If you have one or a team of copywriters who handle the textual aspects of your email marketing campaigns, understand that the relationship you have with them is as important as the relationship you have with your audience, just on a different level. In fact, your success as an email marketer is heavily dependent on that relationship. You need to be on the same page. Fortunately, there are some simple guidelines you can follow to ensure that both parties are happy.

Create a Solid Communication Framework

Communication is the key to a successful relationship between you and your copywriters. Whether it’s via phone, email, instant messaging or a combination of the three, there needs to be a medium established for distributing assignments and plotting strategy. More importantly, they need to know what it takes to make your writing program a success.

In order to help them help you, your copywriters must know important things such as:

  • The audience you are speaking to or want to reach.
  • The type of tone you want to establish.
  • Where the copy will be published (company website, blog, article directory).
Of course communication is important on both sides, but it is your job to make sure the copywriter understands your mission. The more they know, the better they will be at creating content that engages your audience and helps meet your objectives.

Have Some Flexibility

Maybe you have a team of in-house copywriters on your staff. If so, great. If not, you probably have to employ an outside party for the job. When this is the case, you need to try to make your writing program as flexible as possible. While your deadlines are time sensitive and set up for a reason, you have to keep in mind that your writers may have other obligations. Pressure them with unrealistic deadlines and it could be your program that suffers. Be reasonable in your expectations, and if you need something done at the last minute, come up with a proposition that makes it worth their time.

Give Them What They Need to Succeed

When you hire copywriters, you are hiring professionals to speak to your audience in your voice. Still, no one knows your business like you. Even when you hire professionals who specialize in your area of expertise, you still must guide them and provide them with the resources they need to be successful. Does your copy require a tremendous amount of research? If so, send along a few links that point them in the right direction and simplify the investigative process. Between being helpful and a great communicator, you can ensure that you’re getting your money’s worth.Managing any relationship can be a process, but keeping your copywriters content isn’t too difficult. It’s all about knowing how this type of relationship works and taking the necessary steps to keep things as smooth as possible. Understand this, and you will enjoy long lasting success with your writing program.


作者 Denise Keller

Denise Keller is CFO and founding partner of Benchmark Email and a passionate philanthropist who has raised money for fresh water wells in Africa, grief counseling for needy children and a variety of other causes. A former accountant and an accomplished expert on enterprises, Keller showed solid business acumen at just 10 years old, when she started an arts and crafts babysitting service called “Daytime Playtime.” These days, you’ll find her detailing her newfound passion for Lean and the successes and tribulations as we make Benchmark a lean company.