“If you want to sell, find an audience.” This is a traditional, effective and very accurate piece of advice that you’ll often hear when looking to sell to your product or service’s target market. However, what if you’re in the process of having found your audience, but don’t have any idea of how to spark interest among them and start making money from sales? One of the most efficient ways to reach out to your target market is with a strong email marketing strategy. But why? Simple – your email list is yours (meaning that it’s not as volatile as the followers and fans on social media), and it is known for converting more than by using any other type of digital media.
Basically, you simply must build your email marketing strategy if you want to succeed in business.
You may have heard or read it before – “email marketing is dead”, “social media is king”, and so on, but those are phrases uttered by people who aren’t actually familiar with the benefits of a top email marketing business model. Anyone who has truly found their audience and is actively providing their inbox with well-written content, killer promotions, and a relationship of trust and support will tell you – email marketing is still very alive and strong.
So strong in fact, that it has even been proven in multiple surveys and studies that people are much more likely to leave their email on an opt-in form than like a Facebook, Instagram, or Twitter page or account. Readers also prefer to open an email in their inbox than interact with a post on their social media feed.
But what is it that makes email marketing tick? After all, what skills are behind achieving a high click-through rate (or CTR) or lower unsubscribe rate? Is it the visual design of the email? The frequency with which you send them?
Fortunately for writers, the biggest factor behind a successful email is the copywriting that goes into it. This is the subject line, the copy and the call-to-action (CTA).
Ready to start converting? Here are seven best tips on copywriting for an effective email marketing strategy.
1. Offer Something New with Your Subject Lines
Remember – your email subscribers have probably seen it all by now. You may believe that you’re providing them with an offer they have never come across before, but it’s likely that they’re also subscribed to several other companies and websites like yours.
For this reason, try not to repeat what everyone else is doing, or apply a “winning headline formula” recommended by an expert in your niche. Your email will come across to the recipient as just another sales letter promoting a product or service they can do without.
SendGrid.com recommends you to write a subject line with strong action verbs (accomplish, create, maximize, solve, execute, spearhead) and to adapt a pun or saying to the language used in your niche – both of these will improve your CTR and put a smile on the faces of your subscribers before they’ve even opened the email!
2. Be Their Savior – It’s What Most People Are Looking For
Look, it doesn’t matter if you want to be impersonal because you feel that it comes off as “more professional.” If you truly want your audience to identify with what you’re selling or offering, you must be ready to talk to them about their pain points, to calm their fears and make them feel like you’re a solution to all of their problems.
In fact, it’s these pain points which Hubspot.com recommends you focus on when reaching out to another business, claiming that business pains trump both authority and money, and reminding us all that without business pains, a business has no need for our product or service at all.
Find ways to segment your email list by different needs – that way you will be able to offer specific solutions to different types of customers and diverse types of problems, further increasing your value to them. You never know, your email might just hit a prospect at the exact time they require someone like you, and you’ll have a new contract on your hands.
3. Reach Out and Touch Their Emotions with Storytelling
Some experts have said that storytelling is “in” these days – this couldn’t be further from the truth. The truth is: storytelling has always been in; it was always there, not just a craze that marketing has just discovered.
Of course, in a time when consumers are certainly less likely to purchase something just because they saw it on a billboard, storytelling certainly feels like a fad. A tool that can turn cold traffic into warm or even hot traffic really fast, storytelling is what you use to build trust with your customer. You want to help them identify with what you’re offering, and knock down any barriers that they may have felt were there between them and your product or service.
Russell Brunson, an excellent marketer and storyteller, explains that the only way to make a story work for your brand is to have an excellent hook, which in his language means the actual convincing element that people will identify with and share to their friends.
In one example, he reminds us of Drew Manning, a personal trainer who decided to get fat so that he could fit again and show people that it was possible. Thanks to this hook, Drew Manning now makes millions as a fitness expert, and people associate him with his captivating story. This repeats itself with thousands of other companies and can be achieved by anybody. You just need to know how to tell a good story.
4. Keep the Copy Short and Digestible
As many experts repeatedly tell us, it is best to keep your sentences short and your paragraphs shorter if you want to maintain the attention of your readers and have them read until the end of your copy.
Furthermore, you’re going to want to keep an eye on the word count of your entire email copy if you actually want the customer to get to the CTA at the end of it, especially if you haven’t added enough images and/or bullet points.
Making each word count is crucial for an effective email marketing strategy, mostly because you can only hold the recipient’s attention for so long, and because many who open your emails will only give you one shot at convincing them to do it again. Be smart, say what you need in fewer words without dropping the quality of your message, and you will have your customers gripping their seats as they read your emails.
5. Think Like a Salesperson – But Don’t Speak Like One
We recommended earlier that you avoided being impersonal, and we have to reinforce that – treating people like you’re a cashier standing behind a cash register isn’t the best strategy when selling to them, especially when you’re speaking to them within the intimacy of their email inbox.
When you’re addressing your recipient, make it personal! Address them as “you”, don’t pitch hard at them like you’re offering them an insurance policy, and certainly don’t talk like you’re not a human being.
Are you an individual? Great! Say “I” instead of “We.” Recommend them products or services based on your preference among the things you sell. Let them know that some of your products or services aren’t as good as others that you also sell. Be honest. Don’t be afraid to admit you’re not perfect. Humans love humans, and your customers will love you for being human.
6. Be Consistent with Your Language and Content
It doesn’t hurt to revamp your designs and copy every so often, but don’t go overboard with your changes and new looks. Consumers love what they’ve grown familiar with, and it often causes them pain to have to learn how to use their favorite tools again.
This is no different with emails – people want to hear from you or your company after a while of building a relationship with them, but they will feel out of place if suddenly you’re sending them different content or treating them differently from how you used to.
Besides being consistent, you must be relevant. In this article by CampaignMonitor.com, they also make an important point of recommending you keep your content as relevant as possible: some people will love it when you hit them with extremely personalized content, such as Airbnb welcoming you to a specific destination. These types of content, as well as doing it consistently in language and type, will ensure your relationship with the recipient is built into something special.
7. Make the Most Out of Effective CTAs
You must be extremely careful when directing your customers towards the final page – the sales URL, where they finally make the purchase (or not).
This here will be one of the most significant steps in which entrepreneurs and companies fail to convince customers to pull out their credit cards and give them their details in order to buy a product or service: the call-to-action, the key element in the sales process.
You can find an amazing article on QuickSprout.com, on which they suggest that you watch the language you’re using on your call-to-action for purchases: “Buy Now” isn’t as effective as “Add to Cart” because the latter still allows you to back out of the deal, while the former creates a level of commitment. “Purchase Now” ends up being even worse for sales, as it is an even less friendly way of telling the consumer to buy.
Don’t be blunt, but don’t make use of too many words to say what they already know. Ask them to add to their cart, to claim their free product or trial or to get their eBook now, and you’ll be much more convincing.
Create Your Email Marketing Strategy
In general, an efficient email marketing strategy will go hand-in-hand with an efficient copywriting style of a professional writer who knows not only how to treat customers, but also how to build relationships between human beings. Companies and entrepreneurs seeking to perfect their strategy will find great value in applying their tips the next time they revamp their best-performing email sequences.
Now, if you are a copywriter who is trying to find the way to earning a client in email marketing, show that you know all of these secrets on your interview with them (without telling them all that you know), and you will most likely land a well-paid job.
Don’t be afraid to start your whole email sequence over and improve it with these tips – you’re guaranteed to see positive results.