If your company runs email campaigns for customers, it certainly isn’t alone. Statista reports that 74% of B2C marketers in a study said they had used email newsletters to connect with customers and get the word out.
Email remains a popular type of marketing, but that doesn’t mean it’s a surefire win. Instead, you’ll need to find a way to stand out in recipients’ crowded inboxes. In the guide below, we’ll walk you through how to create a well-structured, relevant email campaign by understanding your recipients' needs and following an efficient writing process. The best part? You don't need a marketing team or a grade-A writer to do it!
Email newsletters come in an array of formats and styles. First, narrow down what you want your email to achieve, then choose the campaign type that’s best suited to your goal.
Know the purpose of your email, and you’ll be able to identify what type of email newsletter you should be writing and sending out.
Identify a target persona, so you can craft your email in a way that resonates with recipients. Your message’s ideas and tone should align with your core customers’ values, lifestyles, and interests.
You may already have buyer persona research that you can use here. Sift through your different customer profiles to find one that best matches the message’s intent.
If you haven’t done buyer persona research, it’s time to start learning about your customers. Follow this helpful guide to create profiles of the people who are most likely to buy your product. The key is getting inside the minds of your customers to figure out who they are and why they would buy this product.
Once you have a target recipient profile set, use your persona information to figure out the critical details of your email:
Copy.ai is here to help you curate relevant email text. Our tool generates subject lines that target your audience. For example, see the tool in action with these subject lines for the cleaning product Scrub Daddy.
Copy.ai offers plenty of joyful subject lines such as “Scrub, cute & easy!” or “It’s a sponger with soul” for the homemaker audience.
Want to learn more about tailoring your email subject lines to your audience? Check out our resource How to create sales email subject lines that actually get opened or our email subject line generator!
Now that you know your target recipient, you need to figure out what will make this email worth reading and propel them to take action. In other words, what will they consider to be a value-add?
Consider providing these resources to entice your recipients:
Bath & Body Works CTA
Include CTAs (calls-to-action) that direct readers toward your email’s valuable asset. That might be a colorful image that leads to your store’s “sale” page or a button that leads to your latest blog post.
Bath & Body Works puts CTAs with discount codes in their newsletter product launch emails. The bright product image CTAs usually take recipients straight to those sale items on their website and to products similar to those displayed.
Whether you know it or not, your newsletter will have an impact on your subscribers.
The goal is to ask yourself, “What will my readers want to get out of my newsletter email?” You need to be able to answer that question. If you can’t answer that question, then you need to give them something of value in your newsletter.
If you're hoping your newsletter has some hidden value, think again! To craft a worthwhile newsletter, you have to be proactive and brainstorm what recipients want.
It’s human nature to rush through whatever it is that you’re reading. Your newsletters are no exception, so you want to make sure that they’re easy to glance over. Make critical information effortless to find.
A great way to get ideas for your newsletter is to go through your email inbox and see what newsletters jump out at you, resonate, and are easy to skim through. Use them as examples of what works and apply them when you’re writing your newsletter.
You’ve researched your audience and organized your email in a scannable way, but how are you going to write text that stands out and speaks to the reader?
By this point in the newsletter creation process, you may be feeling drained creatively. Luckily, there are Copy.ai tools to help you find the right words when you’re dealing with writer’s block or feeling stuck.
These two sentences say the same thing, but the revised sentence on the bottom uses a different set of adjectives, making it free-flowing.
Again, these two sentences say the same thing, but the tone is changed by changing the sentence from passive to active. The sentence in the active tone sounds more assertive and robust.
Apps like Grammarly and Hemingway find mistakes in your writing, like spelling and punctuation errors. Reading your newsletters aloud helps you identify places where the language is awkward or needs revising.
When writing a newsletter email, it's tempting to only focus on what you think the recipients want to hear. However, while you should have their interests top of mind, you don't want to please them at the cost of authenticity. So instead, give them a message that's memorable yet honest. Today, consumers can sniff when a brand isn't genuine, so be true to your brand as you engage recipients.
Communicate your brand values in little to no time with Copy.ai’s AI writing tools.
Want to learn more? Check out our articles on:
How to write a discount offer email
How to write magnetic headlines
Or our tools:
Free product description generator
Free Instagram caption generator
Write 10x faster, engage your audience, & never struggle with the blank page again.