8 reasons professional copywriting is essential to get better results from your email campaign
By Derryck Strachan
It almost goes without saying that the written part of your campaign is perhaps the single most important factor to achieving your objectives. From subject lines that will persuade potential customers to open your email to red-hot calls to action that will drive click-throughs, great copywriting will draw in your customers and engage them with your company.
So, when it comes to getting the best results from an email marketing campaign, here are 8 of Copywriting Devon's top reasons why professional copywriting is essential:
1. The right words - are you up to it?
Copywriting Devon says, "The right words sell. It’s scientifically proven. The question is though, can you find the right words to sell your message?" To get the best results from your email campaign, your copy needs to be relevant and engaging. Striking the right tone with your subscribers can mean the difference between success and failure. We recommend testing different approaches in your campaigns. Do your customers like the direct approach (e.g. "find out now") or do they prefer a softer, chattier style (e.g. "you can find out more on our website")?
Director of Copywriting Devon, Derryck Strachan, says, "A good copywriter should know tried and tested tricks of the trade – techniques that have worked before and will work again for your business. That knowledge can save you a lot of time and money in trial and error".
2. Copy that gets you what you want
When writing copy for an email campaign it's important to remain focused on what you want to achieve from it. Do you want your subscribers to just learn about your new services or actually purchase them? Do you want them to contact you or download a brochure? Whatever it is you want to achieve, good copy can help you reach your goals.
Copywriting Devon says, "The quality of your email content can be the determining factor in the success or failure of your campaign. However many working hours you may spend on your email design, the key to your success lies in giving your customers what they want." Engaging them with clear, compelling copy and a strong call to action can help you achieve campaign success.
Derryck continues, "Professional copywriting gets the recipient to open your email, stimulates them to want to find out more. and inspires them to take action."
3. Time is the enemy
Rome wasn't built in a day, and professional copy can't be written in that 10 minute slot you have in an afternoon before your next meeting. It's important to take time when preparing copy for your email campaigns so you can carefully consider your goals and how you're going to achieve them. If possible, try to book in time to work on your copy in advance so you have time to walk away and come back to it with fresh eyes.
Copywriting Devon says, "Chances are your hands are full doing what you do best - running your business. The road to hell is paved with good intentions as they say - as much as you might want to find the time to sit down and really apply yourself to that email, the chances are it will either be neglected or rushed. If you're struggling, using a professional copywriter, dedicated to the task in hand and with the resources to do a first class job, can return better results for your business."
4. Perspective
When considering the perspective of your email, Derryck says, "As intimate as you might be with the features of your product or service, you'll need to be able to take a step back and really express benefits in terms that sell. Sharing the ways in which your product can make the lives of your audience easier, save them money, save them time, make them more successful or happier is the key. Geek-speak or techie talk is a sure-fire way of losing your audience rapidly."
Ask a friend or colleague who's not familiar with the topic of your email to review it before sending it to your whole database. Do they understand it? Did it engage them? Did they know what you wanted them to do? Chances are if they didn't, neither will your subscribers. A little perspective can go a long way. Derryck says, "A professional copywriter can help you effectively identify and express benefits."
5. Professionalism
Professionalism in business is key. Professionalism will help build your subscribers' confidence and trust in your business. Unprofessional content will not only be unlikely to yield results, but can be damaging. Every word you write can have a positive or negative impact on your business so consider them carefully.
The nature of your business will dictate the professional tone of your emails. For example, a law firm is likely to have a very different professional style to a nursery. It's important to get the right fit for your business. Professionalism shows your subscribers you know what you're doing, whether you're a travel agent, a retailer or any other type of business.
Derryck says, "If you want a boiler installed send for a qualified and experienced plumber. If you want good quality copy send for a professional copywriter."
6. Define your target audience
We have talked previously about the benefits of segmentation and targeting in our article watch your aim. By segmenting your database and sending copy tailored specifically for these groups you can improve your response rates.
Derryck says, "The most successful email campaigns “slice and dice” your database into carefully targeted segments. Instead of the “throw it out there and see if it sticks” approach, you can target customers based on preferences expressed, previous responses to your emails or personal information they have given."
"A professional copywriter can help define your audience and more importantly the best way to communicate with them. A good copywriter can help you refine your message to best suit your chosen targets. Is a direct sales approach going to work? Or perhaps they’d be more interested in magazine-style content that builds a long-term relationship?"
7. Save money
Sending out a poorly written, untargeted email is not only a waste of your time, but also a waste of money. The time and resources you spend creating and sending your email campaigns is valuable. In addition, as discussed in point 5, poor copy can also be damaging to your business, costing you money in terms of potential future sales, or worse, negative PR.
To avoid costly mistakes, take all the points above into account. So that you can carefully consider what you want to achieve and how you can achieve it, take your time when preparing your copy. Read and re-read your email campaigns to ensure there are no mistakes. Set up a proof group of friends and colleagues to review your campaigns and help you spot any errors or areas for improvement.
Derryck says, "Using a professional copywriter saves you money in many ways. Get it right first time – don’t spend money fixing broken copy or having to re-write ineffective work. Using a freelance copywriter means you get the work done when you need it without paying the regular salary, tax, NI other costs associated with a permanent employee. Copywriting is a highly effective tool - use it and avoid other expensive marketing costs."
8. Competitive advantage
Derryck says, "It’s almost certain that your competition are either using a professional freelance copywriter or employ one. Why wouldn’t they? Consider the advantages listed above. There’s only one pie and if you want your fair share of it you need to compete using the best resources at your disposal."
He continues, "Good copywriting is such an important part of the marketing mix that it’s vital you get it right. The results should speak for themselves."
