Once upon a time, I was stuck in the cycle of crafting very well thought out emails that failed to get the reaction I hoped for. I did many things right but failed in an effort to write a converting email.
In my opinion, I felt that my emails were nice, error-free and bore the message I hoped to pass along. Yet something was missing because I was not getting the reaction I expected.
What was I doing wrong?
Well, a few years later I wish I could unsend a whole lot of emails I had previously sent and have a total redo. It is more than just understanding how to say what you want to say that makes a converting email.
I have learned a lot and will be sharing with you in this article tips on how to write a high converting email.
Do You Really Need a Converting Email?
A straight forward answer will be yes you do. I have had a few friends say to me things like: “I am not a marketer so what is the use? or once I can convey my message the email is perfect. These are not true.
Have you ever had to send an email application for a job, a post-interview appreciation letter or even an inquiry email? These kinds of emails require a big deal of conversion.
My opinion is as long as you are sending an email with the hope of a response from the recipient, you need to craft it to be as converting as possible.
The good news is this:
It does not really feel like work after you have done it a few times. It simply becomes your way of writing. You would have inherently developed the power of conviction without knowing it.
Do you know how low email open rates are? Here are some statistics you will find interesting.
Now it is established you most likely need a converting email, let me introduce you to priceless tips that help you write a converting email.
Write a Converting Email Tip 1: Use a Captivating Subject Line
The subject line is about the first thing you have to do when writing an email, it is the perfect starting place and will influence the recipient’s action greatly.
Have in mind that a recipient will only open the email if they feel there is something to benefit. Your subject line must create a feeling that they are missing out on something and should be compelling enough. It may seem a hand full to do with a subject line, but you should consider using these examples.
Email Subject Lines That Arouse Curiosity:
- Could this be the best way to grow an email list?
- Your last opportunity to see what this mystery email is about
- Did you know they eat this in prison?
- Hologram T-Shirts?
Email Subject Lines That Arouse Fear of Missing Out:
- URGENT, one day left to join this webinar
- Tonight only; How I grew my email list in 2 weeks
- JUST THIS FRIDAY; Get this now before it’s gone
- 4 hours left to learn how to make 7 figures from your content
Email Subject Lines That are Personal:
- John: This SEO plan is what your business needs
- Rebecca: Are you coming?
- Fred: Does this Thursday work for you? [Writing classes]
Write a Converting Email Tip 2: Carefully Craft a Preview Text
Are you wondering what a preview text is?
In modern-day emailing, the subject line is not your only initial selling point. The preview text is one other sell point.
Generally, this preview text will show the first line of your email. This means regardless of intent, you are going to have a preview text. Why not craft it
Depending on the client service, 35 to 140 characters is what you are afforded for a preview text. As a rule of thumb, start your emails strong with the aim of conversion. This is especially important because the preview text will be pulled off the first few lines of text.
If you want to learn a lot more about crafting a preview text, you will find this article very helpful.
Write a Converting Email Tip 3: Go as Far as Possible From Spammy
Funny story; I once applied for a job and waited weeks for a response. I did not get one. About two months after, while deleting my spam folder I realized they had responded but it went to spam.
Unfortunately, my interview was two weeks gone. I like to think they lost the best candidate because they crafted a horrible email. At least that thought makes me sleep better at night.
What you must understand is that email clients grade emails by how spammy they think it is. After all, that is what the spam folder is created for.
How Do You Avoid Sending Spammy Emails?
My immediate go-to is trying to be as personal as possible when it is possible. So, for instance, I will opt for “Dear Amanda” rather than “Dear Friend“.
In my subject line, I will opt for “Amanda Join our upcoming webinar” as opposed to “Join our upcoming webinar“.
One no-no is the use of all caps. Nothing shouts spammy more than this. Using all caps is an online equivalent of screaming in one’s ears. Please DO NOT DO THIS!
What Are the Downsides of Sending Spammy Emails?
I am glad you asked. One obvious one was like in my example, you may lose a potential best employee.
More seriously, It will affect your open rate. For a marketer or anyone sending emails the aim is to keep your open rate as high as possible. Spam is a big obstacle to this.
If you have a lot of spammy emails sent out. It is also possible to have reports from subscribers. This is really bad news because it could lead to your emailing service blacklisting you or at best it will reduce your email deliverability.
Write a Converting Email Tip 4: Write a Clean Clear Copy
Simply put, write for the web. The aim is to give the reader a clear sense of perspective. The recipient at the end of the email should not have questions as to what was intended. How do you achieve this?
- Let your email be about one idea: If subscribers wanted to know everything about your business, they should visit your website.
- Keep short paragraphs: Even if you have a lot to say, don’t touch more than one point in a single paragraph.
- Make your email scannable: Use bullets, subheadings to break the email to tiny blocks.
- Use a clear call to action: For example, if your call to action is “register now”, consider making a button that stands out.
Write a Converting Email Tip 5: Always Use the Right Words
Recipients of your email must have a great experience. A key factor in this is your word choice. Generally, emails are not lengthy, this is why every word must count. The same is true even if it were to be a social media post.
Your email must be targeted at appealing to the emotions of the reader. This is the only way you guarantee that they will take action after reading your email.
One element of using the right word funnily is deciding what not to say at all. The reason why this is important is that people have a natural instinct to put up their guard. If you are selling a service and you sound too “markety” about your readers have their guards up already.
In picking the right words, try these:
- Sensory Words: With these, you make them feel, see and imagine. So instead of merely reading you aim to paint an image with your words.
- Use analogies.
- Use power words: These words are persuasive and hard to resist. They could be words that feed off a readers’ laziness i.e. freebie, gift, guide, how-to, in less than, in record time – Words that feed off a readers’ greed i.e. prize, quadruple, quick, reduced, rich, running out – Words that feed off a readers’ curiosity i.e. hush-hush, shocking, censored, under the table.
Write a Converting Email Tip 6: Be Personal
You must let the reader connect and feel like they know you. The aim should be to feel less like a distant ghost but more like the guy next door.
Use your picture in your newsletters or if you are sending single emails from your inbox use your picture in the signature.
Also, avoid using generic senders like info, admin or marketing. These are no-nos. Use your name as much as you can.
These are the six steps I have used in my email campaigns. They have proven to be winners for me. I am sure they will work perfectly for you. With all content types, the key is following the right steps.
You should remember, you don’t need to be a marketer to try these tips. Even if it is the one email you send every week, make it count. Make sure it leaves a strong impression.
Go ahead and get more efficient as you use these tips to write your highly converting emails.