February 11, 2020 | Blog

Email marketing can be effective and cost-efficient, but like all marketing content, you have to work to ensure your content is useful and compelling. It’s not enough to simply send out the same, run-of-the-mill emails over and over with slight changes, hoping something sticks.

When it comes to effective email copywriting, there are a few basic rules you need to follow:
  • Have empathy for your reader.
  • Provide value to them.
  • Edit, revise, repeat.

To show you what this does NOT look like, here are some terrible examples of actual marketing emails my colleagues and I have been sent over the past year. All emails were edited (and maybe exaggerated a bit) for content and to protect the identity of the sender(s) in question.

 

DON’T: Make it all about you

While it can be useful to create a sense of urgency, this seems a little desperate to me. Do you think this approach could work?

 

DON’T: Make lots of careless mistakes

This is 100% a real email. Making lots of careless mistakes is a sure-fire way to sound like a scammer. (btw, this guy definitely is)

 

DON’T: Make one careless mistake

Typos aside, this would have been a pretty decent email. But, you lost me at Micosoft. Remember, young grasshopper, proofreading is your friend.

 

DON’T: Be generic and overly promotional

Keep in mind that early-stage prospects don’t want product pitches or sales offers. Don’t be generic, and use personalization and segmentation write your emails with a single receiver in mind (the last thing your readers want is to be spoken to en masse).

 

DON’T: Overwhelm the receiver

Check out this monstrosity. Ain’t nobody got time for this. Keep it short and sweet, with one CTA and maybe 1-2 links to relevant content.

 

DON’T: Use needless jargon

Um… what did you just say?

 

Now that you have an idea of what NOT to do, here are six tips for writing marketing copy that converts:

 

 

 

Final takeaway

Unlike social media marketing’s declining organic reach, if you send an email, it will 100% show up in a user’s email. They can either delete it or open it, but either way – they have to pay attention.

Once you have their attention, don’t take it for granted. Because everyone’s time is precious.

 

 

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Charlotte W

February 11, 2020,   Blog

As Content Specialist, Charlotte joined Televerde in 2019. She leverages her background in sales and business communication with her passion for writing to produce powerful content that tells the Televerde story.


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