I thought you might enjoy this Guest blog post about creating effective email that is by my friend Michele PW, who is a copywriting expert and author:
In today’s world—the world of building businesses online—most entrepreneurs understand that building an email list is extremely important. An email list is one of the best ways to build your business because it gives you the opportunity to connect with potential buyers on a personal, authentic level.
Done right, an email list can supercharge your business results.
But (you knew that was coming, right?) an effective email is only as effective as your open and click-through rates.
If nobody’s opening your emails, and nobody’s clicking on the links you put in them, then your email list is not actually working to build your business.
And that can be discouraging.
It takes lots of time, energy, mental power, and money to build a list and to write content regularly.
So today, I’m going to share six of my favorite tips for writing an effective email that connects and converts.
Tip 1. Make Sure Your Emails Are Mobile-Friendly.
I know. It sounds pretty obvious. Also, emails not being mobile-friendly doesn’t really sound like a deal-breaker, right? Wrong.
Here’s the thing: an increasing number of studies and statistics show that a growing number of people use phones and tablets to shop (not computers). In fact, one of the reports I read said that up to 70% of sales happen on phones or tablets.
If your emails look “off” or load improperly and aren’t easy to read, your readers are going to click “delete,” period.
So here are some mobile-friendly-related considerations to make as you create and compose your emails:
Whether to use a banner. Recently, I’ve noticed that entrepreneurs see better conversion rates when they do not use a banner.
The user experience: technically. People reading on teeny tiny mobile devices are more likely to skim than people who read on computers. Make it easy for people to consume your emails by incorporating white space, shorter paragraphs, and shorter sentences.
The user experience: emotionally. Be sure to think about how your subscribers feel when they get your email. They’re living, breathing, busy people, so give them something worthwhile.
Tip 2. Make Your Emails Easy-to-Read and Understand.
As I mentioned above, your ideal prospects are likely skimming your email. That being said, is it easy for them to follow what you’re saying? Are you using words they quickly and easily understand?
Are you making them think too hard?
Of course, I’m not saying you should “dumb down” your message. But you should also be sure to use language that your ideal prospects use (not jargon from your industry).
On another note, be crystal clear about which action you want your readers to take. Set links apart so readers know exactly where to click. If it’s not crystal clear, your readers likely won’t take action at all.
One of my favorite tips for creating a crystal clear call to action is to start with the end in mind. Before you even start writing the email, be clear in your own mind about which action you want readers to take—whether it’s to enroll in your new course, buy your book, or read your newest blog post.
Building your email that call to action is a great way to make sure you’ve just created an effective email. And don’t forget to keep it simple!
Tip 3. Connect with Your Ideal Prospects.
Your community is unique. It’s important to ensure you are connecting with the members of your community on a personal level.
Here are a couple of examples:
I’m on a list where the business owner writes very long emails a few times each week. To be honest, although I’m seeing better conversion rates with shorter emails, this entrepreneur’s emails are entertaining—a great mix of content and stories from his life.
And, they always include some kind of offer at the end.
I’d typically caution entrepreneurs against sending out too many sales emails, but this particular business owner has it nailed: I am certain he gets a lot of email opens and a lot of click-throughs because his emails are informative and entertaining!
One of my clients has had a great response from shorter, punchier emails that have a kind of “hook.” She’s often directing people to read her blog posts, and she makes her emails short and sweet and to the point. Although this effort is the opposite of the one I explained in the first example, it works!
It’s all about knowing what your ideal prospects want from you.
Tip 4. Make Your Emails Personal.
The reason email works so well is that it is personal by nature. Your communication is like a letter to each of your community members. So when you’re writing an email, pretend you’re writing a letter to one specific person. When you master this, each of your ideal prospects will feel like you’ve written specifically to him or her.
When they get the sense that you’ve taken the time and energy to focus on them and write something that matters to them, they’ll reward you by opening and reading your emails.
Tip 5. Write Great Subject Lines.
Think about it: when you’re looking at that long list of emails in your inbox, you’re filtering: deciding which ones you’ll trash immediately, which ones you’ll read later, and which ones you’ll read right away. How do you make those decisions? You look at the subject lines. So, what makes subject lines great, or effective?
Being specific. If you have a deadline coming up, or a webinar showing on a certain date, include that in your subject line.
Being a little “off-the-wall” or invoking curiosity. Some examples are, “Winter is coming,” or, “It worked … kind of.”
Mixing it up. If, in most cases, you write straightforward subject lines, try throwing in a few “off-the-wall” subject lines every few emails. Or, if you typically write mysterious subject lines, throw in a few straightforward subject lines here and there. This may help you cut through the email clutter.
Tip 6. Write Powerful PS’s.
Did you know that it’s extremely common for a reader to skip from the top of an email straight to the PS? In fact, the PS is known to be the second-most-commonly-read element in an email (behind the subject line). So this is “hot real estate” in your emails! There are several different ways to write a powerful PS — to get you started, I’ve included a few email writing tips below:
Address an objection. The most common objections people have when buying your product or service are time and money. They’re not sure whether they can afford the time or financial investment. So, think about what you can say to overcome those objections.
Share one of your clients’ real-life success stories. Whether you summarize the story in your own words, or insert a quote from one of your clients, this is a powerful way to illustrate that you’re helping people get great results.
Position the reader’s choice about whether to invest with you as a choice to remain in their current situation, or to move forward and get the results you can provide them.
Recap a juicy benefit of the product or service you’re selling. For example, set it up as an “imagine” statement: “Imagine finally knowing exactly what to do when it comes to your marketing, rather than feeling overwhelmed and uncertain of what to do, when.”
In Conclusion …
I think the best part about writing effective emails is that it’s fun! It’s fun to be yourself, share with your community, and build relationships that thrive as your business does.
By Michele PW (Pariza Wacek)
Bestselling Author of the “Love-Based Copywriting” books
Web site: http://www.MichelePW.com
PS – Join Michele on her brand new FREE webinar entitled: Sell More with Love: Step-by-Step Proven Formula to Craft Love-Based Emails that Attract, Inspire and Invite
Talk to you again soon!