The Basics of Persuasive Email Copywriting

There are a lot of potential benefits to be gained from a successful email marketing campaign, but therein lies the rub. How do you craft a campaign that ultimately delivers the conversions you’re seeking? The simple answer is that you have to create copy that persuades recipients to follow a predetermined course of action such as joining your mailing list permanently, viewing a specific page on your website, or sharing your information with contacts as a trusted source, just for example. The real difficulty is learning how to write compelling copy that translates in the email marketing medium. But there are guidelines you can follow to increase your chances of success.

The basics of persuasive email copywriting begin with knowing what you want to accomplish, figuring out what consumers want, and then finding ways to make the two sets of goals compatible. The reason for this is that you’re not likely to convince anyone to follow a course of action unless they see some personal benefit (beyond the obvious advantages of having your product). Think about the things that all people want – food and shelter, comfort and safety, love and companionship. Then consider how your products or services might meet some or all of these needs. Your email marketing copy needs to convince prospective customers of your ability to meet their basic needs on some level, providing value that they can’t obtain elsewhere.

Of course, it doesn’t pay to be insincere, and a lot of marketing lingo can come off as nothing more than a sales pitch. The content of your emails should portray your brand in a positive way without coming across as a hard sell, or worse, vague promises and grandstanding. Don’t mistake people in a rush for fools – savvy internet users can spot a sales pitch a mile away. And on that note, you also need to keep your copy concise and direct. Although most people check their email frequently throughout the day, they don’t necessarily have a lot of time to spend on messages that don’t convey immediate importance.

This means you have to hone your copy, cutting extraneous verbiage that doesn’t do anything to convey your message. And you must be direct. Don’t leave email recipients guessing at what you want them to do. Provide a simple and direct call to action. Even better, include a button for one-click compliance. The easier you make it for consumers to follow your directives, the more likely they are to do so. You don’t necessarily need to be bossy, but you do need to make your expectations clear, or risk leaving email recipients confused as to how to proceed.

As any experienced professional from BlueHornet Email Marketing Services will probably attests, there’s no one, simple solution when it comes to meeting your goals with email marketing campaigns. But when you take the time to learn the basics of email copywriting, you can create compelling and persuasive content that is more likely to achieve result such as conversions. You just need to keep your message short and sweet and find ways to convince consumers that achieving your goals will help them to achieve theirs.

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