Marketers have used email marketing worldwide to promote their products and services since the advent of the internet. It continues to be an effective way to reach and build customers relationships.
A big part of any email marketing strategy involves writing copy that engages and compels readers to take specific actions. If you can get your subscribers interested in what you have to say, they’ll be more likely to respond to your emails. But all this is only possible if you’re using the proper copywriting techniques.
So, what is copywriting?
Copywriting is a communicative tool that persuades others to get the desired response. It involves getting people excited about something through an online blog, email, or video.
This skill can be your secret weapon for increasing your email marketing effectiveness through growing sales or encouraging signups.
In this blog post, we’ll cover seven copywriting techniques that will improve your email marketing effectiveness and maximize your click-through rates and conversion rates.
Every copywriter knows that content is king, and if you’re looking for a way to improve your email marketing strategy, one of your best bets is doing your research.
You may already know some great places to start: reviewing past emails and tracking open and click-through rates can reveal which language works best for your audience.
It’s also a good idea to check out tools like Cyfe or BuzzSumo for insights into what content performs well on social media channels. Once you have an idea of what resonates with people, try using some of these techniques in your subsequent few campaigns.
2. Craft A Captivating Subject Line
If your copy is going into a client’s inbox, its subject line is one of its first lines of defense. It only takes a few seconds for someone to decide whether they’re going to open or delete your email.
Start with something intriguing, and people will be forced to open your email so that they can find out what it says. There would be no need to hunt for more information if it is interesting enough.
Besides the basic, there are several other tips you can employ to increase the chance of your emails getting opened:
- Use verbs and action words: Call now! Sign up now! The free trial ends tomorrow! Action-based words like try, test, save and win, e.t.c.
- Emphasize benefits rather than features: People don’t care that you offer unique or innovative services; they want whatever services you provide delivered quickly and efficiently.
- Make sure that your subject is accurate and intriguing: Be honest about who would benefit from buying what you’re selling so they’ll be more likely to open up and read.
- Keeping the subject line short helps the reader make a decision faster.
3. Offer Value
In this Internet age, the first question someone asks when they click on an email is, “What’s in it for me?” Once you establish what is in it for them, you can narrow it down to the audience you want to reach. As a result, this increases the likelihood that they will open and read your email.
While you might think that your potential customers want to know everything about your product or service, the truth is they’re most interested in learning about the benefits for them and what is most relevant.
Don’t overwhelm your reader with information. If you can’t offer them something of value in the first email, you lose the reader and the opportunity.
Some ideas that might offer value are free eBooks, entertainment they want, or a coupon they can use now or later. If you don’t have much of a product, provide informative articles that people will find helpful.
4. Ensure Your Communication Is Timely
According to recent statistics, 21 percent of emails sent by businesses are read within an hour of delivery. So, if you want to increase your emails’ effectiveness, you should know when your customers are more likely to be read your emails.
If your customer isn’t checking their email regularly, it may take days before you get a response. Consider sending your content on a schedule expected by your customer to avoid this situation.
For example, if it is a newsletter, make sure there is enough time between each one so that subscribers do not receive multiple copies on top of each other. Additionally, customers are less likely to check their email inboxes regularly if you send your emails randomly.
5. Personalization of Emails
A study by Experian Marketing Services showed that emails with personalization generated six times higher transaction rates than non-personalized mailings. When subscribers receive a relevant email that speaks directly to them, it feels more personal and less salesy, and they are more likely to act on it.
Personalizing your message can happen in multiple ways – by subject line (by adding their name), by salutation (Hi Lisa!), or even by content (letting them know about their new subscription). Using some combination of these techniques makes it far more likely for people to open and engage with your emails.
And while you don’t want to make every email look like a form letter, aiming for at least 80% personalization can help keep recipients engaged and eager for what’s next.
6. Use a Friendly and Calm Tone
It would be best to speak directly to your audience in a conversational tone. Your readers don’t need a condescending tone when they’re notified of something in their inbox. Stay calm and friendly so your audience will, too.
Remember that most of your subscribers signed up because they were interested in what you have to say, not because they want a fight on their hands. In fact, according to Pixus, adopting a conversational tone is more effective than trying to speak at a high level of importance.
Getting snarky or aggressive in your emails will make you look bad and can make it harder for your subscribers to take you seriously down the road. If you keep a pleasant, non-accusatory attitude going, people might even begin to look forward to your newsletters – that means increased open conversion rates!
7. Create Scarcity
It’s human nature to want what we can’t have. Studies show that people are much more likely to respond when they feel they’re about to lose something or a deadline attached. Whether it’s true or not, you need to convince them that they might miss out if they don’t buy now.
Scarcity can be applied in many ways, whether it’s creating a sense of urgency in your subject line or offering exclusive discounts for early birds.
For example, the following ten people who buy today will receive our special bonus! Act now before it’s too late. It creates an environment where time runs out, and shoppers are forced to make quick decisions.
Also, try putting limited availability at the end of your emails. Such as limiting promotional codes or coupons to ensure customers take action right away.
Email marketing is one of the most potent forms of marketing available. It’s relatively inexpensive, practical, easy to follow up, and even easier to track. And with the rise of social media, it’s more crucial than ever to nail your marketing approach.
However, with so many people hopping on the email marketing bandwagon, having a strategy that sets you apart from the competition is more vital than ever. By following the above copywriting techniques, you are sure to succeed.