Email marketing is a powerhouse for boosting conversions when done right, and applying the advanced copywriting tips we’ve covered can take your emails from “meh” to magic. Whether you’re sending out newsletters, promotional emails, or nurturing leads, these tips will help you craft irresistible emails that get opened, clicked, and convert.
Let’s break down how to integrate these advanced tips into your email campaigns for maximum impact:
1. Write Compelling Subject Lines (Use Power Words & Personalization)
The subject line is your first (and sometimes only) chance to grab attention. Use power words and personalization to create subject lines that stand out in crowded inboxes.
Pro Tips:
- Use action-driven words like unlock, discover, or exclusive to pique curiosity.
- Include the recipient’s name or something relevant to them to make the subject line feel personal.
- Keep it short and punchy—aim for under 50 characters to avoid getting cut off on mobile devices.
Example Subject Lines:
- “Unlock your exclusive 20% discount, [Name]!”
- “Discover the secret to better sleep—tonight!”
- “Last chance! Only 3 hours left to claim your bonus.”
2. Create Urgency and Scarcity in Your Body Copy
Once your email is opened, you need to create a sense of urgency to push readers toward taking action immediately. Whether it’s a limited-time offer or a special bonus, urgency can drive conversions by tapping into FOMO (Fear of Missing Out).
Pro Tips:
- Mention deadlines or countdowns to reinforce urgency (e.g., “Offer ends in 24 hours!”).
- Highlight the scarcity of the offer by mentioning limited stock or availability (e.g., “Only 5 spots left!”).
- Use time-sensitive language in your call to action like “Act now” or “Get it before it’s gone.”
Example:
- “Hurry! This offer expires at midnight tonight—don’t miss your chance to save 30% on our best-selling skincare line. Only a few products left in stock!”
3. Use Social Proof to Build Trust and Credibility
In your email, use social proof to show readers that others are already benefiting from your product or service. This helps build trust, especially with new leads or skeptical readers.
Pro Tips:
- Include testimonials from satisfied customers or case studies that highlight real results.
- Use numbers to back up your claims (e.g., “Join over 10,000 happy customers” or “95% of users report better sleep within 7 days”).
- Add user-generated content like photos or videos of customers using your product.
Example:
- “See what our customers are saying: ‘I’ve never slept better! This product changed my nights—and my days. I highly recommend it!’—Sarah, Verified Buyer.”
4. Write Clear, Actionable CTAs
Your email’s call to action (CTA) should be clear, bold, and focused on a single action. Avoid multiple CTAs that can confuse the reader. Make it easy for them to know exactly what to do next.
Pro Tips:
- Use one primary CTA per email and repeat it a few times (e.g., after the introduction and at the end).
- Make your CTA benefit-driven. Instead of saying “Learn more,” say “Get your free guide now.”
- Create urgency in your CTA by adding time-sensitive language (e.g., “Claim your offer now—before it’s gone!”).
Example:
- “Ready to transform your skin? Click here to claim your 30% discount and get glowing today!”
- “Don’t wait—Get your free trial now and see results in just one week.”
5. Make Your Emails Scannable
People skim emails. If your email is a wall of text, it’s likely to be ignored. To keep your reader engaged, break your copy into scannable sections with bold headlines, bullet points, and short paragraphs.
Pro Tips:
- Use bold subheadings to break up text and guide the reader.
- Incorporate bullet points to list out key benefits or features.
- Keep paragraphs short (1-2 sentences) to avoid overwhelming the reader.
Example:
- Headline: “Here’s What You’ll Get with Your Free Trial:”
- ✔️ Instant access to our premium features
- ✔️ 24/7 customer support to help you every step of the way
- ✔️ Exclusive tips to maximize your results fast
6. Personalize Based on User Behavior
Personalization goes beyond just using someone’s name. Tailoring your email content to the recipient’s behavior (like past purchases, browsing history, or email interactions) can boost engagement and conversions significantly.
Pro Tips:
- Segment your email list based on user behavior, like purchase history, and send personalized offers.
- If someone abandoned their cart, send a follow-up email reminding them of the product, with an incentive to complete the purchase.
- Use dynamic content to change parts of the email based on the recipient’s preferences or actions.
Example:
- “We noticed you left something in your cart! Complete your purchase now and enjoy free shipping as our gift to you.”
7. Leverage Micro-Commitments with Small CTAs
If your email’s goal is to nurture leads or build engagement before a sale, use micro-commitments to get readers to take small actions first. This warms them up for the final action, like a purchase or a sign-up.
Pro Tips:
- Include low-barrier actions, like downloading a free resource or answering a one-question survey, before asking for a bigger commitment.
- Keep the ask simple and focus on the benefits they’ll get from taking the first small step.
- Gradually escalate the ask over the course of your email sequence, building toward a larger commitment.
Example:
- “Start with a quick quiz to discover your perfect skincare routine. It only takes 60 seconds!”
8. A/B Test Different Versions of Your Email
Not sure if your subject line or CTA is hitting the mark? Use A/B testing to try different versions of your email and see which one performs better. Testing is a powerful tool for optimizing your emails and increasing conversions over time.
Pro Tips:
- A/B test different subject lines to see which one gets more opens.
- Experiment with different CTAs (e.g., “Get Started” vs. “Claim Your Free Trial”).
- Test email lengths to see if your audience prefers more detailed content or shorter, punchier emails.
Example:
- Test A: Subject line: “Your exclusive offer awaits—claim your discount now!”
- Test B: Subject line: “Limited time! Get 30% off today only!”
9. Use Storytelling to Make an Emotional Connection
Adding an element of storytelling to your emails can help create an emotional connection with your readers, making them more likely to take action. The StoryBrand framework is perfect for this: position the reader as the hero and your product as the guide.
Pro Tips:
- Share a customer success story or a case study in your email to illustrate how your product can solve the reader’s problem.
- Use storytelling to paint a before-and-after picture of the reader’s situation with and without your product.
- Keep the story short but emotional, focusing on transformation and success.
Example:
- “Meet Jane. Like many of our customers, Jane struggled with managing her busy schedule—until she tried our planner. Now, Jane runs her day with ease, checks off her to-do list, and has time left for herself. You can be like Jane too—click here to get your planner today!”
10. Focus on Mobile Optimization
With the majority of emails being opened on mobile devices, it’s critical to make sure your email is optimized for mobile. If your email doesn’t look good on a phone screen, you could lose a lot of potential clicks.
Pro Tips:
- Use short subject lines (under 50 characters) to avoid being cut off on mobile.
- Make sure your CTA buttons are big enough to easily tap on a mobile screen.
- Test your email on both desktop and mobile to ensure it looks great on both formats.
Example:
- Use a clear, tappable CTA button like “Shop Now” or “Claim Your Offer” that stands out on mobile.
Final Thoughts:
By applying these advanced copywriting techniques to your email marketing campaigns, you can significantly boost open rates, click-through rates, and conversions. Remember, email marketing is all about providing value to your audience while keeping them engaged and moving toward taking action.