We recently did an A/B split test on the copywriting format of one of our email campaigns. Everything between the two emails was exactly the same: calls to action, landing pages, design; even the context of the copy was similar. The variation of the two was the way the copywriting was written into the emails. We were curious to see whether a paragraph-like, one-way conversation style was more compelling than outlining the copy point by point, in a bulleted list. The results were interesting–it made no difference. So this brought up an intriguing question: Are people reading our email copy, or just looking at it?
The study indicates that the copywriting in your email doesn’t control the overall performance of the message, but instead acts as the liaison, leading your subscribers to your main calls to action that are relevant to their interests. From point A to point B, if the email is well designed with appropriate calls to action, your subscribers will click through to your landing pages to know more. From here they will read your copy, since they feel it directly corresponds to their point of interest.
This is where copy must be the most engaging and relevant; once you clearly have their attention and they are looking for further information. All copy is important to help produce a quality product, but be mindful of when and where your readers are actually reading your copy, and when they are simply scanning the page for relevance. This will lead to subscribers actually reading what you write, and, if it is written well, will lead to greater conversions and higher revenue.
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