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