Making your email marketing strategy effective is both an art and a science. Creating email content that converts is an essential part of both.
According to the 2016 Annual State of Email Report by Litmus, 72% of today’s customers choose email as their medium of communication. Sixty percent of respondents appreciate emails that are sent to them every week, while 80% of marketers believe that email marketing strategy aids them in grabbing a client’s attention. Given this information, choosing the right email marketing strategy for your business isn’t something to be taken lightly.
The question is, how can you create a high-converting email marketing content? It all comes down to a few copywriting best practices you should apply now. Lucky for you, by the time you’re done reading this guide, you’ll have known some of the best-kept secrets to write email content that can get you more sales and leads.
Tip #1: Know your audience.
One of the proven-and-tested ways to write effective email content that boosts conversions is to know your audience well. Take some time to research Web and social analytics and interactions with clients so you can build buyer personas for your business.
When you know your clients, it’s easy to write copy that will make them want to click.
Tip #2: Write with the Web in mind.
Crafting an email content is a whole lot like writing Web copy. It’s important to remember these pointers:
- Keep paragraphs short and simple.
- Each paragraph should include the main idea.
- Keep the structure logical.
Go ahead and use bullets and sub-headings to break up chunks of text. They make your emails readable and easy to understand.
Tip #3: Create a killer subject line.
A lot of marketers spend a considerable amount of time focusing on writing compelling body copy, forgetting that an attention-grabbing subject line is just as important as what you write in the “beef” of your message.
A well-thought-out subject line is what gets clients to not consider your email as spam. In fact, a good 35% of email recipients open emails based on the subject line alone. So polish up your skills in creating killer subject lines. Don’t know how to get started? Get help from top writers services online.
Likewise, it’s important to keep your subject line short and sweet, one that will pique the reader’s curiosity and make them want to get inside your email. Add a bit of personality and use action-oriented words. More importantly, create a subject line that’s relevant to your content.
Tip #4: Use psychology.
What’s a better way to get into the minds of your audience, than to apply psychology in your email marketing strategy? By using simple psychology, you can get your clients to act in the way you want them to.
For example, use the concept of urgency and the fear of missing out (FOMO), to get potential customers to act promptly. You can do this by offering a limited-time discount on your products or services. Another way is to offer a free gift or coupon for the first 10 people who make an order.
Personalization is also effective in email content writing. Find out a client’s name, use it in your email content to grab their attention, and then send a personalized message based on their interests and needs. It’s super-effective!
Tip #5: Give rewards.
Another email marketing best practice is to reward your readers for opening your email. This process starts the moment they open the email and see their expectation from your subject line, landing page, and opt-in form. But in order to create a “hook”, your copy must show both the benefits they’ll get out of reading your email, plus proof of those benefits.
Effective email marketing content often includes some statistics or links to a case study that lets recipients know they’re right to subscribe, giving them another reason to stay on your list. On one hand, it could be as simple as giving them an extra token or gift to thank them for subscribing. It’s a win-win situation.
Tip #6: Let your personality shine through.
Emails tend to be more serious and formal compared to other forms of marketing, like social media advertising. But this doesn’t mean you can’t add a bit of personality and flair to your email marketing copy.
As a matter of fact, some of the most unforgettable emails are those that aren’t geared towards promoting a product or brand. Simple things that make a reader smile can be much more effective. Additionally, it helps create more meaningful connections with your target audience.
Tip #7: Just K.I.S.S. (Keep It Strong and Simple)!
Once your audience opens your email or clicks on your landing page, you only have a few precious seconds to catch their attention. Don’t use technical jargon or other difficult words like ‘market-speak’ or ‘cost-per-lead’. If you want to connect to your audience, it’s better to write to them as if you’re talking to a friend.
Of course, don’t forget to keep your content relevant, powerful, and straightforward to keep your readers interested.
So, are you ready to start writing more effective emails? Hopefully, the tips above can help improve the copywriting efforts that will allow you to truly make an impact on your clients and subscribers. Whatever your goal may be, whether it’s to increase conversions or boost engagement, your audience will read your emails and take action the way you want them to, as long as you don’t forget to add a call-to-action in your emails.
Best of luck!