5 quick tips on writing engaging emails
Whether you’ve got a team of copywriters at your disposal or not, there are a few things everyone can do to write more effective emails. Here are 5 quick tips you can start using today.
1. Match the style to the client. “Our writers follow a style guide that fits the client they’re writing for,” Ridley says. “It helps maintain brand consistency and leads to better engagement.” An inappropriate style can lead subscribers to wonder if they’ve made a mistake.
2. Look at what everyone else is doing—then do the opposite.
“When your subject line is the same as what everyone else is using, you get lost in people’s inboxes,” Ridley says. If you’re saying something unique, you’re more likely to get noticed.
3. Be smart about rewrites. “Mailchimp is great for testing,” Ridley says. “And that data absolutely informs our rewrites.” If a campaign doesn’t seem to be working, test, rewrite, then test again.
4. Be direct in your writing. Ask for what you want. “It was important to let people know we wanted to hear from them,” Ridley says. “People aren’t used to replying to a welcome email.” If you can be clear about what you want from your reader, you’ll be more likely to get it.
5. Write with a goal in mind. “Our writers knew that the goal was to get a response,” Ridley says. “That informed everything they wrote.” If you’re having trouble figuring out what to write, a well-defined goal can help to clarify things.
Illustrations by Joshua Mulvey, a professional designer and illustrator in the greater Boston area.