Writing for Maximum Impact

As you jump into writing the copy for your email marketing campaign, there are a few things you should think about before you get started:

• Understand your audience and your target reader. This may require studying demographic information so you can address your subscribers properly

• Know what the objective is. Be clear about the key objective – getting a response and make this prominent, weather it is to click, subscribe, buy, join or subscribe.

• Sentence fragments, one or two word sentences are OK.

• Beware of stops signs in your copy. Stay away from heavy industry jargon or word readers won’t understand. Keep it simple.

• Avoid using clichés and familiar phrases. This undermines your company’s brand. Find a unique voice for your company


• If it is necessary to have a message heavy with text, keep the amount of copy in your message light offering a few sentences in the body of the message with a link to the remainder of the text.

• Because very few people read through an entire email marketing message, place the offer or call to action at the top or beginning of your message. Add a deadline to encourage immediate action.

• A reader is interested in what’s in it for them. It makes no difference if you want them to click, buy or just try your product. If you can’t spell it out and keep it compelling, they probably won’t.

By following these guidelines your copy will help make an impact toward the successfulness of your email marketing campaign.