Email has become a powerful mode of communication thanks to its cost efficiency and speed of delivery. Copywriting for email is a different ball game that calls for a different skillset and a different frame of mind.
It’s easy to get started but difficult to sustain the quality of writing-be it long copy or short copy. A good writer needs to read and understand the subject of the mailer. Then he/she has to jot down the objective of the same. After that, the first cut content can be prepared by keeping all the relevant points in mind. The next stage is top level editing. After that has been done, the immediate step would be to improve the language and do a thorough proofing job. The next important stage in email writing is the checking of the relevance and flow of content. Pruning has to be done depending on the required length and importance of the points to be covered. At this juncture, the writer can even go back to the master document and see if any critical points have been missed out. If he/she is convinced about the level of research, then the next step can be to figure out how the mailer copy can be more interesting to the recipient.
Here are some pointers for the design stage: Divide the content into various short paragraphs and highlight important words/phrases. Convert the key points, like products & services, into bulleted lists. Highlight the credentials. Bring the company USP to the fore; this draws the attention of the reader and makes him/her go through the entire mailer. Furnish an interesting fact as an island of interest. Finally, write a clear and compelling call to action with all the available response options-email id, telephone, fax, etc. If there’s a button linked to a landing page, then words like register here, buy now and apply now would have a better impact than the ubiquitous ‘click here’.
Once the design is complete, do another meticulous proof check and see if the flow of copy is sensible. Then make sure that your designer has placed the headline at the top left hand side of the mailer. This ensures that the recipient gets the key message even if an email reading pane is turned on. What if the images are not visible at the recipient’s end? Being an HTML emailer, it must have meaningful alt text for all the key images.
Also make sure that there is a proper balance between design aesthetics and content readability. Finally, write an interesting yet credible subject line that cannot be ignored-even in a crowded inbox! You could also do a spam test to know if your copy is catchy or spammy. Try a standalone content checker or the spam testing option in your bulk email launcher. Though there are hundreds of sites that offer email marketing and productivity enhancement tools, you need to do your research to pick the right one.
If you already have the writestuff for your next emailer, try the above tips to see what works!
Sasikumar is a creative copywriter, experienced in writing for emailers, direct mailers, websites, press ads and print collateral. You are invited to check out this social bookmarking blog for some interesting productivity enhancement tools.
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