Writing Effective Emails to Grow Your Business

For those who are lovers of language (glossophiliacs), this article is really about writing captivating email content that is both intriguing and financially effective. With email marketing nearing a fever pitch, one of the only tactics that will separate your email from others is the way in which it’s written. Your content is your message, and a poorly constructed email can’t relay clearly what you are trying to get across.rnAlso, it’s not a matter of slapping together content and pray for the best. Though your content may be written in a playful manner, it doesn’t mean that the writing process is also playful. So, to ensure that your next email campaign has effective content, here are some quick tips. One Writer, One Voice Depending on the size of your company, consider having a dedicated person or team of staffers that work entirely on creating your emails. Without a dedicated team, you’ll lose control of how your content is written. Every person has their own unique voice, the way in which they write, and so by limiting access to your emails, you’ll have better control over the tone and pitch. Also, it keeps the content consistent with your other marketing strategies and the mission of your company. Write Actively, Not Passively Active sentences are zingy and often have a bit of flair, where passive sentences are dull and lifeless. To write actively, try to start your sentences off with a noun or verb, and use adverbs for spice. Passive sentences are written in past tense (like this sentence!). The past isn’t alive, where the future is limitless. Can you spot other passive sentences in this blog? (Hint: there are 4). Remember that language is fun, and don’t be afraid to write something deliciously devious. Formatting Though this seems counterintuitive, but formatting is critical to constructing effective emails. From poorly laid out content to danglers, the visual impact of your email is almost as important to its overall effectiveness as the message. Amplify your great content with great design. Danglers, that single word on its own little line, scream amateur. Never litter your email with danglers. Other Expert Tips1. Grammar and Spelling Seriously, even the best writers and marketers make these mistakes. Some of the most common grammatical mistakes include improper punctuation like misusing commas. Also, watch out for “there,” “they’re” and “their,” and “your” and “you’re.” 2. Streamline Your Prose Most writers over-write, meaning, they try to cram as much in a sentence, paragraph or article. One of the best tricks to ensure that your prose is snappy and effective is to cut a percentage of your words. Yes, this sounds scary and hard, but it really words. Force yourself to go through your writing with a big, fat red pen, ridding yourself of excess. Try to steamline your prose by at least 10%. 3. Avoid Jargon You may know what you’re saying when you’re dropping technical terms or jargon in your email, but, chances are, your subscribers may not. Avoid using terms that need explanation. If you can’t write it without using jargon, then you’re not a very good writer.