: …”. Creating expectation in your audience and not making good on it is a one-way ticket to killing your clickthrough and, eventually, email open rates. Think of the subject line as a car key with the Ferrari logo. If you hand your customers that and then take them to a Fiat, they will be confused and probably angry, too.

Speak to your customers directly and focus on the benefits

Writing in the second person is the most direct way you can communicate with your client base via email. Addressing them directly confirms their worth and empowers them, which increases the effectiveness of your calls to action. When talking about your product, do not get lost in enumerating features. Instead, focus on the customer benefits to further personalise your message.


Even if you fancy yourself a marketing poet who paints with words, there is still nothing more compelling than a well-chosen image to grab your readers’ attention and keep them scrolling down. Always use positive, feel-good, and gender-neutral (wherever possible) images in order to create maximum impact.

How to you keep your email marketing copy compelling for your subscribers? Please leave your comments below…

How to Increase Facebook Engagement

Keyboard with blue Like buttonEven after years of having a fan page, it can be difficult finding ways to increase levels of Facebook engagement between you and your fans. As your reach declines, it can often feel impossible for you to engage with your fans and really promote your products and services. With these simple tips you not only will you be able to increase any dialogue with your customers but up your content game.

1. Ask Questions

Using your updates as an excuse to ask your fans questions are a great way to not only engage but do a sneaky bit of market research. Sparking dialogue with your customers (whether existing or potential) is one of the easiest ways to get people to respond to your posts with likes, shares and comments.

Engage with your followers personally, if your business has a specific niche write your posts so that they target the hobby or interest that your customers are most likely to connect with. Do they have any tips? What is their favourite experience? What are their feelings towards a certain item or service? Gathering this information will help you perfect your customer focus and ensure that your content remains relevant.

2. Use Visuals

thumb up, i like itIt’s a well-documented fact that social media users will respond to posts including images far more than those without. Grabbing your audience’s attention with eye-catching and interesting visual content will expand your reach as more people take the time to enjoy your business’ offerings. Users like to share content they find fun and interesting on their profiles, if you can find or produce something that your fans want to show their friends your overall reach will increase along with your engagement levels.

3. Try Facebook Ads

Most social media channels are rolling out their own advertising platforms nowadays; why not see what all the fuss is about? Facebook is the perfect site to start advertising as it’s possible that the majority of your client base have access to the social media site. With only a select number of people able to see your wall posts, try promoting them by using ‘page post story ads’ to gain greater reach.

4. Post Frequently

Whether you’re updating your followers with new promotions or asking them about their favourite way to spend a Sunday, frequent posting has shown to have a major effect on Facebook engagement. Pages that post once or twice a day tends to receive 40% higher fan engagement that those posting more than three times a day. Obviously this depends entirely on what it is that you’re sharing with your customers and how it is received.

To Wrap Up: Have Fun

If you really want to increase your Facebook engagement, start by having some fun with your posts. Ensure that your content is sharable and your users will flock to it. With Facebook automatically sharing items that you like, comment or share on your friends’ news feeds, your ability to reach a significantly bigger audience is huge.

Remember, like all content marketing and social media practices to target your audience with specific, relevant and interesting updates that will get your followers wanting to actively revisit your page.

Do you have any tips for increasing your Facebook engagement with fans? Please leave your comments below…

A Guide to Using SEO Keywords

Keywords keyboard keyIn a world where some of the biggest search engines dictate the relevance of your company’s website to potential customers getting your SEO keywords right is vital. Without the use of keywords, your website’s exposure will ultimately decrease, so taking the time to optimise every aspect of it beforehand is completely worthwhile.

In this post we discuss the best ways to research and use SEO keywords for the best results.

1. Do Your Research

Before compiling your list of SEO keywords, you will need to find out the kinds of things that your potential clients are searching for online as well as checking out your competitors and their optimisation. Free online tools like Google’s Adwords Keywords PlannerThe Classic. The Dude in front of red question mark. will give you plenty of ideas for which words to use and their searchability levels.

When beginning your research, beware of targeting popular terms like, ‘cloud computing’, for example, as they’ll prove way too competitive and will leave your business lacking in its ranking. It’s useful to try replacing these types of words with longer, more specific phrases. This is a great trick throughout all of your keyword research as you’ll bring in the right visitors who are actively looking for what your business offers.

Your business is not going to stand out if you use the same, generic keywords as your competitors. By providing relevant, creative, engaging content you will be providing prospective customers with information relating to their keyword searches.

2. Bundle Your Keywords

Organisation is the best practice for marketers looking to get the results they want through conversions and search-driven traffic. Although this technique is primarily useful for PPC (pay-per-click) users, dividing your keywords into manageable, related groups will make it easier to not only research but implement optimisation on each of your website’s pages.

Simple changes like using the keyword in the title of Pen (fountain)the page, URL, throughout the copy and in the Meta tags and descriptions will ensure that you’re well on your way to optimisation. Try not to use the same keywords throughout the page, try to slot them in where necessary but don’t forget to try adding variations of them within your content. Cramming the same keywords into all elements of the page will not only make it difficult to read but could also be classed as spam by Google, making all SEO efforts obsolete.

Grouping your keywords enables you to not only create high-performing ads that attract more traffic but improve your Google Adwords quality score, giving you the best possible ratings.

3. Update Your List

Don’t rely on your original list of keywords. Whether you’re applying them to your Meta descriptions, content or Adword campaigns, your keywords should always remain relevant. Keep an eye on how your rankings compare over time – has your ranking climbed since you employed your strategy? Have your conversions increased? Has your user engagement increased? Looking to see if there are any trends will help you identify any issues you may be having. Old keywords need to be re-evaluated frequently, to keep them up-to-date with the searches that your clients are making.

To Wrap Up…

Implementing SEO keywords will help your website rank above your competitors so choosing the right words are crucial. As long as you steer away from vanity keywords that offer larger amounts of competition, working with variations will help extend not only your website’s reach but your customer base.  

Do you have any ideas for using SEO keywords? Please leave your comments below…