Out of the 350 billion emails sent every year, only 42% are actually read through. The rest go into oblivion- unopened or deleted without a second glance. As a capable writer, what is the secret ingredient to keeping email copywriting interesting? And lead to higher conversions? Here are 7 great tips from experienced copywriters that will make your emails count.
7 Valuable Tips to Make Your Emails Stand Out
Understanding your customer, creating that ‘want’ factor and being concise are some key points to remember. Read below some important factors that should be considered while drafting client emails.
Segment Your Audience and Target Their Needs
As a business owner or a professional, you may have a long list of customers and prospective clients. Among the prospective clients, people could be at different stages of buying. Some may be almost ready to leap and only waiting for that nudge. Some others are doing their research and will then decide.
Target the prospective clients separately. Keep the copy engaging and as per their needs. Further, it’s a work in progress. As the new clients make it to the permanent list, adapt your email copywriting to make it more personalised.
Create a Compelling Subject Line
A great subject line is the first step in the art of email copywriting. Keep to a maximum of 60 words, and here are 3 great ways to create a catchy subject line :
- Have an intriguing question: “How to survive a lay-off?”. “How to plan a party on a shoestring budget?” These subject lines highlight common problems that any reader can relate to and he would be keen to know more.
- Personalise: Make it personal. For example – “Welcome to our Friday edit, Preeti” sounds sincere and welcoming as compared to “The Friday Edit”. The latter is too general and could be missed by most people. Using first names in subject lines is an effective ploy used by successful copywriters.
- Unconventional openers. “Greed is good” for a discount offer by a leading fashion brand. Or, “Burrata at Burberry’s” for a luxury café opening event is sure to make the recipient curious. They will be inclined to open your mail and read through it.
Engaging Email Copywriting Always Highlights the Benefits:
Your email should answer the question in every potential customer’s mind, i.e., “What’s in it for me?”. Focus on the advantages. For example -“adieu bad hair days, hello healthy hair!” or “Unlock your true potential with our 1-month weight loss program”. In both instances, there is an obvious benefit. The customer would be keen to read the mail and try to seek out more information about your product or service.
Also Read: Breaking Down The Anatomy Of A Perfect Blog Post
Address the Client’s Hesitations
Most clients will have questions and hesitations about a new product. Or why should they switch from their current favourite? Great email copywriting does not only inform, it assures and addresses possible concerns. Understand the client’s concerns. Provide them with the ‘15-day trial’ or ‘money-back guarantee’ if that is what will reassure them.
Create That FOMO
As human beings, it’s natural to want something that others have, but we don’t. For example, an email on “The real secret to getting that glass skin” for a new launch by a beauty brand creates a sense of mystery. Curious readers will read through your email to know more and fulfil that sense of FOMO. This, in turn, could lead to some valuable conversions. Hence, create that urgent ‘need’ in the potential customer through effective email copywriting. So they feel compelled to check out the offer.
Make it Fun – Bring in Visuals and Sensory Words
In lifestyle categories such as food, fashion, and personal care-attractive visuals can do wonders. Aesthetically shot images and well-crafted content can make your emails stand out. You can also use sensory words related to your products. For instance –glistening sun, smooth sand, and deep blue for a travel site. Or stark, edgy, retro to describe a women’s clothing brand. These help the reader visualise your offerings and get them interested.
Often, colloquial terms can work well, too. “5 hip new shades” or “Step up in style” connect with customers and sets the right pace. So go ahead and add these elements to your email copywriting.
Email Copywriting Should be Concise and Scannable
Customers are usually checking emails on different devices throughout the day. This could be on mobile or tablets. Email should, hence be easily scannable on all devices. Or else we risk having it ignored. Content should be brief, with short paragraphs, including headings and sub-headings for easier readability. Further, use CTA’s that enhance your content. Clear, short CTA’s should be included that connect with the readers and can lead to conversions.
Conclusion
To conclude, email copywriting is a skill that should be improved with these simple steps. You could even put up this checklist on your work desk as a reminder. With practice, your email will be differentiated, not just another mail in the client’s inbox. Make every email count.
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