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“Optimizing Email Copy for Voice Search”

With the rise of voice assistants like Siri, Alexa, and Google Assistant, voice search has become an increasingly popular way for people to find information online. In fact, according to a study by ComScore, it is estimated that by 2020, 50% of all searches will be voice searches. This shift in search behavior has significant implications for marketers and copywriters, as it requires a new approach to crafting email copy that is optimized for voice search. In this article, we will explore the strategies and best practices for optimizing email copy for voice search, and how it can help businesses reach a wider audience and improve their email marketing efforts.

The Rise of Voice Search

Voice search has gained popularity due to the convenience and ease of use it offers. Instead of typing out a query on a keyboard or mobile device, users can simply speak their search query into a voice-enabled device and receive instant results. This hands-free approach to searching has made voice search particularly popular among mobile users, as it allows them to find information quickly and easily while on the go.

According to a study by Google, 41% of adults and 55% of teens use voice search on a daily basis. Additionally, the study found that voice search is most commonly used for tasks such as making phone calls, sending text messages, and getting directions. However, as voice assistants become more sophisticated and accurate, users are increasingly turning to voice search for a wide range of queries, including finding information about products and services.

The Impact of Voice Search on Email Marketing

As voice search continues to grow in popularity, it is important for marketers to adapt their email marketing strategies to accommodate this shift in search behavior. By optimizing email copy for voice search, businesses can ensure that their messages are reaching a wider audience and are more likely to be read and acted upon.

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One of the key differences between traditional search and voice search is the way in which queries are phrased. When typing a search query, users tend to use short, concise phrases or keywords. However, when using voice search, users are more likely to use natural language and ask complete questions. For example, a user might type “best restaurants in New York” into a search engine, but when using voice search, they might ask “what are the best restaurants in New York?”.

This difference in phrasing has implications for email copy, as it means that marketers need to consider the types of questions that users are likely to ask when searching for information related to their products or services. By incorporating these questions into their email copy, marketers can increase the chances of their emails appearing in voice search results.

Optimizing Email Copy for Voice Search

When optimizing email copy for voice search, there are several strategies and best practices that marketers can follow to improve their chances of appearing in voice search results. These include:

  • 1. Use natural language: As mentioned earlier, voice search queries are more likely to be phrased as complete questions. Therefore, it is important for marketers to use natural language in their email copy and incorporate the types of questions that users are likely to ask. For example, instead of saying “Check out our latest products”, a marketer could say “What are our latest products?”.
  • 2. Answer common questions: Users often turn to voice search to find answers to specific questions. By anticipating the questions that users are likely to ask and providing clear and concise answers in email copy, marketers can increase the chances of their emails appearing in voice search results. For example, a marketer selling skincare products could include a section in their email copy titled “Frequently Asked Questions” and provide answers to common questions such as “What is the best skincare routine for oily skin?”.
  • 3. Focus on long-tail keywords: Long-tail keywords are longer and more specific keyword phrases that are less competitive than shorter, more generic keywords. When optimizing email copy for voice search, it is important to focus on long-tail keywords that are relevant to the products or services being promoted. For example, instead of targeting the keyword “shoes”, a marketer could target the long-tail keyword “comfortable running shoes for women”.
  • 4. Optimize for local search: Voice search is particularly popular among mobile users who are often looking for information about local businesses and services. Therefore, it is important for marketers to optimize their email copy for local search by including location-specific keywords and information. For example, a marketer promoting a restaurant could include the phrase “best Italian restaurant in San Francisco” in their email copy.
  • 5. Keep it concise: Voice search results are often read out loud by voice assistants, so it is important for email copy to be concise and easy to understand. Marketers should aim to keep their email copy short and to the point, focusing on the most important information and avoiding unnecessary fluff.
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Measuring the Success of Voice Search Optimization

Once email copy has been optimized for voice search, it is important for marketers to measure the success of their efforts and make any necessary adjustments. There are several metrics that can be used to track the impact of voice search optimization on email marketing performance, including:

  • Open rates: By tracking the open rates of voice search optimized emails, marketers can determine whether their messages are resonating with recipients and are more likely to be opened and read.
  • Click-through rates: Click-through rates can provide insights into whether voice search optimized emails are driving engagement and encouraging recipients to take action.
  • Conversion rates: Conversion rates can help marketers determine whether voice search optimized emails are effectively driving recipients to complete desired actions, such as making a purchase or signing up for a newsletter.
  • Keyword rankings: By monitoring keyword rankings, marketers can assess whether their email copy is appearing in voice search results and adjust their optimization strategies accordingly.

Conclusion

As voice search continues to grow in popularity, it is important for marketers to optimize their email copy to accommodate this shift in search behavior. By using natural language, answering common questions, focusing on long-tail keywords, optimizing for local search, and keeping email copy concise, marketers can increase the chances of their emails appearing in voice search results and reaching a wider audience. By measuring the success of voice search optimization efforts, marketers can make data-driven decisions and continually improve their email marketing strategies. By staying ahead of the curve and adapting to changing consumer behaviors, businesses can ensure that their email marketing efforts remain effective and impactful in the age of voice search.

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