From the Hubspot Marketing Blog, How to Write a Marketing Email: 10 Tips for Writing Strong Email Copy:
- Subject Line: Use actionable language. Make it about doing something.
- Subject Line: Personalize when possible. This increases open rates, click-throughs, and response.
- Subject Line: Prioritize clarity, and only then think about "catchiness." If it’s clever but unclear, it’s a loser.
- Align your subject line copy and email copyWhatever your email subject line promises, the email message should deliver.
- Establish relevancy. Make it completely clear throughout what this message has to do with the recipient.
- Write in the second-person. Or rather, talk to the recipient, about what the recipient wants and what they’ll do.
- Talk about benefits, not features. Donors don’t give to the details about your work. They give to make the promised outcome happen. Focus on the outcome and its meaning.
- Be brief. Though some very long emails can work well too.
- Be lovable. Easy to read, relevant, and a good experience.
- Use actionable language in your call-to-action. The whole reason for sending the email is to get people to do something. Make it clear, actionable, and don’t be afraid to repeat that key point.
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