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7 Steps To Write an Effective eCommerce Email Copy

A blogger with rich experience writing about UX design, content planning and digital marketing. Currently, the chief contributor at Essayguard.


Posted 2 years ago on December 18th, 2020. Last modified on September 3rd, 2021

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Email marketing might be one of the oldest tricks in the digital marketing book, but it’s still going strong. It’s effective, it drives traffic, and increases engagement.

This is why every business and brand need to create a powerful email marketing strategy. That includes e-commerce businesses as well.

Writing an effective email for e-commerce is a very important task. E-commerce businesses use email marketing to reach different goals in their online marketing strategy, which is why they should take this task very seriously. Luckily, we're here to help you out.

Below, you'll find 7 steps to write an effective e-commerce email copy.

Just keep reading!

1. Set a Clear Goal

When you’re writing an email copy for your e-commerce, you need to make sure you know what you want to achieve with it. Setting a clear goal for each email copy is thus your number one concern.

Here’s what we have in mind:

  • decide what you want to say
  • decide what effect you want to create
  • decide how you want your target audience to respond

It’s always the best idea to focus on a single goal, to make sure you invest all your efforts into achieving it. It could be anything like:

  • welcoming new subscribers
  • offering a discount
  • announcing new products
  • inviting to join a webinar
  • creating a special offer
  • recommending products

Whatever your goal is, focus on stating it clearly and writing your entire email copy around it.

2. Create an Effective Subject Line

The subject line of your email copy can either make you or break you. Since people didn’t ask for an email from you, they’ll be ready to delete it before reading.

But, if you manage t awake their interest in the content of the email, they’ll be more willing to read it. And the best way to do so is to write a subject line that:

  • addresses the recipient directly
  • mentions their pain points
  • asks them a question
  • creates a sense of urgency

If you can combine most or all of these elements into your subject line, it would be great. Here’s what we have in mind:

  • Hey, sports lovers! Our new line of running shoes is here…
  • Morning, Jordan! Your discount expires tonight, hurry up…

Use the subject line to give your customers a strong reason to open the email and check out its content.

3. Create An Engaging Structure

The structure of your email is another important factor that will influence the way people perceive it. How you organize your content is, therefore, a crucial matter.

The best way to make sure your readers are engaged and interested in reading is to create the following structure:

  • divide your content into paragraphs
  • create subheadings
  • use bullet points
  • create lists
  • use short sentences

This way, you’re making your email content easy to scan. Your target audience will quickly scan it to see whether they’re interested in reading the whole thing or not.

Use larger fonts for subheadings and bold or italics for the most important information.

4. Include a CTA

A call-to-action (CTA) is an inevitable part of an email marketing copy that converts. You should make the effort of including an effective CTA into every email copy that you write.

So, what makes a CTA effective? Let's break it down:

  • it’s enticing
  • it’s catchy
  • it relies on the FOMO effect
  • it creates a sense of urgency
  • it aims directly at achieving the goal you’ve set for your email copy

Also, your CTA should be clickable and should lead your target audience to the landing page, where they can finish the desired action.

Here are some examples to keep you inspired:

  • Shop this look today!
  • Claim your discount ASAP!
  • There are only a few left, place your order!

Use the CTA to seal the deal and make sure your emails perform better.

5. Speak Their Language

If you want your email to resonate with your target audience, you need to write it using their language. That means that you have to adjust the following elements:

  • style of writing
  • tone & voice
  • the simplicity of your vocabulary

You don't want to use overly technical terminology and a formal style of writing when you're running a fashion e-commerce blog for young adults.

Adjust your writing to fit the natural language of your target audience, and you’ll have their full attention.

6. Use Visuals

Your email copy needs to be informative and offer something that your target audience will care about. But, it also needs to be interesting and even fun to read.

Without visuals, you’re just sending them some content that they don’t even know if they want to read. But, if you add visuals, you’re creating a whole new effect.

Visuals include:

  • images
  • videos
  • infographics
  • GIFs
  • memes

Add the visuals that will boost the effectiveness of the content and turn the email into a whole new package. Make sure the visuals aren't too heavy so as to ensure fast loading time.

7. Edit & Proofread

Finally, all your above efforts will be in vain unless you respect the editing process and polish your email copies to perfection.

That means that you have to follow the right writing & editing process:

  • create the initial draft
  • edit it several times
  • proofread the final draft

These best academic writing companies can help you polish your email copies, in case you need extra help with that. Make sure you’re sending mistakes-free, 100% accurately written email content.

Otherwise, you’ll seem unprofessional, and you’ll lose your audience.

Final Thoughts

When you’re writing an email copy for your e-commerce business, you need to make sure everything fits together. This is why you need a strong strategy for writing emails that drive traffic.

Use the tips we’ve shared above to write killer email copies for your e-commerce email marketing campaigns.


About The Author: Daniela McVicker is a blogger with rich experience writing about UX design, content planning and digital marketing. Currently, she is the chief contributor at Essayguard where she helps individuals and organizations improve their web content writing, design, and planning skills. Her posts are always packed with examples and actionable content that readers can put straight into the action.