How To Write Emails That Convert Readers Into Clients
“If you are not seeing the email as a money making machine, you have the wrong strategy.” - Hans Smellinckx
Did you know that nowadays, in 2018, according to statistics, there are over four billion email accounts and 3.8 billion of them belong to consumers as well as corporate users? Pretty impressive, isn’t it? Facebook alone has 2.13 billion monthly users.
What does that tell us? Well, it tells us that there are over two times more email users than Facebook users.
Thus, even though a number of your clients hang out daily on social media, most of them use another means of online communication. The old and legendary: Gmail, Yahoo and Outlook.
Email marketing: 3 main benefits of reaching clients via email
Although many believe that email marketing is an ancient and boring strategy to use in order to contact consumers, it’s not inefficient. In fact, email marketing can bring marvellous results and so, help you develop your business.
Here’s how email marketing makes a difference:
1. It boosts engagement
Being one of the most powerful marketing channels, email marketing can help you build meaningful relationships with your clients. It can also increase customer satisfaction as well as engagement. How can you achieve that effect? Well, you can send your clients weekly email notifications, ask them for feedback, send them bonuses, coupons or exclusive content, thank them for purchasing an item in your online store or inform them about discounts. Clever, isn’t it?
2. It improves your sales
Did you know that over 75% of consumers decide to leave a site before completing a purchase? It means that your sales could be much higher if your clients weren’t abandoning their carts. Of course, the world isn’t perfect and you can’t make sure each and every client of yours will complete a sale in your online store. However, you can encourage your clients to finish their shopping via email and thus, boost your sales. Check these cart abandonment emails and learn from the best.
3. It increases conversions
Email marketing is not only a great channel for enhancing customer engagement and improving your sales, it can also help you boost conversion rates. How is that possible? Well, there are a number of ways you can use email to get new clients and encourage your loyal ones to make more purchases.
You can increase conversions by sending:
- Up-sell and cross-sell emails (e.g. product follow-up messages)
- Promotional offer emails
- Re-engagement emails (e.g. win back or replenishment emails)
Email marketing: tips for writing emails that convert
Since you already know that email marketing can help you build your business in a number of ways, it’s time to learn to write effective letters. Remember that although email marketing has high ROI, the strategy won’t work unless you learn how to write proper emails, i.e. those that convert readers into clients.
Here are several tips that will help you write email content like a pro:
Write an attention-grabbing subject line
Although all our lives we’re being taught not to judge people by appearance and books by their covers, we keep on doing that. It’s a natural human behavior. The same goes for emails.
Did you know that 47% of email recipients decide about reading an email based on its subject line? That’s right! Thus, in order to increase your conversion rates, you need to make sure that, first of all, your emails get opened. You can achieve it by writing irresistible email subject lines.
Here are the essential elements of subject lines that get clicked:
- Personalization: use your client’s name
- Curiosity: make it interesting (you can ask a captivating or a thought-provoking question)
- Urgency: eliminate hesitation about whether to open your email or not
- Proper length: 50 characters is enough
- Concise language: use simple words rather than sophisticated phrases
- VIP treatment: make your clients feel special
Also, remember NOT TO USE ALL CAPS or overuse exclamation points !!!!!!!!! Such techniques make you sound either desperate for attention or aggressive. Nobody likes being yelled at.
Use psychological tricks
We’re all different. That’s true. There aren’t two people on this planet with exactly the same personality and character traits. However, as far as our brains are concerned, they work similarly: they react in a particular way to certain types of input. Thus, psychology can help you write email content that gets clicked, read and increases conversions:
#1 Trick: FOMO
FOMO is short for “fear of missing out.” It can be explained by loss aversion: the idea that losses have bigger impact on us than gains of the same size. Thus, since we’re sensitive to losses, we hate the idea of missing out on anything in life. This is why discounts and time-limited offers work so well.
Now, the effect of FOMO can be achieved by creating a sense of urgency in your email. For example, you can set a deadline, offer something scarce or use urgent words, such as “act fast.” There are many possibilities!
#2 Trick: Color
Did you know that every color evokes certain emotions in your readers? Yellow stands for optimism, purple for creativity and green for peacefulness. Thus, use color psychology when you design images for your emails. It’ll boost your conversions, increase brand awareness and sales.
#3 Trick: Names
Did you know that names have certain power? Hearing your name triggers great brain activation and thus, elicits positive emotions. That’s why email personalization is so important to building and strengthening relationships with your clients. So, do research on your subscribers, figure out their names and use them not only in subject lines (as was mentioned above), but also in the content of your emails. Make the messages personal.
Remember, nobody wants to see a company, a business or a corporation behind your brand. Everybody wants to see a human being. So, be a friend to your clients and use their names.
Add a call to action
It’s one thing to inform your clients about your new winter collection or must-have accessories, and another to persuade them to take action and do shopping in your online store.
Thus, make sure each of your emails has a CTA (i.e. “call to action”). Otherwise, your clients won’t know what to do after reading your email. Should they share it, visit your website, check your new products and services or download your ebook? Tell them to take action after reading your content.
Now, here are several components of a perfect CTA. It should:
- State the benefits
- Deliver what you promise at once
- Use the right words (e.g. action words)
- Create the sense of urgency, scarcity and trigger FOMO
- Minimize risk
- Focus on the value
- Be personal, inspire curiosity as well as anticipation
Wrapping it up
Email marketing is one of the best, most effective and easiest ways to increase conversions. However, it won’t work unless you learn to write captivating emails. Thus, use the tips discussed in this article and master the skill of writing persuasive content. It will pay off!
If you found this post interesting and helpful, share it! If you have other tips on how to write emails that convert, share them with us in the comments below!
About Karen Bridges
Karen Bridges is an affectionate blogger, whose main approach is a retrospective analysis of everything, from the evolution of technology to the history of marketing methods. She’s a staff contributor at Omnipapers.
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