Traditionally, copywriters were responsible for producing advertisements for television, magazines and outbound media; now, in the digital age, their responsibilities have expanded to include website copy, social media, blog entries, Google AdWords and a variety of other digital content.
All of these diverse methods of content marketing have one thing in common: conversion copywriting. Writing effective copy for any channel requires this style of copywriting. In this article, we'll delve a little deeper into conversion copywriting for emails and provide some of our best techniques for using it to engage with and convert your target audience.
9 tips for getting started with conversion copywriting
Copywriting has the capacity to drive sales and persuade your subscribers to do the particular action you want them to take. But, with everything else that marketing teams have to deal with on a daily basis, creating interesting email copy often takes a backseat or sometimes is ignored altogether.
Curating an awe-inspiring email is nothing less than art that comes only with practice. However, there are a few steps you can implement right away to produce a more compelling copy that motivates people to take action. Make outstanding emails with these writing steps to observe a positive impact on your company’s bottom line.
1. Always write for the target audience
Before you start writing, you should ask yourself two important questions about your customers.
- What do you want your customers to do?
- What's keeping them from doing it?
To find out the answers, talk to your customers and you can reach a genuine audience with the Snov.io email finder tool. Then, go ahead and interact with them through a survey or read reviews for products or a business similar to yours a quick idea of what customers desire from your brand and products. Find out what makes your customers tick by digging deep. If you've done your homework, your copy ideas will entice them to purchase your goods/service.
Whatever business you're in, it's critical to establish yourself as an authority. However, this does not necessitate the use of complicated language. In fact, the more straightforward your copy, the better.
It's a good idea to compose your emails as if you were speaking with a close friend or your mother; there's no need to be formal. While acting like a real person, you can still be professional and give value. "Best Regards," "Dear Mr.," "Dear Sir," and similar phrases should be avoided. It shouldn't feel stuffy, even if it's an email from your company. You want readers to realize there's a real person behind the computer.
2. Make use of the AIDA copywriting model
You've done your homework and know what customers expect from your goods. It's now time to incorporate those desires into your writing. People are interested in hearing how your product can improve their life. Explain how your product will assist them in achieving their objectives to get them enthused.
But don't get ahead of the game. It will be difficult to convince subscribers to pay attention to your message if you instantly tell them "here's how my product will solve your problems." Follow the AIDA copywriting strategy to get customers in.
- Attract: Pull your subscribers' attention with a bold and catchy copy.
- Interest: Pique their interest and leave them wanting to learn more.
- Desire: Demonstrate that your offering is a good fit for their aims and how they see themselves.
- Action: Give them a reason to act on your request by giving them a reason to do so.
When you use the AIDA framework in your emails, you won't come out as pushy or like a salesman. They'll pique readers' interest in learning more about your products.
3. The subject line is your first step in the door
The importance of subject lines cannot be overstated. And attentiveness is your first chance at nailing that A in the AIDA framework. They won't open or read your email if the subject line doesn't catch their attention.
So, consider what is the most intriguing or surprising aspect of your email. Don't try to disguise the value; instead, state it plainly in the subject line. Based on the performance of your emails, you'll be able to notice trends over time and predict what works with your audience.
4. Keep your copy short and sweet
The issue is that when there is too much information, buyers' eyes glaze away. Give your customers detailed, concrete explanations to keep them intrigued. Physical aspects that catch the eye of customers and give them a clear concept of what to expect from your product will help to build a genuine picture of what your product has to offer.
Is your copy too ambiguous? Examine whether it adheres to the 4 Cs of copywriting:
- Clear: Is the message of your copy self-evident?
- Concise: Are you saying more with fewer words?
- Compelling: Is your description enticing enough to pique someone's interest?
- Credible: Do you think your description is accurate?
Short sentences assist in making your material easier to read and understand. Complete one idea, then go on to the next. It's a lot easier to read when your phrases are short, pleasant and separated into different lines.
The last thing you want to do when a subscriber reads your email is to overwhelm them with extensive paragraphs. Make it simple for them to open your email and understand why they should care about whatever you're saying.
5. Incorporate action verbs
Emails are one-to-one communications aimed at a high-intent audience. In continuation you make them take whatever action you want using very obvious words by using action verbs like "get", "purchase", "look" and "shop." By employing action verbs, you'll be able to avoid long phrases and instead compose messages that are easy to read and engaging, encouraging readers to take action.
Use terms that aren't alienating. It's best to avoid using jargon unless you know your audience utilizes it and is comfortable with it. This also applies to abbreviations. Use language that everyone understands instead.
6. Support you copy with visuals and wit
Puns and alliteration are excellent ways to capture your readers' attention in your email copy. If you can make a joke or a rhyme without seeming cheesy, go for it! You're attempting to encourage your subscribers to absorb and remember information in a short period of time. Catchy phrases and words stay in the mind much longer than their dull counterparts.
Do you know what they say about a picture being worth a thousand words? Our brains can absorb pictures in just 13 milliseconds! Words aren't nearly as memorable as photos. Of course, copy is required. However, if you use photos and GIFs to properly underline the point you're trying to convey, your message will be much more powerful.
Images and GIFs can help you increase the fun factor while also showcasing your items in a more dynamic manner. Use them to show what you're talking about, to add some humor, or to set the tone of your email. They're also a great way to add some personality to your outfit.
7. Include a clear call to action (CTA)
Your call to action must be very visible, unambiguous, and actionable. Almost 70% of small businesses make the mistake of not having a proper CTA on the website or emails. Strong, action-oriented CTAs include phrases like "Shop Now", "Buy Now", and "Get Your Discount". If you make it short and specific about what you want people to do, they won't be left wondering what you want them to do or be directed to a page that confuses them if they click. Just keep in mind that you should only have one core CTA, or else you'll muddle the message and make it unclear what action they should do.
8. Use split tests on your experimental copy
You can verify your email list of leads through an advanced email verifier tool and then use A/B tests to your advantage. You won't know what genuinely resonates with your audience unless you conduct tests all the time. Experiment with alternative subject lines, jokes, length, number of GIFs and images, button colors, email finishes, CTAs and other elements.
You'll learn a lot about what your readers like to interact with each A/B test you run, and you'll be able to replicate and alter your messaging over time. You'll be able to write email marketing copy that is tailored particularly to your audience using data from your testing.
9. Focus on advantages rather than features
Instead of focusing on the characteristics of your items, talk about the benefits that your members will experience and how those benefits will improve their lives. Whether it's for comfort, convenience or a sense of belonging.
Concentrate your copy on the product's true benefits rather than its physical features. Your subscribers are unconcerned with your tea maker's superior filtration system. They are concerned with the quality of their tea. As a result, focus on the advantages of your items at all times. Consider the desired outcomes for your customers and how your product can assist them in achieving them.
Last but not least, proofread your work. Your errors, sadly, tarnish your reputation. So, before hitting 'Send,' take a few extra minutes to double-check your work.
So there you have it, a few simple techniques for writing email copy that converts. Segment, personalize, write your subject lines and make sure they're in tune with the rest of your email and landing page content.
Convert your contacts into qualified leads, leads into genuine buyers, and buyers into brand advocates by utilizing effective and persuasive CTAs. Remember to test your emails and examine your findings on a regular basis to enhance your conversions.