High_Conversion_Email_CopywritingHCEC27611.pdf

High Conversion E-mail Copywriting

50 E-Mail Marketing Copywriting Tips

to Increase Your Conversion Rates by 30% or More

LEGAL NOTICE: The Publisher has strived to be as accurate and complete as possible in the creation of thisreport, notwithstanding the fact that he does not warrant or represent at any time that the contents within areaccurate due to the rapidly changing nature of the Internet.

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This book is not intended for use as a source of legal, business, accounting or financial advice. All readers areadvised to seek services of competent professionals in legal, business, accounting, and finance field.

2 High Conversion E-mail Copywriting™ © www.FastForwardIncome.com

High Conversion E-mail Copywriting

Table of Contents

Introduction page 3

Starting the Process – The 4 Questions page 4

AIDA for E-mail Marketing page 5

50 E-mail Marketing Copywriting Tips Page 6

Resources Page 20


Introduction

Many marketers underplay the role of copywriting in their marketing strategy.

That can be a costly error. The message is at the core of any good marketing

campaign. Understand the way that prospects read their e-mail and you can create

a message that will gain and hold their attention, boosting response rates to new

levels.

With a little inside knowledge and a little work, you can make a major impact on

the income you can generate from your list.

Let’s say you have a list of 1,000 subscribers and are currently converting on your

e-mail at a rate of 3%. You’re getting 20 interested customers. If 50% of them buy a

product that nets you $45, then you have made $675. Now imagine that you have

adjusted your e-mail marketing copy and bump that conversion rate to 8. Given

the same scenario, you have made $1,800! If you just move that conversion rate up

2 percentage points to 5%, in that scenario you still boost your income by $450.

Use the 50 tips in this report to fine-tune your e-mail copywriting skills to make

your subscribers more loyal, responsive and your list more profitable.

The whole point, online and on paper, is to use words to engage

your prospect/customer and to keep the dialogue going without

the benefit of seeing facial expressions of boredom or disinterest.

Remember, they’re looking for any excuse they can find to stop

reading. Old-time vacuum salesmen sat across from the lady of

the house and could switch tactics when she looked at her watch.

Today’s copywriters are looking at a screen.

-Donna Baier Stein


Starting the Process – The 4 Questions

When you are ready to start composing an e-mail, ask yourself four questions:

1. What Am I Selling? You have to know the product/service inside out. You

need to know the features and be able to match them with benefits. You

have to know what problems your offering solves for your targeted

prospects and what wants/need your offering answers for your prospects.

2. Who Am I Selling it to? You have to understand the target reader. What

makes him/her tick? Why have they been identified as the target? How do

they currently perceive your product/service? How do they perceive the

competition? What are their most pressing wants/needs? Is there anything

they want to avoid? Do they need a solution to a situation? Do they need an

answer to a problem?

3. Why Am I Selling This Now? Is there a need/opportunity to create

urgency? Is there a deadline for response? Is this a new product? A re-

launch? Is this tied in with current events? Is it dependent on a holiday or

other date or event?

4. What Do I Want My Reader to do? On the most passive end of the scale,

the objective is to build image and branding. On the most aggressive end of

the scale, the objective is to have the reader make a purchase. In between,

there are a variety of other actions the prospect can take including

subscribing, joining, clicking a link, etc. Once the objective is set, every part

of the e-mail should motivate the reader to the action prescribed to meet

the objective.


AIDA for E-mail Marketing

Attention – The subject line. It must stand out in the sea of subject lines that

confronts the prospect when they open their inbox. Its primary job is to get the e-

mail opened.

Interest – The opener. This is the gateway to the body of the e-mail and its job is

to get the prospect to read the rest of the e-mail. To do that you need to capture

their interest to a level that distractions are moved aside and the prospect’s focus

is on reading further.

Desire – The body of the e-mail message the builds motivation towards the call to

action. The prospect wants to grow something in their business or avoid

something or solve something. This is where you help the prospect envision

his/her wants/needs answered with the use of your/product or service. Position

your product/service as the answer, so s/he is focused on the pleasure of getting

your specific answer more than s/he is focused on the pain of the actual

want/need.

Action – The objective of the e-mail is to get a prospect to do something – to take

action. What do you want him/her to do? Ask them to click a link, forward the e-

mail to a friend, tweet the post, purchase the product/service or whatever will

deliver the outcome that was your reason for writing/sending the e-mail.


50 E-mail Marketing Copywriting Tips

1. Know Your Objectives. Why are you sending the e-mail? What

specifically are you trying to accomplish? Build a relationship? Sell a

product? Generate traffic to particular site? Fill out a lead qualification

form? All efforts in the composition of all aspects of the e-mail should

be centered on one specific outcome – the copy must motivate the

reader to the action needed to meet the objective.

2. Write a Compelling Subject Line. Will your e-mail be opened? Beyond

the recipient recognizing the sender as a trusted source, the subject line

is critical to getting the e-mail opened. Some considerations when

developing your subject line:

show the value of your offer

tease the value of your offer

be relevant

avoid obvious “spam” triggers (see Tip 30)

decide whether to personalize or not

test a few subject lines to see which delivers the best open rate

think about using your name and/or your company name (if it’s

not obvious in the “From” line)

be honest; don’t bait and switch

build mystery

state the customer’s primary want/need/problem

ask a question

3. Open Strong. A typical prospect will give you about 5-seconds before

deciding whether to read your e-mail or delete it, so start with your

strongest sales point. Strong ways to open include:

stating the prospects most pressing problem/concern

asking a provocative question

stating an interesting fact


stating an incredible statistic

stating the offer up front (best when making a free offer or

offering an impressively low price-to-value ratio)

arousing curiosity

If you have a compelling opening, once the e-mail is opened, your

prospect will continue reading your message.

