Looking to improve your email campaigns? These email marketing tips from my experience as an email copywriter will help you get more eyes on your campaigns and website—also known as better open rate and better click-through rate (CTR).
Before you skip to the 4 tips for email marketing, know that:
The best measure of your open rate for this campaign, is the value and enjoyment readers got out of your last campaign.
So give your email marketing time to recover trust and interest among your audience before measuring open rates and CTR.
4 quick tips to improve your email marketing
Whether you’re a beginner or a pro, I wrote down these quick wins so you can take your emails to the next level in a matter of minutes.
1. Balance value and promotion in your email marketing
A standard email marketing best practice is maintaining a 6:1 ratio of content:sales. That means you should send approximately 6 emails with valuable, engaging content for every 1 email focused on selling.
If that feels like a lot, start small by:
Sending content-packed emails alongside your sales-focused ones, or
Adding much more value within each promotional email.
What’s “value”?
Audiences love thought leadership. Try including blog snippets, short videos, entertaining interviews, infographics, or fun facts. Make your emails worth opening.
2. Write irresistible subject lines
As any good email copywriter will tell you, your subject line can make or break your campaign. Here are email marketing tips to ensure your subject lines grab attention:
Keep it brief. Less than five words is ideal.
Personalize it. A name or personal detail works wonders.
Avoid confusion. Skip acronyms and unclear brand names.
Tease the content. Highlight the best part of your email.
3. Optimize your email preview text
Email marketing tips often overlook the power of preview text—the snippet that shows up next to your subject line in the inbox. Use it to reinforce your subject line and give a reason to click.
For example:
Subject line: Today, a more personal email 🩵
Preview text: From the Write Wiser team
When subject lines and preview text work together, your open rates improve.
4. Rethink your email design
Polished designs look professional, but as an email copywriter, I’ve seen that simple emails can outperform professionally-designed campaigns.
A plain-text email "from the CEO" can feel personal and authentic, and garner more opens.
Even if a content marketer writes it, the result for the reader is the feeling of a genuine, personalised touch point that builds trust.
These email marketing tips from my experience as an email copywriter will help you craft better campaigns with less guesswork. Best of all, none of them take more than a few minutes to act on.
Start by implementing just one or two tips, and watch your results improve!
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