Any professional who sends a mass email to their subscribers, if they really want to get conversions, must follow some steps to know how to write mass emails. Because … what is the use of sending a well-designed and attractive mass email if the copy does not generate any interest?
If you have decided to send a campaign to a large database to promote your products or services on certain dates, but you do not know how to write mass emails effectively, in this post we will see some fundamental tips to make your mailing strategy a complete success. .
Basic principles of copy for emails and newsletters
In the content of an email, the visual content is as important as the textual one. Both, if worked well, complement each other perfectly and have immense strength to impact the user.
Special attention must be paid to the text because it will be responsible for encouraging users to take a certain action. The one you want.
For this reason, when you start writing, I recommend that you take into account these copywriting principles to write massive emails, which will be key in any of your campaigns:
- Content adapted to the real needs of subscribers.
- Consistency in style and form so that everyone identifies you the first time.
- Message with a single objective and clearly defined benefits.
- Argument of your own interests (this has to be credible).
Why work copy in mass mailings?
As for mass emails, users may perceive them as annoying and intrusive if some details are not taken care of:
- First of all, you have to take into account the segmentation, since sending an email to a user who is not at all interested in your proposal can be a waste of time (in addition to marking yourself as spam).
- On the other hand, an email will run less the risk of being intrusive if we write it more naturally and closely, making good use of a copy with a hook.
Apply a good copy in mass mailings It is important because, this way, you will avoid that users mark you as spam. In addition, email personalization and natural writing will help you connect more with your audience and therefore achieve more conversions.
Note: Even if you apply a good copy and your design is attractive, remember that these massive shipments should always be punctual, either for some serious reason (you want to make a new launch) or because a date is approaching special of sales. And you should never send them out regularly like a newsletter could be.
How to write effective mass mailings
Of course, it goes without saying that before you write, adapt the message to a common interest in your database based on the relationship they have with your brand or business.
For example: If the message you want to transmit is related to the topic of your ebook, you should send your mass email to those subscribers who downloaded it.
At this point, I’m sure what you need is a little push to get to work already on the copywriting of your massive email campaign.
To motivate you, I want to teach you Some tips that I apply myself in my email marketing strategy when I send mass mailings. Take note!
➽ Structure your copy in an organized way with the PAS method
The PAS method is one of the copywriting techniques that will help you put ideas in your head and will be the engine to start writing.
The PAS formula is made up of these elements:
- Issue: Put yourself in the place of your target and think about what problems they have. This is the first thing you should reflect, identify that point of pain.
- Agitation: Explain what will happen to them if that problem continues to exist and how it will influence their life or business.
- Solution: After exposing them to the negative effects, offer them a solution.
➽ Check spelling and apply persuasive writing
After applying the PAS method, among others that you could use, it is time to shape the text and check the punctuation and spelling well.
On the other hand, don’t forget to add some elements of persuasion to the copy in your mass emails. For this, I advise you:
- Personalize your emails.
- Use a close and human tone.
- Be nice.
- Summarize the ideas in short sentences.
- Provoking urgency with an accountant or a limited offer.
➽ Write a clear, concise and direct message
The more concise and clear the message, the better it will reach the audience. If you use a paragraph to tell an idea, in the end the reader will not be clear about the main message, nor will they know what to do.
So use bold, bullet points and short phrases to make the text of the email readable. Also analyze if the words you use are too technical for the reader to understand you.
➽ Put the CTAs in the right place
Don’t overdo calls to action because this will basically make the reader confused and ultimately doubt whether to perform the action you ask of them.
Tip: The normal thing is to include a CTA in your email, but if you need to include another for them to carry out a secondary action, put this at the end of the email, as a postscript.
➽ Spy on your competition
One way to get inspired when writing an attractive and hooked copy is to observe how your competition is doing it and how their texts make you feel.
To do this, subscribe with an email that does not have your company’s domain to subscribe to its database and spy on which persuasive words and hook phrases they use.
So you can get inspired not only with copy, but also with the formats they use in their mass emails such as video, interactive images or typography. At the end of the day, both the copy and the other design elements and content formats influence the user.
Many professionals are exclusively concerned with making the design of their emails attractive to users. And they completely forget about copy when it comes to sending mass emails. Error!
Copy is just as important as it has the power to, if done right, spark a connection with readers and drive them to conversion.
What about you? Do you work copywriting when you send mass emails? What elements do you consider most important when seducing your subscribers?