Wondering what copy writing techniques you should be using when writing for emails, content marketing or social media? Thanks to the more measurable nature of the web than paper, there’s now plenty more to go on when it comes to copy writing statistics. The ability to measure everything from email open rates to tweet click throughs means there’s been numerous studies on the right words to use to get results. Here’s 25 illuminating copy writing statistics which will give you the insight you need to improve your web copy writing.
Email copy writing
- Be accurate. After analysing 40 million subject lines, Mailchimp found that the best performing subject lines were those that accurately described the content of the email. Trying to make the email sound more exciting than it actually was reduced results. (Mailchimp).
- Trying too hard can also stop people opening your email, a study of email open rates found you should avoid using multiple exclamation marks or the word “urgent” (Adestra).
- In addition, try not to use the words “help”, “% off” or “reminder” in your email subject lines, as they have also been found to reduce open rates (Mailchimp).
- Personalisation can help increase open rates. Analysis found the click through rate (CTR) is higher when a first name is used in the subject line, compared to no personalisation (HubSpot).
- Shorter is best when it comes to subject lines. Keep your subject line under 50 characters for the best chance of it being opened (Mailchimp).
Summary: Spending time on subject line copy writing is vital to ensure high open rates. People are most receptive to personalised, short subject lines that are accurate rather than sensational. Be careful to avoid words that are known to turn people off.
Copy writing for content marketing
- Content marketing is a popular marketing tactic. In the UK, 85% of all marketers and 90% of B2C marketers are investing in content marketing (CMI).
- Content marketing is a growing field. Over three quarters (78%) of marketers are creating more content than the previous year. In addition, half of B2C marketers are expecting an increase in their budget for copy (CMI).
- Content marketing needs variation: 60% of marketers prioritise content variety, across different channels. The most common are social media, engaging web content and graphic content such as infographics – 70% of UK marketers now prioritise visual content (CMI).
- Content frequency is important. Nearly half (42%) of companies are publishing new content daily or multiple times a week (Content Marketing Institute/MarketingProfs).
- Content marketing is proven to get results. 41% of content marketers say they are generating return on investment from their content (stateofinbound.com).
- When it comes to sharing content, Twitter is the top rated platform for content marketing distribution; 75% of marketers rate it as effective (CMI).
Summary: Content marketing isn’t going away – marketers and companies are increasing their investment in it, and varying their channels and content to maximise results. Nearly half are getting a measurable return on investment from their content.
Social media copy writing
- LinkedIn is the social network of choice for business to business marketers. Nearly all (94%) B2B content marketers use LinkedIn to distribute content (CMI/Marketing Profs).
- Auto-posting to Facebook decreases likes and comments by 70%. Write posts specifically for Facebook for best results (Digital Buzz blog).
Summary: Social media can be a useful tool distributing content, but for best results you also need to carefully craft your social media updates. Social media copy works best when it has been specifically written for the channel in question.
Twitter copy writing
- The order of your tweet matters. Links placed part way through tweets tended to have higher clickthrough rates than links placed elsewhere (Hubspot).
- Make use of hashtags, quotation marks and numbers. Tweets with hashtags get more engagement and are 55% more likely to be retweeted than those without. In addition, tweets with quotation marks are 30% more likely to be retweeted, while tweets with numbers are 17% more likely to be retweeted (Social Marketing Writing).
- Using specific words in your tweets can increase the number of people who click on the link. In a study of 200,000 tweets the words “Please”, “Check”, “Via” and “RT” generated the most clicks. (Dan Zarrella)
- Carefully consider punctuation. According to a study of 2 million tweets adding an exclamation mark to your tweet can increase retweets, but reduce clicks (Dan Zarrella).
- Keep it short. Tweets with less than 100 characters have been found to get 17% more engagement (Buffer).
- The best way to increase downloads is to ask for them. In a study of promoted tweets the ones that explicitly ask people to download something saw a 13% increase in downloads. (Twitter).
Summary: Like emails, using certain words and punctuation can impact the success of your Twitter copy. For best results, write short tweets and place the link in the middle, not at the end. Don’t be afraid to ask for what you want, as this has been proven to increase results.
Headline copy writing
- Headlines are instrumental in determining the success of an article/blog piece. Upworthy found that their traffic can vary by as much as 500% based on changing the headline. It was the headline, not the content itself, that made content go viral (Wired).
- Use numbers. Headlines containing numbers are preferred by 36% of readers. Also popular are headlines containing the words “How to” and ones that use the word “you” (Moz).
- Use sentence case for headlines. 64% of readers preferred headlines written in sentence case rather than lower case, which only 8% preferred (Moz).
- The average length of headlines that go viral is 62 characters (Ripenn).
- In a study of the most popular three word phrases in headlines, “this is the”, “will make you” and “when you see” topped the list (Buffer).
Summary: Headlines are vitally important for the success of web content copy writing. Experiment with different headlines to see which get the best results, and consider using a formula that’s proven to be successful.
These copy writing statistics form a great guide for maximising the impact of your online content strategy. Use these pointers when crafting your copy, to get the results you want!