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23 Email Copywriting Tips to Skyrocket Conversions
The truth is that you can spend hours trying to craft the perfect email copy, from the subject line to your signature, only to see your email click-through rates fall flat on its face.
After all, the purpose of email marketing is to convert as many people as possible into clients, right?
But how can you if no one opens or clicks your emails?
Maybe your emails need some fine tuning, or some tips to point you in the right direction.
So in this article, I’ll show you 23 email copywriting tips to skyrocket conversions today.
Email Copywriting Tip #1: Know Your Audience
Before you start typing away, take a step back and ask yourself who exactly are you writing for?
You can write an email with the best copy, but if it’s for the wrong audience you won’t get any conversions or clicks. Once you understand that you’ll be able to write an email that matters to your potential readers.
Knowing exactly who your audience is also helps you to narrow down people and businesses you want to connect with. Instead of throwing out a wide net and hoping to catch anything, you can position yourself in a sweet place to get [quality email leads].(https://www.wishpond.com/lead-management/) This helps to make your email copy easier to write because you have a specific image of who you want to sell to.
Five Things Your Audience Can Teach You about Email
One of the best ways to know who your target audience is would be to create a buyer persona, a character list about the type of person your selling to. Be as detailed as possible; even go as far as writing down when they take their coffee break or lunch. Does this person work for a company or are they a freelancer?
As you get to know your audience better, you can make changes to your list and easily imagine the person your writing an email to.
Email Copywriting Tip #2: Write An Amazing Subject Line
Great subject lines help to skyrocket email clicks and conversion rates. Your subject line copy is more important than your email copy.
Why?
Your subject line is the first thing your customers see before they open the email. If it isn’t relevant or interesting, they’re not going to make an effort to open it.
Mailer Lite said it best” Treat your subject line like the movie trailer .Give a preview, so they know what to expect.”
A captivating subject can lure your target audience into reading your email and hopefully turning them into a lead.
Five Things to Consider For Your Email Subject Line
Earlier I told you that subject lines are just headlines, so it’s only natural that headline formulas would be a big help to find the perfect email subject line. Here’s a detailed guide on the best headline formula along with examples you can use.
Email Copywriting Tip #3: Keep Your Emails Short
If your email subscribers wanted to read anything with more than 100 words, they can go straight to your blog, not your email.
Let’s be honest we get massive amounts of emails every day and a long list of things to do, so the last thing anyone wants is an email that feels like an endless epistle.
Get to the point and keeping it short and concise so you can let readers go through it quickly and possibly take action.
Let them know that your email provides a solution to a problem they want to be fixed. How are you helping and what you want them to do to get that solution.
Email Copy Example: Litmus
You can do the following to help keep your email short and sweet:
A catchy subject can only do so much if your email isn’t relevance. Emails that matter to readers get more conversions than those that don’t.
If your emailing tips on “How to Style Your Dog” to an audience interested in Google Analytics how high do you think your email conversions will be? As you can guess, not very.
Try to make sure that the emails you write are connected well to the people you’re sending it to. Segmenting your emails is a great way of ensuring that you send relevant emails to the right person.
Once it’s important that you know who you’re sending emails to, knowing your audience, you have a better chance at writing emails that matter to your customers.
Email Copy Example: Tinder
One way to stay ahead, take a look at the topics, keywords, phrases and content your target audience seem to search the most. Use tools like Buzzsumo, Ahrefs and Google Keywords to find them.
You can also follow influencers or brands that your customers are most likely to follow. This kind of research can pay off in the long run because you have a better chance at emailing topics your customers will gravitate towards.
Email Copywriting Tip #5: Personalize Your email copy
Personalizing your emails increases the chance of greater conversions. There’s no going around it. Hubspot reported a 42% improvement in their conversion rate with personalized CTAs leading them to only send segmented and relevant content to readers.
Personalization starts with getting rid of mass emails sent out with no [first_name] codes. Casual personalization is the new norm with email copy and marketing. No one sends “Dear Mr…” anymore that kind of formality is only for sending important or business related emails.
Another way of adding personalization to your email can be using second person pronouns like ‘you’, ‘your’ or ‘yours’ which can make readers feel like your talking directly to them rather than a crowd of people.
