Are your email campaigns not getting results? Your copy might be to blame. Even the most well-designed email template or the most compelling photos aren’t worth anything if your copy is less than stellar.
The inbox is an extremely competitive place—every business is fighting for your reader’s attention. Get (and keep) their attention with some well-written copy. We’ve put together a few common copy mistakes you can easily fix to get your clickthrough rates up. 1. Not A/B Testing Subject Lines
Subject lines are the first obstacle you have to get through before even thinking about turning the reader into a customer. You want to make sure your subject line draws your reader in right from that first glace. A/B testing subject lines will show you what your target demographic responds to. Do they like more funny or serious language? Do they like seeing the deal right in the subject line, or will a teaser get them to open your email? If you see a considerable percentage opening up one email over another, then voila. You know what types of subject lines work better.
2. Not Focusing on Long-term Relationships
It’s easy to put on your blinders and focus on just getting that sale during first or second contact with your potential customer. But that lead may not be ready to buy right after they read your email. You need to focus on nurturing your leads over a longer period of time and to build a relationship with them. After that, they’ll be more willing to become a paying customer. Marketing automation is a simple way to give your leads some extra TLC without spending too much of your own time on the process.
Some campaigns don’t necessarily need automation, but if it’s part of your email marketing strategy, your copy will play a big role in changing those leads into customers. Sending out copy that’s helpful and not overly pushy on sales will help build that relationship. Once you have that relationship set up, they’ll be more inclined to buy and become loyal customers.
3. Not Optimizing Headlines
Just like subject lines, you want to pick a headline that grabs your reader’s attention right from the get-go. It should clearly explain what information is in the copy and why it will be of the reader’s best interest to read.
The best headlines get to the heart of your content with the fewest words—while also being intriguing enough for the reader to want to read on. It’s a tricky balance, but if you nail it down, you’ll see your clickthrough rates rise. CoSchedule’s Headline Analyzer is great to see where you can beef up or slim down your headline.
4. Putting All Your Information In One Email
You may be tempted to squish all of your deals, promos, and story into a single email. But when have you ever opened an email (that isn’t from your boss) and read every single word? Dense blocks of text are a huge turn-off. Make your content brief and scannable. Get right down to the point and put in just one primary call-to-action for better clickthrough rates.
5. Not Personalizing Your Copy
Compared to other platforms, your lead’s inbox is a pretty personal place to be. There, you can be more casual with your copy and show off some personality. Make sure to segment your email list so you can focus your copy on content that will connect with the reader. If you’re selling athletic shoes, you don’t want your marathon runners to get the same copy for those interested in hiking boots. They’re two very different demographics who deserve personalized content that caters to their own likes and dislikes.
6. Recycling Old Copy
If you send the same email every time, you’re just waiting for your reader to hit that unsubscribe button. Keep them engaged with fresh and helpful content every time. If you’re struggling to come up with new email copy ideas, there are a bunch of free tools out there to get the juices flowing. Answer The Public, Hubspot’s Blog Topic Generator, and Buzzsumo are all great resources for content ideas.
7. Being Too Creepy
It’s a fine line between writing copy that’s personal to the reader and coming off as an internet stalker. While some personalization like using their name in the subject line can help the reader connect to you and your brand, you don’t want to scare them off by showing off how well you know them in the copy. Use the data from your research to personalize other parts of your email campaign like creating customer personas, optimizing send time for different time zones, or building a dedicated landing page for that targeted demographic.
8. Not Having a Clear CTA
You’d be surprised how often people send an email campaign without clearly telling the customer what they want them to do. It could be as simple as leading them to click a button, buy a product, or read more about someone on your blog. But you need to explicitly tell your reader what you want them to do with a single CTA. Otherwise, they’re just going to read your email and immediately delete it.
9. Focusing Too Much on The Product
You (hopefully) know your product or service like the back of your hand. The reader? Not as much. It’s your job to explain why they should buy from you by focusing on the benefits they’ll receive. Rather than listing out features, explain how the features will help their lives. Sure, your new jacket has state-of-the-art insulation that retains 25 percent more heat. But you want to talk about how that jacket will keep them warmer for longer. Spinning the copy from the product to the customer will make conversions much easier.
This is a guest post. We welcome guest posts about helping manufacturers increase sales and/or advance their marketing function. Email in your idea and you too could be a guest blogger on MMG.
Guest blogger - Natasha is an avid writer, reader, and dog-lover, and she currently works as a copywriter, guest blogger, and content marketer. Her work has carried her from the bustle of New York at Inc. Magazine to the Santa Fe deserts at Outside Magazine. When she's not at her keyboard, Natasha loves spending her time outdoors hiking, rock climbing, and scuba diving.