Is there some sort of trick to copywriting? How can I make my marketing emails better to generate more leads, sales, and overall interest in my company? Those were my exact thoughts when I first looked into digital marketing for my business a few years ago. Everyone knows that email marketing is one of the MOST essential components of a business’s marketing strategy. But not many people get it right the first time. 

While social media and search engine marketing have become crucial elements in modern-day marketing, email marketing is arguably (still) one of the most important marketing tools. But what makes the difference between a good email marketing campaign and a bad one? There’s actually a huge range of things that need to be right for an email marketing campaign to be successful. However, I’ve found that the wording used in emails is probably the most critical aspect — especially if you want to generate leads and sales.

In this article, we’re going to discuss 3 easy-to-implement copywriting tips to significantly improve your marketing emails.


#1 Less is (ALWAYS) more

When you’re writing emails to your customers, you should always respect their time. If someone is reading your emails, you want to keep the copy quick and simple — getting the message across using the least number of words. This doesn’t mean you should remove parts of your message. But it would be best if you focused on making your message a concise as possible — cutting unnecessary text that doesn’t add value. 

Here are two examples of email marketing. One that uses too many words and another that’s more concise:

As you can see, the first example uses far too many words to get the message across. When someone is reading your email, you only have a few moments to capture their attention. That’s why you need to get straight to your point — without using complicated and lengthy sentences.

The second example gets straight to the point. The reader instantly knows the topic of the email. And the intention behind the email — to provide valuable information — is stated very quickly.

So, remember. Less IS more. Always. But especially when it comes to email marketing.


#2 Involve your audience

It’s important that you relate to your reader. But you need to involve them in your message. Some emails can just be a marketer telling their audience information…BORING! To gain a reader’s interest and keep them engaged, you must involve them in what you’re saying. You should try to create a relatable story that your readers can follow. 

For example, if your audience is eCommerce brands looking to make more sales, you should write an email that states problems eCommerce brands face when marketing their business. 

When copywriting like this, you should put the reader in the driving seat. Here’s an example:

Notice how the reader is instantly put in a relatable scenario — working hard and not getting the results they expect. Many readers will start to imagine themselves in this scenario, because they’re probably in that situation right now. And now they feel involved with your message.

Using this tactic will increase engagement massively. While involving the reader is important in your initial email, you should try and incorporate it into almost all of your marketing emails.


#3 Use actionable language

Actionable language in your copywriting is a simple way of saying “telling your reader to do something”. And it is a straightforward concept that can be applied easily. 

For example, if you want the reader to click and view your website, you should use actionable language that tells the reader what to do. Here are two examples, one that doesn’t use actionable language and one that does.

With a few tweaks, we’ve taken a dull sentence (first example) and changed it to give the reader some direction (second example) by adding just ONE actionable word — “Click”. 

Actionable words are so easy to implement, but so essential if you want to direct your reader from your emails to your website.


How Are Your Emails Looking?

It’s really important to focus on your email marketing strategy. If one element isn’t quite right, you could be losing thousands of sales and leads.

I want to challenge you to look closely at your current email marketing strategy, and see if there’s anything you could change.

Let me know if this article helped you by leaving a comment below. Let everyone know if and how it’s helped improve your email marketing. Click on to the Intentionally Inspirational blog to find more information on how you can massively improve your marketing strategy and overall business.


Written by Lewis James