Part of the reason email marketing is so popular and yields a 4200% ROI is the email copy – the juicy words in the email that highlight the benefits of your product or service and persuade the recipient to buy from you.
However, it is not that easy.
Today, the dynamics of consumer decision-making are changing, and so is the way they shop online. If you want to reach their inbox and grab their attention, so they open your email, read it, and take action, writing high-impact conversion copy is a necessity rather than a choice. It has the potential to boost sales and grow your business manifold.
This article will walk you through eight proven tips for writing email marketing copy that not only engages your audience but also converts them from subscribers to paying customers.
Tips for writing high-converting email copy
You’ve built a solid email list, started setting up your email marketing software job function or professional person and industry email list , and are ready to send emails and drive conversions. But before you do, read these eight email copy tips (with examples from brands), which will boost your conversions and make every dollar spent worthwhile.
1. Understand your audience
If you want to increase your conversion rate , it is important to write emails that speak directly to your audience. Not knowing your subscribers, what profession they belong to, and what problems they face can lead to boring emails that do not add any value to your audience, ultimately leading to a decrease in ROI.
So before you start writing your emails, understand what kind of subscribers are adding to your list. To do this, you can create a survey and distribute it among your target audience, conduct problem interviews, and analyze insights from your social media and websites. Here's what you should try to understand:
Demographics and psychographics.
Purchasing potential
Funnel Stage
Main trigger points or problems
Interests and hobbies
Result or solution they are looking for
Based on this information, create a buyer persona, a semi-fictional representation of your ideal customer. The more detailed and specific you are when creating your buyer persona, the better you can target your audience and write emails that get real conversions and not empty results.
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2. Focus on your subject line and preview the text.
The subject line and preview text are the first two things your subscriber will see when your email hits their inbox. It’s safe to say, unless both of them stand out in the inbox and ignite a sense of curiosity, your audience won’t open the email.
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But aside from getting your emails opened, a good email subject line may be all you need to avoid getting deleted from their inbox, unsubscribed, or worse, reported as spam.
Here are some email subject line tips you can follow to improve your open rate and move toward faster conversion:
Keep them to 30 characters, otherwise they'll get cut off in the inbox. The best-performing subject lines contain four words or less. Look at the first email here:
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Avoid using filler words and use action words like “Free, you, exclusive, limited, cost effective, etc.
Use emojis in your subject line to make it stand out in the inbox and encourage an open.
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Personalize it by using the recipient's name as the first word of the subject line. This can be done through any email marketing software.
Say something controversial, shocking, or ask a question; avoid click bait or false statements.
Preview text (the sentences below the subject line in the inbox that detail the context of your email) also matters a lot and can make or break your email marketing efforts.
Here are some preview copy writing tips to help you win over this segment and get more email opens:
Keep your preview text between 35-40 characters to avoid it getting cut off in the inbox.
Include a call to action or a sense of urgency to pique the subscriber's curiosity.
Instead of summarizing your email, highlight the benefits of reading it.
Condense the benefits of your offer into one sentence and use buzzwords.
Subject lines and preview texts are an essential component of email copy and set the tone for the rest of your partnership with the subscriber. They also create the first impression on the user, so pay attention and run A/B tests to see what works best with your audience.
3. Include a narrative touch in your writing.
Storytelling is a narrative technique used to unite and connect the audience and brand to form a stronger bond.
Statista ranked storytelling as the second most effective approach in content marketing. This is especially because stories help uncover brand personality and generate recall value, which leads to sales.
You can engage in text, image, or video storytelling by uncovering a story with characters, conflicts, and solutions. From welcome emails to sales emails, stories work great and produce amazing results.
Here are some tips on how to incorporate storytelling into your email copy to improve sales:
