Email vs. Website: Writing to Maximise their Distinct Personalities
They may seem like close cousins, but in reality, emails and websites are more like distant relatives with distinct personalities.
And they need to be treated as such. While re-purposing blog content or product descriptions for your email is a brilliant way to maximise the content you’ve created, simply replicating on email what you’ve written on your website isn’t the most effective way to go about it.
Here are 5 ways that email copy and writing for the web are different.
Different Audiences, Different Vibes: Think of your website as a bustling flower market open to everyone and anyone. Your content needs to be friendly to strangers who may know nothing about you. On the flip side, your email list is more like a cosy coffee shop where people know you by name, or at least your first name – they chose to sign up with you. Utilise this intimacy. Let your personality shine, share some personal stories, and don't be shy about personalising your emails with a friendly greeting using their name.
Spam Filters vs. SEO: When crafting an email, forget about the SEO gymnastics you do for web content. The real challenge here is sidestepping spam filters. Your email masterpiece won't do much good languishing in the spam folder. Keep it authentic but be cautious not to trigger the email police.
The Fleeting Life of Emails: Unlike your web content which will stick around for as long as you need it, emails have a brief shelf life, a bit like the vase life of a hyacinth. Research suggests that over half of your audience opens emails within 7 hours, and three-quarters do so within 24 hours. This means you can tap into current events and pop culture without worrying about the longevity of your references.
Control Over Content Delivery: Emails give you a unique power – control over the order in which your audience sees content. Unlike the free-spirited website visitors who may hop around, in emails, you play the guide, taking them through the story or journey you want to share. This controlled environment allows you to experiment with different levels of information and track engagement through the links clicked.
Subject Lines vs. Post Titles: While post titles and web pages are crafted with both readers and search engines in mind, email subject lines face a different battle. The goal is to get the reader to open the email amidst a sea of inbox competition. Stand out, be concise, and give them a reason to click without revealing the entire plot.
That said, while writing for email and web is different in many ways, there are two similarities that are worth remembering:
Skimmability: Whether it's an email or web content, break it down into digestible chunks for easy reading.
Call to Action: Guide your audience on what to do next, because every piece of content must have a purpose!
In essence, while email and web copy have their differences, they're both integral parts of your content family. So, tailor your messages accordingly, and may they both bloom as beautifully as a meticulously arranged floral masterpiece.