Email marketing has made great strides in the past few short years. However, with all the fancy new functionality brands are utilising, you know what’s quite odd? A well-written, plain-text email can do just as well (if not better) than a highly designed email with tonnes of bells and whistles.
In fact, no matter how fancy your digital marketing emails appear, if these are devoid of well-written content, your subscribers will stop opening — and start deleting — your messages. So before you start writing, decide on your desired outcome.
A formula for writing emails
When putting emails together, it’s helpful to work backwards. Begin by defining the action you would like your recipient to perform after they have received your email. After this, craft your content with that end goal in mind.
For example, do you want to set a call so that you can:
- Close a sale?
- Donate to a cause for your fundraiser?
- Sign up to your monthly newsletter?
No matter what your goals is, write it down. After this make sure that call-to-action (CTA) is front and centre in your email. Cut the fluff, stay relevant, see results.
Whether you are writing content for direct mail, email, blog posts, or any other type of marketing material, you must ask yourself the following questions:
- Does my content sound human?
- Is it something a person would want to read?
You must remember to write for humans, first and foremost. In order to catch your audience’s attention, you cannot have copy that sounds like a spec sheet. Effective content for digital marketing must sound human and speak to real needs, priorities, and challenges.