by Steve Kellas

Over the past few months, we have discussed the importance of SEO copywriting and web copywriting.

But, there is something I want to share with you today that will probably make your jaw drop (mine did).

I knew about the importance of email copywriting and I knew that maintaining an email list is a part of any successful online marketing strategy.

What I didn’t realise is just how central email is to everything we do online.

The value of email

In a post last month, SmarterTools’ VP of Marketing and Communications, Derek Curtis, showed us the unequivocal value of email.

Curtis points out that:

  • There are 3 times as many email accounts as Facebook and Twitter accounts combined.
  • All the searches on Google and Bing combined are only 1.1% of the total number of emails sent.
  • The total number of posts (Tweets and updates) to Facebook and Twitter combined is only 0.2% of all email traffic.

Look at those numbers again and let it sink in.

Email is your most valuable asset

When you see it in this way – how powerful a tool email is – you start to realise that mediocre copy, ‘good enough’ offers, and a last-minute mentality to planning email marketing are actually hurting your efforts online.

An email address is your most valuable piece of customer data because they need email to do just about anything online: they need an email address to sign up for Google, to sign up to Twitter, and to buy books on Amazon.

Your customers use email daily without even thinking about it. It is about as important to them as their mobile phone, credit card and bank account.

Email copywriting

Because this valuable communication asset is so important to our customers, we must treat their email inbox with respect and provide them with email content that is memorable, relevant, useful, and engaging.

We need to create email content that they will love, or we will lose them.

This is why we are going to spend some time on the blog writing about email copywriting. Over the coming weeks, I’ll be giving you some tips on improving your emails from a content perspective, and how to maximise the return on your investment in a productive and valuable email list.

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