Power Up Your Email Content: 6 Pro Tips for Compelling Body Copy

Hello, savvy email marketers and business communicators! In the past, we dived deep into the art of crafting irresistible subject lines, preheaders, and headlines. Today, we’re continuing our journey into the heart of email communication—body copy. Drawing from over 20 years of helping clients turbocharge their email marketing, I’m here to share some industry best practices to boost your email body copy from good to great. Remember, always A/B test into any changes to optimize your results!

Why Focus on Body Copy?

Capturing a reader’s attention is just the beginning; the real magic happens when you convince them to click and move toward the action you desire. While images can be powerful, especially for visually-oriented products, it’s often the written word that truly drives action. So, let’s enhance that word power with these six tips:

1. Focus on Your Reader: What’s in It for Them?

Always angle your copy to answer the essential question: “What’s in it for the reader?” For instance, compare these two approaches:

• “Join our free webinar.” – This is about what you offer.
• “Discover ways to enhance your students’ literacy with our engaging webinar.” – This highlights what the reader gains.

Here’s another example…

2. Utilize an Inverted Pyramid Style

Adopt the inverted pyramid style of journalism: lead with the most critical information. This ensures that even those who skim get the key messages first. This approach is particularly effective in emails where the primary goal is to prompt an action, such as “Please vote today,” which should be prominently placed and linked early in the content.

Here’s an example:

3. Edit Your Copy into Short, Readable Paragraphs

A Microsoft study suggests that paragraphs in online content should ideally be no longer than 5-1/4 lines for optimal readability. Short paragraphs help in skimming and make the email visually appealing, preventing readers from being overwhelmed by dense blocks of text.

Here’s an example:

4. Personalize Your Copy

When appropriate, personalize your messages. Addressing readers by name can foster a sense of connection and trust. It’s simple with the use of custom fields and helps make your communication feel more one-on-one rather than one-to-many.

Here’s an example:

5. Include Bullet Points for Clarity

Utilize bullet points to break up information and enhance readability. This not only adds white space but also organizes content in a digestible format, making key points stand out and easier to scan.

Here’s an example:

6. Remind People Who You Are and What You Do

Never assume all recipients remember you. Always include a brief reminder of who you are and what your business offers. This reinforcement helps keep your brand top-of-mind and clarifies your value, ensuring recipients know why they should keep engaging with your emails.

Here’s an example:

In Conclusion

Implement these six tips to refine your email body copy and see how they can lead to improved engagement and conversions in your campaigns. Email marketing is both an art and a science, and every word counts. Test these strategies in your next email blast and observe the impact.

Got feedback or need some consulting help? Don’t hesitate to reach out to me. Let’s make your email marketing strategy not just effective but spectacularly impactful.