7 TIPS FOR WRITING EMAILS THAT SELL
7 TIPS FOR WRITING EMAILS THAT SELL
Blog Article
Knowing how to write emails that sell is essential for anyone who wants to have an effective email marketing strategy.
Learn what you need to know to create high-converting messages and keep your customers loyal to your brand.
Principles of email marketing
Despite popular belief, email remains a powerful tool for businesses and professionals to communicate with their audiences.
Research shows that people worldwide use email. Experts expect that number to rise to 4.48 billion by 2024.
One of the most important goals of B2C Lead marketing campaigns is to maintain the relationship with the customer , preventing contact from going cold and ensuring that the recipient continues to think about your brand.
On the other hand, filling up your leads' or clients' inboxes can be a shot in the foot, so communication must be planned to be assertive and relevant to the recipient.
The most important principles in any email marketing campaign are:
Mailing list
To implement an b2c email lists strategy, you first need to have an email list.
There are a few ways to accomplish this, the most common being to offer something in exchange for an email address.
For example, you can create an eBook, video lesson, discount coupon, or other materials that are of interest to your audience and that people would be willing to provide their email address to access.
In this way, little by little, you build a list of qualified contacts that have great potential to become clients.
List segmentation
The next step is to divide this list of contacts into groups with similar characteristics, such as interests, purchasing behavior, or stage in the sales funnel.
This allows you to send messages that make sense to each group, increasing the chances of engagement and sales.
For example, you wouldn't send an email offering a new module in your online course to those who haven't yet enrolled in your course, just as you wouldn't send a discount coupon for new subscribers to those who are already your students.
In practice, different types of audiences require different messages and strategies .
Personalization
Another principle of email marketing
as well as an effective method to help write emails that sell, is to use the recipient's name and other information that applies to them to give the impression that the content was written with their wants and needs in mind.
To make this mission easier, the vast majority of email marketing automation tools already have variable fields, in which you can write the body of the email and, when activated, it arrives with the recipient's name, without having to do it manually, which brings us to the next principle.
Automation
It is neither viable nor sustainable to maintain an email campaign without the use of an automation tool.
Use software like MailChimp, for example, to create an automated email sequence based on specific triggers, such as list sign-ups, form completions, customer birthdays, shopping cart abandonment, and more. This allows you to send messages at the right time, with assertive content and high conversion power.
In addition to utilizing automation tools like MailChimp, it’s important to consider the transformative role of , allowing you to not only personalize at scale but also optimize the content of your emails to ensure they’re more engaging and relevant to your audience. This results in messages that not only capture attention but also drive action, increasing conversion and sales rates.
Plan a sales strategy for each case, such as a birthday discount coupon, upselling in case of purchase confirmation email, reminders in case of cart abandonment, etc.
Drip campaigns or nutrition campaigns
Sending a series of scheduled emails at specific intervals to nurture leads over time, educating them about your products/services is another important principle to keep your audience alert about your brand.
Don't forget that the main objective of email marketing is to maintain the relationship with the customer, so that they always remember you when looking for the product or service you have to offer.
A/B Testing
This principle involves A/B testing different email elements , such as subject lines, CTAs (calls to action), images, or layouts, to identify which version works best and thus write emails that sell more and better in future campaigns.
Again, the main email marketing automation tools have this functionality and, once the campaign is closed, they make the data available so that you can measure the performance of the messages sent.
Responsive design
With so many different devices in use (computers, cell phones, tablets, and even smart watches), it's important to make sure your emails are optimized for different machines.
Consider that today many people read emails on their cell phones and their attention span is decreasing.
If your contacts have even the slightest difficulty reading your message, they will most likely send it straight to the trash, and if they do this too many times, it will end up in the spam folder.
Clear and attractive call-to-action (CTA)
Use persuasive CTAs to encourage recipients to take the desired action , such as making a purchase, signing up for a webinar, or downloading an eBook.
An unquestionable point in emails that sell is the presence of good text combined with eye-catching and well-positioned CTAs.
Monitoring and analysis
Just as important as creating email marketing strategies is tracking performance metrics such as open rates, bounce rates, CTR, clicks, and conversions.
From the simplest email to the most sophisticated campaign, only data monitoring allows you to identify what is working and what needs improvement, guaranteeing results for your efforts.
After all, how do you write emails that sell?
Now that you know the basics of email marketing, it's time to learn the best copywriting practices to create emails that drive conversions and sales.
It's worth remembering that often the purpose of an email isn't necessarily to generate a sale, but rather to move the customer through the purchasing funnel.
Email marketing copywriting techniques that excel at improving conversion rates involve the ability to create persuasive messages that encourage recipients to take action.
Here's how to write emails that sell:
1. Impactful subject line
The subject line is the first contact recipients have with your email. It should be brief, relevant, and spark interest or curiosity to increase the chances of an email being opened.
If the subject line is not interesting, a super message in the body of the email is of no use as it won't even be opened.
When your email has a low open rate, the problem is probably in this section. Make sure you entice your reader to open it, but without teasing or burning out your brand image too much.
2. Clear and concise message
Convey the main message right at the beginning of the email in a clear and direct manner, avoiding excessive text. Focus on making reading easy and enjoyable.
Emails should be objective. People have busy routines and little patience for long readings, even more so when the message comes from a company.
Make sure you get straight to the point without giving the reader the feeling that you're wasting their time with irrelevant information.
3. Focus on the benefits
Highlighting the benefits your product or service offers, showing how it can solve problems or meet specific needs is one way to write emails that sell.
This can serve both for conversion and for nurturing your lead base. But aside from benefits, you can also relate your product/service to cases and how your company impacts people’s lives.
Don’t forget: readers don’t want to open emails to learn about your company. They want to open emails to find out how your company can make their lives easier!
4. Sense of urgency
If your goal is to make sales or some other type of conversion, don't forget to use mental persuasion triggers.
One of the triggers that makes users act almost instinctively is the emergency trigger.
That is, be sure to include elements that encourage immediate action, such as limited-time offers or reduced stock to increase recipients' motivation to make the purchase.
5. The strong point of the call to action (CTA)
Call-to-Action is literally a call to action. This is the action you want the reader to take.
Don't leave the message implicit, your reader needs to know exactly what they need to do to move forward in the purchasing process.
To create emails that sell, use clear, compelling, and specific CTAs that state the action you expect the recipient to take , such as “Buy Now,” “Sign Up Now,” or “Download the Free eBook.”
6. Use testimonials and reviews whenever possible
Using testimonials from satisfied customers or positive product/service reviews to increase recipients' trust in your brand is one way to boost your credibility and make the benefit of your product more tangible.
In this way, the reader can observe, in practice, how he too can be impacted when choosing his company or product.
7. Persuasive ending
At the end of the email, reinforce the offer and CTA by summarizing the key benefits and highlighting the importance of taking action.
Don't be too attached to filling your email with visuals, a simple bold font and some emojis are enough to draw attention to important points.
Focus on creating a connection with the reader and convince them that your offer is unmissable.
Write good emails and earn more with your online course
After applying all these tips, it is essential to track email marketing campaign performance metrics such as open rates, clicks, and conversions.
Analyzing this data allows you to evaluate the effectiveness of the writing techniques applied and make adjustments to continually improve results.
By practicing and improving these techniques, it is possible to create emails that sell more and generate greater engagement, boosting the success of your business.
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