Why Businesses Need a Good Email Copywriter
If you’re an entrepreneur in the digital age, you already know about the power of email. It’s modern-day direct marketing, but instead of sending a postcard through your dreamy’s letterbox, you’re getting access to them wherever they can swipe their phone. And unlike social media - with a gazillion other distractions at their fingertips - when your dreamy opens your email, it’s just you and them. If only for a brief few moments.
When you begin to think of email in this way, you can start approaching each and every campaign a little differently. You can create a close, meaningful relationship with your dreamies by giving your email marketing the love and attention it deserves.
What’s the purpose of email marketing?
Connecting with your people in this one-to-one way is undeniably powerful. Even though your dream person knows they’re not the only one on your list, you have the opportunity to make them feel and understand how special they are to you when you take the time to email them with valuable content. It’s a chance to nurture those relationships - 31% of businesses cite newsletters as their highest-performing way to nurture leads - so as they keep reading, they become more invested in your brand.
Getting your regular emails means your dreamies always have something to look forward to. When they see you pop up in their inbox, you want them to get excited. As excited as Meg Ryan and Tom Hanks in You’ve Got Mail. The little flutter in the tummy. The slightly faster heartbeat. You’re creating something special between you and your dreamiest peeps each and every time you hit “send”.
What do email copywriters even do?
Your email copywriter can work alongside you or your marketing team, crafting a strategically mapped-out campaign that takes your dreamies on a journey.
For example, having a kick-ass welcome email series drives more revenue than having a single welcome email or none at all. Your email copywriter can create welcome campaigns, launch emails, re-engagement campaigns, and more. They’ll always write your emails in your brand voice, making sure each email has a specific purpose, so when you set up your campaign, you know exactly which email is doing what. Each individual email will work to guide your dreamies along, helping them make the decision whether or not to buy from you.
Your email copywriter can write effective subject lines and preview lines, and the body of the emails themselves, but it’s unlikely your copywriter will set up and schedule your emails for you. That is where your marketing team steps in and takes over the scheduling and segmentation aspects. Your copywriter will be able to consult at this stage - they’ll recognise and understand if you need another version of a particular email to go to another segment of your list. But the inputting and tech set-up side of things is up to you and your team.
7 Reasons Why Businesses Need an Email Copywriter
An email copywriter can improve your open rates
Starting with the most important - getting your emails READ! Because if your dreamies aren’t even opening your emails, then you’re missing out - and so are they.
Now, I know there’s never a guarantee that your dream person is going to read what you send ‘em. But don’t you want to make it a heck of a lot more likely their eyes will “ping” when they see you in their inbox and then click to open?!
Hell yeah! I hear you say.
Your email copywriter will do her damndest to craft click-worthy subject lines that get your dreamies drooling for more.
Ok, maybe not actually drooling. That would be weird. And messy.
But the point is, you’re catching their eye, and giving them a reason to make that click. Your email copywriter can create subject lines and preview lines that entice, attract, delight, entertain, and intrigue. They’ll write them in your brand voice, so, instantly, before the rest of your email even gets read, you’re already bringing your dreamies into your world.
2. An email copywriter creates a waffle-free zone
Every email you send - dare I say every single piece of marketing you produce - should have one single focus.
Your email copywriter will know this and will be keeping this in mind when they write for you. Each email they create for you will have a particular outcome in mind.
Whether it’s designed to give key info your dreamy needs in order to make a decision, or maybe they’re telling a part of your story that they know will help connect you and your dreamy together on a deeper level.
Whatever it is, your email copywriter will understand the impact you’re trying to make, keeping your email on track - so purpose and intention are never lost amongst lines of fluff.
3. An email copywriter knows how to weave in emotion
“You've got me feeling emotions, deeper than I’ve ever dreamed of”.
If your emails can get your dreamies singing Mariah Carey-style you’re doing something right. And if you struggle with sharing your story, your learnings, your self in a way that feels natural, authentic, and true, hiring a conscious email copywriter could be one of the best investments you could make.
Anyone can string a few words together. Heck, robots are doing that for us now.
But it takes real skill to evoke true emotion in your reader. And your email copywriter will know how to do this in an entirely human way.
They’ll speak to your dreamies using language that establishes and nurtures that real-person connection. And human connection will always win out when it comes to creating a lasting trust between you and your dreamies.
4. An email copywriter deeply understands your product or service
If you’re sending emails to a list of subscribers, it’s probably ‘cause you have something to SELL. It doesn’t matter if it’s a physical product, like pure honeybee skincare, for example, or a service, like professional organizing, your email copywriter will get to know your product or service inside-out.
