No matter your industry or business size, email is still a proven way to engage with customers, communicate with prospects, and increase sales, however using the right content in your emails is extremely important in getting your message across and receiving the desired actions, such as sign ups or purchases.
When it comes to email copywriting there a few techniques you can use in the subject line and in the email copy to significantly increase your open and click-through rates.
Luckily for you, we are going to explain the 3 main techniques you can use in your emails and give you a set of practical content writing tips you can use in conjunction with great landing pages to increase conversions.
Email Copywriting Techniques
In a previous post about how to write polished email marketing copy, we explained how Statista has forecasted the number of email users worldwide to rise to 2.9 billion in 2019. We also referenced research from Forbes which pointed out how effective email marketing is compared to other marketing methods – businesses reported 50% more sales from their email marketing campaigns.
As you can tell, email marketing is still very effective today but it is getting increasingly competitive. For you to stand out and catch a users attention, you need to get your subject line right.
1 – Create Captivating Subject Lines
To create a captivating subject line, you should make it personal by adding a first name to make the email feel more relevant to the reader. Avoid using spam words like “Free”, “Promotion”, and “Urgent” because email providers like Gmail will send it straight to the spam folder.
A great subject line should be short, simple and professional and should give the user a good sense of what they should expect when they open the email.
Once the user clicks on the email, the content in the email body should have a great first impression.
2 – Write To Show How You Solve a Problem
The tone and language used in an email is crucial to increasing conversions. “Every sales conversion should take place from the customer’s perspective rather than from your perspective” according to B2B sales expert and founder of The Lonely Entrepreneur, Michael Dermer.
Showing how your product or service can help your customer achieve a specific goal should be the basis for your email marketing. Focus less on your products and features and more about how they can use them for success.
In terms of your email body content, use hierarchical headings to structure your content, with short paragraphs using simple sentences and basic vocabulary to make the email less promotional.
3 – Keep Your Email Copy Aligned With The Landing Page Content
Keeping the messaging consistent throughout your email and on your landing pages is a very effective way of reducing confusion and increasing conversions.
For example, if you are offering an ebook in an email, call it an ebook on your landing page.
You should also think about your choice of colors and text to reflect your brand. If it looks too different in the email, it might throw some users off when they click through to your landing page.
Conclusion: Using Email Copywriting Techniques To Your Advantage
Email copywriting is all about showing users how you solve their problem. Your subject line should be captivating enough and relevant in order to get the user to open your email.
Use personalisation wherever possible and keep your email structure simple, with a good use of headings, simple sentences and everyday vocabulary.
Don’t forget to take a look at our 2019 email marketing benchmarks article to see how you are performing compared to others in your industry!
Inbound Marketing Manager @Sendinblue. I love helping SMBs and eCommerce businesses reach a larger audience by writing on digital marketing best practices and advanced techniques. In my free time, you can probably find me skateboarding or tinkering in an overly-complex spreadsheet. 😉