Writing for Email: Three Tips

Following platform expectations to appease audiences

George Orwell once wrote, “Good writing is like a windowpane.”

Interpret that statement as you will, but for me, it speaks of the protection that words can create.

In publishing, where content is the focus, words not only protect the business, they allow for success. The better the written content, the bigger the potential for audience development.

In today’s digital publishing landscape, there are multiple platforms used to publish and promote content. Since these platforms are different, writing effectively for each requires specific tact.

Today, I will continue the weekly email beat by discussing the written content email newsletter creators put in their campaigns.

It’s important to remember while writing anything, that a natural touch is the most important starting point.

Writing for email

Most digital publishers don’t just write for email, as the same content is typically published on their website as well. However, what are the components of good email copy?

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Writing for email tip #1: Using information and action. If email marketers are able to get their campaigns opened, they quickly have to provide value to their audience. Email recipients often have the mentality of ‘why is this important to me’, so that proof needs to be shown or the email will likely get discarded.

While providing quality information, email marketers should help the communication evolve by calling the reader to action. Whether asking to download a free report, leave a comment on an article, or purchase a product, calling your audience members into action is necessary for publishers. Without this careful prodding, audience members may never do what you are hoping for.

And if you have an introduction to your email, pretend as if you talking face-to-face to someone. This copy should be personable enough to elicit feelings of live interaction.

Writing for email tip #2: Subject line attention. Obviously, if you aren’t getting your email campaigns opened, then you have no chance to further any relationships with audience members. Take a look at our free report The 17 Best Email Subject Lines for some tips.

Writing for email tip #3: Social connection. It’s been reported recently that the combination of email and social media increases open rates. What components of your email campaigns can easily translate into social media fodder? Consider all of the expert opinions or citations you include in your articles. Try finding the Twitter accounts of those relevant individuals and @ them while tweeting your article. If you’ve added value to the subject by incorporating data and implementing an analysis, then there’s a chance your tweet will get passed on by those cited.

The next time you are compiling a featured email story, create a list of the people you are citing. Take to Google and search the individual’s name and incorporate “Twitter” after the search query. You will then receive any result of their Twitter accounts. This will provide you with the information you need to “@” them in your Tweets, possibly leading to more exposure to new Twitter followers.

While writing for email, what do you focus on? Add your thoughts in the comments below.