9 Tweaks to Your Email Copy that will Transform your Conversions

1.Being personal in emails

Using words like "My, "I", "you", "your" and "we" help to relate you to the reader more easily. Engagement is crucial for getting recipients to take the action desired.

Trust is important from the start and by using 'personal' words building that trust from the beginning is easier. You don't want to sound like a robot.

2. Personalizing emails

As readers of "How to Win Friends and Influence People" by Dale Carnegie will know names are the most responded to sound universally.

By ensuring you use the correct name for every email you send you're increasing your chances of a successful conversion. Whatever that action might be. This use of their own familiar sound helps break them out of 'terminator' mode when they're just scrolling through emails and deleting them. It actually gets their attention.

3. An easily digestible format

With attention spans continuously dwindling it's important that you do everything you can to hold consumer attention. Format is of chief importance here.

Big and bold headlines that instantly highlight the point(s) being made with succinct one to three line paragraphs of text that are easy to skim through, are proven to capture attention for longer.

Interspersing a conversational and unique tone as well as slightly varying sentence length can be a combo along with bold headlines that works wonders for your campaign(s).

Killer Subject Line

Headlines are one thing that people always seem to struggle with. People might get the gist of what a good headline should include and they may be part of the way there.

For all the work that goes into creating killer email copy, having a strong and clickable subject line is critical for users to even get to that stage.

So how do you do this?

• Present the end benefits to the reader clearly, consistently and often.
• Particularly benefits relating to both speed and price competitiveness i.e how affordable something is.
• Use up to 12 words but more than 7 and include numbers or stats. Many studies have shown that odd numbers are more effective than even numbers.

Align all parts of the email. Make it consistent.

The body copy should match the headline.

The content of emails should be consistent with headlines given to them. This should be relevant to and expand upon the point being made in the headline. Which reminds me to mention that the main takeaways should be ordered from most important to least important as one reads an email.

Use powerful power words.

And may the force be with you.

A solid way to improve email copy is by incorporating 'power words'. These can be systematically littered at intervals across the copy to reengage readers, especially in section where attention could drop off.

Power words correlate with emotive words that evoke either positive or negative feelings. Both work. However, some researchers maintain that negative feelings have more of an impact.

Here are some examples:

1. Success
2. Priceless
3. Devastating

4. Indulgent

There's a great list of hundreds more (sumo.com)

Don't forget CTA's

Sending an email without a Call to Action is close to pointless.

Strategically it's sound to have a single user action that you'd like readers to take. Sometimes supported by one or two other actions to give some options. It's important not to ask too much of readers, however.

It's also a sensible idea to bear this in mind for ANY email that you send. Even if it's just interorganizational communication. Having a clear action that the recipient should take increases that chances of getting the result that you want.

Use PS.

Repetition is deployed by marketers for a good reason. It creates an memorable, recognizable image in the minds of prospects and readers.

Recognition regarding email marketing creates conversion.

Successful email campaigns have involved the same link being included several times in an email to increase the likelihood of click-through. Perhaps, that's something you can change about your emails right now!

Putting the link which relates most to your CTA in your P.S section is not only a clever way to include both of my points but also to turbocharge conversions.

It's about them.

Nobody is that bothered about who you are, your background or something funny from four years back. They're most bothered about how to achieve the result their looking for or resolving an issue that has been niggling away for several days.

"What's in it for me?" Is at the back of every readers' mind whether they realize it consciously or not.

What value is to be had from them engaging with you or your email? Why will clicking on the CTA link help them? Have you made it clear how you help them? From the start?

Memes or interesting content is only useful up to a point and mainly for brand awareness. If you can't tie this to a physical way that your product or service helps the consumer. BAM. They're gone.

Focus all aspects of your copy and content on helping the reader and your copy struggles will- in all likelihood- be a thing of the past.

Final Thoughts

Now that your armed with a few tried and tested tweaks to improve your email copy, go forth into the world and convert!

Build the best emails that you and your organization can. In a couple of years time this post might come to be one of the most important you've ever read. I'd love to hear your stories!

P.S

Please get in touch with me if you need any copywriting, content or even proofreading help. It's always good to chat!