{"id":622,"date":"2009-06-24T20:38:02","date_gmt":"2009-06-24T20:38:02","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/email-campaigns-and-newsletters-4-good-copy-writing-tips\/"},"modified":"2020-10-27T14:16:04","modified_gmt":"2020-10-27T14:16:04","slug":"email-campaigns-and-newsletters-4-good-copy-writing-tips","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/email-campaigns-and-newsletters-4-good-copy-writing-tips\/","title":{"rendered":"Email campaigns and newsletters: 4 good copy writing tips"},"content":{"rendered":"
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When you sit down to write your email and newsletter<\/a> campaigns, do you know if you’re pleading to your customers’ practical or emotional sides? Is your writing voice passive or active? Are you using basic marketing writing techniques that have survived the passage of time because they’re so effective?<\/p>\n

If you can’t answer any one of these questions, you could most likely use the 4 tips below to make your email marketing writing the best it can possibly be.<\/p>\n

\"\"\u00a0 Write to your subscriber’s desire and emotional needs.<\/h3>\n

It’s well documented: people make purchases based on emotion, not cold facts or schematics. For instance: what’s more likely to get someone to buy an ice cream cone?<\/p>\n

Lower sugar, 100% real strawberries and less lactose makes this ice cream cone sweet and easy on the stomach.<\/i><\/div>\n

Or<\/b><\/p>\n

On a hot summer day, nothing soothes and pleases like the sweet, creamy taste of <\/i>strawberries and cool cream.<\/i><\/div>\n

If you guessed the second one, you would be correct. Look for ways in your email copy to enhance your recipients’ lives. Don’t bother listing out a litany of boring facts and schematics, really show them how their lives can be more enjoyable or easier by buying your product.<\/p>\n

\"\"\u00a0 Use an active voice<\/b><\/h3>\n

Using an active voice means cutting out the words that tend to slow down what you have to say and make your writing more passive. Active voice is like going from point A to point B, rather than going from point A to point B to point C. For instance:<\/p>\n

Passive voice<\/b>
\nThe token you purchase enables you to board the train. The train will then transport you to Coney Island.<\/i><\/div>\n
Active voice<\/b>
\nBuy a token and ride the train to Coney Island<\/i><\/div>\n

The second sentence cuts out the words that stretch out your sentences, but don’t make them better. Use active voice in your email and newsletter campaigns because it keeps the customer interested. An added bonus? It also saves space.<\/p>\n

\"\"\u00a0 Define your subscriber and write to who they are.<\/h3>\n

Not all subscribers are alike, but most subscribers to any given list share some things in common. Make a list of these attributes and write in a voice that caters to them. Here are some examples of possible attributes:<\/p>\n