Writing Email Marketing Copy That Sells
Writing your email marketing copy that make your audience react accordingly to your campaign strategy is one of the most difficult element in any successful email marketing campaign.
It is even worse if you’re trying to sell a product or service and imagine trying to write compelling copy asking for a donation? You want to make sure you hit all their triggers and emotions, so below are ideas you can think about and put to work when writing copy that sells in your campaigns.
Benefits not features: I can’t stress how important it is for you to answer your recipient’s question, “So what” I would teach this principle to each sales person that I trained over the years. Put yourself in your customers shoes and ask What’s it going to do for me?” ”
Too many businesses I have worked for have spent too much time and energy getting caught up in focusing on themselves rather than their recipients. Recipients should always be the focus of the copy and it should be all about those benefits. Product X has this feature, which means your life will be easier to manage because ?
Use Subheads – Getting the attention of your readers using subheads is always a great idea. It breaks up your thoughts and gets to the heart of what you’re selling or telling the recipient. Add this principle of copywriting to writing in small chunks.
You need to get to your point fast in small succinct paragraphs and if they want more detailed information give them the option of links off.
Use Bullets – Bullets break up points or benefits so that your readers can get your information quickly and easily.
Testimonial evidence. This has been the the real skip-change in digital marketing recently and it will only grow and grow. For over 100 years, Direct Marketers have understood that nothing sells your product better than your customers. But get REAL people and evidence, don’t make up great testimonials, people can tell. In fact go one stage further, make REAL people part of the campaign treatment, use their stories as the copy and content. It will sell, I guarantee it!
Finally and I wish that all emails finished this way, “Ask For The Order’
The majority of my time is spent working with Small and medium sized businesses getting them to think about their Calls TO ACTIONS throughout all of their marketing communications. Buy Now” link or your “Call 1-800..” copy. IYou should definitely display your call-to-action above the fold so that your recipients don’t have to scroll down to find your offer links.
Don’t be afraid to get in your recipient’s face either, be BOLD and STRONG if that’s what you told them you’d be sending them, they expect it and probably want it. Use expiration dates and bold colors, and make sure to link from everywhere you can in your email to get your recipients to act now!
Enthralled Consultancy is a specialist Sales & Marketing consultancy that specialise in Lead Generation programmes and communications for small and medium sized businesses in the United Kingdom.