Newsletters can often be 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 you should not neglect email copywriting for newsletters to keep your readers engaged.

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 your email copywriting for newsletters on the right track towards drawing in more involvement from your readers.

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 basics of conversion in email copywriting for newsletters

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 email copywriting for newsletters 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 email copywriting for newsletters 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 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 email copywriting for newsletters 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 the 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 email copywriting for newsletters should focus on helping your reader rather than throwing a product/service in their face.

Features vs Benefits

 This chart shows the difference between features and benefits. Source: Cabaretti

6)   Tell a story

Storytelling is the most powerful form of communication. 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 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 each other. 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 your 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. Readers are less likely to read through large sections of text. Begin by grouping your ideas into different sections and sub-sections. This lets your readers navigate more quickly through your writing and remember ideas from different sections. It is scientifically proven that humans remember things in groups such as phone numbers. Grammarly is a great tool that can help you organize your email copywriting for newsletters, while correcting spelling and grammar improving your vocabulary.

8)   Use Sales Psychology

Sales psychology is a step that should not be neglected in your newsletter writing because it increases your reader’s desire to access your product/service. Here are some sales psychology techniques:

A. Social proof: This is a phenomenon where people are more likely to access products/services that they witness more people enjoying and using. Try adding reviews and testimonials in your newsletters from past clients demonstrating both the trustworthiness and effectiveness of your product/service.

B. Choice elimination: People often get overwhelmed when presented with many choices. That’s why many companies limit the number of choices they offer to their customers. When mentioning your product/service in your newsletter, try narrowing down the number of offers you provide so that you can avoid overwhelming your reader.

C. Loss Aversion: This is when people are more likely to pursue options where they can gain something rather than lose. That’s why many companies will often promote offers with phrases like “last chance” or “limited time sale.” This creates a sense of urgency where customers feel more inclined to not lose the chance of purchasing a product/service. Try adding such phrases in your subject lines to immediately catch your reader’s attention with that sense of urgency.

9)   Don’t forget to edit your newsletter

This step is often overlooked in copywriting nowadays. The reason why you should not neglect editing your newsletter is that 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.

Now that you have a toolkit for email copywriting for newsletters, it’s important to ensure that all your other forms of email are just as effective. 

Be sure to sign up below for these 5 Sales Email Templates To Revive Your List created by our experts here at Creative Partner Agency to further increase your conversion rates.