There is no doubt that email marketing is one of the most popular yet successful email marketing strategies right now. As a brand, you need to write compelling emails that not only keep readers engaged but also motivate them to take the desired action. When an email has clarity and relevance, it increases the chances of conversion.
Obviously, crafting emails that convert potential leads into customers isn’t easy. You need to use appropriate wording with the right structure. In this blog post, I am going to discuss an effective approach in detail that you can follow to write emails that actually drive conversions.
So, without wasting any further time, let’s get into the details.
Steps for Writing an Email That Actually Converts
There is actually no rocket science in crafting emails that generate conversions. All you need to do is follow the right approach. Let’s discuss this in detail:
Understanding the Targeted Audience is Important
Many brands and marketers immediately start crafting without getting a proper idea of the targeted audience. However, you shouldn’t be one of those. This is because, no matter how well-written your email is, if it doesn’t match with the needs and preferences of the targeted audience, it will fail to connect with readers and achieve the desired results.
That’s why it is important to study the audience thoroughly, which usually involves knowing their requirements, pain points, quality standards, age, social norms, and many more. Now, you may be thinking of how to get this sort of information.
Well, there are multiple methods that can be adopted in this regard. First of all, you can perform in-depth market research both physically (if possible) and online. For online, there are numerous useful specialized tools available, such as Google Analytics.
Moreover, you can also create buyer personas that represent your ideal audience and help guide your email messaging.
Write a Subject Line That Grabs Attention
When it comes to email marketing, the subject line is considered one of the most important elements. It plays a key role in deciding whether your email will be opened by its recipients or not. According to a stat, around 47% of the recipients open the emails only after reading their headline.
So, to boost conversions, you have to spend valuable time and effort on crafting a subject line that actually grabs the reader’s attention. There are numerous tips that should be followed in this regard.
- First of all, make use of catchy wording instead of casual or normal phrasing.
- Keep it short and descriptive
- Don’t compromise on the main message
- Try to highlight both services and their benefit at once
For example, instead of writing: ‘’Acquire Our Marketing Services,’’ you can consider a subject line like this one: Increase Your Conversion Rate by Acquiring Our Marketing Services.
So, a well-crafted subject line sets the stage for better engagement and higher conversions.
Focus on Benefits, Not on Promotion
The most common reason behind a failed email marketing campaign is that marketers focus on being promotional, not on highlighting the benefits and solving the problems recipients are facing. This creates a bad image in the customer’s mind; they think the brand does not care about them, and their only goal is to earn profit.
So, you should avoid this approach. While writing, analyze how your specific products and services can prove beneficial for the people. And remember, this solely depends on the type of product you are selling.
For instance, if you are selling computer processors, then try to explain their speed, multitasking capabilities, etc., in the email copy. Doing so will encourage the recipient to make a purchase, resulting in conversions, which is the primary objective…right?
Come to the Point Quickly
The attention span of the audience is decreasing drastically. Currently, the average attention span is around 8 seconds. This means people are skimming emails instead of reading word-for-word. So, if you don’t provide the main information in the first few lines, there is a strong probability that the recipient will ultimately lose interest.
So, the approach is simple now – your email copy should explain the primary message instead of discussing details. To do this, you need to take care of the following three elements:
- First, identify the primary problem of the audience (which you already did in the first step)
- Acknowledge the audience situation
- Hit them with an appropriate solution
This is the formula you can follow to quickly convey the main message without leaving readers confused.
Keep the Email Copy Engaging & Readable
No matter how valuable or beneficial the information your email contains, if it doesn’t sound clear, compelling, and personalized while reading, there is a strong probability that it will fail to drive conversions.
So, make use of power words and phrases. For example, replace “Amazing” with “Remarkable” or “Unmatched.” Stronger wording immediately grabs attention and highlights the value of your message. Additionally, focus on writing sentences that are in the active voice, as these sound clearer and more direct. Try to adopt a writing style that perfectly resonates with the audience.
However, meeting all these requirements takes skill, time, and effort. If you find this challenging, you can integrate AI email writer into your workflow. It is specifically designed to craft unique, engaging, and personalized emails tailored to the given prompt.
Relying on such a solution will help you save time and resources. It allows you to maintain consistency in tone and messaging, making it easier to drive conversions effectively.
Write for One Reader, Not for Everyone
Remember, mass emails fail because they feel impersonal. A high-converting email gives the feeling that it is specifically written for one person, not for a general audience.
Therefore, while writing, it is considered extremely essential to personalize the email. There are numerous ways through which this can be done. For instance, you can start segmenting the targeted audience.
Segmenting basically involves dividing the audience into different sections based on their interests, behavior, purchasing history, and specific roles.
Apart from this, try your best to address customer pain points directly. This will contribute to building their trust and loyalty, ultimately leading to conversions. Make use of conversational language to give a personalized feeling.
Include a Call to Action
A Call to Action or CTA tells people what to do next when they are done interacting with the email. The action can be either making a purchase or signing up for the newsletter, or visiting a URL.
In emails, you can use different types of Calls to Action (CTAs). The most popular ones are: buttons, contextual links, and banners. You can go with any type based on your specific brand or audience needs.
However, one important thing to keep in mind is the placement of CTA. Place it somewhere in the email where it is more likely to get noticed. This is because it will be a major factor in driving conversions.
Here is one tip: test different placements of CTA, and then review which one is providing the best results.
Optimize for Mobile Devices
According to a survey, around 81% of people prefer to open emails using their smartphones. This means that even if you end up writing an excellent email, if it is not perfectly optimized for mobile, it will not be able to drive conversions.
Now, all of you will be thinking about how to exactly optimize the email for mobile phones. There is no need to look around, as we have got you covered.
Here are a few useful tips you need to follow:
- Write short headlines
- Keep the email formatting simple and straightforward
- Do not write a large block of paragraphs (2 sentences are enough in one paragraph)
- Easy to tap Calls to Action
- Analyze and test how your email looks on mobile devices and remove anything that looks out of place or difficult to read. (You can use dedicated email preview tools like litmus for this.)
With this approach, you can easily optimize the emails and increase the overall chances of driving conversions.
Keep Tracking & Improving
Last but not least, it is always recommended to keep track of all your emails. Determine the average open rate, click-through rate, reply, and conversion rates. Doing so will help you understand which ones are providing good results and which aren’t.
This will provide you with an opportunity to tailor your email writing strategy accordingly.
So, that’s all from our side! This is how you can effectively write emails that drive conversions in a crowded digital landscape.
Final Words
Email marketing is an effective yet highly competitive marketing strategy nowadays. This means it is a must for businesses to craft extraordinary emails if they want to drive potential leads and convert them into regular paying customers.
Obviously, this will require following a proper approach that we have discussed in this blog post. Hopefully, you will find the given information useful and interesting.
Frequently Asked Questions
Why is email marketing highly effective in this digital world?
This is because it allows potential customers to directly communicate with their favorite brand in a personalized way. Unlike social media, each email is sent directly into the recipient’s inbox, giving a special feel to the recipient.
How long should an email be to drive conversions?
A high-converting email should be simple, concise, and easy to scan. It should ideally be around 200 words.
