Words Matter
Email copywriting can make all the difference for your brand. How you say things matters, even the order of the words.
As deliveries volume increases, measure subject line performance by the Open Rate, but subtract 30% (thanks Apple). Measure overall email performance by Click Rate, pay attention to unique clicks, that's the goal!
Clarity comes first. Better clear then fancy or sophisticated. Better clear then smart. Better clear then funny.
Make and keep promises. Your email content needs to deliver the promise of your subject line.
But not completely. The full promise should be answered on your site.
Be clear about what you want from your subscribers. Tell them clearly what you want them to do.
People often do what their told.
Big offers get big clicks. Every email is an offer (even if doesn't have a discount). Try to make it big.
Sometimes an offer is information. Sometimes it's entertainment. Sometimes it's a deal. Sometimes. it's a product. But it's always offer.
Figure out how to say things. If it's not super interesting, keep it short. If it is interesting, test long and short. I've seen longer convert over and over.
Write at an 8th grade level. Make it emotive. Make it simple. Make it appealing.
If you want to avoid skimming, don't write in a way that encourages skimming.
Products that are bought visually should be sold visually.
You aren't going to write a long sales letter to sell a skirt. Probably there is a copywriter who could, but you're probably not that copywriter.
Finally, the questions that every email should ultimately answer before clicking send:
• So what, who cares?
• Why should I believe you?
• Is this scarce or unique?
• Why should I buy this now?
• Why do I have to have this?
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This advice on conversion can also help boost your email's conversion.