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Regular email marketing campaigns have the power to help build relationships, draw in more clients, and grow your business. From gripping subject lines to a crystal-clear call-to-action, setting the right tone from the start and writing strong, compelling copy is crucial.

Here are our top tips for writing captivating copy:

Identify Your Target Audience

The first step in writing top class marketing content is to truly identify the target audience, putting yourself in their shoes. Consider these points – is the marketing in question designed to attract purely new custom or should it also remind existing clients of the benefits of working with a fantastic small business like yours? Narrowing objectives in order to make the message clear demonstrates the image of a driven, focused company, which will play out well in future business communications.

Always Be Positive

If your email campaign is in the form of a newsletter, keeping the tone upbeat and positive is vital. Be bold! Make the newsletter colourful and engaging with striking images – after all, consigning a newsletter to the trash file seems much more appealing if the recipient is faced with yet another dull email.

Break Up the Text So It’s More Appealing

Remember to break up the text with bullets and catchy sub-headings. Use captivating quotes in order to hold the recipient’s attention. This can also help to develop a sense of urgency or excitement, as throwing in phrases such as “limited time only” and “buy now to avoid missing out” creates the impression that a great product is only available within a certain timescale. Let’s face it, no one wants to be left out of a sale event! You can further enhance this message by offering discounts or incentives for, say, the first hundred recipients who visit your website.

Review, Review, Review!

Once the content is written, do not send it immediately! Reviewing and revising are a vital part of the process and should always be factored in to the schedule of an email marketing campaign. Copy works best after being proofread and test driven by a number of different readers. Distributing the first draft around the office and asking colleagues for their opinions can massively increase the chance of success. In fact, sleeping on it and going back to the content with a fresh perspective in the morning can also help – reading through the previous day’s work often pulls up additional points or benefits that were previously missed.

Use Simple Language and Drop the Jargon

Using technical language is fine for an internal newsletter, but for those looking to drum up interest in the wider consumer market this can cause confusion and a resulting disinterest. The K.I.S.S. (Keep It Simple and Strong) rule really does apply here – by using social language patterns to get the point across and describe the benefits of a small business, recipients will enjoy hearing from you. If you’re still unsure of what your subscribers want to see, put together a fun survey and ask them!

Be sure to also read Battle of the Inbox! 5 Ways to Win at Email Marketing

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About Adam Lovelock

Adam Lovelock is a Co-Founder of Astonish Email, the quick and easy email marketing system built especially for small business owners. He has spent the past six years working with hundreds of small businesses, helping them build valuable relationships with their contacts through email marketing. You can email Adam at adam.lovelock@astonishemail.com or try Astonish Email for free at www.astonishemail.com.

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