Email marketing has been a part of business since the early days of the internet. Many businesses fail to implement effective email marketing strategies in making sales. Creating an effective and impactful copy for your emails is one of the most important parts of your overall marketing plan.
If you’re trying to decide if you should spend time creating an email marketing strategy, consider this:
As these figures clearly show, email is essential and to be expected in your marketing plan. But with the abundance of businesses sending emails, your content needs to be of the best quality and impactful to get conversions.
Of course, the first step is to create a compelling and irresistible free offer to get people on your list. Then you need to create emails that will be effective in bringing in the money from your offers.
The more free offers you have, the bigger your list will be and you will find a few that really explode it. Think of your freebies in terms of your prospect; “What’s in it for me?” Give ’em that and you will have a subscriber for life.
There are different types of emails for different situations. There are welcome emails, promotional emails, new customer emails, client or lead engagement, cold list re-engagement, emotional trigger emails, special offer emails, new product or launch emails and many other types.
How do you know where to begin or what type of email to send?
In this guide, we’ll show you where to begin with the basics of creating high converting emails. It’ll give you the details on what you need to write and how to set your email goals. Then we’ll move on to the why and when to use certain types of email.
The persuasion strategies section helps you get comfortable with selling in your emails. The email copy and copy fundamentals sections are powerful for creating copy that converts. Finally, we’ll look at the different methods you can use when creating your copy.
Let’s get started.
Now that you know the importance of strategic email marketing, you might be at a loss as to where to begin. Like almost everything in business, it begins with a goal of what you want to achieve. As Steven Covey says, “Begin with the end in mind.”
First, we’re going to assume you’ve created your lead generation materials and have started gaining a targeted list of subscribers. If not that’s the first step. Here’s a quick list of the steps you need to take.
Now let’s begin creating our goal for the emails.
Before you send out just any old email, first determine what the end result is you want the email to achieve. Is it to get someone to purchase something or to open the email and connect with you? Is the goal of your email to create better click-through rates?
Typical goals for an email might include:
For each email, understand who’s going to receive your emails and what they want to get out of it from you.
Ask yourself these questions to define your email goals:
Think about why your reader initially signed up. Ask yourself these questions:
Now create a plan around the answers. Include the topics you’ll regularly write emails about, schedule email blasts in your calendar, and what areas people need support, guidance or encouragement.
When you know what you want to achieve with the email you can determine what type of email you want to send out and when it needs to go out. Spend the time setting your marketing and conversion goals before you begin the writing process.
It’s a good idea to know when and why you are sending out an email. Most people who sign up for your list do so for a specific reason. And those who have been on your list for a while fall into different stages of interaction with you.
Some subscribers are loyal and open all your emails. Others have gone cold and need persuasion to begin engaging with your emails again. Some have joined you for a specific product or service you offer and only want to know about those.
You can tell what type of emails your subscriber wants by who they are and what they do when they come to your site. This can also help you understand when to send specific emails. Think of how each fits in to your overall email marketing strategy.
Sending emails at the right time and for the right reason keeps your list engaged and converting. For example, if you’re promoting a sale or affiliate product that ends soon, send out an initial email a day or two before the sale starts, then one every day or two and finally send one in the morning and one in the evening the day the sale ends. This keeps you in front of them and helps remind them to take action.
You’ve established your strategy for creating and sending out an email. You know exactly what the purpose of each email is for and what needs to happen with it. Now it’s time to create the copy to help you meet your goal.
Your copy should:
Here are some examples of the different types of copy for different emails.
Welcome email copy: The goal is to say hello to your new subscriber. It’s the most basic first email you can send. In a few short paragraphs welcome the subscriber and thank them for joining. Include a short blurb about who you are and what they can expect from you. Invite them to click through to your site to learn more about you.
Nurture email copy: the goal here is to connect and build relationships. Your copy can be educational, informative or storytelling. You can include curated content that helps them. Your call to action might be to get them to connect with you on social media.
Education email copy: This is a subset of the Nurture email above and a key factor in helping to build your prospect’s trust in you. Educate the prospect on the benefits your prospect will receive and how good it will feel for him to get those benefits.
Sales/promotional copy: the goal here is obviously to get them to buy your offer. Your copy needs to stand out from others. It needs to let them know what makes it so valuable to them and why they need it.
Whatever the goal of your email is, tailoring the content to it is essential for getting subscribers to click through and convert to buyers. Make your copy personalized to your reader, relevant to your service and cohesive to your brand, meaning it should be in your voice, match your tone and mission and still be readable.
Effective persuasion isn’t about manipulating people to make a sale. Instead it’s demonstrating how a purchase is int your customer’s best interests. It gives them all the facts and benefits so they can make the best decision themselves.
There are six basic rules of persuasion that can be used in almost any situation.
Using these persuasive strategies in your copy will help you create compelling copy that can be used in any type of email. These different types of persuasion strategies can be employed in different ways as well.
