- [Instructor] The copy in your email
is where your marketing skills truly lie.
All the personalization and optimized images in the world
won't help you if the words aren't working.
Whether you love writing email copy or dread it,
the steps I'm going to share
with you will help you craft engaging email copy.
Step one, determine your brand voice
and write in that voice.
Your written content needs to receive the same attention
and consistency that you give to other elements
of your brand presence.
This one action alone will ensure
that your voice comes through all of your campaigns,
not just email.
In the LinkedIn learning library,
you can find some excellent courses
on how to communicate in your brand voice
and determine your brand voice.
Very useful.
Write a conversation, not a brochure.
The best way to connect to your audience
is to write to them as if you're having a conversation.
Imagine you're at a social event and chatting with a person
that's in your audience.
Write to them as if you were talking to them.
Step three, break up the pieces.
No one wants to open an email
and confront the dreaded wall of text.
It's just too much.
Each part of your email needs to have a specific purpose,
and it needs to be identified
as a separate part of the email.
This ensures that your audience can, if they want to,
scan your email to look for the bits
that they really want or need.
Again, this goes back to helping your audience.
Step four, edit, edit, edit.
The first edit should review all the pieces,
how they work together and support the subject line.
The second edit should make sure
that the words and the style of writing are consistent
with your brand,
and the last edit should be about cutting every single word
that can be cut out of the message
to make it as concise as possible.
Email copywriting is similar to web copywriting,
with these best practices.
Use succinct sentences and short paragraphs.
Follow a logical structure.
One idea, one paragraph.
Break up the copy for scanability.
Using these tools will help you be mindful
not only about the structure of your email campaigns,
but also about their sheer readability,
helping your audience stay interested.