best email practices - Express Writers

#ContentWritingChat Recap: How to Create Email Content That Stands Out with Shayla Price

June 19, 2024September 22, 2017 by Rachel Moffett

Are you wondering how to create email content that your subscribers will enjoy and that you’ll love to create? If so, you’re in the right place! Our latest #ContentWritingChat was jam-packed with amazing advice you can use to take your email marketing strategy to the next level. Ready to dive in? Keep reading for our recap! #ContentWritingChat Recap: From Subject Lines to Preheaders: How to Create Email Content That Stands Out with Shayla Price Join us for #ContentWritingChat on Tuesday, September 19th at 10 AM Central to chat about email content with @shaylaprice! ? pic.twitter.com/IBSDXdEQ0T — Express Writers (@ExpWriters) September 12, 2017 Our guest host this week was Shayla Price. Shayla is a B2B content and email marketer, so she knows a thing or two about creating amazing online content. She shared some great advice throughout our chat, so you’ll want to take some notes! Q1: Why should brand put time and effort into building an email marketing strategy? Are you wondering if email marketing is really going to be worth the extra work? We say yes! But if you need a little extra convincing, here are some responses from our chat: A1.a: When brands devote time & effort to email, it helps build consumer relationships and grow their businesses. #ContentWritingChat — Shayla Price (@shaylaprice) September 19, 2017 A1.b: Plus, email offers the highest ROI. For every $1 spent, email marketing generates $38. (h/t @CampaignMonitor) #ContentWritingChat pic.twitter.com/YYpqSTQRkj — Shayla Price (@shaylaprice) September 19, 2017 Shayla knows that email marketing can help brands build relationships with their customers, while also growing their business in the process. It also produces some pretty great ROI! A1 Email is a great way to build an audience over time and deliver value directly to their inbox (and mobile devices) #contentwritingchat — Bill Skowronski (@BillSkowronski) September 19, 2017 As Bill mentioned, you can deliver value directly to the inbox of your audience through the power of email. It’s a great way to build an audience and establish trust over time. A1: Email is a great way to send catered content to the people that matter most – your target audience. #ContentWritingChat — Flying Cork (@flyingcorkpgh) September 19, 2017 If you want to send content that’s catered to your audience, email is the place to do it. A1 Email marketing is ?…@Entrepreneur says the ROI is 4,300%. (Every dollar = $44 return) https://t.co/7PZnwA5jWS #ContentWritingChat — Julia McCoy ? (@JuliaEMcCoy) September 19, 2017 Julia also knows the value email marketing can provide because of its high ROI. Check out the link she shared from Entrepreneur! A1. Because your e-mail is your very own real estate. Social media is just rented land #contentwritingchat — Cheval John (@chevd80) September 19, 2017 Cheval made a great point about how your email list is your own real estate. When you build a following on social media, you’re doing so on rented land. Those platforms could disappear one day, but you’ll always have your email list. Q2: How can your subject line increase open rates? Any tips you can share? When you create email content, it’s pretty obvious that your subject line is very important. After all, it can make or break whether or not someone opens your email or sends it straight to the trash. Here’s some advice you can use to boost your open rate with your next campaign: A2.a: The subject line is the make-or-break moment. If it doesn’t catch the recipient’s attention, you will get ignored. #ContentWritingChat — Shayla Price (@shaylaprice) September 19, 2017 As Shayla said, your subject line is your one and only chance to catch the attention of your subscribers. Don’t blow it! A2.b: Effective subject lines are short, unique, and non-spammy. #ContentWritingChat — Shayla Price (@shaylaprice) September 19, 2017 A2.c: Here are a few subject line tips: use numbers, add a deadline, ask a question, and make it personal. #ContentWritingChat — Shayla Price (@shaylaprice) September 19, 2017 Her advice is to keep your subject lines short, unique, and non-spammy. You can also see results by using numbers, a deadline, asking a question, and keeping it personal. These are all great strategies to test out. A2: it’s just like sending out a good tweet – you want to hook them so they CLICK on the email not delete! #ContentWritingChat — Independent Retailer (@indretailer) September 19, 2017 If you want subscribers to open your emails, you have to hook them. A2: your subject line tells people what they’re about to open – if it’s not interesting/informative it won’t get opened #ContentWritingChat — Elizabeth Greenberg (@BettaBeYou) September 19, 2017 Use your subject line as a way to inform people what’s inside your emails. Elizabeth said to make it both interesting and informative. A2) Keep it short, but relevant. Does it spark curiosity? The SOLE purpose of a subject line is to click/open the email #ContentWritingChat pic.twitter.com/ZRAmj88S7x — Jason Schemmel (@JasonSchemmel) September 19, 2017 For Jason, a great subject line needs to spark curiosity. He also feels it should be short and relevant to the content inside the email. A2: Subject lines are EVERYTHING. Currently obsessing over emoji’s in the subject line. Gets me every time. #ContentWritingChat — Haley Steinhauser (@h_steinhauser) September 19, 2017 Haley can’t resist a subject line with an emoji. Try adding them to your next email campaign! A2. I’m one of the most curious people I know. I can’t resist intrigue. Neither can others. #ContentWritingChat — Megan McCarthy (@ImMeganMcCarthy) September 19, 2017 Megan admits that she can’t resist intrigue and she knows others can’t either. Keep that in mind when writing email content. A2) Offers are a big incentive to open. “Save 40%? You’ve got my attention…” #contentwritingchat — Kyle Murray (@TheKyleMurray) September 19, 2017 As Kyle said, offers provide an incentive to open up your emails. Sales and discounts are definitely a good push. A2: Think of a subject line as a 1st impression. You get 1 chance to get them to open your email! Pique their interest! #ContentWritingChat — Flying Cork (@flyingcorkpgh) … Read more