They’ll take the time to fully understand not only the features but the benefits and value of what you do or what you’re offering. When they do this, they can write in a compelling, impactful way that’s going to have your dreamies wanting more.
5. An email copywriter knows how to format your emails effectively
Ok, so your email’s been opened. Woot woot! But then…oh no… your dreamy immediately X-s out because… Shock! Horror! It’s been improperly formatted.
They’ve just been hit in the face with a huge wall of text and who can be arsed to read that?!
Formatting your emails is arguably at the same level of importance as the words you use in your emails. This is another reminder for ya - the whole point is to get your dreamies to READ what you have to say so they can BUY what you have to sell ‘em. If this can’t happen easily, then it’s not your deamies’ fault.
Your email copywriter will know which sentences need to stand alone. Which ones need to be made bold, so they’re not missed. Your emails should be skimmable. Because, let’s face it, folks are in a hurry and will not read every word unless they’re already utterly obsessed with you.
Your email copywriter will know which key info needs highlighting so whichever speed your peeps are reading, they can get the main gist, sign up for that masterclass or know exactly where to go to get their discounted bamboo boy shorts.
6. An email copywriter can write consistently & strategically in your brand voice
Just like all other points of contact for your marketing, your emails should be written in your brand voice.
Now, you might decide that the tone of your emails is a little more playful than how you might already be showing up on LinkedIn, for example. And that’s ok. You can try out different tones on different platforms.
Have some fun. Why not?
It’s like going to a dive bar versus an invite-only club - you might wear different outfits, but underneath you’re the same. This is your brand voice - underneath everything you do, your voice stays the same.
So with your email marketing, your email copywriter will be consistent and strategic with your voice so you are instantly recognized, remembered, and admired by your readers.
7. An email copywriter understands how to ethically sell
If you’re thinking about forking out the moola for an email copywriter, you’re probably wondering how their words are going to impact your bottom line.
Email copywriters know why people buy, so we can weave in this sales psychology into your email marketing strategy.
And I’m not talking about being sleazy or picking on pain points to drive your dreamies to take action. I’m talking about empowering your people by giving them the information they need - the necessary understanding and appreciation for whatever it is you’re selling, so they can make a decision that feels good for them.
Your readers are not stupid. They can sniff BS a mile away.
So those shady fear tactics you might’ve been on the receiving end of once upon a time - like FOMO or guilt-tripping your reader for not taking action “NOW!” - won’t work anymore.
If you want to make more sales in a way that feels damn good for everyone involved, hire an email copywriter who takes the time to fully understand the benefits and value of what you do or what you’re offering. When it comes to getting your message across, they’ll make sure your emails speak to the tangible and intangible, internal and external benefits of your oh-so-wonderful THING.
Then watch the “new purchase” notifications roll in.
Considering email marketing has an ROI of about £42.24 ($55 or thereabouts) for every £1 spent, investing in an email copywriter to help you craft your next compelling campaign could be money very well spent.
Yes, you could spend hours learning how to write email copy that’s both ethical and action-driving. But if you’ve got a launch coming up it’s likely you have a butt-ton of other tasks on your to-do list.
Your email copywriter can help you approach your next campaign with a strategic and creative mind.
Because you don’t want to just send emails for the sake of sending ‘em. You want to send damn good emails.
Emails that get opened. Emails that are worth waiting for. Emails that give your readers that feel-good tingle when they open up their inbox and pick YOU out from the crowd.
Want swoon-worthy emails that jump outta the inbox and straight into your dreamies’ hearts and minds?
Hey, there! If we haven’t met, I’m Robyn LeRoy-Evans - the Boss Word Weaver at Echo + Scribe. I’m a copywriter and mentor for badass folks with big hearts looking to do good in the world with game-changing products or services.
Let’s stay connected:
Oooh! It’s free?!
Dig your claws into this handy-dandy Email Marketing Checklist so you can make sure your emails are always getting opened, adored, and devoured.
When you sign up to get the checklist, you’ll also start getting my emails. Every week I send one-ish electronic epistle usually packed with:
Awesome copy tips you won’t see on my feed… or more in-depth breakdowns of what I share over here on the ‘Gram
True-life crime stories about my other life as a secret agent. JK. My life is not that exciting, but I *do* share some entertaining stories about my life and occasionally connect them to biz, however haphazardly
Organizations, events, and causes I believe in and wanna shout about
First word on new offers, early-bird pricing, and other biz-related bits and bobs you might be interested in
Buffy. #SorryNotSorry. There will always be Buffy.
Wanna get straight to the chin-wagging? Say hi at robyn@echoandscribe.com or send me a DM.
‘Til next time, friend!