Simple Steps to Creating Killer Emails: Compelling Copy

In a world where the average person is receiving about 84 emails per day (Email Statistics Report), how does an email stand out in the inbox? I’ve been sharing a few different ways, such as changing up your Alt Text and taking advantage of Preheader Text, but now, maybe the most obvious contributor: your copywriting!

The secret to driving engagement and sales is to establish trust and design your emails for emotion. Aarron Walter, author of Designing for Emotion said, “Emotional design’s primary goal is to facilitate human-to-human communication.”  As human beings, we crave human interaction by nature. There’s no doubt that people like to be thought of and treated as actual people. When writing copy for your marketing emails, the best advice I can give you is to write as if you’re in a face-to-face conversation with one person. If you wouldn’t say it out loud, don’t write it. If you would say it to a group, but not to an individual, modify your phrasing as if you were communicating to one member of that group. Email is a 1:1 marketing tactic; the copy contained in it should be written as such.

According to the National Center for Biotechnology Information, the average adult attention span is only 8 seconds. Make the most of that time and use it wisely. Make sure your copy is clear and specific. But that doesn’t mean you have to be boring! Stand out. Be funny, strange, enlightening. Speak to customers like they are your friends. Tell stories to prospects that speak to them. Be relatable and provide a memorable experience. Below are a few examples of emails I’ve received that got my attention specifically due to copy.

Killer Email #1

Here’s a great example from Prezi, which is professional and personable. The highlighted words make the email feel more like a conversation.

Killer Email #2

Surprise your customers every once in a while, like LOFT did with this email. They wrote me heartfelt poem reminding me to shop with a call-to-action of sharing the promotion.

Killer Email #3

While this email is clearly trying to sell me something, they definitely caught my eye, and I even read the entire email (what?!). It reads as if a close friend is letting me know about a sale. It’s really great!

Forget your company business pitch and create something enjoyable for your audience. How refreshing is it when you get an email from a company that feels like you’re talking with a friend? That’s the goal! Turn your brand into a person by letting your brand’s personality show.

Have any emails stuck out in your inbox lately? Share them with me on Twitter @chelseajcook.

Until next time, my friends! #emailrocks