How to Write Email Copy That Resonates, Wins Clicks & Loyal Followers

May 19, 2021August 23, 2017 by Adam Oakley

It’s a technology even older than dial-up internet. Despite its age (it was invented almost half a century ago), email is still going strong. It’s like that aunt of yours who has seemingly been old for decades, but she keeps on rolling, as energetic as ever. She’s a standby at family gatherings and never seems to wear out. In much the same way, email marketing has been a cornerstone for all kinds of businesses for years. The proof is probably within your inbox right now. Most likely, you get inundated with an avalanche of promotional emails daily from various companies. However, there’s a problem, especially if you want to take advantage of email for your own business. What’s the Problem with Email Marketing? Think about what you do with the emails you receive. Do you open every single one? Do you read all the messages you do open? Narrowing down the pool further, which ones make you want to click-through? If the answers are “no,” “absolutely not,” and “not many,” in that order, you’re like most people. With that, we’ve come to the problem. Via Business.com, this survey shows that the most common complaint of mobile email subscribers is that they get way too many messages. There’s so much inbox competition, standing out is hard. So, as a marketer, how do you not only make people want to open your emails, but also read them and click your CTAs? In short, how do you write email copy that wins the day? The Solution: Learn How to Write Email Copy That’s Outstanding You have to write exceptional email copy to get results. What does this copy look like? To figure it out, think about the emails you love to read. Think about the messages you look forward to opening. What do they have in common? Probably one or more of these 12 factors, features, and qualities. First off… 1. Start with a Surprising, Inspiring, Emotion-Tugging, or Eye-Catching Subject Line In an email message, the subject line is your headline. It’s how you initially grab a reader and hang on tight. Before any other component, the subject line has to snag their attention if you expect them to actually open it. This means you need to cultivate intrigue or curiosity. You have to appeal to some emotion that makes your reader want to learn more. It’s a tall order. To do it, you need to give your subject line the same care and attention you give your email body copy. To accomplish this feat, try these tips: Only promise what you’re going to actually deliver – Don’t lure readers into opening your email with an enticing subject line, then completely fail to deliver. If you promise something or inspire action in your subject, make sure you follow up. Be specific – Don’t be vague in the subject line if you want results. Want proof? Copyblogger tested out two subject lines for the same email. Guess which one was more successful and led to a higher click-through rate? That’s right – the specific one. Use language that encourages action – Don’t hedge, and don’t be shy about your subject lines. Use actionable language that’s urgent and motivating. For instance, instead of saying “Tickets for X Events Are on Sale Now!” say “Grab Your Tickets for X Event Before They Sell Out!” Here are a few great examples of effective subject lines that do it right. It’s not surprising that all of them use direct, active language that speaks straight to the reader: Greetabl grabs the eye in a crowded email inbox because they make a bold proclamation: You’re in the squad. World Market wrote an urgent subject line that cleverly makes you want to act. Madewell crafted a subject line too tempting and curiosity-inducing to pass up. And the king of email, Ramit Sethi, intrigues his readers with an offer. 2. Draw Them in with a Warm, Friendly, Engaging Tone Some businesses think that making their emails personal means inserting the recipient’s name in the copy a few times. Nope. In fact, if you use the above strategy, it’s overkill. You’ll sound like a robot. Instead, make your tone personal. Talk to the reader as if they’re a friend. Unsurprisingly, this inspires friendliness reciprocated back toward your brand. This could inspire them to click your CTA, in turn. This leads us to our next point… 3. Talk to Your Readers, Don’t Address Them Sure, your email is going out to a faceless group of people. That doesn’t mean you should address them as such, though. In fact, you shouldn’t address them at all. Instead, talk to them. Don’t write as if you’re preparing a speech for an audience; write like you’re penning a missive to a good friend. To this end, make sure you use second person voice. This means you talk to the reader directly through your writing, using the term “you.” Need an example? You’re reading it right now! For a good example, check out this “thanks for signing up” email from Papa Murphy’s. They talk to the customer directly with brief but effective copy: 4. Err on the Short Side Nobody has time to read a novel in your marketing emails. Respect the reader and keep it short, yet informative and useful. Edit your email copy rigorously and ruthlessly if you need to whittle it down. More specifically: Stick to the point – Don’t meander in your marketing emails. This is not the place to share deep thoughts, discussion, or something similar. Stay on topic. Get to the point – For that matter, don’t take forever to get to the point of the email. Get there and give the reader satisfaction. Stay relevant – Keep your email relevant to the reader. It’s about them, not you. Copywriting guru Ann Handley of Marketing Profs goes a step further with this – she says to make it “relentlessly” about the reader. Be empathetic and place yourself in their shoes. Keep the … Read more