Email copywriting is more than simply an exercise in brevity. A successful email grabs the reader, sells the offer, and closes the deal. Good email copy is engaging, personal, never boring, and focuses the reader on a single action: response.
No matter what you’re selling – a white paper, a Webinar, a demo, a free trial, or 25% off your latest software – there are certain rules that disciples (ahem) of good B2B email marketing should always follow. Here are 10 of the most important, drawn from this earlier post.
Click on the image below to see the infographic full-size.
Amusing – and very true! It’s so easy for an inexperienced writer to make any one of these mistakes so hopefully this will deter them from doing so.
I agree with every point. Nice infographic. We just printed for our office wall.
Printed and posted on the mirror in my office. Also sharing with my list right now…
Great infographic Howard! I agree with all points mentioned.
One thing I have noticed along the lines of your 3rd “commandment” is that sometimes longer emails work, as long as you have a compelling story to really pull the reader in (and it still helps to include a clickable call to action early in the text for those that don’t want to read).
However if you are using longer emails as part of your strategy, they need to be tested and better not be filler or fluff (which of course you cover in the 7th “commandment”).
I’m working on a HUGE marketing campaign for my client. This was PERFECT timing. They printed out copies for everyone at the staff meeting. Nothing but compliments. We’ve all seen variations of these commandments. Yours were the first to strike our entire team. Longer emails do work, as Matt Lord stated in July. One topic with a call to action – something of VALUE to them. That seems to be what works best. Now, back to reviewing our drips for the trite and nearly invisible, “Learn more >”
Love it! Except the multiple offers in an email can work well, depending on the context. Great piece and worth a place on the hall of fame(-ous assets 😉
Definitely helpful e-mail marketing rules to live by, and worthy of being printed. I’m tacking to my white board!