Email marketing: copy writing techniques for writing compelling headlines

Copy writing techniques for writing compelling headlines-Overview

From long times,email marketing  continues to be one of the most powerful tools in the arsenal of digital marketers. And it is ideal for communicating with customers directly, at low cost and with a spectacular ROI.

But results don't come alone: ​​like any other marketing tool, email will work best for astute marketers who know  the secrets of copy writing . So let's start at the beginning, looking at the keys to sweeping the  headlines  of our emails.

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Before writing the title of your email

Yes, you read that correctly: a good  copywriter  knows that their work begins long before they sit down to write. In order to get the title of your emails right, you will first have to do your homework:

Research your buyer persona . 

The most important question you have to answer is who your email marketing is targeting. Therefore, first of all, it is necessary that you understand what the profile of your ideal client is and what needs you can help him solve.

Think benefits, not features . 

Why should they open your email and not send it to the spam folder? 

That is the idea that you will have to convey in the title of your email.

Search for the most relevant keywords . 

Although email marketing does not use SEO positioning techniques  , it is still interesting to understand how to formulate the user's needs in their own words. Take a look at Google Trends or a keyword tool to find out which terms are the best fit.

Plan A / B tests . 

To write better email titles, you can plan a campaign with two different variants, send each variant to a sample in your database, and compare the results with each other. Little by little you will have data to know which are the formulas that work best in your case.

Make  brainstorming . 

They say that to find a good headline you have to write at least another 10 before. So don't hesitate to spend as much time as you need on this task - subject is probably the single most important factor in email success, after all.

Write  the text first . In some cases, especially if you are a bit blocked, it is worth turning the tables and starting by writing the body of the email. When you're done, you'll be sure to have much clearer which headlines go best with it.

20 copy writing techniques for the headline of your emails

The good, if  brief , twice as good. 

The title of an email should not exceed 40 characters or 7 words in total.

Do not abuse  capital letters  or exclamations, 

Since they cause the sensation of yelling at the recipient and also the email filters could interpret it as spam.

Use headlines that pique the  reader's curiosity 

Such as "What bosses don't know about ...", "The secret formula for ...", "Find out ...".

Talk about  you . 

With very few exceptions (for example, certain B2B sectors), it is better to avoid excessive formality, as this will help us to connect much better with the recipient.

Check  the subject text several times. 

Please don't miss any misprints!

Add  emojis . 

Emoticons make your message stand out visually in the inbox and generate empathy, but don't abuse: one or two are enough.

Use your sense of  urgency . 

If it is an offer with limited time or supplies, make it very clear.

Ask  questions  in the headline to fuel the recipient's curiosity. 

Surely you will want to open to know the answer.

Remember the informative headlines  . 

Sometimes the best trick is not to use tricks: if the user is really interested in the content of the email, including a summary of the content in the headline can be the most effective.

Includes  data and statistics . 

They will give you credibility and help you gain the trust of the user even before you start reading.

Appoint  experts . 

Ultimately, the authority argument works, so feel free to resort to formulas like "What SEO experts think of ..." or "Elon Musk's trick for ...".

Use negative headlines  . 

Our sense of survival leads us to fixate on potential mistakes we may be making sooner, so headlines like "Digital Marketers' Biggest Failure" can help grab attention. Of course, do not abuse and check the effectiveness of this technique with A / B tests to see if it resonates with your audience.

Be  useful . 

Ultimately, all marketing tries to solve a need of the target audience. Explain the benefit in the email subject and you will have it done.

Includes  action verbs  in the present tense. 

They create a sense of dynamism and help us to quickly connect with the reader. For example, learn, earn, increase, solve, save ...

Use  powerwords ...

 but in moderation. Powerwords or magic words  are said to  drive conversions. Some of the most frequent are free, now, new, updated ...

It is true that they can be effective, but abusing them tires the reader and can land you in the spam folder, so always with caution.

Customize  the title of your emails. 

Something as simple as including the username can lead to many more opens.

Arouse the  curiosity  of your readers. 

Nobody likes to be left in doubt when faced with something promising, that's why titles like "Did you know ...?" or "This is what you were looking for" can be the key to multiplying the success of your emails.

Use  social proof . 

Opinions and reviews are another key to copywriting to attract users, so mention them in the title of your emails.

Make a  promise  in the title ... and then keep it in the email.

Be  creative  and have fun. 

In the end, no copy writing formula can replace our creativity. Try different options, combine them and always try to give them a spin for an unexpected effect.