How to Write Great Email Copy for Lead Generation
When it comes to engaging with customers, one of the best ways to achieve that goal is through email marketing. If a person has signed up to receive your newsletter, then you can be assured that they want to hear from you.
However, just because they signed up, that doesn’t mean they are going to click on your links or buy your products. For that to occur, you have to create a great email marketing copy and let customers know why your company is the best.
In theory, writing copy for email lead generation should be easy. All you have to do is let people know what you’re selling or if you’re having a sale, and they’ll be so excited about that news that they’ll instantly click go to your site and max out their credit card on your products. In reality, however, this practice is much harder.
Get Past The Noise
You have to keep in mind that people are inundated with ads throughout the day. In their inbox alone, they probably receive at least 50 emails per day telling them about sales and products they have to have.
When they go onto social media, they see ads for products, and ads pop up while they are reading the news.
Customers have gotten really good at ignoring ads. They may have signed up to receive your newsletter, but if you aren’t offering them something of value, they are sending your message right to the trash.
To ensure that you are creating email marketing copy that sells your business and your products, there are some things you need to do.
Make a Connection
People are used to being sold to, and they don’t like it. If you begin your email with a sales pitch, you are going to instantly push people away. It can also make you look incredibly desperate and needy, and that isn’t a good look on anyone. Instead, create a connection with the audience. This should be about them, not you, so create stories that your audience can relate to.
Being able to create these stories means you have to know what’s going on in your customer’s lives. Of course, you can’t know what each person is going through individually, but you can approach this on a more general basis.
You’ll need to think about how your product helps solve a problem your customer might be having, and then share that with them.
Not only do you want to create stories that your audience can relate to, but you also need to invite them into the narrative. This is best accomplished by asking questions that directly engage the reader.
This could include things like, “Do you agree?” or “Have you been there before?” or “Does this sound familiar?”
All good stories take people on a journey, and yours shouldn’t be any different. That means that you start with a problem, then talk about how that problem impacts people’s lives, then offer a solution.
More than likely, that solution will be the product you are selling.
The best way to approach creating this narrative and making a connection with your customers is to pretend like you are talking to your best friend.
This will ensure you add the right amount of emotion and make the person reading your email feel valued and understood.
Make Your Point Clear
Many times, companies try to create a connection with their audience by being clever or using current slang. While this might work in some cases, in most, it’s probably won’t.
Being clever or using sarcasm or other idioms works better with verbal speech because your audience is able to use your tone, inflection and body language to determine what you are saying. You don’t have those in text.
You don’t have to be bland and boring, but make your message clear. That will ensure that customers know exactly what you are trying to sell and won’t unintentionally get offended because they can’t see you winking on the other side of the screen.
Make It Easy to Scan the Content
When it comes to creating copy for email lead generation, you don’t have a lot of time to grab your audience’s attention. Thus, having huge blocks of text isn’t going to work, and people are going to ignore what you have to say.
The best way to create, is to make content scannable is to put it in list form with numbers or bullets or make the most important information stand out—either making the font bold or using a different color.
You might also consider creating infographics or a short video. These can quickly give a person the information they are looking for and need without requiring them to do a lot of work.
Send it to the Right Crowd
- Spend time figuring out who your ideal audience is.
- Believe that everyone in the world can and should use your product, but that’s just not true.
- Stop wasting your time and effort talking to people who will never buy your product.
- Get access to data, so use it to find those people who want what you have to offer and tailor your message to them. This is a great way to increase your sales and engage with people who care about what you have to say.
Not only should you be sending your message to the right crowd, but you should also be figuring out the best way to phrase that message. This is when A/B testing comes into play.
Tracking the analytics, including how many people clicked through to your website or engaged with your page, will let you know which message was more successful. You can then use this to make your email marketing copy campaigns work to your benefit.
Technology has made it easy for you to connect with customers, but you aren’t the only business in their inbox. If you want to ensure that you are being seen and converting leads into sales and life-long customers, then you need to send the right message.