Note: This is the second post in a two-post series, where I’m sharing my favorite email writing tips that convert prospects into buyers or leads into customers. For Part 1, go here.
By now, you know it’s important to use email to connect with your potential buyers on a personal, authentic level. When you do that effectively, your emails convert: readers take the actions you want them to take.
That’s why this series has focused on email writing tips to encourage people to open your emails, feel engaged with what you’ve written, read all the way through AND take some kind of action.
Writing emails can be effective—and fun—when you follow the guidelines I’ve laid out here.
Now, let’s dive into the next three email writing tips that are designed to help you get your emails read from start to finish—or from subject line to PS!
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.
If this topic resonates with you, you may be interested in my book, “Love-Based Copywriting System: A Step-by-Step Process to Master Writing Copy that Attracts, Inspires and Invites.” It’s available here.