Did you ever think about starting an email marketing campaign in order to promote a product or service? Maybe you've tried one or more email outreach efforts and learned that there's a lot more to it than just sending these messages to your marketing audience. It is important to learn how to write emails that convert in order to maximize the time and money spent on your promotion.
When we plan and start our campaigns it's important to send out our messages to a list of readers that actually want to hear from us. Many times our emails get sorted or lost in the spam folder or many inbox messages. Even when someone does click on the message and open the email they might not click on the link to the next step but move on to their other email messages. That's why it's so vital to our efforts to learn how to write emails that convert.
In this article we'll discuss the following:
- Finding your own writing voice and style
- Who are you writing to?
- One thing to increase conversions
- Email templates save time
- Writing emails that convert video
Finding your own writing voice
Once an author discovers and uses their own writing voice they are putting their personality on the page by the way that they use their vocabulary and word phrases. We should write like we are talking to a respected friend or family member, with a certain emotion that the reader can feel as they read the article. The most successful authors develop a distinct writing voice that their readers like and look forward to reading. Our writing voice and emotion should be the same within the emails sent and the article content written in our posts. Most will agree that a cheery, passive type of voice and emotion is the most well received by their viewers and will lead to the best results.
There are generally 4 basic writing styles:
- Expository – The author tries to explain a concept, sharing information with their audience. The writer doesn't share their own beliefs or opinions on the subject but focuses on accepted facts and includes evidence and statistics. An effective expository writing should contain a main idea, supporting details, and a conclusion. Examples: textbooks, how to books, recipes, business, technical and scientific articles or books.
- Descriptive – The author focuses on describing a certain product, character, or place in detail. The writer uses more of the sensory perceptions in their descriptions as opposed to only facts and information. Examples: journals or diaries, poetry, play writing and fictional novels.
- Persuasive – The writer presents reasons and examples to influence the reader's actions or thought. This style requires the writer to clearly point out their position on a subject and supply reasonings and examples that support their position. The writer gives reasons and takes a stance to convince their reader to see the issue from the writers viewpoint. Examples: advertisements, cover letters, letters of recommendations or complaints, and product reviews.
- Narrative – The author narrates a story whether it is a short story, biography, novel, poetry, etc. Defined as a report of connected events real or imaginary presented in a sequence of written or spoken words or images. The author isn't just trying to impart information but is trying to construct and communicate a story including characters, trials, and scene settings.
Who are you writing to?
Usually we're writing to people in a particular niche but we should take a minute or three to define exactly who our audience is and what are the needs of our readers before we start collecting content for the article. We might not interest everyone on our list with every email that we send out but once we learn how to write emails that convert, we can send out content to our specific target group that will appeal to a much higher percentage of viewers.
Create a reader representative.
Can you picture your readers as you write? Actually the best thing to do is to create one person, or avatar, that represents the target audience and write to that person instead of writing to the group. Picture that person in mind as you type the message to them and give them the information or instruction that they are looking for.
When you have this image of the receiver of your email it's much easier to stay on course with your article and not wander into areas that aren't relative to your niche. An example would be that if you're writing an article for training your dog, you won't go off on a side note about something that has nothing to do with dog training. The reader can easily click away from the post when it appears to wander off course and loses the reader's attention.
By mentally creating the email message for one particular person instead of an “audience” it changes the way that you look at writing the issue that your niche group wants to hear about. This is the most viewer friendly way of conversing with your list.
One thing to increase conversions
There is something very basic that can be done with each email which can have a very positive effect on the success of an email marketing campaign. A nice campaign boosting suggestion is to add a nice self-portrait either at the top or bottom of the emails, or at least the first “welcome” message. Let your viewers see who is sending them those email messages and suggestions to purchase a product or click on a link.
Those that do this say that it really does help with conversions as the portrait helps build confidence and also makes you appear as more of an authoritative figure in your niche. Most autoresponders will provide a way to do this and contacting them with any questions will shed light on your situation.
Email templates save time
Writing templates are great tools for every writer and using them regularly will help with article production as they can guide you from start to finishing the post. An email template is an HTML file. Hypertext markup language (HTML) is a code that explains the content and structure of the campaign and lets us style the campaign to reflect our business or personal style.
The best thing about templates is that you can use them over and over again with each article or email campaign. This gives a design to your content and increases article production, and there are hundreds or thousands of templates to choose from depending on your own needs.
You can simply add content, images and links to a template that you're using before testing and sending it out to your viewers.