5 Elements an Email Copywriter Uses to Create Converting Emails

Victoria Bandi
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The email copywriter has an important job. While social media is a great way to advertise, email still comes out on top, far ahead of everything else when it comes to return on investment (ROI).

Although you should definitely engage with your customers regularly through email, you may need an email copywriter to help you when you do a campaign. Even if you’re a great copywriter yourself, having the extra hand can help you in many ways. For example, if you’re running a product launch and you have a copywriter helping you out, you’ll have time to create bonus materials, do Q&As, refine your webinar script, or attend to other areas of your business.

Regardless of how you're selling your product or service, getting the copy right is critical to the success of a campaign. This is where you can work with your email copywriter to write an irresistible offer, mouthwatering subject lines, and compelling content.

These are the 5 elements an email copywriter will take into consideration when writing an email with a high conversion rate.

1. The Irresistible Offer

Your email copywriter will understand the importance of the offer. This where your sign-ups and conversions happen. This is the part that decides if your campaign is a success.

Have you ever come across something that seemed like a no brainer to buy? You thought, “This is a great deal! I have to get it!” or “I’ve got nothing to lose!” or “Shut up and take my money!”

Well, that is an irresistible offer. So what makes an irresistible offer different from an "okay" offer? Well, a lot of things.

Main Parts of an Irresistible Offer

There are 3 main parts of an irresistible offer and those are: bonuses, price, terms, and guarantee. The more valuable and risk-free the offer, the more likely they’ll buy.

Bonuses

An email copywriter understands the importance of bonuses. When done right, they increase sales. For some people, they remove excuses for not buying and help the buyer get more results easier and faster. The best part is that bonuses are often pretty cheap or even free to include. All they really take is some time to create.

Price

There are multiple ways to do pricing. The most obvious one is discount pricing and it’s much more effective to use actual numbers instead of percentages.

You can trivialize the price so it seems like a better deal. For example, “Pay a $30 one time fee", instead of "$30 a month for your gym membership.” You can also use comparison or contrast pricing, and even more powerful, inaction pricing. “What would happen if you don’t buy today?”

Guarantee

There are conditional guarantees and unconditional guarantees. You could offer a performance-based guarantee that basically means you give a refund if the customer doesn’t see the promised result. There’s also a really cool guarantee that gives your customer double their money back and something else, like a gift card. Now that’s a guarantee that packs a punch! And you can even mix these up.

So how do you know what type of bonuses, pricing, and guarantees to use? The simple answer is, is your competition doing it? If not, you should do it.

Now your email copywriter probably won’t go into this much detail in just one email but they can break up the offer into multiple emails, or lead them to the sales page that has all the details.

2. Mouthwatering Subject Lines

Subject lines are a critically important part of any email. This is the part that gets people to open it up and will probably take the longest to work on. An email copywriter may come up with 10 different subject lines because they should make your reader stop dead in their tracks and think “I want to know more."

I know it might sound weird to put so much time into the shortest piece of copy in the email, but those words can make a difference in whether it gets read.

Keep It Personal

The best way to write a good subject line is to make it personal and relatable. This passage from a copywriting book I once read hits the point very well.

Worth recounting is the story of Max Hart (of Hart, Schaffner & Marx) and his advertising manager, the late and great George L. Dyer. They were arguing about long copy. To clinch the argument Mr. Dyer said, “I’ll bet you $10 I can write a newspaper page of solid type and you’d read every word of it.” [1]

Wouldn't you want to read an entire newspaper page written about you? People want to hear about themselves. Make the subject lines personal so clicking it becomes a no brainer.

Be Unexpected

Another way to make subject lines interesting is to let loose and let some personality show. Play with words, and make it sound unusual so when people see it they do a double-take. For example, take a common saying and put your own unique spin on it.

“When life gives you lemons, make lemonade" becomes “When life gives you lemons, squeeze them in people’s eyes.” This can be fun and make your email stand out from others in a boring inbox.

Either way, you must pretend you’re just talking to a friend. Keep it really casual and even though you are sending the email to multiple people, every good copywriter knows you write as if you’re addressing one person. Just keep in mind, if you make a claim or promise in your subject line, you'd better deliver what was promised so you don’t lose your customer's trust.