Email Copy Example: Birchbox
If you’re ready to take email personalization to the next level you can use our Wishpond Email Automation feature tools like or Customer.io.
If your still not convinced you can at a quick look at this study on 4 reason why it pays to personalize everything.
Email Copywriting Tip #6: Put the Right Words In Your Email
The words you use for your emails are important; they can easily turn someone into a buyer or let them unsubscribe from your email listing.
Since most of your email is should, it’s important to make every word count. This means avoiding industry jargon that your readers may not be familiar with. Instead, focus on the benefits of your features or the problem your email can solve.
At the same time, it’s important to use sensory words so your readers can get a quick look at what you’re trying to tell them.
3 Ways to Find the Right Words for Your Email:
Here are a few things you can do to add the right words to your email body.1. Use analogies or literary techniques 2. Use sensory or power words in your email 3. Avoid making promises you can’t keep 4. Image your email is an elevator pitch. This is a great way to get the right words across.
Email Copywriting Tip #7 Use actionable language
Don’t beat around the bush; you only have a few seconds to change your readers into buyers. Using actionable words or language is one way to skyrocket your email conversions. You can use actionable words like “download,” “book a spot,” “buy” so that readers know exactly what you want them to do in the email.
Email Copy Example: InVision
Actionable language should be treated just like CTA’s (Call-to-actions) they should be front row and visible so that your readers know what and where to click. It’s also best to keep your actionable phrases to the point. Try not to go over 5-7 words so that you don’t bore your reader because they do get bored quickly.
Email Copywriting Tip #8: Ensure Your Subject line and Email Match-Up
Try to make sure that your email copy aligns with the subject line. If the subject line has nothing to with the email, it can confuse readers and drastically affect your conversion rate.
Make sure that your email delivers on your subject lines promise, not just because it’s professional, but it prevents your emails from looking like spam which can turn off a lot of readers from clicking on any future emails.
How to Ensure Your Subject line and Email Match Up:
Re-reading your email and subject line may seem like a simple thing, but it’s effective so you can see if the dots connect at the end of the day when your email is sent.
Email Copywriting Tip #9: Write About Benefits, Not Features
One of the easiest and most overlooked ways to get more email conversions is to focus on writing on the benefit of your services and products rather than talk directly about them.
Wishpond has fantastic features like contest management and email marketing, but what our customers really care about is the fact that we’ve helped to generate over 750,000 leads and we can do the same for them.
Recommended For You Webcast, March 5th: How AI Can Find Opportunities and Shorten Your Sales CyclesRegister Now
So when you explain the value of your service verse what it is or offer a discount for it, your readers can easily see how themselves benefiting from your services. They’re opening your emails to find a solution to a problem they want to fix. So show them how you can fix it.
Email Copy Example:Headspace
There are a few ways you can go about doing this, but feel free to use the below.1. Use testimonials stories about the benefits of your service.2. Show real statistics resulting from a customer using your service.3. Show off your credentials and how they help your reader.4. Highlight big or small brands that you’ve helped along the way.
Email Copywriting Tip #10: Set a Goal For Your Email
Yes, it’s clear that you want to get conversions for your email, but I see a lot of copywriters who try to write an email that does everything, and that’s where you go wrong very fast.
Choose one goal you’d like to achieve with your email. That could be to get more leads for a service or bring back users to your website once you choose your goal stick to it and make it the focus of your email copy and CTA’s. This can save you a lot of trouble in the long run.
I find that choosing more than one goal for an email can make readers feel overwhelmed with choices or information, which affects your open rates in the long run.
Choose a Goal For Your Email like a Pro
Creating an email with no end goal won’t give you the results you want to see. Before putting time into creating your email you need to define what the purpose is. When you set a goal, you allow yourself to see the bigger picture and create an email that aligns with it.
Use your emails to show off your brand’s personality. This can help you connect better with your readers and potentially attract new customers interested in your brand.
Defining your brand personality helps to set the tone of your emails and can be helpful when you’re trying to choose the right words for your emails.
Funny enough people are 65% more susceptible to buying from brands with their personality than brands that don’t.
Email Copy Example:Tasty
One of the easiest ways to find your brand personality would be to think “if your brand was a person” who would they be? To get started you can ask yourself these questions:
If you’re ready to start defining your brand personality you can use this guide by Finien on How to launch a brand.
