According to numbers by Ascend2, at least 82% of B2B and B2C companies are handling email marketing campaigns. And there are several reasons for this. For one, email continues to be an effective means of communicating a brand’s products and services owing to how well it can educate and ultimately convince prospects to make a purchase.

In fact, a great deal of a company’s total revenue is due in part through email marketing campaigns – at least those that approach email writing with a keen eye for detail and, more importantly, a great deal of knowledge on what makes people respond to a message in their inboxes.

Writing email copy may seem like a piece of cake to anyone outside the B2B world, but it actually involves a lot more effort and creativity.

With that said, here are some writing tips to consider in your next email campaign.

#1) Stellar Subject Lines

First of all, let’s focus on that part of an email where the recipient sees first. Subject lines have a purpose. Not only do they introduce the text, they also give a prospect a reason to read the content of the email.

As much as it is the first thing to do in crafting engaging email messages, writing the subject line demands a lot more in terms of selecting the right words or phrases that result in a response.

Writing for Hubspot, Olivia Allen provides these important elements of a highly effective subject line:

Urgency – Does the subject line create a need for immediate action?

Curiosity – Does the subject line create intrigue by being worded in such a way that it is able catch anyone’s attention?

An offer – Does the subject line contain a special discount or promotional item?

Personalization – Does the subject line appeal to a prospect’s interests?

Relevance and timeliness – Does the subject line reference a current issue or trend in the prospect’s own turf?

Cool stories – Does the subject line itself makes for good storytelling?

Short and upfront – When you’re done with the subject line, you can proceed to write the body of your email. Though, a lot of marketers prefer writing their subject lines after writing the body. But either case, you still have to craft messages that are both simple and engaging.

Related: The Pick-up Lines of Email Marketing: How to Increase Open Rates In Just a Few Words

And to tell you the truth, it’s not that easy.

Most marketers are often tempted to include all the information they think their audiences will need in order to make a purchase. Sure, emails are a good way to educate your prospects about the products and services you have in store, but you don’t have to include everything in a single email copy. The details are reserved only for the appointment setting phase after all.

Related: Grow your Email List: Give more than you Take

It pays to write sentences that appropriately emphasizes a sense of urgency. Writing long and dragging sentences will only bore your prospects to death. Opt only for just a few lines as possible and choose words that are simple enough for prospects to understand and strong enough to reel them in.

Related: Top Reasons Why Entrepreneurs Badly Need Email Validation

#2) Appealing to your prospect’s feelings

The aim of email marketing is not only to introduce a brand. It also functions to address the needs of decision-makers by showing them solutions to issues they are currently having.

What this means is that marketers should always put in mind how best to appeal to their prospects’ emotions. Phrases such as “This problem is costing you a lot of money” or “Having trouble? We have solutions” resonate well with clients that are, in one way or the other, facing a critical issue.

For Sharon Hurley Hall of Opt In Monster, creating messages that hit the right pain points involves using the right use of images and other design aspects. She also adds that prospects can also cultivate a “fear of missing out” on limited time offers and discounts, and thus they are more likely to open and read a message that makes this case.

Messages that rightly touch on the emotional dynamics of prospects are an important part of personalizing emails. After all, Aberdeen points out that such emails improve click-through rates by 10%, which increases conversion rates all the same.

What other important writing tips did we leave out? Share them in the comments below.

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