A word of warning: there will be times your audience will surprise you. Testing can help you see what words resonate most with them. The best way to figure it out is by testing different subject lines for the same email and check their open rates. One subtle difference can make a big impact.

3. Compelling Content

Competition is fierce in the world of content marketing so the same old, boring content isn’t going to cut it. I know you don’t want to send boring content to begin with, but how do you know what your readers consider interesting?

What is compelling content to you may not be compelling content to your readers. That's why feedback is important here. It's not unusual for your email copywriter to want to do some research about your customers. In fact, that’s a sign of a good writer. Here are a few strategies writers may use to create compelling content.

Stories

Stories can be fun because you can write about something completely irrelevant (but still interesting) and tie it into your CTA at the end. These stories can come from personal experiences to build credibility and authenticity. So even though the greeting is automated, they can see that a real person still wrote the email.

Quizzes

Quizzes are great for content. People love them and they are great for you too because you can see what kind of people want to interact with you.

This is also handy because you can segment your audience and give them content that is relevant to them. And segmenting your audience is a great way to deliver more personalized emails.

Contests

As long as your readers are interested in what you offer, contests and giveaways can actually be really exciting. Give something away for free and make an event about it! People will be on the edge of their seats waiting for your emails (even if they have nothing to do with the contest). And be sure to let people know about the winner.

For more information about contests, check out this case study from Little Secrets. They grew their email list by 56% in 7 days, got email open rates of 80% and 27X ROI.

4. The Call-To-Action

Any good email copywriter knows that every email should have a call-to-action. Otherwise, there’s just no point in writing one. Even if you’re not running a campaign or not trying to come off as “salesy”, at least invite them to reply to you or share the email.

The Importance of One

A good email copywriter will know the hard-fast rule of only ever using one CTA throughout an email. Otherwise, you’re just overwhelming your reader. A copywriter will know to keep it short and sweet and to the point. Even though the placement of a CTA is debated, in general, it appears at the bottom of an email and sometimes a few times throughout the middle.

Call-To-Action Text

An email copywriter will probably have a whole resource folder dedicated to just examples of CTA text. An email copywriter will know NOT to use the same old, “Click here", "Buy now," "Download X", "Signup for X” text. There’s a science to this! Instead, they may use words like “Get It Before Your Friends Do," "Try It Yourself For Free," "Yes I Want My Ebook!” and change it up, depending on the season or holiday.

Choose the Right Colors

That’s right, even the color of the CTA button matters. An email copywriter will want to go for contrasting colors. The button has to pop out at the reader but at the same time, not clash with the background colors. The goal is to have it still readable but be the biggest attention grabber on the screen. Sometimes you can even put a shadow around the button so it looks like it’s just floating there, ready to be clicked.

5. The P.S.

An email copywriter will know that missing this part can cost you thousands. The P.S. always gets read. Sometimes people don’t want to read the whole email and skip to the bottom. This can be like the TL;DR (Too Long; Didn’t Read) at the bottom of Reddit posts where the content is summarized in one or two sentences.

Sometimes people just like to read it because they want to hear the afterthought you had about your letter. Either way, it’s interesting to them and if you have an important point to make, it’s made here.

Hooks!

P.S. is a great place to put in a final hook that will get readers to take action. It’s your “wink” at the end of the pitch. For that reason, it’s standard practice to add your CTA link here.

A Bonus

This a good way to add something a little different from the body copy. It’s a way to give them more for acting now.

A Testimonial or Two...or Three

One testimonial or more is a good way to give your buyer a final sense of reassurance. Good practice is to highlight the best part of the testimonial and give as much information as possible about where it came from.

Summary

Email is still a relevant and a great way to market. If you decide to hire an email copywriter, they will take into consideration these 5 specific elements to create revenue-generating emails:

  • The irresistible offer

  • Mouthwatering subject lines

  • Compelling content

  • A call-to-action

  • A P.S.

If you're looking for an email copywriter, the best place to start is right here at Copywriters.com, where you can see the writing style of each writer for yourself and decide based on their performance.

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[1] Schwab, Victor O.. How To Write A Good Advertisement: A Short Course In Copywriting (p. 14). Golden Springs Publishing. Kindle Edition.

Victoria Bandi

Victoria Bandi always gives it her all to make sure that both her clients and herself are growing and generating the revenue they need to live the life they deserve in the most pleasant way possible. Victoria believes in living life to the fullest.

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