Email Copywriting Tip #12: Include a Simple CTA
Earlier before we spoke about using actionable language so that your readers know exactly what you want them to do in your email. The same goes for CTA’s. They play a crucial part in your emails preferably the subject line. Most people seem to either leave these out or make them so small that readers don’t even notice them.
CTA’s help your readers to take action and get your conversions started; without them, your email will just be left open.
Email Copy Example: Forever21
It’s easy to use a “Submit” or “Buy Now” as your CTA button. But you shouldn’t. Your CTA should have a clear meaning, even if a visitor has only skimmed your page. So here are 25 proven call-to-action words to maximize conversions.
If you’re already using a CTA but not getting the conversions you want then you might be making one or more of these 7 CTA mistakes that are killing your conversion rates
Email Copywriting Tip #13: Segment Your Emails
Sending a relevant email copy can improve conversion. Segment emails allow readers to see relevant content they’re interested in.
In fact, According to a study by Direct Marketing Association, segmented and targeted emails generated 58% of all revenue for the marketers surveyed, and 36% of revenues were driven by emails sent to segmented target audiences.
If you want to be a triple threat, you can personalize your segmented email and send segmented offers to
How to Effortlessly Segment Your Emails:
There’s no rule of thumb to segmenting your emails; it’s all based on your customer interest and what your email goals are. But here are some ways you can segment your email if you’re just starting. It can be a bit of work, but segmentation pays off in the long run.
This little line is always taken for granted when it comes to email marketing, but it can be your hidden gem to growing conversions. It’s best to limit your preview text to 120 words.
Preview texts give readers a peek into what your email is all about. Yes, you have a subject line, but preview text is like a pre-email that readers quickly scan and use to decide if your email is worth opening or not.
If your target audience is mainly using mobile then putting a preview text is more important than you think. Take a look at what preview text looks like on a mobile phone.
Email Copywriting Tip #15: Introduce Yourself in an Email
Sometimes readers can forget that they even subscribed to your email, so it’s always good to re-introduce yourself to them.
Plus this is also a creative way to personalize your email. When your readers get to know you, your name and who you are they’re able to connect to your content and brand message better than a copy and paste “Hello” email.
Introducing yourself to subscribers isn’t something you do because it seems mandatory, it’s because connections create conversions.
Matt Blumberg says it best, “Reaching the inbox isn’t your goal – engaging with people is”
At the end of the day, that’s who you’re trying to sell and convert, people not email addresses.
Email Copy Example:Minority Mindset
Someone once said that good artist’s copy, but greatartists steal. The same applies to great copywriters who write emails for a living.
I’m not saying you should take your competitors emails, change the words and send them to your customers. I’m saying create a “swipe folder.” A swipe folder is a folder you use to keep a copy of ads, emails or graphics that you like so you can rework them for your brand.
You can do the same for emails from other brands or competitors email’s that you’d like to rework for your own. And use them to match your email marketing strategy.
The Four Best Places to Steal Email Copy:
Having an email campaign comes easy if you have a goal in mind. An email campaign is a series of emails that are sent out to accomplish that goal.
Seasoned marketers know that creating an email marketing campaign in advance helps to save time in the long run and lets you run your emails on autopilot. It also allows you to track, test and get results faster to find out which emails work better for your campaign.
If your ready to up your skills from an email sent every now and then to the full on email campaign you can use these 13 tips to craft an email campaign that produces amazing results
Email Copywriting Tip #18: Test Your Emails
You can start by A/B Testing (https://blog.wishpond.com/post/68172490064/how-to-a-b-test-your-landing-page-to-maximize) your email subject lines. A/B Testing is simply a testing strategy were two versions, A and B (the control and the treatment) are tested against each other. At the end of the test, you’ll be able to see which version (A or B) provides the best results.
At Wishpond we offer A/B testing tools, and your test continues until one variation is clearly more successful than the next, back by a 95% confidence level.
You can also use Wishpond to view your open and click-through-rates so you can see which emails are bringing in the most results and which aren’t.
You might also be having trouble with your emails because they may not be mobile friendly in terms of copy or design. Since 53% of emails are opened on mobile devices, it’s important to make changes as soon as possible.
