Email copywriting is tough. It’s something you’ll need to master over time, and definitely not something you learn overnight. But don’t worry – it’s not that difficult once the steps are outlined clearly, and if you understand the basic idea, you’ll be good to go. Here’s how to write irresistible email copy for your business.
How to Write Irresistible Email Copy
Set your goal
Before you dive into writing the actual content of your email message, you have to clarify one thing for sure: the goal of your email.
There are many different email types out there and all of them have different goals. For example:
- Newsletter: Usually wants to inform, not sell
- Cold email: Asks for a small favor or sell sg.
- Transactional email: A casual reminder of an online order, or something related to an old transaction
Not only do the goals for these email types differ, but also their subjects lines and content. Put simply, all elements of your message have to be tailored to direct the receivers of your email towards your desired “conversion” goal and your audience. That’s why the following step to writing irresistible email copy is so important.
Learn about your audience
After you know your goal you need to learn about your audience as much as you can. You can’t communicate with them effectively without knowing more about their true personalities and why your product or service appeals to them.
You can hunt for tidbits of information about your audience:
- in previous email messages,
- on web forums,
- in Facebook or other social media groups,
- under Twitter or Instagram hashtags,
- in Amazon book or product reviews,
And of course you can conduct your own customer interviews to learn more about them.
Once you have enough information about them you should develop your own buyer personas which you can relate to later on when you write your email copy.
Write an irresistible subject line
The subject line has the power to make or break your email:
- 35% of people open email based solely on the subject line
- 69% of people report email as SPAM based on the subject line alone
That’s the reason that coming up with the right subject line is usually the hardest part of email copywriting. It’s not easy to stand out from the crowd with your subject line, especially if your email is stuck in Gmail’s Promotions tab.
I could write thousands of words about this topic, but that’s not the goal of this article. When writing your subject line, keep the following tips in mind:
- Be concise – less than 50 words
- Personalize as much as you can – Not only %%first_name%%
- Take advantage of FOMO – Fear of Missing Out
- Include a relevant emoji, if appropriate
- Avoid spammy words and words that customers hate
- Be funny when appropriate
- Focus on pain/solution – Depends if you want your message be positive or negative
Of course your email subject line can’t have all these properties, and you have to choose one which fits your style. But choose wisely. I would advise you to A/B test your email subject lines as often as you can. You’ll be able to learn about the taste of your audience and improve your subject lines over time, if you do so.
One quick trick you can implement to improve your email open rates:
Simply resend your email with a different subject line to those who haven’t opened your message for 3-5 days.
Develop your style
You want your audience to remember you, right? They’ll only do so if your email copy reflects your brand and your email design looks similar to your website.
You need to build your own authority and style – not only with the content and design of your emails, but also on your social media channels and website as well.
10 years ago you could succeed with a clumsy website, and little to no knowledge about email design or copywriting, but these days you need to become a master to stand out from the rest.
Develop your own style to become more recognizable and develop deeper connections with your email audience.
Build on AIDA
The AIDA model is the very basic idea behind almost every sales centered email or landing page. It’s easy to understand, but harder to master.
It’s easier to translate it to the world of email copywriting by thinking about the different levels of the model as separate emails.
- Attention – Your goal is to grab the attention of your subscribers.
- Interest – You elaborate more on the pain of the customer, maybe through the power of storytelling
- Desire – You try to convince them through features/benefits of your product/service.
- Action – You convince the users to take a certain action (for example make a purchase, or download a coupon or subscribe to a newsletter)
The AIDA model provides a great framework for sales-centric emails, but don’t worry if it might not work in your special case.
If you have nothing to sell, instead of using the AIDA model, I would advise you on building a personal relationship with your subscribers. I know that it’s not scalable and requires loads of work, but it’s really worth it in the long run. If you know them, you’ll be able to communicate with them more effectively.
Use the power of “you”
Orient the copy of your email towards the reader and don’t talk about yourself too much. You want your subscribers to feel just like your email would be talking to them.
You can do this by simply using “you”, “your” and “yours” instead of we or I. This little tactic will make your emails much more personal, and higher valued in the eyes of your customers, especially if you can match a personal message with truly personalized offers inside.
Use email personalization
Some years ago email personalization meant that people were called by their names instead of “Hey there!”
Nowadays, personalization means much more than that. Your email has to be:
- Timely – Sent at the right time
- Relevant – Has to include an offer which is relevant to the actual person reading your email
- Easy to understand – Use the words your target audience understands and uses on a daily basis
Move a step further and up your email game with proper email personalization.
Have an actionable call-to-action (CTA)
You don’t want to mess up your efforts with an unattractive, hardly clickable, uninviting call-to-action button.
What makes a good email CTA:
- It looks clickable
- It stands out from it’s environment
- It creates anticipation
- Has a sense of urgency
Once you are done with writing the copy of your email, it’s time to move on and actually design your email template.
These are the keys to writing irresistible email copy that entices your audience to not only open your emails, but eventually convert.
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