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How to write an email

by Steve Kellas, Content Director

Writing an email is different from writing copy for a web page. For starters, it has a different communication purpose. Think about it like this: your readers go to your website of their own volition. Email is like sending someone some post. They are probably not expecting your message. What is worse is that unless they are in the mood for your message or if your message hasn't satisfied them in the past, they are unlikely to open it.

How do you write email copy that people want to read?

For starters, address them. By name if you can. Just like a letter, you want to greet your reader. Now that you have their attention, don't waffle.

Have a single focus or theme

I get a regular email from a DIY centre. Every email has a theme. I appreciate this because I might be into spring bulbs, and I know I can delete the message. But next week, the theme might be solar – something I am interested in. I will spend time looking at that message because the sender is focused. I know before I even open the email that every item in there will be on this theme. No spring bulbs for me!

Give them some detail

There's nothing worse than getting an email and bothering to open it only to find a single sentence with a link to a website. This is yet another task getting in the way of what I want to actually do online. Think like direct mail copywriters and get some detail in that email. That way I can mull it over, and decide whether or not to keep reading – and eventually to take an action and go to your site. I might not decide to do so today. I might wait a day or two. It is the age-old copywriter's tactic of giving me enough info to whet my appetite and enticing me to find out even more, by taking the action they want me to (going to your website).

Give options

Look at your stats. You will see that most people click the top link. But not everyone does. Don't leave the rest of your audience in the cold, give them some options. Put links at the top, in the middle and at the bottom. Word the links in slightly different ways so that they appeal to the broadest audience.

Subject Lines

As an email copywriter, I can tell you that there are no 'rules' for writing subject lines that will guarantee an open. I can tell you that there are types of subject lines that tend to do better than others. But not always and certainly not every time.

I don't know your list or your audience, but if I were writing your email newsletter I would test every time email you send out. Choose a small segment, send part of the segment your email with one subject line option, and send the other part another line. Send out the email with the higher open rate to the rest of the list. Keep notes and get a sense of what works best for your audience.

In general, facts work better than ambiguity and 'magazine style' headlines tend to get higher open rates than clever witticisms. E.g. 5 ways to improve your subject lines

Remember, email is a relationship to readers. Treat them right and they will reward you with loyalty, readership and results.