Ready to ignite your career as an email copywriter but not sure where to start?
You’re not alone. With the digital marketing world becoming more competitive, honing your skills to stand out from the crowd is a must.
We’re talking about a strategic email subject line, persuasive email body copy, and a strong call-to-action — essentials in crafting a compelling email campaign.
Whether you’re a newbie looking to become a freelance copywriter or a veteran wanting to up your game, we’ve got 7 proven steps and helpful tips to turbocharge your journey.
So, are you ready to craft emails that make readers click and engage?
Let’s dive right in.
Understanding the Role of Email Copywriters
At the heart of every successful email marketing campaign is an unsung hero: the email copywriter.
But what exactly do they do?
Imagine being the storyteller, the conversationalist, the guide who gets to create engaging narratives that not only sell a product or service but also foster genuine connections between a brand and its audience.
That’s an email copywriter for you.
According to Statista, as of 2023, there are 4.4 billion email users worldwide, and it’s predicted to grow to 4.6 billion by 2025. Couple this with the fact that, per Campaign Monitor, for every $1 spent on email marketing, you get a whopping $38 in return.
These numbers are hard to ignore, and are clear proof that email marketing copywriting is a valuable skill in the content marketing world.
Brands are constantly seeking professionals who can craft compelling emails, driving customer engagement, conversions, and brand awareness.
Email copywriters hold the power to sway decisions and influence behavior, all with the might of your words.
If you love storytelling, enjoy crafting messages that resonate, and want to make a tangible impact, then email copywriting is a career worth considering.
You get to be the wizard behind the curtain, spinning words into gold.
How cool is that?
7 Steps That’ll Ignite Your Career as an Email Copywriter
Now you understand the role, let’s jump into the steps that’ll help you land your dream job…
Step 1: Eavesdrop on Your Audience
Sounds unconventional, right?
But just imagine this: you’re a fly on the wall in a bustling café, listening in on chit-chat and absorbing all the juicy details.
That’s exactly what you’re doing here — but online, and with a purpose.
By tuning into your audience’s world — social media conversations, online reviews, forums, and even comments on your previous emails — you can craft tailored content that resonates.
Let’s say you’re an email copywriter for a skincare brand.
You’ve noticed a recurring conversation on Twitter about the importance of sunscreen. This could be your cue to create an engaging email about the benefits of SPF products, perhaps even introducing new ones in your line.
- Tip 1: Spend 30 minutes a day on social platforms that your audience frequents. This is less about active posting and more about active listening. See what hashtags are trending among your target audience, what language they use, and what concerns they voice. You’ll start to understand their pain points and interests — golden nuggets for your email content.
- Tip 2: Tools like Google Alerts can be a secret weapon for an email copywriter. Set up alerts for industry news, trending topics, or even brand mentions. This will ensure you stay on the pulse and craft timely, relevant emails.
- Tip 3: Engage with your audience on these platforms. Answer their questions, respond to their comments, and maybe even join a Twitter chat or two. You’ll learn heaps, and they’ll feel valued. A win-win, right?
Step 2: Make Emails a Game
You’ve probably heard the saying, “All work and no play makes Jack a dull boy.” So why not inject some fun into your emails?
Games engage the brain, making your content more enjoyable and memorable.
Imagine a reader’s face lighting up when they see a fun, short quiz in your email — much better than the usual sales email, don’t you think?
For example, if you’re an email copywriter for a fashion brand, consider a “Guess the Look” game.
Send subscribers a close-up shot of a trendy outfit and ask them to identify the items. Correct guesses could be rewarded with a special discount.
- Tip 1: Use game elements relevant to your audience and message. The game should feel like a natural extension of your brand, not an out-of-place gimmick.
- Tip 2: Time is precious. Keep games simple and short, something that can be enjoyed in under 10 minutes. Nobody wants to spend their coffee break wrestling with a complicated game.
- Tip 3: Reward participation. This could be a discount code, exclusive content, or even just recognition in the next email newsletter. This not only makes the game more exciting but also drives engagement.
Step 3: Focus on Storytelling
Selling doesn’t have to mean dry, impersonal lists of product features.
Instead, think of it as telling a story.
A heartfelt customer testimonial or a behind-the-scenes peek at how your product is made can be far more compelling than a sales email pitch.
Imagine you’re an email copywriter for a local coffee shop.
Rather than just emailing a coupon, you could tell the story of your shop’s single-origin coffee beans — how they’re sourced from a family-run farm in Guatemala, the journey they take to reach your shop, and the meticulous process of roasting them to perfection.
- Tip 1: Use customer testimonials or case studies as compelling narratives. This not only brings your product to life but also builds trust. A potential customer often trusts the word of previous customers more than the brand itself.
