Top Tips to Writing Great Marketing Copy

Following on from my FREE 7 Day Mailchimp for Beginners course which I launched last week, I thought it might be useful to offer some guidance on actually writing email marketing copy.

My Mailchimp for Beginners course gives you everything you need to set up your Mailchimp account, audience and email campaign but what about actually writing it?

Well, here are a few tips to get you started…

Step 1 – What is your goal?

You should have a set goal for each email you send out. What is it you want to achieve by sending that email? Do you have a new product you want to generate X amount of sales for? Do you have a course launching that you want to sign up X amount of people to?

Once you have established your goal, you have a starting point and can build your marketing copy around that.

Step 2 – Create a fascinating subject line

We touched on subject lines and preview text in my course but there is so much you can learn and test with subject lines to really improve the performance of your email campaigns.

If your subject line isn’t interesting, intriguing or engaging, your subscribers aren’t even going to open the email. So, all of the time you have put in to creating it will have been a complete waste of time and effort.

There are a few ways you can get people to open your emails.

  • FOMO (fear of missing out)
  • By giving them a way they will benefit from opening the email
  • By providing compelling evidence about why they should open it

If you’re still struggling to get creative, there are some fab subject line generators out there to do it for you:

Step 3 – Get personal

People buy from people. If you run a small business, chances are you are either the only person in the business, or you’re the person your clients and customers have the most contact with.

The more of a connection you can build with your subscribers, the more business you will generate.

Write your marketing copy from the heart. You know your business better than anyone and your passion, knowledge and experience will come through in your emails if you write as though you’re speaking to someone.

When you send the email, make sure your name is in the ‘To’ field so that people start to know you by name.

And use THEIR name in your emails. Mailchimp gives you the option to add a name tag in the email campaign which will automatically insert the name of your subscriber in the email (if you have included names when importing your database).

Step 4 – Reward your subscribers

Give them a reason to read on.

Follow through with whatever you have used as your subject line. If you’ve given them a reason for opening the email, show them that reason straight away.

If you’re promoting a product or service, offer a promo code to use to get a discount. Rewards like this keep your subscribers on your mailing list because they want to be the first to get access to special offers and discounts in the future.

Step 5 – Don’t forget your Call To Action

Readers of any marketing copy, be it an email, social media post, search engine listing, need a Call to Action (CTA).

They need to be told what to do next. Think back to what your goal for the email was and use this when creating your CTA.

If your readers have read the email, and believe it is beneficial to them, they will follow your CTA instruction.

  • Create a sense of urgency (remember FOMO?)
  • Focus on the benefit to the reader
  • Use action words
  • Use intrigue and curiosity

If you put these tips in to place, you’re on the right path for a successful email campaign. If you want more help with your email marketing, please contact me and we’ll have a chat.

Until the next time, stay home and stay safe! Michelle

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