by Matt Alderton | June 12, 2019
According to research firm Radicati Group, a staggering 269 billion emails are sent daily around the world. The average office worker receives 121 of these emails every day. With those kinds of numbers, you'd probably expect that electronic messages have lost their luster. But the truth is: Email remains the most effective digital marketing channel for many businesses. And it can be for yours, too -- if you write a better marketing email.

To do just that, write your emails in ways that emphasize the benefits of your products or services, author Susan Gunelius writes in an article for

"If you're writing an email message with a call to action that motivates people to take an action, then you need to exploit the benefits of the item you're offering," Gunelius says. "Whether that item is one of the products or services you sell or it's a free ebook, if you want people to act, you need to clearly explain the benefits they'll get when they complete the action. Don't just talk about the features of what you're offering -- clearly explain what people will get when they act. What problems will be solved or pain points addressed after that action is taken? How will acting make their lives better, easier or happier? Determine the benefits of your offer and promote them in your message."

Put another way: Communicate what Gunelius calls the "WIIFM" (what's in it for me). "No one cares about your business, products or services," she continues. "That sounds harsh, but it's true. All people care about is how your product, service or offer can help them, make their lives better or make them happier. Don't fill your messages with information about how great your company is and how wonderful your product or service is. Instead, write copy that clearly and repeatedly answers the question, 'What's in it for me?' Expand on the benefits of your offer so recipients understand how it will affect their lives in positive ways."

Finally, use "you" instead of "we" language. "Messages that focus on your business, products or services will be less effective than messages that focus on the audience. So think about how you can word the features, benefits and differentiators of your product, service or offer so they talk to consumers and not about your business," Gunelius concludes. "An essential part of focusing on 'you' rather than 'we' in copywriting is to write messages in the second person. For example, rather than writing a message that says, 'Download our free ebook to learn our five Facebook advertising tips,' a marketing company could use copy that says, 'Download your free ebook and learn five tips to boost your Facebook ad conversions.'"

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