The Biggest Email Marketing Copywriting Mistakes You're Making

Are you making any of these email marketing copywriting mistakes? Curious to know what we're talking about? If you're keen to improve your email copy, we've got some super-easy tips here for you. Check them out!SOME EPISODE HIGHLIGHTS: (0:09) Want a FREE resource to get more clicks on your emails? Check out Click Tricks.(4:30) Check out our sponsor Poster My Wall.(5:09) Is successful email marketing all about copywriting?(12:06) Boring subject lines.(13:01) The wall of text.(14:58) Beating around the bush.(16:10) Sounding like you're writing your English coursework.(17:31) Not using stories or making them too long.(19:59) Assuming your audience knows your industry the way you do.(22:20) Doing 'back referencing' the wrong way.(26:10) Subject line of the week.  [podcast_subscribe id="7224"]
Is successful email marketing all about copywriting?First thing first, let's get this out of the way...Do you need to be a great writer/copywriter to be successful at email marketing? In our opinion, no. Because no one likes to receive emails from the slick copywriter (unless that’s what you do). Rather than having perfectly written and polished copy, you want to connect with your audience!And when you think about it, this is true of sales copy too. Because the minute you say something that doesn't resonate with your readers, you lose them - they'll close the page and be gone forever. With email though, if the person's on your list, you get more attempts than just one to grab and hold their attention.You don't have to write one big thing with a beginning, a middle, and an end – it’s not a long journey! Email marketing is done in short bursts, so it doesn’t matter if you get lost along the way because you'll get another crack at it tomorrow. But there's another reason why email marketing isn't all about the copy. And it's this...The 3 elements of successful email marketingThere are 3 key elements to email marketing:The words/copy. The structure.And the strategy.<br/>The copy is what you say in your emails to make people engage with you and feel things. And that only accounts for 20% of the impact an email can have. This is true for any form of communication because it's all to do with the para language, i.e. what runs parallel to the language. In other words, it's about how you say something or the context in which you say it. Structure is way more important than copy, and it's about how many emails you send, when you send them, how long you wait in between emails, who you send them to, etc. And strategy is about the hooks and the angles in your emails.Remember, we're talking about strategy here - not tactics. Tactics are things you do, i.e. individual points of action. A strategy strings together lots of tactics in a specific way - it's where the tactics compound one another. If you have a bunch of tactics that are not compounding the results of each other, then you don't have a strategy.  So if you’re worrying about the words, don’t. Because you can have the best words in the world, but if the structure and the strategy aren’t there, your email marketing isn’t going to work. Instead, you could use the simplest, dumbest words you want, but if you’re talking about something that’s concise and resonates with people, those emails are going to win every time over perfect words that end up disengaging your audience. In other words, you're better off sending out a well-structured campaign made of 12-20 fairly average emails compared with one