- Tip 2: Keep stories short and poignant. Aim for about 300 words or less. Remember, you’re not writing a novel here. The goal is to engage and connect, not to test your audience’s patience.
- Tip 3: Ensure stories are relevant to your product/service and resonate with your audience. Stories should evoke a sense of identification or aspiration in the reader, making them feel closer to your brand.
Step 4: Surprise Your Readers
Predictability can lead to complacency, so as an email copywriter, your secret weapon is the element of surprise.
Imagine an email titled “Guess What? You’ve Got a Gift Inside!” versus “Our Monthly Email Newsletter.”
Which one sparks your curiosity?
Surprises break the monotony and can make your emails the highlight of the reader’s day.
For instance, if you’re an email copywriter for a bookshop, surprise your readers by revealing an exclusive author interview in your email.
A surprise like this could turn an ordinary update into an exciting read.
- Tip 1: Incorporate surprises in your email subject line and first line. This immediately piques interest and increases the chances of your email being opened.
- Tip 2: Don’t overdo it. If every email is a “surprise,” then none of them are. Like any good magician, you have to know when to pull the rabbit out of the hat.
- Tip 3: Tailor surprises to your audience. A surprise that delights one demographic might fall flat with another, so know what your audience is looking for.
Step 5: Interact with Readers
Emails are not just about sending information; they’re about fostering relationships.
Encourage your readers to become active participants in your emails, and you might find them eagerly awaiting your next one.
This could be as simple as asking for their opinion on a new product or sparking a conversation on a topic relevant to your brand.
For example, as an email copywriter for a fitness brand, ask your readers about their favorite workout routines or healthy recipes.
Not only does this invite interaction, but it also gives you valuable insights about your audience.
- Tip 1: Ask thought-provoking questions related to your content. This encourages readers to reflect and engage with your email. Plus, their answers might give you ideas for future content.
- Tip 2: Make it easy for readers to respond — include clickable options or a clear reply-to email address. The easier you make it for readers to engage, the more likely they are to do so.
- Tip 3: Always reply to responses, even if it’s just with a thank-you email. This shows readers that their input is valued and helps build a stronger relationship.
Step 6: Use Psychology
Understanding the human psyche can be a game-changer for an email copywriter.
Tapping into basic psychology principles can turn a good email into an irresistible one.
Using techniques like scarcity, social proof, and reciprocity can subtly influence your readers’ actions.
Let’s say you’re an email copywriter for a travel agency. If you’re advertising a limited-time offer, you could mention how many people have already booked the trip (social proof) or state that the offer is valid for the first 100 bookings (scarcity).
- Tip 1: Use urgency and exclusivity to motivate readers. Statements like “offer ends today” or “exclusive to subscribers” can prompt readers to act quickly.
- Tip 2: Experiment with color psychology. Did you know that blue evokes feelings of trust and reliability, while orange can create a sense of urgency? Use these cues wisely in your emails.
- Tip 3: Practice ethical persuasion. While psychology can be powerful, it should never be used to manipulate or mislead. Always prioritize your readers’ best interests.
Step 7: Master Email Etiquette
Your email copy could be gold, but if it’s not presented right, it might as well be dust.
Email etiquette might sound boring, but it’s your bread and butter as an email copywriter.
So, how do you make sure your emails are not just read, but also savored?
Consider this: You’re an email copywriter for a gourmet chocolate brand.
Your task is to introduce a new line of dark chocolates. You could either list the new flavors and their price (yawn), or you could take your reader on a tantalizing journey through cocoa plantations, explaining how each chocolate bar is crafted with care from bean to bar.
- Tip 1: Use a friendly, conversational tone. You’re not lecturing in a boardroom; you’re having a chat over coffee. Using contractions (like “you’re” instead of “you are”) makes your writing sound more natural and approachable.
- Tip 2: Keep your paragraphs short and your sentences shorter. Nobody likes a wall of text in their inbox. Breaking up your email into digestible chunks makes it easier and more pleasant to read.
- Tip 3: Mind your Ps and Qs. A courteous tone and polite language (like “please” and “thank you”) goes a long way in creating a positive impression.
Ignite Your Future in Email Copywriting
That’s a wrap on our guide to igniting your career as an email copywriter.
Remember, mastery doesn’t happen overnight, but with these seven steps and our handy tips, you’re well on your way to creating compelling emails that not only grab attention but also trigger action.
So, what are you waiting for?
It’s time to apply what you’ve learned and watch your career skyrocket.
And remember, the sky’s the limit. Keep learning, keep testing, and keep crafting those captivating email campaigns.
We know you’ve got what it takes!