Emails can feel a bit tricky, but with the right test and changes, you can get back on track to growing your conversions.
Email Copywriting Tip #19: Send Follow-Up Emails
Did you know that 65% of businesses admit they don’t have lead nurturing systems in place?
Sending one email doesn’t cut it anymore, you need to add a follow-up strategy to an email marketing campaign or you’re not going to get any conversions any time soon.
Follow up emails may seem like a bother to some readers but to others, it’s a gentle reminder that your brand is still interested them. Sometimes people can forget about your email when they’re getting ten other from work and your competitors. So always try to stay on top of your reader’s inbox.
Email Copy Example: Facebook Developer Conference
One of the most popular ways of increasing email conversions would be to add send discounts, promotions, and sales with your emails.
You can do this by promising a reader a reward for completing a particular action or just giving them out for free.
Let’s admit it, people love free things. And when they have an email to look forward to with something free, it’s more likely to prompt your readers to take action.
You don’t always want to send emails with offers or discounts because it can spoil them a bit and readers can be expecting discounts in every email you send, which can backfire and cheapen your brand’s image. Try to find a balance when sending discounts and if anything uses holidays and seasons as a rule of thumb.
If your interested in giving away products or gift cards you can use Wishpond’s marketing campaign templates to help do the heavy lifting of managing your discounts and promos. With Wishpond’s 300+ app integrations – including email, analytics, sales, payment & collaboration apps – you can be sure Wishpond will fit right in with the tools you already use.
Email Copy Example: Toms
Between building your email list, getting conversions and crafting killer emails the last thing you need is to worry about your subject line or email being picked up by your readers spam filters.
These filters can be triggered for many reasons which can cause a lot of problems including shrinking your email open, and conversion rates shrink because readers may have never gotten them in the first place.
To stop your emails from going into the deep dark abyss that is spam, here are the top 100 common email spam words and phrases you should avoid to stop having your email picked up by spam filters.
Another great way to avoid being sent to spam, send a follow-up email or an opt-in notification prompting your readers to add you to their email contact list so they won’t be automatically sent to spam.
Email Copywriting Tip #22: Use a Headline/Idea Generator
Sometimes a little help goes a long way. That’s where headline and idea generators come in handy. If you’re still struggling to come up with great subject lines, you can use these tools to help you.
I would still recommend testing your emails and subject lines even if you get a high score with these tools it doesn’t mean that subject line or email topic will work best with your target audience. So keep in mind it’s still trial and error.
Seven Best Headline, Idea and Topic Generator For Emails:
If you want your emails to convert, they can’t afford to have spelling and grammar errors. It can be the fastest ways to lose credibility with your readers because it can make you look unprofessional and untrustworthy. That’s how serious proofreading (checking your emails spelling and grammar) can be.
At times you can be too busy working on content for your email you don’t pick up on simple typos or misspellings, so we can end up missing them.
To proofread your emails you can use grammar tools like Grammarly, Pro writing aid and Wordrake or ask someone correct your email copy for you.
Summary
Tom Fishburne said that at the end of the day the best marketing doesn’t feel like marketing. That’s just what we intend to do, covering everything from the subject line, pretext and testing your emails, with these 23 email copywriting tips your sure to skyrocket your conversions in no time.
Have an email copywriting tip that works for you? Share it! Or need some advice on an email headline? Why not comment below, I’d love to help :)
Author: Victoria Taylor
Victoria is a Marketing Generalist at Wishpond specializing in all things digital marketing and social media marketing. In love with blogging and Taco Tuesdays. Follow her on Twitter @vicknwsbest.… View full profile ›
Tips for Outsourcing SEO Services for a Small Business
Ignore Companies That Guarantee Ranking Results
Tips for Outsourcing SEO Services for a Small Business
There are almost no guarantees in the world of search engine performance. Even the best SEO tactics and link building techniques cannot completely ensure that you will rank in any certain position for a specific key phrase.
Companies that guarantee to make you rank #1 for the phrase that you want are unlikely to succeed. The fact that they are guaranteeing something that cannot be guaranteed should automatically disqualify them from your selection process.
The only way to guarantee that your website will show up on the first page of Google’s search results is to pay Google for advertising through their PPC program. So if you talk with an SEO company who gives you a #1 ranking guarantee, run!
