Are you a business owner, coach, or course creator looking to 10x sales? In this post, you’ll discover what direct response email copywriting is and how you can use it to sell more of your products and courses.
I’ll look to answer the 3 major questions of direct response email copywriting which are:
- What is direct response copywriting?
- How do you start direct response copywriting?
- What is a direct response email?
- How to write a direct response email that works
Table of Contents
What is direct response copywriting?
Direct response copywriting is the creation of marketing material and messaging that need prompt action.
This form of copy speaks directly to your target audience’s persona in persuading ways that compel them to act right away.
As a result, using direct response copywriting in your marketing campaign might be beneficial.
Primarily, while different content copies may help you increase brand awareness and attract prospects, your conversion rates may suffer.
Direct response copywriting, on the other hand, will make your message more attractive to consumers’ emotions and elicit immediate replies.
To put it another way, direct response copy encourages readers and prospects to act immediately after reading your material.
As a result, this type of copywriting is all about obtaining results NOW!
How do you start direct response copywriting?
There are some basics to direct response copywriting. And if you want to start direct response copywriting, you must understand the basics of writing a direct response copy for all your sales materials, including emails:
- Target specific audiences.
- Explain who you are and what’s going on.
- Make them an offer they can’t refuse.
- Focus on the call to action.
- Give them the means to respond.
- Track and measure outcomes.
- Stay Focused.
- Hook them With the Headline.
What is a direct response email?
Direct response email combines principles of direct response copywriting with email marketing.
The purpose of this outreach is to motivate the recipient to act.
This activity could include joining an introduction call, attempting a product demo, signing up for a newsletter, and other options.
6 elements of a direct response email
There are six (6) major elements of a direct response email, they are:
- The “from” line
- The subject line
- The “hook” copy
- The “body” copy
- The “CTA” copy
- The postscript
How to write a direct response email that works
So, how can you compel an email receiver to act?
The six important direct response copywriting aspects should be included in your email.
Each part serves a purpose and is intended to bring the recipient down the email, and it all begins with the “from” line.
1. The “from” line
When your email arrives in their inbox, the “from” line is one of the first things they will see.
Its goal is to build trust between the giver and the recipient.
Be specific in the “from” line. For example, John Doe is acceptable, but changing it to John from Company A makes it more personable and honest.
When the recipient has faith in the sender, they should have faith that the email’s content will be useful to them.
They will be more likely to open your email or move on to the following aspect once trust has been created.
2. The subject line
The email subject line appears after the “from” line.
Its goal is to persuade the recipient to open the email. After all, the email’s content is meaningless if you can’t persuade someone to open it.
Use descriptive subject lines and convey a sense of urgency. Here’s an illustration:
- Do you want to schedule a call? – This subject line lacks urgency and is an exact copy of the majority of marketing and sales emails you’ll receive.
- I have a critical question for you and need a response by EOD. – This subject line is not only original and actionable, but it also evokes urgency and curiosity. The recipient will feel more driven to open the email to find out what is so urgent and why it needs to be responded to so quickly.
Remember that email subject lines should be checked, especially when sending direct response emails.
Testing the subject line will provide you with hard data on what works and what needs to be tweaked.
3. The “hook” copy
When a recipient opens your email, the “hook” is the first thing they see. Its objective is to pique recipients’ curiosity and keep them from closing the email quickly.
Be daring, surprising, and open to trying new things with your hook copy. Avoid hooks that are template-like, such as “how is your day going?” These do not pique the recipient’s attention or deliver value.
Instead, ask yourself, “What will pique the recipient’s interest enough for them to read the rest of this email?” What is the source of inertia? “What will pique their interest?”
In copywriting, one of the most used techniques is to ask a question.
Our brains appreciate asking questions because they also enjoy receiving answers. “What if you got access to 28 pages of exclusive data that could help you complete more deals?”
You’re more likely to pique the recipient’s attention and keep them guessing.
This should bump them up to the meat and potatoes of your email.
4. The “body” copy
The “body” copy of an email follows the “hook.” Its goal is to turn curiosity into desire.
You should be as descriptive in the email body as you are in the subject line. The more specific your copy, the clearer the recipient’s grasp of what you’re presenting them.
Specificity entices readers, and when done well, it creates desire.
Employing our previous hook as an example, “In just two weeks after compiling our data, firms using it have closed 153 more deals than usual, and 22 percent of those organizations have already exceeded their quarterly sales goals.”
Wouldn’t you be interested in learning more about the offer if you received this email? “That said, we can only extend this offer to 50 more prospects – and we’ll reach that limit by the end of this week,” says the follow-up text.
This copywriting strategy promotes scarcity, which heightens the sense of urgency and the agony of passing up an opportunity that could benefit your company.
5. The “CTA” copy
At this point in the email, the receiver has two options: opt-in to your offer or exit the communication. The difference between the two could be determined by a strong call-to-action (CTA).
The strongest CTAs are captivating and help the recipient imagine what success looks like if they accept your offer.
One technique for doing so in copywriting is to use “future pacing.”
We may apply future pacing to the CTA by using our hook and body copy.
This may be phrased as “Imagine hitting your sales targets faster and more efficiently this quarter by simply leveraging our data.”
The term “imagine” conjures up images of a better future for the email receiver.
The CTA should conclude by implying that, while your offer is excellent, there is no obligation to purchase.
Using phrases like “feel free to look over this carefully before getting back to me” reminds the reader that the ball is in their court and that the action is entirely up to them.
Nobody enjoys being sold to, therefore your CTA should be anything but a hard sell.
6. The postscript
A good postscript, also known as the P.S., is the icing on the cake of any CTA.
In the case of cold emailing, the postscript could be a nice reminder to the receiver of who you are and where you’re coming from.
It’s even a good idea to summarize your offer, value proposition, and CTA in one or two phrases in the postscript.
If the receiver scrolls down the email without reading it, they will at least understand why you are contacting them.