With email marketing, your average ROI for every dollar spent is around $40- This is one of the many reasons it’s absolutely vital that you hire the services of an email copywriter.
One mistake that many companies make is that they decide to do the email copywriting themselves and this often results in poor copy that affects the bottom line.
If you want to maximize your profits, seek to hire an email copywriter who is skilled in crafting content that will have the maximum potential of making a conversion.
So what skills should you look out for?
A top email copywriter will be skilled in a number of different areas such as copywriting, psychology, team collaboration, CRM’s, understanding client personas, and much more. A top email copywriter will tailor-make their content so that the copy is impactful and will lead customers right down into your traffic funnel.
In this blog post, I will delve into some reasons you should seek to hire an email copywriter.
An email copywriter will help you get your message across
Potential customers are going to come across a vast amount of emails so the question for you is going to be: How can I make my email stand out from the rest of the clutter? This is where an email copywriter will come into the equation.
A top email copywriter will know what motivates people to open an email and what will motivate them to make a purchase. The best way an email copywriter can accomplish these goals is if they have the skills to craft an effective message that will resonate with your customers.
One of the first areas that an email copywriter will be skilled in will be researching. By being skilled at researching this will allow an email copywriter to craft content that reflects your target audiences specific needs.
The worst thing that an email copywriter should do is create content blind. If they create content blind they will be using a scatter gunned approach that will be ineffective and will not get the results that you want.
Email copywriting services will tailor-make their marketing campaigns
The first information that an email copywriting service should gather is what your goals are going to be. The best email copywriting services will understand that not all email campaigns are going to be the same, and that depending on what you’re looking for, your email campaign should be tailor made to suit you specific needs.
For example, some email campaigns may work on the premise of 4 or 5 different stages. Stage one may be an introduction or informative stage, stage 2 may provide a solid offer, and the rest of the stages will be invoking principles such as the scarcity principle or invoking a sense of urgency. There are a multitude of tactics that email copywriting services can employ but one central tenant remains the same- The email copywriting must have the ability to persuade.
A top B2B email copywriter will appreciate the power of words
A B2B email copywriter will know how powerful words can be. The best B2B email copywriter will understand the importance of how each particular word that is inserted into an email campaign should have the potential to influence, persuade, and push a customer towards a desired outcome.
The fact is, some words are more powerful than others and one of the tactics that a B2B email copywriter can employ is to have a list of power words listed into their content that will have an increased likelihood of making an impact.
For example, a top B2B copywriter will insert words like FREE, Deadline, time limited offer, and loads more.
These words help invoke a sense of urgency and will increase the likelihood of customers making a purchase.
The freelance email copywriter you hire should be skilled in many areas
A freelance email copywriter will create content that is short, sharp, and to the point. The very best email copywriting will make an impact right from the moment a customer sets sight on your content.
What you don’t want is a freelance email copywriter who writes unnecessary words that don’t increase the chances of you making a sale or a conversion.
A top freelance email copywriter will also try and personalize their email message. They will want to be creating content that is building up a relationship with the customer from the very moment they read.
For example, if your marketing campaign is going to be targeting IT experts you will want to devise an email campaign that is reflective of the psyches of IT experts.
For example, IT experts are renowned as feeling intellectually superior but still unappreciated by their boss. In this example, you could start creating content around these inroads into your clients psychology and thereby increasing the chances of making a conversion.
A freelance email copywriter will be skilled in exploiting any potential weaknesses and using them to craft superior email copy that will stand out in the crowd.
The best email copywriters will avoid these mistakes
Sending marketing emails like newsletters and promotions to your clients and prospects is a really cost effective way to keep your brand in their minds for the moment they are ready to make a purchase.
But with never ending quantities of spam hitting our in-boxes and lots of businesses competing for the reader’s attention, you need to get it right to be successful.
Make sure you avoid these 5 pitfalls:
1. Great email copywriting will avoid using Outlook
or any other standard email program. These are fine for your “transactional emails” but it’s a really bad idea to send marketing emails this way. Apart from being hard work to administer, it can quickly get your main email account blocked by your ISP – so none of your emails get through. Use a proper email marketing service – there are many available. Mailchimp is free for small numbers and is a good way to get started.
2. The best email copywriters will do the obvious: email your list
Obvious really, but it’s any easy trap to fall into when you’re super busy.
Having built up a list of subscribers you need to keep in touch with them. Lists will become stale if you stop emailing for any length of time. And then when you do email, you risk getting a high number of spam reports because people can’t remember signing up to receive your emails.
If it’s been more than 6 months since you emailed your list, you need to think about re-activating your list (asking people if they still want to receive your emails).
3. The best email copywriters for hire online will never add lump all your networking contacts together
Just because someone has handed you their business card at a networking event doesn’t mean they’ve given you permission to subscribe them to your email newsletter. Yes, there are not the same legal restrictions for B2B contacts as B2C but it’s bad practice – and you will annoy at least 50% of the people you email.
When you follow up after the meeting (even if it’s just connecting on LinkedIn), let them know about your newsletter and ask them if they’d like to subscribe.
4. Great email copywriting will avoid adding subscribers to all your brands
If you have multiple brands, you really need to keep separate lists. People who have signed up to your fashion emails may not be interested in your gadgets brand.
The worst example I’ve seen happened to me a few years ago. I had subscribed to the Confetti email newsletter (to do some competitor research for Wedding Crafter!) I then unsubscribed. A few months later, Confetti was bought by group who owned multiple ecommerce brands (and was put into administration to be sold later).
Suddenly I started receiving emails from a number of companies owned by this group. Not only were they sending me lots of emails I didn’t want, but they could only have got my email from a list I had left. I never did receive a response to my complaint, but they did take me off their lists. However, I still remember and would never buy from any of their brands.
5. Too many pictures
Do you display images by default in your email inbox? If you do, you’re a rarity. Most people keep them turned off, so be aware of how your emails will look without the pictures. If you’re promoting products then of course you want to have some enticing photos, but make sure you have some great text first so people want to turn those images on.
Always send a test email and check how it looks both in a standard email program like outlook and on a smart phone.
I haven’t mentioned probably the worst thing you can do – buy a list of email addresses and start blasting out marketing messages. Don’t even think about it.
What I love and what I hate about email copywriting?
This week my inbox has received some shockingly bad examples of email marketing, so there was a danger that this blog post would just be an uncontrolled rant. And then I received a really great message which restored my faith in the use of email as an important marketing tool. So much so that I’m putting my positives first and saving the negatives for last.
What I Love to receive
If you’ve got a sale or a great deal on, then I want to hear about it. I might just be thinking about buying.
Doing something different or funny will make you stand out from the crowd and people will look forward to your emails. Like the ones from Rob Brooks featuring his quirky videos.
Snippets of great information
In these days of information overload, it’s good to get bite size pieces of advice that you can take on board immediately. One of the people I’ve subscribed to sends emails just about every day. Is that too much? No, because he always has something useful to say that I can apply to my day to day business life. In fact, if he misses a day, I notice!
If something happens that affects me I want to know about it from my advisers. So, if the VAT rules change I expect my accountant to tell me. I don’t want him to tell me about changes to the rules for submitting payroll returns as I don’t employ staff. Try to segment your list as much as possible and be selective with your emails.
A Thank You
Just today a got an email from my web hosting company. I’ve been with them for years for various websites and seen them grow from a couple of guys to over 50 staff. I’m not a big spender but I have recommended them to a number of my clients and they’ve never let me down. This email said Thank You for supporting them from the early days, gave some updates on where they are now and invited me to come along to an open day.
I’ll be recommending them again. (PS: If you are looking for great value hosting with exceptional support, talk to www.vidahost.co.uk).
What I Hate about email copywriting
Subscribing me to your newsletter by default.
As a regular networker, I frequently find myself subscribed to the newsletters of people with whom I’ve exchanged business cards.
Sometimes even the newsletters of people I didn’t talk to but who took my email from the attendees list.
Sorry – that is not permitted to send me marketing emails. Nor is connecting on LinkedIn. It’s OK to send me a single, (preferably personalised) email after the event asking if I’d like to subscribe. In fact, if you do this, I’ll almost always sign up because I know you’re someone who cares about the emails they send.
If I know you reasonably well, I also don’t mind if you send out an occasional email with some important news – an office move, or a new service or event which is particularly relevant to me – but don’t just put me on your newsletter list.
Who the **** are you?
You’ve probably received these too – the emails from someone you don’t recognise at all greeting you like their best friend. It usually turns out to be someone you met briefly a couple of years ago who now has a new role and wants to resurrect their contact list.
The “This is not Spam” email
If you have to explain why it’s not spam, it almost certainly IS spam.
The fake sincerity
The email equivalent of the cold callers who ask “and how are you today?”. Asking after my health, happiness or anything else is not going to persuade me to buy your stuff.
I received this the other day: “We hope this mail finds you in your most jovial state of mind!”
OK, this one did make me smile. But it didn’t make me read the rest of the mail to find out what they were selling (probably SEO services). Straight into the spam folder.
Not receiving anything from you
If I susbscribe to your newsletter or am a client, then I’d like to hear from you from time to time. I don’t want to find out about your fabulous 50% off sale on Facebook a day after it ends. If you’ve built a list of contacts and fans who are genuinely interested in what you have to say, then make sure you keep in touch.
…. and finally
If I unsubscribe from your email list, it’s because I don’t want to receive emails from you. Please don’t then send me an email asking me why or suggesting I reconsider.
Overall conclusion on why you should hire an email copywriter
Hiring an email copywriter could be just the injection of revitalization that your company needs.
Why craft second rate email content when you can hire an email copywriter who will craft the best content with the best conversion rates?
Once you decide to engage with email copywriting services you can rest assured knowing that the emails that you’re going to be sending out will have the greatest chance of making an impact.
Custom made email marketing solutions
An email copywriting service will devise a custom made plan to suit your own particular needs and goals. Once you have set your goals and targets you will then be able to monitor them over a period of months and you will deduce whether or not you’re that email copywriting service you hire is meeting these goals.
The beauty of digital marketing is, when it comes to results, there is going to be no hiding place!
If you’re thinking about hiring an email copywriter or an email copywriting service why not contact us here at contentwriterireland let us give you a FREE quote on what we think is going to be the perfect email copywriting plan for you.
Check out some of our other blogs on the best copywriting services, SEO copywriting services , freelance SEO copywriter tips. and email copywriting services.
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