How to Write a Really Persuasive Email
Much has changed in the field of email marketing over the past few years. Companies today are using new marketing techniques, but you know what's funny? Simple, well-written email can be as effective (if not more) than a fancy email with a bunch of bells and whistles.Moreover, no matter how bright and colourful your letters may be, if they do not contain interesting content, subscribers will not read them.
So how do you craft an engaging email?
We'll first go over what the headers should be, and then move on to tips for writing the body of emails.
How do I choose the right headline?
One of the key elements of an effective email is the header.While there are conflicting statistics on how much a headline actually affects email open rates, it doesn't hurt to make it attractive and revealing the subject line.
1) Call to Action
The headline should call the reader to action. To do this, use verbs. The task of the headline is to tell the reader how the information in the letter can be useful for him, and whether it is worth opening it at all. In other words, subscriber value should be your priority.
2) Keep emails as personal as possible
Personalized emails tend to have higher click-through rates. According to a study by the Direct Marketing Association, segmented emails and targeted emails account for 58% of all marketers' profits, while emails sent to specific target subscriber groups account for 36%.There is nothing surprising. After all, the more segmented a mailing list is, the easier it is to create a personalized header and generate useful content for the recipient of the email.
Let's look at an example like this. Let's say you are a realtor with a huge customer database
Some of them want to rent real estate, others - to buy.People choose houses in several cities and neighbourhoods.All clients have different financial capabilities.Someone is looking for a studio, and someone is looking for a mansion.You even know that some of them only agree on houses that have been renovated in the last 5 years.
Surely you wouldn't be sending out the same email with the same headline to customers from different segments of your list, would you?
3) Clarity first, and only then "tenacity"
The headline should be clear, not just catchy. When writing promotional copy, clarity always comes first. If, having come up with a clear headline, you can make it funny, catchy or eccentric, then the flag is in your hands. But never put entertainment first.
4) The title should reflect the content of the letter
You should be aware of how important it is for the call to action to match the offer on the landing page. The same principle should be followed when creating the header and body of your email.What you promise the reader in the headline should be revealed in the body of the letter. If the recipient does not see what is promised, click-through rates (and, in the long run, open rates will follow) may suffer.
5) Don't forget about relevance
Just like the title, the message text should be relevant to the reader.Personalization in this case is also not limited to spelling the name of the recipient in the ticket. In the introduction, explain to the reader how you met him.
6) Use second person pronouns
In the text of the message, use the second person pronouns: "you", "your" and "you". Thus, the "focus" of the letter is shifted towards the reader.
7) Talk about the benefits of the product, not about its properties
You know the value of your letter. But does the recipient know it? No, not yet. And your task is to explain to him.The problem is that most emails talk about the properties of the products, not the benefits.
8) Be short
One of the big mistakes copywriters make is trying to fit an entire story into one email. Remember how you check your mail yourself? Do you really read every word in the text? Hardly. Chances are, you skim through the content quickly and look for key points to decide what to do next.So, if you are sending out hundreds of words, it will be much more difficult for recipients to decide if they want to accept your offer. They will not be able to quickly absorb all the information from the letter.Instead, try in a few sentences to convince the reader to follow the link to your website for more information.
To write a short and meaningful text, you need to focus on your ultimate goal. If you know exactly what you want to achieve with your letter - it will be much easier for you to summarize the essence of your proposal in a concise manner.If for some reason you don't want to write a short message, then remember that emails with one call to action have higher click-through rates than emails with multiple CTA buttons.
9) Seek sympathy
Just because emails are meant to convey information, doesn't mean they can't be fun. In some cases, email can be used to present your brand in the best possible light and build relationships with customers. At the end of the day, how people treat you well depends on how you communicate.
This concise email format caters to a large number of subscribers who skim through the content. Bold type and single-line paragraphs improve the readability of the text.
10) Use calls to action correctly
Yes, emails also use calls to action. At least in good letters. Above all, your appeal must grab attention. Remember: people skim their mails fluently, and if you want to highlight an element of the letter, make it a call to action.
If you are sending an HTML email, you can add a call-to-action button.
An effective call to action button has the following qualities:
- Attractive design design
- Human Text
It is also worth taking the time to work through regular text messages. As colorful as your HTML email is, not every email client will display the images it uses. While people say they prefer to receive HTML emails with images, plain text emails produce better results.As readers scan through the text, their attention is drawn to the bold words, images, and hyperlinks. So, by repeating your sentence over and over again, you lead the reader to click on the call to action button.