Less Is More with Email Marketing Copy

Writing less is a better idea than writing too much

, when it comes to determining what will be taken out and what will stay with email marketing copy. Customers are a busy group of consumers, and they do not have time to read overly verbose prose, in an effort to navigate an advertisement for products. Companies that do advertising online need to get to the point of the ad rather quickly, or risk losing the audience completely to their other daily pursuits. Keeping the copy brief also counts with the word count. Any copy that is over 1,000 words is probably too much. Whatever a company wants to say, it can say in 250 words (approximately one page typed) or less. There should not be more than 50 words per line. It is perfectly acceptable to use short sentences, easy to understand phrases and descriptions and key concepts for text copy in email marketing. Content should be separated by titles and headers. This way, readers can scan the information to find the materials they most want to read about, or peruse the features that they are most interested in understanding before buying a product. Avoid using words that will trigger the spam filters. These are phrases such as make money from home, or you may have already won. Spam filters are becoming more and more sophisticated and will pick up phrases meant to promote random emails sent from bogus companies. These emails are rightly blocked and even legitimate companies will get into the spam folder with these types of openers, so it pays to word the opening phrases carefully. And on the subject of subject lines companies should not use too many tags or SEO content in the subject headers. This will alert the spam filters and also will make for lousy copy. If a company uses the product too many times, it sounds worse than a straight punch-to-your-face advertisement. These types of ads are disingenuous. Customers can tell when a company is more interested in its ratings on a browser than in increasing the trust and reputation of the product with its customers. It is appropriate to put the company name in the subject line. This is because the readers want to know who the email is from before opening it. If the company has included its name in the subject line, and has a direct email address that tells the company name as part of the return email address, the customer is more likely to open the email and feel comfortable in who is sending it. Companies can use bullet points and numbered lists to break up the text descriptions of their products. These handy lists of product benefits, value and key points allow the customer to get to the point quicker, and skim down for the most important facts of the email. It is to the advantage of the company to provide the customer with a link to buy the product, several times within the text marketing copy. This way, once the customer makes the decision to buy the product, he or she can follow through with the decision immediately.

Less Is More with Email Marketing Copy

By: Jamie Colbs

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