Writing to Convert: How to Captivate Your Audience and Get the Sale
No matter the industry or business size, email is still one of the most effective ways to communicate with your customers and prospects. Recent research from Forbes has pointed out that businesses report 50% more sales from their email marketing campaigns than other sales methods. But with email being the go-to marketing method, your prospects’ and customers’ inboxes are becoming more and more crowded. To stand out from your competitors and get your emails read, you need to know how to write good email copy!
Many of us have a system for our email inbox and how we classify emails.
• You may have emails from clients and staff — those are the ones you will almost always read.
• You may have subscription emails and news updates — those are the ones you read when you have a spare moment.
• You may have sales emails — those are the ones that you may skip over or relegate right to the trash.
If you think about how you handle your own email inbox, you can begin to see how your customers and prospects may handle their inboxes.
Staying Out of the Trash Folder
Think about the sales emails in your inbox. What makes you click on one email and not another? Is it brand recognition? It is a compelling subject line? Is it a catchy preview? Chances are, it’s combination of all three of those things.
Get ‘Em with the Subject Line
Consider the subject line of your email your elevator pitch — you only have about 12 words to get your reader’s attention — so what are you going to say? A great subject line should be to the point, simple, and set the expectations for what’s inside your email. Professionalism is always a good idea, but don’t forget to add a touch of humor or personalization.
Make sure to avoid using “free,” “special offer,” and “urgent” in your subject line— those words will land your email straight into the spam folder. Even if they don’t, they’re not interesting or captivating enough to make people want to click on your email.
Now that you have caught their attention with the subject line, how do you keep them reading?
Clear compelling content that connects with them.
Content that Converts
Your audience is wary of sales pitches, so make sure that your email doesn’t sound like it’s actually selling something. A good idea is to create content that tells a story about how your product or service solves a problem. In other words, put yourself in your customers’ shoes and write from their perspective. When your audience feels understood they are more likely to trust your brand.
Make sure to use headings that make your email easier to read and avoid stuffy language. Short simple sentences and plain language will make you more readable and relatable.
Don’t Forget the Graphics
Words are difficult to read on a screen, so you want to make sure that you keep your content simple and to the point. Shoot for a word count between 150-200 words to get the highest click through rates.
But if you have a lot to say, make use of compelling graphics. Just make sure not to overload your email with too many images. Most people are reading their emails on mobile devices, and images and graphics can take a long time to load on mobile devices.
We get it, writing good email copy can be a challenge. That’s why Zero Gravity offers managed platforms. Our team of content managers, copywriters, and communication experts will develop email communication campaigns for your business that get results. Get more from your email try Zero Gravity free for 60 days! For more information about our services and managed platform, contact us today!