Newsletters can often be either a hit or miss with readers. You have a limited time frame to catch your reader’s attention before they are onto reading their next email. That’s why proper email copywriting is highly crucial to keeping readers engaged in your newsletter.

The good news is that approximately 77% of people across all age groups and demographics prefer email over other permission-based advertising. Therefore, your newsletter has a higher chance of impacting your readers.

The goal of your newsletter is to aim for more conversions and offer value to your readers. The following tips below will put you on the right track towards crafting a stellar newsletter drawing in more involvement from your readers.

9 Email Copywriting tips to Keep Readers Engaged

1) Write with a distinct and memorable brand voice

A crucial part of any brand is its voice. Your voice both visually and in copywriting must be distinct so that your readers can immediately recognize your brand from others. Take time to think of phrases and buzzwords that represent what your brand wants to convey. This will set your brand apart from others. Readers will then be more likely to remember your brand in the future.

2) Learn the basic of conversion copywriting

Conversion copywriting is essential because readers should not only remember your brand but become involved in its growth. A call to action is essential to include in your copywriting , it’s not enough to just connect with your ready but you need to guide them to what’s next. You are the expert and the only reason why they are reading your newsletter is to get something out of it. Offer it to them and pivot to what’s next This could involve including links to your site or any upcoming event. Always ensure that your copywriting draws your reader to action.

3) Make your writing relevant and personal

Your copywriting should be easy to understand. If you are writing at a university level essay style, chances are that you will lose your readers attention. Readers want to think less and get to the point. That’s why your copywriting should be easy to comprehend. Your writing is even stronger if you make it relevant and personal to your reader by appealing to their interests and needs. Knowing your audience and speaking to them directly will make them feel heard and understood. Take time now to develop the audience profile or persona for who you are reaching. Who are they, what do they like, what problems are they facing? All of these questions and more need to be answered so you can hone in your angle.

4) Use “you” to keep your writing personal

A great way to keep your writing personal is to use “you” often. This makes readers feel as though you are directly speaking to them directly rather than to the crowd. They are more likely to feel more connected to your brand knowing that they are your focus. If you avoid using “you,” it can make your copywriting come across more professional than personal to your readers. Your aim is to have a balance of both.

5) Focus on the benefits before the features

One thing you should not neglect in your copywriting is focusing on benefits of your product or service rather than the features. This is because your readers are more interested in getting to the point of what benefits them, which gives them more of a reason to purchase your product/service. Don’t forget to include features, but your copywriting should focus on helping your reader rather than throwing a product/service in their face.

6) Tell a story

Storytelling is the most powerful form of communication. And in this modern era there are more ways to connect and share than ever before. That is exciting and alarming. On one hand, your voice is just another among millions who are vying for readers attention but on the other hand, there are so many people who have not heard of you or your story and perspective. Newsletters are often forgotten emails in the long run. Just try to think about the last email you can remember, it might not be a newsletter. A great way to remain memorable with your readers is to tell a story as people are more likely to remember stories rather than specific facts. Storytelling is an essential way that humans connect with one another. Your newsletter should tell a story both visually and in its writing.

Consider how you felt before climax or your story, and then, how you were changed when it happened. Do that over and over every email you send and you reader will feel like they went on that journey with you.

7) Write emails with great readability

As mentioned before, your newsletter should be concise and easy to comprehend immediately. Make sure you avoid using long sentences or phrases and even advanced words. One way to enhance the readability of your newsletter is to have a writing structure. Separate different sections into shorter paragraphs so that your reader can visually read your newsletter more easily and quickly. Read sections of your email aloud and ensure you’re not writing one run on sentence. Short and snappy sections, sentences and topics keep your readers engaged throughout the entirety of your newsletter.

8) Use sales psychology

Take a page from a behavioural science textbook to implement some psychology into your newsletters. Using phrases such as “many past customers have” in relation to your product or service or focusing on success stories is an example of Social Proof at work. Social Proof is a psychological phenomenon where people assume the actions of others. Making reference to past successes leads future customers to assume they will also feel positive about your organization.

9) Don’t forget to edit the newsletter

This step is often overlooked in copywriting nowadays. The reason why you should not neglect editing your newsletter is because your readers are less likely to see your brand as reputable if your newsletter has multiple spelling or grammar errors. Your spelling and grammar also signifies how trustworthy your brand can be so make sure you don’t miss this step. Using free tools such as Grammarly are a great way to ensure your newsletter gets posted without a typo in sight.

Try applying these tactics to your next batch of newsletters and see if you get any new results! Do not forget to follow your brand’s style guide!

Reach out to hello@creativepartner.ca for more marketing tips or an extra hand with your next marketing upgrade.