Your email copy is the driving force that gets others to take action. Even though you might be sending an email to get your reader to buy something from you, you still what to use the email copy that follows the best practices.
Use these best practices to create emails that get opened.
Writing the copy will be different for each type of email you are sending yet all will have some of the same fundamental elements. For example, a welcome email will be more of a get-to-know me quick introduction while a nurture email can have more personalized sections or story elements.
You want to write your emails in a way that is intentional. They should be easily consumed which means short sentences. And no more than three sentences per paragraph for easy scanning.
Know who you’re talking to. You should talk differently to each type of person. Create a customer persona and then write to them.
Write as if connecting with a friend and asking them to take the action your planned for when setting your email goal. Write the same way you speak, as if you’re telling a friend about this amazing product you found.
The body of your email should carry out exactly what your subject line promised. It’s frustrating to the reader when they read the message only to realize it had nothing to do with the header. Or they click through your CTA only to find themselves on some landing page or site that wasn’t related to the email or the subject line.
Use compelling subject lines. This is the first thing the reader will see. It needs to grab attention and make them want to open the message.
You preview text is the piece of text that tells subscriber about the content of the email.
Make your message scannable. Use sub-headings, lists and small bits of information. Throw in an image when appropriate.
Don’t make your readers think. Most will look at your copy and want to understand what you’re offering without having to decipher your words. Describe what your product is, what it does and who it’s for.
Don’t shout. In other words, avoid all caps and don’t use excessive exclamation points.
It’s perfectly fine to get personal, tell a story and be friendly in your email copy. Appeal to your subscribers with an emotional appeal that spurs some kind of reaction in them.
Use strong imagery through your copy to describe the benefits they will get if they click on your call-to-action button.
Use “we” less and “you” more. Focus on them instead of you and what you want.
You must clearly tell the reader what you want them to do next:
Use strong verbs in an active voice. The active voice is when the subject performs the action. This makes the action powerful and calls the reader in more effectively.
Use these fundamental elements in your copy for emails that get better open rates and click throughs.
There are many different methods of copy you can use when creating your emails. You want to use the right one for the type of emails you’re sending out. Let’s take a look at some of them.
Stories. Storytelling copy uses personal stories to share information. People love reading about interesting stories. It helps them relate to you and your product or service and see how it changes lives. Stories encourage them to try the product or service themselves. Stores have an introduction, a problem, dialogue and a solution that grabs the reader’s interest, keeping them hooked to read the entire piece.
Short copy. Short copy is the basics. Use this when you just need to present the information in as few words as necessary to get the idea across. Short copy works well for welcome emails, sending out a quick reminder about a sale or reaching out to a potential client. It works well for impulse-clicks and snap decisions.
Long copy. Long copy is more about persuasion. It helps you overcome their objections to the purchase. Use long copy for different types of emails. Long copy can be used to build relationship, nurture or engagement emails. Use long copy if the customer has never heard of you, they don’t know what the product or service is for, or for expensive products or services the customer can’t justify purchasing.
Series. This can be any set of emails you send out that take the reader from beginning to the goal. Welcome email series is the most common. A series creates trust and helps you establish a relationship with your customer.
Another type of series is the Lead Nurture series. It focuses on nurturing subscribers through the entire sales cycle. Other types of series might be the re-engagement series to bring cold subscribers back to active status. Or the abandoned cart series which helps you get potential customers back; understand why they abandoned and help them complete the sale.
Informative. Informative emails are where you provide some form of value to your reader. You simply provide tips, inspiration or resources without expecting something in return (no selling). These can be in the form of a newsletter or as nurture or engagement emails.
Educational. The education email provides customers with industry knowledge connected to the business or product. It builds relationships and trust. You can teach the reader something connected to your business through relevant content.
These emails offer bite size information with a read more link to take customers to your blog or article for the complete information. It’s fine to add mini promotions to the email, but it’s not the main focus.
There you have it. The different methods you can and should be using in your emails to build relationships and better conversions.
So far, you’ve learned where you need to begin with the basics of creating high converting emails. We gave you the details on what you need to write and how to set your email goals. Then we moved on to the why and when you should use certain types of email.
In the persuasion strategies section, we helped you get comfortable with using persuasive selling in your emails. The email copy and copy fundamentals sections gave you powerful tools for creating copy that converts. Finally, we looked at the different methods you can use when creating your copy.
The next step is to begin creating that plan for your emails. Set up a schedule and put it in your planner what, when and who your emails are going out. Then begin writing the copy so that it creates high conversion open rates.
In future guides you’ll learn about the anatomy of a high converting email, how to turn anything into email copy and email engagement hacks and the four pillars of email marketing.
|Until next email;
Fred The Submarine Guy Raley
http://www.TrafficLeadsNSales.com <== Exactly what you need to be successful in business. Drop by NOW!
P.S. Two VERY useful downloads for you from this lesson:
ENJOY & PROFIT WILDLY
Lesson #2: Anatomy of a High Converting Email
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