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Use These Five Principles To Create Good Email Copy

Regardless of whether your email campaigns are being delivered to your customer’s inbox, it will be for minimal effect if the copy within does not engage with your customer.

With marketing through email campaigns an engagement-driven system, you’ll want to ensure that you generate the leads you need and that your clients engage with the copy and open those emails to find out more about what you have written.

There are five simple principles that you need to bear in mind when creating copy for email campaigns.

Know Your Audience

Who are you writing to? You need to know who the product is being sold so as to tailor your message to suit. Don’t try to appeal to everyone with a single email campaign, as the messaging won’t be as effective. You’ll also potentially lose out on reaching the right audience. Consider: 

  • Segmenting your email lists to support your campaign goals (e.g. demographics, products purchased previously, etc.)
  • Forming in your mind an Ideal Customer Avatar as the representative of the person that the copy’s message must reach and be targeted towards 
    • If you were selling tools to tradespeople, you wouldn’t be writing a message aimed at a retail cashier; you would be looking to sell to tradespeople who need tools or are looking for an upgrade.

Know What The Goal Is

You need to make sure that they know what the next step after reading the email is, and the best way to do so is to have a goal in mind to work towards. Are you trying to get signups on a new product, or looking for people to trial your new demo? If you know how you want your readers to proceed and can direct them where you want them to go, your email copy will naturally become more focused and clear. 

Keep It Simple

It can be very easy to get lost in technical jargon in copy, and it can be very disruptive and jarring to your readers when it arises. Try writing your copy as though you are speaking to your friends – keep it conversational and simplify the language you use to ensure that you can keep your audience interested.

Get A Second Opinion

Even though your copy may be understandable to you, you’re also the one with the most knowledge about it. Get someone else to review after editing the content and ensure the message has the maximum clarity of information available. The second pair of eyes may also catch any other mistakes you might have missed before sending it out.

Test Different Versions

You can use A/B testing of your email campaigns to see which ones generate the most clickthroughs and what does not. Use this information to tailor your copy further and keep the key messaging that is working.

If you’re someone who often finds it difficult to make large lump sum payments for goods or services, you may want to consider looking into “Buy Now Pay Later” services.

Buy now pay later essentially means that, rather than paying in a full lump sum payment for a product or services rendered, there may be an option to pay through instalments of a certain amount over a set period to make the sum of the full amount in total. This method should allow you to pay in full for the product or service without overly straining your finances – you pay back what you can, as agreed upon when you begin the buy now pay later service.

Some popular buy now pay later services include Afterpay, Zip Pay, Brightepay, and some credit card networks such as  Mastercard and Visa, can offer buy now pay later arrangements.

Though it can be a convenient, immediate solution, it may be challenging to juggle the necessary repayments with other financial commitments. It’s not always the most appropriate method for people, and you should bear in mind your situation and ability in paying back the amounts. 

Before you sign up, keep in mind: 

  • It becomes easier to overspend with buy now pay later services, so know your limits on what you can and can’t afford.
  • You will be charged fees and costs to use the service, which can add up to a princely sum in and of itself.
  • Keeping track of your payments can be tricky if you’ve signed up for multiple services.
  • It could affect your loan applications for a car or mortgage as lenders consider buy now pay later spending just as much as your credit score.
  • Late repayments can appear on your credit report, which affects your ability to borrow money in the future.
  • Layby can be a cheaper alternative to buy now pay later, with no account-keeping or late fees to consider

If you are someone who could make use of BNPL services, you may wish to:

  • Ensure that when using the BNPL service, you stick to a set limit on what you spend so that you can comfortably pay it back later. 
  • Aim only to have one BNPL account at a time to manage payments through, rather than confuse yourself with multiple payments across different providers.
  • Always budget for bills, loan payments and BNPL payments, and 
  • Rather than use your credit card for payments to your BNPL account, consider linking to your debit account instead.

If you would like assistance in planning your financial future, help in managing your budget or some friendly advice, see us for a chat about what we can do for you.


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John Briggs

Jane Noller has been my accountant for the last 15 plus years. I can testify to Jane’s professionalism and expeditious manner in dealing with the day to day issues that surrounds our business accounting.

John Briggs

Registered Building Certifier