It’s both an art and a science to get your email marketing strategy just right.
Understanding how to write high-converting email sales copy is a part of both.
The good news is that once you’ve finished reading this article, you’ll understand how to improve email marketing conversions so you can get more leads and sales.
1. Write a killer subject line
If you’re not sure where to begin when it comes to email marketing, start with the subject line.
Perfecting your subject line can mean the difference between your email being opened, deleted, or worse, reported as spam.
People will open your emails if they believe they will benefit from it, if they are concerned about missing out, or if you provide compelling reasons for them to do so.
Sure, it’s a lot to expect from a single email subject line, but it’s doable.
2. Nail the preview text
It’s not just the subject line that convinces people to open your email in today’s email clients.
It’s also the text that appears in the preview.
This is the text that informs your subscribers about the content of your email.
This frequently displays a portion of the email’s first line.
That’s fine because most email copywriters take great care in their work.
However, you’re squandering an opportunity if your preview text includes instructions on how to read the email online or unclickable links to your social media profiles.
With email preview text varying between 35 and 140 characters depending on the client, this is an aspect of your email you can’t afford to overlook.
3. Write for the web
Writing web copy is similar to writing email marketing copy. As a result, it’s critical to:
- Stick to a logical order.
- Keep paragraphs to a minimum.
- Each paragraph should contain only one main idea.
Bullets and subheadings can be used to break up long blocks of text and make your emails scannable.
4. Don’t shout
In both the subject line and the body of the email, avoid using all caps and multiple exclamation marks.
All caps are not only the online equivalent of shouting, but they also scream spammy email marketing.
Your email open rate will suffer as a result of this.
If enough subscribers report you, your email deliverability may suffer, and your email newsletter service may even blacklist you.
5. Know your audience
Understanding your audience and writing email sales copy that meets their needs is a great way to increase conversions.
Create buyer personas or customer avatars based on what you’ve learned from web and social analytics, as well as interactions with customers.
It’s simple to write email marketing copy that makes your customers want to click when you know who they are.
6. Write email sales copy for readers
You must sound like a real person if you truly want readers to click.
Avoid marketing jargon and speak in a conversational tone, as if you’re conversing with someone across the table.
Don’t be dull – there’s no rule that says business emails have to be dull.
Share an insider’s view of your company, customer stories, or even a personal anecdote in your emails to pique readers’ interest.
You’ll begin to build a relationship with your subscribers once they can imagine themselves in your shoes.
7. Choose the right words
One thing stands out when looking at the best email copy examples.
When it comes to making reading your email a pleasurable experience, word choice is critical, and since most emails are short, every word counts.
If you want to pique readers’ interest, appeal to their emotions, and compel them to act, you must:
- Make use of metaphors and other literary devices.
- To help them see and feel the picture you’re painting with your words, include sensory words in your email marketing copy. In a perfect world, you’ll also evoke touch and taste.
- Use power words in your subject line, copy, and call to action to pique your readers’ interest and elicit an action (CTA).
What you don’t say is just as important as what you say when it comes to establishing trust.
False promises and other sleazy marketing tactics should be avoided at all costs, or you risk losing subscribers for good.
8. Use psychology
Our brains are wired to respond to certain types of input in predictable ways as humans.
That’s why applying psychology to your email marketing copy can help you write more effective, high-converting copy.
The following are some of the factors that encourage readers to read and click:
- We have a fear of missing out (FOMO) because we don’t want to miss out on anything. That’s why limited-time offers are so effective. More people will click if you use scarcity and urgency in your email. This is also true of curiosity.
- Color selection is important because different colors elicit different responses. This can be used to great effect in CTA buttons, for example.
- Pictures of people’s faces can elicit the emotions on their faces or direct the viewer’s attention to a CTA.
- Readers are more likely to read your emails if they see that other people like them think you’re great.
- Personalization is also an option.
9. Be relevant
Targeted marketing is preferable to generic marketing.
Customer avatars provide broad segments on which you can focus your copywriting efforts, but there are also smaller segments within those.
After all, you wouldn’t send the same email to a new subscriber as you would to a returning customer, would you?
Segmenting emails improves open and clickthrough rates.
10. Know your goal
Still, on the subject of targeting, each email should have a single goal – the one thing you want to accomplish.
This will help in the focus of your marketing copy.
Remember that if you have multiple goals, you don’t really have a goal, so focus on the main action you want your readers to take and build your email copy around that.
The goal of every email does not have to be to sell something.
The copywriter is the tour guide, instructor, concierge, maître d’, and, of course, sales clerk on a web page.
If the copy isn’t able to close the deal, it must provide something compelling to begin a relationship.
11. Get personal
If you read any advice on how to write effective email marketing copy, you’ll notice that it includes a personalization tip.
True, using people’s names in subject lines and email marketing copy grabs their attention, but personalization is about more than that.
Depending on your audience’s age, gender, and location, as well as whether they’re looking for a personal or business purchase, you can send different emails.
12. Let your readers know you
Another aspect of personalization is identifying yourself to your subscribers.
Most people prefer receiving emails that include a picture of the sender and a person rather than a generic sender.
This approach will help subscribers in forming a connection with you, which is the first step in converting them.
13. Align everything
Everything is in place with the best email sales copy.
Your email fulfills the promise of the optin form and the landing page where subscribers signed up, and your copy fulfills the promise of the subject line.
If you’re giving away a lead magnet ebook, for example, you’ll almost certainly have a picture of the book on both the optin form and the landing page.
You’ll almost certainly include the title of the ebook and the same image in the confirmation email.
Also, the copy will be identical.
This reassures readers that they will receive exactly what they signed up for, establishing a trusting relationship.
14. Reward your readers
Any email marketing guide will tell you that rewarding readers for opening your email is a good idea.
When they open the email and see what they expect after seeing your optin form, landing page, or subject line, that process begins.
However, you’ll need the copy to show both the benefits they receive and proof of those benefits in order to cement this.
Frequently, emails will include statistics or a link to a case study that reassures subscribers that they made the right decision to subscribe and gives them another reason to stay on your mailing list.
It could also be as simple as thanking them for subscribing with an additional free gift.
15. Promote action
The CTA is the most important part of your email marketing campaign, aside from the subject line, because it’s what will get subscribers to convert by taking the action you want them to take.
All of the aforementioned pointers can also assist you in creating the ideal call to action that subscribers will find difficult to resist.
You’ll need data when writing email sales copy if you want to increase conversions. Use the CoSchedule Headline Analyzer to check the effectiveness of your subject lines before sending emails.
Next, gather data on email marketing performance from your email marketing service provider to see where you can make improvements.
Finally, it’s time to put everything to the test.
Start by split testing your optin forms, and then test headlines, copy, CTAs, and other elements until you find your best-performing email.
17. Steal great ideas
Don’t worry, stealing like this is perfectly legal.
Subscribing to your competitors’ email marketing newsletters – or any other newsletters that interest you – can help you come up with ideas for high-converting emails.
Add these to your personal swipe file so you can customize them to fit your email marketing strategy.
Sites like Quora, Reddit, and Answer the Public, where you can see what people are talking about or searching for, are other places to look for good ideas.
Use these as a starting point for creating emails that address your target audience’s most pressing concerns.
Maku Seun is a freelance copywriter and Direct Response Marketer. He helps digital marketers, coaches, and course creators boost sales by writing compelling sales letters for their products and services. If you’d him to write a sales letter for your business, click here.