Writing Email Copy That Converts: Tips and Formulas
Introduction
While automation delivers emails at scale, writing compelling copy tailored to each audience and goal is crucial for email success. Following proven email writing formulas and best practices ensures your messages cut through the noise to capture attention and drive action.
In this comprehensive guide, we’ll explore techniques for:
Crafting attention-grabbing subject lines
Subject lines drive opens. We’ll look at ideas that entice engagement.
Structuring emails that are scannable
Skimmable email formats improve comprehension. We’ll detail techniques for organizing messages clearly.
Writing body copy that resonates
Compelling style keeps interest. We’ll examine writing tips for resonating body content.
Crafting effective calls-to-action
Converting readers to customers requires clear CTAs. We’ll review formulating actionable email CTAs.
Personalizing messages
Personalized messaging improves results and relationships. We’ll discuss segmentation strategies.
Designing clear and attractive emails
Professional email design increases engagement. We’ll look at templates and design elements.
Let’s dive into email writing strategies designed not just to send messages but have them read, understood, and acted upon.
Craft Attention-Grabbing Subject Lines
Subject lines convince subscribers your email merits opening. Tactics for irresistible subject lines include:
Lead With Name Personalization
Starting subject lines with first names grabs attention by immediately signalling relevance.
Speak to Reader Needs
Summarize specific value readers will receive to showcase custom relevance like “John, Here’s how to grow Instagram followers”
Ask Questions
Compel curiosity by asking on-topic questions like “Are you overlooking this analysis?”
Limit to 50 Characters
Keep subjects concise. Lengthy headlines get truncated on mobile.
Test Emotional Triggers
Try inspirational, helpful, funny, surprising, or nostalgic angles to resonate based on your brand voice. See what best fits subscribers.
Urge Quick Action
Prompt urgency where applicable using countdowns, limited-time offers, or expiring previews. Spike action.
Use Numbers
Intrigue with stats like “5 Unconventional Hacks…” or “7 Common Mistakes…”
Reduce Spam Keywords
Avoid using words like “free”, “discount”, “money”, or “guarantee” which may trigger spam filters
A/B Test Subjects
Try multiple subject line options against a control to determine which resonate best with each subscriber group.
Strategically crafted subject lines aligned to audience needs seize the critical seconds deciding opens.
Structure Emails That Are Scannable
Easy-to-skim email body copy improves comprehension. Useful practices include:
Break Into Short Paragraphs
Paragraphs under 3 sentences aid scanning on mobile devices.
Embolden Key Sentences
Use bolding strategically on value statements subscribers need to notice. Focuses attention.
Feature Numbered or Bulleted Lists
Lists break up dense text into clear takeaways that readers readily digest.
Call Out Next Steps
Boldly reiterate any desired reader actions like responding, clicking, or sharing to prompt follow-through.
Use Descriptive Headers
Separate content sections with descriptive headers summarizing blocks below them. Provides structure.
Add Relevant Links
Hyperlinking related articles or informational sources provides intuitive pathways for interested readers to further explore ideas.
Include Relevant Graphics
Supporting illustrations, stats, screenshots, or graphics make emails more palatable while clarifying written points.
Stick to the Point
Trim unnecessary words and sentences that don’t directly support desired reader actions to prevent diluting clarity.
Careful copy structure through lists, chunks, bolding, headers, links, and graphics keeps messages easy to quickly comprehend.
Write Body Copy That Resonates
Beyond structure and brevity, word choice impacts relationship building. Useful copywriting tips include:
Establish Reasons to Care
Introduce topics by framing reader benefits and explaining significance before diving into details. Give motivation upfront.
Limit Industry Jargon
Stick to simple language everyone understands rather than overusing niche acronyms and technicalities that distract average readers.
Anecdotes and stories humanize messages while modeling desired actions for readers to relate to. Weave one in where applicable.
Use Natural Voice
Write conversationally using words you’d actually say aloud for relationship-building familiarity. Avoid overly formal or stiff tones.
