When you’re knee-deep in making aesthetic modifications to your HTML email design, it’s easy to overlook the importance of creating great, snappy language. Tailoring email text to your audience is more than just making sure your message is understandable even when pictures are turned off; it is also about presenting it in a way that your readers will react to.

In this piece, we’ll discuss various factors to consider when creating good email content, such as tone, personality, keeping it succinct, providing value to the reader, and testing.

Begin the discussion

To engage viewers, you don’t need to be an excellent copywriter; merely someone who knows the goals of your campaign and can change their wording to fit. Whether you’re selling fashion to teenagers or life insurance to pensioners, being real and conversational is essential for building discourse.

Keeping this in mind, evaluate the distinct voice of your email conversations and maintain consistency. Will your campaign reflect the character of a marketing team, senior management, a product user, or a friend? Each of these positions (and many more) will use language in a unique way and have a unique connection with the reader.

Let’s get to the point

Many people have faulted the Internet for turning us into lazy, keyword-searching readers. Whether it’s due to mental shortcuts or backlit displays, make your language clear and simple. The majority of recipients will not read your whole email, much alone massive blocks of content. Highlight crucial aspects in your writing, employ visual cues like color and space, and make sure the information is easily accessible.

Motivate people to act

At this point, it’s worth examining the significance of a powerful call-to-action – after all, what’s in it for the reader? Sell with value by outlining the advantages of your product and the practical applications for which it may be employed. Determine typical pain areas and how to overcome them.

Test, learn, and grow

Finally, test and improve your email marketing strategies. Proofread, have another pair of eyes go over your email text, and get feedback. A/B testing allows you to gradually improve your text by comparing subject lines, different calls to action, and body content, all while sending the most appealing email to your subscribers.

Conclusion

The quality of text is crucial to the success of a campaign, yet because of the aesthetic appeal of HTML email, it is sometimes reduced to a design afterthought. Remember your goals and, ultimately, how you want to assess the campaign’s success – you can establish your brand’s connection with the reader, drive action, and discover more about your target just by giving your copy some thought and seeing it from the recipient’s perspective.

Watch the video below to learn about five startling cold email subject line strategies that can raise your open rate by 93%.