Learn about email writing best practices that help influence your user to take the action you want
You get good open and click rates on your Email Marketing campaigns, but your user doesn’t advance to the funnel stage?
Do you get good customers, but they don’t take the actions you suggest?
Perhaps you are failing to make your suggested action so indispensable that your user cannot ignore it.
What is copywriting?
Copywriting is the art of writing good content in order to motivate and influence your reader to make the decision you want. This technique can be used at all stages of the funnel, from sales preparation, to lead the user to the moment of purchase, to post-sales, helping your customer to be successful with your product and encouraging repurchases.
Have you thought about making your business more profitable just by increasing the efficiency of your emails? That’s exactly what Blue World City is going to show you in this post.
Check out 8 copywriting techniques for emails that are easy to apply and don’t waste any more money on inefficient communications.
First of all…
For your communication to be effective and the techniques we’ll show you in this post to work, you must communicate with the right person at the right time.
The best way to do this is to target your email audience. Remember that your message must be wanted and relevant to the reader. If you haven’t segmented your contacts yet, here’s how to get started: Lead Segmentation: Generate more results with your contacts.
Now that we’ve made sure we’re communicating with the right person at the right time, let’s get to persuasive writing tactics.
8 Copywriting Techniques for Email Marketing
1. Ensure your content delivers what the title promises
There is nothing more frustrating for the user than paying attention to you due to a very flashy title and then not receiving what was promised.
If you caught the reader’s attention by your title, don’t disappoint. Before sending an email, always ask: “does my content deliver what my title promises?”
For example, if you advertised an “offer” in the title of your email, tell the reader what the offer is, how much the product or service cost before, and what the current price is. Also, say if the promotion has a fixed term or if it will be valid while the stock lasts.
Learn more about creating titles in the post How to create Email Marketing topics that arouse curiosity + 30 templates.
2. Customize whenever possible
Our eyes are already well trained in ignoring messages that were not made specifically for us. When we feel that communication has not been customized according to our profile, we don’t care.
So when you’re writing an email, it should be very clear that you’re not writing for a general audience. You are writing for someone you already know who has a connection with you.
Think of the content as a conversation with that person, calling them by name, for example, or reminding them of pain or need they are trying to resolve. Thus, your communication becomes much more personalized and the chances of the user giving value to your message are much greater.
For example, which calls would you pay more attention to?
- “Dear customer” or “Hello friend”
- “Dear Luciana” or “Hello Luciana”
You agree with me that it is option B, right?
In RD Station Marketing, for example, you can easily create this personalized communication for the reader in an automatic way, using variables in the email. Take the opportunity to do a free trial of the tool for 10 days, with no obligation!
3. Use simple language
“If your copy seems ridiculously simple, it’s finished.” (Tom Albrighton)
Imagine how bad it would be if your reader gave up on your email because they just didn’t understand what you meant. When that happens, your entire investment of time and money in campaign creation is wasted.
To increase the influence of your message, above all, you need to simplify it as much as possible. Your content should be easy for anyone to understand. Avoid complex words and whenever possible use synonyms of words to ensure user understanding.
- Bad example: our product is disruptive
- Good example: our product is innovative
4. be direct
When you open an email, do you always read every word? Probably not. You are much more likely to look for key points to assess whether the message makes sense to you and then take action.
Too many words tend to confuse your user and decrease your chances of success. So find a way to convincingly summarize what the user will get and enter a Call-to-Action for your site where they will get more information.
- Bad example: I would recommend that you download our eBook on planning and learn about the advantages of this action. Whoever plans to go further!
- Good example: download the eBook and discover the advantages!
A very valid tip here is for you to ask yourself: “Does this word/phrase I put in the email add value to my reader or does it contribute to my argument?” If the answer is no, delete it.
5. Create a sense of urgency
Have you ever shopped on Black Friday? Have you ever paid attention to the reasons why Black Friday promotions generate so many sales? It generates a sense of urgency, since only during the 24 hours of the campaign you can buy a certain product at this price.
Creating a sense of urgency is one of the most powerful techniques in persuasive writing. That’s because the more time we give the user to take an action, the less likely it is to happen, as other distractions can appear and he or she forgets about you or your offer.
When building emails, there are two fundamental moments to use this tactic: in the headline, to get the reader’s attention, and at the end of the email, to stimulate the exact action at this time.
- Bad example: women’s clothing promotion!
- Good example: JUST TODAY! Women’s clothing with up to 50% OFF
6. Focus on a single goal
Your goal should not be open and click rate goal. These are intermediate metrics, which do not cause significant changes in your user’s behavior. Your objective must align with the real purpose of your message.
Here at Resultados Digitais, for example, we announce the release of new features to our customers who have the greatest chance to benefit from the new feature. Our goal with this campaign is not just for the user to experience the functionality, but to make continued use of it. That’s how we know our goal has been achieved.
So, before starting your next email, ask yourself:
- What am I looking to achieve with this message?
- How do I know my action was successful?
7. Use actionable language in your CTA
You must make your objective clear to the reader. It should be able to answer in a few seconds why you are sending the email and what it is expected to do. The best way to accomplish this is to create a good Call-To-Action — which, as the name suggests, is a call to action.
Using actionable language, with imperative or infinitive verbs, increases the efficiency of your CTA as it directs the reader to act.
See some examples below:
- “Buy now”
- “Download the new eBook”
- “Get my 30% off coupon”
- “I want to get a call and improve my sales!”
Tip: try to leave your CTA in the first fold, that is, without the user having to scroll down. That’s because 70% of people won’t roll the email, and if you keep the CTA too low, they might not even see that you’re suggesting something.
To learn all about it, download our free eBook The Call-To-Action Practical Guide here.
8. Ask the right question
A very famous persuasion technique, but one that few people really master, is asking the reader the right question. The right question is one whose only answer is YES.
Once you’ve found the right question and received your first yes, the reader will be much more willing to say yes to you again.
- “You won’t be left out, will you?”
- “Want to increase your profits and leave your competitor behind?”
- “Do you agree with me that…?”
- “Did you realize that this is the best price…?”
Did you notice how much this technique encourages the reader to respond to what we want?
Therefore, when finalizing an email using this technique, you should ask yourself: “Is the reader saying yes? He started to ask himself how he can learn more.”
Bonus tip: the focus of copywriting is your user!
Never forget that the focus of your email is your user and not you!
You will only be in evidence when you manage to gain your user’s attention and become really relevant to them. This will be the time to talk about you.
Now that you know why it’s important to worry about copywriting your emails and know several techniques that are very easy to apply, create your next email campaign using these tips and see in practice the benefits for your company.
After all, you don’t want your users not to pay attention to you, right?