Show Personality
Share tasteful humor, irreverence, enthusiasm etc. reflective of your brand’s unique voice to stand out from dry messages.
Provide Social Proof
Include credible facts, stats, expert opinions, testimonials, and relevant examples that build authority behind recommendations so readers trust advice.
Limit Self-Promotion
Keep overt product pitches minimal. Focus copy on providing readers value vs. bragging about yourself.
Compelling copy develops a relationship with readers while clearly explaining the significance emails hold for them.
Craft Effective Calls-to-Action
Strong CTAs channel reader momentum into action. Recommendations for compelling CTAs:
Place Prominently
Position call-to-action buttons above-the-fold directly in email body vs. buried in footers so they are immediately visible.
Keep Them Concise
Use brief decisive commands like “Register”, “Download”, “Buy Now”. Lengthier clauses lose impact.
Limit to One Clear Next Step
Don’t overwhelm readers with too many CTAs. Emphasize one primary desired action.
Make Them Action-Oriented
Use strong action verbs that urge momentum like “Start”, “Join”, “Claim” rather than passive terms like “Explore” or “Consider”.
Use Contrasting Colors
Make CTA buttons visually stand out from body background using contrasting complimentary colors for pop.
Provide Value Proposition
Explain why taking the action benefits readers. Convince them the effort is worthwhile.
Include Deadlines
Noting limited-time discounts or expiration dates adds urgency to take advantage now.
Effective CTAs instantly communicate what you want readers to do next while motivating immediate action.
Personalize Messages
Tailoring emails using first names, demographics, past behaviors, interests and other details boosts engagement. Strategies include:
Address Recipients by First Name
Even minimal personalization like including first names builds closer rapport. Avoid generic “Hey there”.
Note Profile Details
Mention subscriber city, company, industry, interests etc. based on collected info to customize tone and examples.
Thank Loyal Followers
Call out longtime subscribers or frequent engagers for their loyalty since initial sign-up date or last purchase.
Wish Happy Birthday
Sending exclusive birthday offers and content makes subscribers feel recognized on special occasions.
Segment by Interests and Actions
Tailor content suggestions, recommendations, or calls to previous actions subscribers have taken indicating needs like product downloads, abandoned carts etc. Hyper relevant.
Automate Journeys
Orchestrate multi-part automated email sequences customized around subscriber behaviors and attributes using campaign builders and tags. Ongoing personalization at scale.
Matching messaging to each subscriber’s unique relationship history and demonstrated interests drives response. Know your audience.
Design Clear and Attractive Emails
Professional email design elevates engagement. Elements to incorporate include:
Follow Brand Style Guidelines
Maintain consistent fonts, colors, logos, imagery etc. from your brand across email templates for recognizable continuity.
Reflect Brand Personality
Show brand character through tone, imagery, message framing etc. Emails are touchpoints shaping brand perceptions like your website and ads. Represent your identity authentically.
Make It Scannable
Leave ample white space between paragraphs and sections. Avoid crammed layouts that appear dense and overwhelming.
Spotlight Call-to-Action Buttons
Use contrasting colors, size, and placement to emphasize CTAs buttons for easy identification.
Align Subject Lines With Content
Support subject line promises with relevant content, visuals, and action buttons readers expect to see based on subject wording.
Limit Image Count
Every image adds load time and bytes. Include only essential visuals tightly reinforcing key points. Avoid distracting extras.
Consistent, professional design ensures messages catch the eye while setting the right brand expectations.
Conclusion
While great automation delivers emails, the copy itself convinces subscribers to open, read, and act. Headlines coax engagement. Easy-to-read formatting and scannable structures improve comprehension. Compelling writing builds trust. Clear calls-to-action channel interest into revenue while personalization and professional design reinforce relationships.
With so many factors impacting email success, continually test and refine your copy using data-driven insights into what resonates with each audience. Write for action, not just passive reading.
Ready to make your next email a success? You’ve got this! Now go engage and delight your audience.
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