Email copywriting is much harder than it looks. For every successful email you write, there are dozens of mistakes that could have been made along the way. Over time, as you become accustomed to the benefits and limitations of email marketing, your skills will improve and you’ll avoid these common errors. But for now, read on so we can save you some trouble.
1) Failure to build trust
When opening a new relationship, it’s important that you establish your expertise and authority right away. If the reader doesn’t trust you, they’ll keep looking for another solution. So begin by telling them why they should listen to you. What do you know that will help them solve their problems? What results have you achieved for past clients?
2) Focusing on the wrong things
If your goal is to make a sale, then you should focus your email around that goal. But don’t bore your reader with unnecessary information. Keep it short and sweet by getting straight to the point. If there is something important that does require further explanation, save it for later in the email.
3) Being too pushy
We’ve all gotten some pretty annoying emails that just won’t take “no” for an answer. Sometimes they even work! But most of us will mark these companies as spam or unsubscribe from their list if we can. So focus on building relationships with your readers that will create long term customers instead of just one-hit wonders. And always respect your reader’s time and attention by being concise.
4) Following the herd
Your most important goal is to stand out from the crowd, not sound like everyone else. Avoid using trite phrases and generic subject lines because we’ve all seen them before. Show your reader that you’ve taken the time to get to know their challenges and concerns, and address them in a unique way.
5) Focusing on yourself
Don’t tell your life story, let your product or service do it for you. You want to speak like you’re having a conversation with the reader, not using big business words that don’t make sense to anyone except other business people. Like your subject line, your email should focus on the benefits of your product or service instead of its features.
6) Being too formal
Don’t be stuffy or condescending, but do show some respect. Save the casual banter for when you’ve developed a relationship with your readers. It will seem inauthentic to use it early on, so start by being professional and polite. People appreciate knowing that real people are behind the business they’re doing with you, so don’t take yourself too seriously.
7) Writing like you speak
Every industry has its own vocabulary, and if you use the wrong terms your reader will be lost. But make sure you correctly use common phrases as well; it’s always embarrassing when an email full of “affiliates” suddenly contains a typo that turns them into “facts.”
8) Failing to proofread
Always check for spelling and grammatical errors before you send your email. It’s the easiest way to lose or alienate a customer, no matter how great your product is. If English isn’t your first language, find someone who can proofread on your behalf.
9) Ignoring mobile
Ever get an email on your phone only to discover that it was formatted for desktop? It’s annoying, and it makes you less likely to open the rest of the messages in their mailing list. Make sure your emails can be easily viewed on mobile devices like smartphones and tablets by shrinking everything down to size. That lets people see your entire message without having to pinch and zoom.
10) Failing to include a call-to-action
Your reader should be able to tell exactly what you want them to do right after reading your email. Instead of giving an ambiguous “click here” link, tell them what they’ll get if they take the next step. It could be something as simple as an exclusive bonus, a free assessment, or the chance to buy before anyone else.
What is the best way to get readers of your email newsletter to open up all of your messages?
By using subject lines that are intriguing, creative, unique, and relevant. If you are able to make the receiver feel like they need to click on your email in order to find out what it’s about, then you’ve got a good possibility of them opening your email.
Are there any ways to make your email copywriting stand out?
There are many ways to make your email copywriting stand out. You can be funny, quirky, or use emojis within the text for more humor. But you should try to avoid using buzzwords. They can be distracting to the reader and take away from the message you are trying to convey.
What is the biggest mistake you can make with an email newsletter?
I would say not having a call to action and making it obvious what you want the reader to do next. If there isn’t a clear message asking for the reader to click on something or take some kind of action then most of the time, they probably won’t.
By And By
You can avoid these mistakes by following the advice in this article. The most important point of all is to be yourself, and write your copy from a place that feels authentic for you. And if there’s something you’re not sure about, feel free to reach out! We love hearing from our readers 🙂