5 signs you should be working with an email copywriter

Maybe you write all the copy for your business. Or you might regularly bring in copywriters, or you have a dedicated team member.

But you may not be working with specialized copywriters yet.

Specialist copywriters usually start out as generalists, then move toward the kinds of work we excel at.?

So …

• Web copywriters are great at letting new visitors know they’re in the right place
• Conversion copywriters focus on conversion points like sales pages
• Content copywriters are brilliant at sustaining attention and nurturing potential buyers.
• SEO copywriters help you get seen in SERPs

And email copywriters help you take traffic and turn it into revenue.

If you haven’t worked with a specialist email copywriter before, here are five signs that you might want to take a look.

#1: You’re putting it off

You might have seen that email consistently comes in as the highest-ROI marketing channel … but your own list isn’t living up to that promise.

Real talk: Optimizing your email tends to fall squarely in the “important but not urgent” category.

And figuring out how to design and set up branching strategic content may not be your idea of a great time.

In other words, it's the first thing that gets pushed when you’re putting out fires.

If you know you can get more from your list but you aren’t finding the time to implement a better strategy, bring someone in to get it done.?

To get the best ROI, start by optimizing the first 30 subscriber days.?That lets you dazzle (and convert) the folks at their highest moment of interest.

Then over time, you can reshape your list into a powerful engine that builds relationships and conversions.

#2: Your engagement is dropping

You may have had strong results from your list in the early days, but lately … they’ve lost that loving feeling.

A big list that’s disengaged isn’t a big list. It’s an expensive small list. (Sorry.)

Subscribers who have checked out will never see your brilliant marketing messages or your irresistible offers.

An experienced email copywriter can design a re-engagement campaign to get stars in your subscribers’ eyes again.?

They’ll also help you bid a gentle farewell to the folks who have emotionally moved on, to keep subscriber inboxes decluttered and your deliverability high.

#3: Your subscriber experience is … not amazing

I see a lot of otherwise terrific content creators whose automation doesn’t do anything for their subscriber experience.

Their otherwise great content alternates with stale links, generic pages, and messages that lack flow.

And sometimes, the Bob Ross vibe of the content is at war with the Tony Robbins energy of the sales copy.

A fresh pair of eyes can help you see the funky spots and get them resolved.?

Strategic email copywriters can design your automation to choreograph a great subscriber experience … without making people feel like they’re being manhandled by robots.

Or by Tony Robbins. Because that would be terrifying.

#4: You have launch exhaustion

If the thought of another launch makes you want to pull a DB Cooper and vanish off the face of the earth, you definitely need to up your sequence game.

Smart sequences let you rest and renew between launches, without giving up on your audience.

They also help pave the way for your next launch, so your not-yet buyers are ready to move forward next time.

Finally, they really help smooth out your cash flow. Because between-launch revenue stress sucks.

#5: You’re leaving dollars on the table

Different people buy for different reasons, and on different timelines.

Strategic email lets you make the right offer to the right subscriber, at the right time.?

Just so we’re clear: Flooding your subscribers with promotions until they flee or buy is Not the Way.?

But neither is publishing endless “pure content” and hoping they pick you some day.

A well-executed email strategy lets your email work like a smart sales professional — following the prospect's lead, and making it easy to say Yes when they’re ready.

For lots of businesses, email also makes a great (and tireless) assistant to your human sales team.

If you could use some help with that ...

If you see yourself in one — or all — of these, drop me a connection request right here on LinkedIn.

I’m opening up my calendar for a select group of email copywriting projects, focusing on smart sequences that build relationships and conversions.

After 10 years as a co-founder of Copyblogger Media, and another 10 using content to drive audience relationships and conversion, I'm damned good at this. And I'd love to help you get the ROI you deserve from your email marketing.

Shoot me a note if you'd like to discuss options. I won't hustle you — and if I'm not the right person for your situation, I may be able to point you in a useful direction.

I'm looking forward to connecting!