Copywriting emails are now part of the routine for many marketers. Previously, it was used as a kind of substitute for the telephone for some specific situations. And today, it has become one of the favorite contact types for many, mainly in times of Inbound Sales.
Here are 5 steps where we will explain how to make copywriting emails without dying trying.
1. Define the objectives of your copywriting emails
Each email has a specific purpose. You can send a newsletter to build rapport and educate subscribers. Or you can send sales emails to increase revenue. However, other times, you will send transactional emails after someone makes a purchase.
Now, before planning the copy you will use in the email, you should ask yourself 4 basic questions:
- Where are you now?
- What action do you want the reader to take?
- Who are the recipients of the email?
- How will you convince readers to say “yes”?
2. Understand what your audience cares about
Making copywriting emails is so much easier when you understand the needs and frustrations of your potential customers.
So to go beyond one-dimensional users, ask your customers what really matters to them through interviews, surveys, or forum analysis.
3. Shape your research for your copywriting emails
Transcribe all your research data and download the survey results into a spreadsheet.
Also, make a copy spreadsheet that you can use, as well as repeating phrases and memorable emotions.
Making a spreadsheet is time-consuming, but seeing your prospects’ emotions and desires in one place gives you an overview of what your messages need to convey.
4. Make a copy of your copywriting emails
The simplest way to write copywriting emails is to list some features of the product, suggest its purported benefits, and add a call to action (CTA).
Likewise, you can use the research on what is happening in your prospect’s world to your advantage, and thus show them why life is better with your product.
In an email, that kind of compelling copy is used in three places: subject line, body content, and call to action.
Subject line
The subject line is the first thing to see your readers. About 35% of subscribers open an email based on it.
But if you really want to stand out in a sea of emails, you’ll have to delve into what your audience wants and show them how everything they want is on the other side of the email. A potential way to make that deeper connection is segmentation, but it requires data that you might not get unless you ask for it.
You can then tailor your subject lines to focus on helping each segment. Well-tailored subject lines combine empathy, relevance, and, as appropriate, humor. For your emails, ask yourself if you think the subject line resonates with you as a reader. If your answer doesn’t convince you, you should try until you feel like it’s the one.
Body content
This is where you have 4 seconds to convince your audience not to run away and keep reading your email. It is the part in charge of capturing their attention by detailing a problem that matters to them, and how you will solve it.
Call to Action
It’s where you really find out if your subject line and body were persuasive. Still, your CTA shouldn’t be an afterthought. Instead, use your CTA copy to remind readers that you understand what is important to them, what they’re struggling with, and that clicking the button brings them closer to the solution.
Test your campaigns
Testing your copywriting email campaign can be especially valuable if:
- You’ve used the same onboarding sequence for a while (and metrics are starting to decrease)
- You are launching a new product
- You are shifting the focus to a different person from the customer
That being said, you need a substantial number of subscribers and a solid process through a good email marketing tool to run statistically valid email tests.
