Conversion rates of an email marketing campaign depend on many factors, including targeting accuracy, sending time, and, of course, the quality of the offer itself. But at the heart of it all is a smart copy that convinces the readers, urging them to act. Writing this type of copy is obviously different from creating long-form content like blog posts or case studies. After all, nobody likes a long email — so it’s about catching the readers’ attention right from the subject line and impressing them in a few short paragraphs. And here are some tips on how you could do just that.

Speak the Language of Your Audience

Every marketing campaign starts with researching and profiling the target buyer. Yes, it is not a copywriter’s job — for that, companies will have to find an email marketing manager or, better yet, a sales marketing executive to create a detailed buyer persona. But still, a sales rep, a writer, or a marketer who writes the copy must address people and speak their language.

Quality email copy is personalized for each audience type — especially when promoting general products useful for vast consumer segments. The more narrowed down your email recipient list is, the higher the chances of finding that exact tone that works best with this age group, profession, place of residence, etc. The best tip when writing a compelling email copy is to imagine a real buyer persona and address this person like a normal human being.

Creating a targeted email list is relatively easy with the right software. Professional email finder like SignalHire can help you create narrowed-down lists of potential customers and segment them according to different requirements. But they cannot write a creative copy that sells, so let’s see how you could do that.

Focus on Benefits, Not Features

Even before you start drafting the first email copies, you should consider the main benefits of the product you are marketing. Think about the relevant product or service from Simon Sinek’s Golden Circle perspective — this tactic never grows old. In a nutshell, it is the reverse of a standard marketing approach that tells people WHAT the company sells, HOW it is useful, and WHY people should buy it. The Golden Circle principle reverses that boring model and starts with why — WHY people can benefit from the product? HOW exactly? And WHAT is it you’re offering?

While promoting relatively simple goods (Puma summer shoes clearance) rather than complex products (complex multi-purpose software with tons of features), the WHY and HOW may blend a little. But the main principle still applies — why people need the product and how they benefit from it matters more than which features this product has.

Think about it this way — nobody buys a Ferrari because it has a ‘reliable V10 engine with 940 horsepower.’ People buy a Ferrari because it helps them ‘highlight their success and exclusive taste.’ And yes, 940 horsepower will come in handy, too. Especially considering that an average wild horse herd in the US has twice less horsepower potential than one Ferrari engine.

Don’t List Facts, Tell Stories

Facts are great when they support a story. But enumerating nothing but facts is about making spreadsheets, not converting emails. Even in B2B email marketing that heavily relies on facts and infographics, there is room for some creative storytelling. In the B2C segment, storytelling is the surest way to reach your target audience — especially when addressing the technology-native generation of consumers.

But what do you tell? Here are a few storytelling tips that work for most companies:

Keep it About the Readers, Not the Brand

It all goes back to understanding your audience and what they care about. Even if you advertise burgers, some customers will want to hear about your sustainable business practices, while others will be interested in the calorie count. Some want to buy Tesla because it's environmentally friendly, while others — because electricity is cheaper than gas. Some people book hotels based on location, but others because certain hotels allow pets, and so on. It’s all about the target audience — and what each group wants to hear.

Appeal to Emotion When Possible

Ethos, logos, pathos — the chief modes of persuasion have not changed much since Aristotle’s time. Technically, all three deserve a spot in the email copywriting practices. Appealing to logic can work wonders in the B2B segment, especially when addressing top-tier executives. Reasoning with ethical arguments can also prove useful, especially if you are sharing your sustainability reports or informing customers about your new, eco-friendly delivery options. Still, nothing beats an emotional appeal, especially in the B2C segment. And it’s not always about ‘pay extra for our recyclable burger wrappers because icebergs are melting and baby seals are dying.’ In fact, it’s way better to add a touch of humor or write about something that causes positive emotions. Nobody wants to be shamed for their consumer choices — people choose brands when these brands make them feel good.

Harness the Power of User Testimonials

Another excellent storytelling idea is sharing customer testimonials. This practice is especially effective when addressing new generations of consumers, namely Gen Z, some of whom are already reaching their full buying potential. As technology natives, Zoomers love user-generated content because it helps them connect with real people and hear their real stories. No amount of flashy slogans and catchy ad lines will replace the authentic user experience for this consumer group. So, if there is any chance to share other customers’ stories in your email marketing, do it.

Give Answers to Specific Questions

It does not matter if people are booking a vacation or buying a new dishwasher; they are looking for offers that address their needs and problems. Understanding what those are can help writers create compelling stories that tell recipients WHY their offer is beneficial, HOW it can help with the recipient’s problems, and WHAT exactly one needs to do to unlock the full potential of this great offer. Once again, researching the target audience and its needs allows writers to craft content that meets this audience’s demand, makes the message about the recipient, and falls in line with the Golden Circle marketing principle.

Make the Email Subject Line and Snippet Work as One

Most marketing emails are opened on mobile these days. And on mobile, the email subject line and the text snippet right under it always work as one. Creating a catchy and informative subject line can be challenging — even tweets allow people more characters for creative expression. But when you make a subject line and a snippet work as a whole, you have a bit more room for creativity. Besides, the recipient will perceive them as one, anyway. While a subject line should catch the attention, a snippet can provide additional info for the recipient. And yes, you can appeal to emotion here, too.

For example, a very recent practical example from a ticket-selling provider goes like:

Subject: Fall isn’t just a season.

Snippet: It’s an adventure time calling your name!

Well, who does not want an adventure? Especially on a Monday morning when most people return to their working routines! So, this one is also an example of how timing in email sending time can play along with the email's main message.

Wrapping it all up, creating an email copy that converts leads into buyers is not just about copywriting or just about marketing. It heavily relies on balancing both aspects, along with plenty of other technical parameters. So, in a large company, it’s often about how effectively your creatives collaborate — teamwork makes the dreamwork, remember?