Hire an SEO Firm BEFORE You Design Your Website
One of the last parts of the design process involves turning your design into a real functional website. Whenever possible, you should contact an SEO company BEFORE having your website coded.
Setting your website up for success is an important part of SEO. There are certain page elements that should be customized for each page and some website platforms do not allow this to be done. The result is that the website is at an SEO disadvantage for its lifespan until it is taken offline or rebuilt. There are other structural elements and capabilities that are equally as important.
A great example of something that is important from the start is the ability to control title tags and H1 tags for each page. Some websites will automatically generate these page elements, often using the name of your website as the title tag for each page. The title tag should be different for each page and use the keywords that you want that page to rank for. If your template doesn’t allow these elements to be customized, your website will be at a huge disadvantage when compared to your competitors.
Use The Search Results to Find a Local SEO Company
This might seem like a simple and practical step to take in order to find a good service provider for any task, however when it comes to SEO this is a bit more important. The answer is obvious once pointed out to most business owners.
If you want to find a company that is actually capable of getting your website to rank well for some competitive phrases, than ideally you would want to select a company whose own website is already doing well for some competitive phrases.
The SEO industry is very competitive in the search engines and if someone ranks #1 for “’my city’ SEO”, there is a good chance that they know what they are doing. Why choose an SEO firm that can’t get their own website to rank well?
Don’t just choose any website from the search results. Check out the screen shot below and the discussion that follows in order to see which company I would call first.
Tips for Outsourcing SEO Services for a Small Business
This screen shot shows the SERPs for the query “San Francisco SEO”.
First, we see the paid results at the top of the page. There is nothing wrong with paying to be seen on this part of the page. This just can’t be used as an indicator of which company does the best SEO work.
Below the paid results, we see sanfranciscoseoagency.com. This is an exact match domain that contains the basic keywords that this company wants to rank well for. Their domain name is one of the big reasons that they are able to rank where they are currently ranking. This doesn’t make them a bad company, it is just important to note that they are not ranking here because of their website’s true merit.
Next, you can see the companies that I would call first circled in green. Next to the first circled result you can see a photo of someone who I presume is probably the owner of the company. This photo appears because the website is using Google authorship markup which associates the content of the website with that person’s Google Plus account.
Displaying this information for your website helps to get better click-through rates from the search engines and it is also symbolic of a company that really knows what they are doing. Not everyone in the SEO industry is using rich text snippets, and there are SEOs out there who still don’t even know that this type of code exists.
Ask What Type of SEO Measures They Will Take For You
This question can solicit a wide range of broad answers. The question that you really want answered here is whether or not this is a low-quality spam link provider (there are many).
There are lots of outdated link building methods that many SEO service providers are using (which never worked very well to start). If a company answers this question by stating that they will be using
that company should be ignored. These links are a type of spam and the people that offer these services should not be allowed anywhere near a real online business.
Ask About SEO Reporting
It is important to keep track of what your outsourced contractors are doing. This is especially true when working with an SEO company because there can be a sufficient time gap between when work is done and when results are actually noticed by the website.
A good SEO company should be providing monthly reports regarding your web traffic and keyword rankings at the very least. Depending upon what types of other activities they are doing, they should be providing a monthly work report that keeps you up to date on the amount of work that is being done.
The most trusted SEO companies will show you the full list of links, articles, press releases, YouTube videos, info graphics and so on so things are 100% transparent.
Avoid Freelance SEO Consultants
If you are just looking for a consultation, you will find a wide array of experienced professionals that can help to get you on the right path. Freelancers can be some of the most easily accessible and most well-prepared people to help you in this case.
Tips for Outsourcing SEO Services for a Small Business
However, if you are looking for someone to perform optimization tasks for a long period of time, ensure prolonged SEO success, and perhaps head up an SEO team, you should either hire an established firm that has the resources in place to do this, or you should hire an in-house team for SEO.
For most small and medium-sized businesses, the most logical solution is to hire an SEO firm. Fortune 500 companies and others that are large enough to be publicly traded will often create their own in-house team of SEOs.
There are a million “social media experts” and “seo gurus” out there who will happily do freelance work. Sometimes you just never know who you are hiring until they have left you hanging high and dry.
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