4. Consider a Conversational Opening. Especially effective in customer

service e-mails, an opening that has a salutation (e.g., “Hi” or “Good

Morning”) followed by a few lines of personal, conversational copy can

help make a connection with the reader on a personal level. This type of

opening reinforces that the message comes from a person, not a

corporation. Over time this can build trust (which can raise your

response rate) and separates you from the impersonal – and thus

uninteresting – corporate e-mails (which can increase open rates.)

5. Consider Opening with a Headline. The subject line got your prospect

to open the e-mail, a strong headline (offering a benefit, asking a

question, presenting “how to” information) can set them up for the body

of the e-mail and the call to action. Studies indicate that on average 80%

of people will read headline copy, but only 2 of 10 will read the rest. A

compelling headline can get the prospect to move onto the body copy.

6. Write with a Conversational Tone. One of the most effective ways to

keep your prospect reading is using a personal, one-on-one approach

that gives the prospect the impression that you are speaking directly to

him/her. You want the feel to be like a couple of friends chatting over a

cup of coffee. Connect with your recipient by writing in the first person.

Include words like “you” and “we”. Use “I” instead of your company’s

name. Of those three words – you, we and I – you is by far the most

important and should be used with a greater frequency than the others.


7. Position Yourself. When discussing your prospects’ wants/needs you

want to appear sympathetic and understanding. When you are

discussing your product/service as a solution you want to appear helpful

and trustworthy (you don’t want to come across as a pushy salesperson

interested only in their credit card number). People like to do business

with those people that they know, trust and like.

8. Understand Your Target Audience. Adjust your writing to fit the

targeted reader demographics (age, sex, etc.) and psychographics

(attitudes, lifestyles, opinions, etc.). NOTE: If your e-mail service

provider does not have the ability to generate dynamic content, consider

dividing your list into different target groups (each with similar

demo/psychographics.

9. Visualize Your Target Audience. A good trick for writing an e-mail

that has a personal, one-on-one approach is to think about someone you

know who fits the target. Think of them in the environment in which

they will most likely be reading the e-mail; consider the distractions

they may face while reading it.

10. Use the Prospect’s Name Often. This enhances the personal, one-on-

one approach and, over time, has proven to increase click rates. Their

name draws them in and, by suggesting familiarity, reminds them of

their relationship with you

11. Edit. Write a first draft and then edit for focus and clarity. Although you

want to be entertaining and informative, you need to be concise and get

your point across.


12. Call for Action. Tell your prospect what s/he should do next. Don’t

assume that they will know what to do. Make it clear and easy. Ask them

to click a link, forward the e-mail to a friend, tweet the post, or whatever

will deliver the outcome that was your purpose for writing the e-mail in

the first place. Make your call to action prominent so even skimming

readers will notice it.

13. Avoid Using “Click Here”. You can increase clicks by expressing your

benefit within the link by using prospect-friendly alternatives like: “save

20% right now”, “download this special report” or “read the full story”.

14. Us a P.S. The Post Script is your opportunity to grab their attention in

two typical situations. (1.) many readers will check the end of an e-mail

expecting to quickly get information such as who sent it, the summary

of the purpose of the communication, etc. and (2.) when the prospect

has reached the end of your e-mail and is considering following your call

to action. The P.S. can be used as a reminder of the most important

points of your message and to reinforce the decision to follow your call

to action.

15. Have a Good Product. To get your prospects to read your e-mail and

respond to your call to action, you must have a valuable offer (or

compelling content). Give them what they want. Make sure that every e-

mail you send has valuable and relevant information and/or a product

offering that offers a solution to their needs at an acceptable price point.

Keep in mind that a return customer is more likely to bring in more

business and that, periodically, a satisfied customer will recommend a

business or provide a testimonial.


16. Include Contact Info. By putting your name and contact information

at the end of the e-mail message you take a step towards building

credibility and demonstrating that this is a personal contact. The

minimum contact information as required by CAN-SPAM (see page 19)

is a physical address. Include your name and e-mail address and, if you

are comfortable, your phone number. When you show that you are not

“hiding behind technology” you demonstrate that you are personally

taking responsibility for your product/service and your marketing. This

is an important contributor to building trust, respect and loyalty.

17. Reconsider Using HTML. Although times are changing, many older

handheld devices used to read e-mail do not render HTML. And

according to a recent MarketSherpa survey, only one-third 33%) of those

reading e-mail have images turned on by default (opening not triggered

if images disabled). If you are using HTML and include an image,

consider not including a descriptor (and if you do, make sure they don’t

include spam trigger words [see Tip 30]).

18. Put the Prospect First. Your prospect opens the e-mail wanting to

know, “What’s in it for me?” and “How will I come out ahead if I do

business with you instead of somebody else?” Although we tend to write

about what we know: who we are, what we do, our history, our business

philosophy and our objectives; the prospect only cares about those

things in their business that they want to grow or avoid and problems

they want to solve. Your best approach is to determine what your

prospects’ biggest problem is right now and then promise a solution.

Tell them what they want to hear, not what you think is important.

19. Use the “Magic” Words. Don’t fall into the trap of thinking that tried

and true direct marketing words and phrases should be avoided. You

might think of them as clichés, but, properly used, they can dramatically

increase the response to your e-mail. Here are some to consider:

Limited time. You want to generate response now and a time-limited

offer is an effective method of accomplishing that. You can add urgency

in a “generic” manner (This offer available for a limited time only) or in

a “specific” manner (This offer expires at midnight on 12/15/10).


Free. For a long time, marketers have known the power of the word free.

And according to recent research conducted by Dan Ariely (a Duke

behavioral economist, previously at MIT) a preference for “free” seems

hardwired into our brains. So use it. Alone and in phrases. Even in

redundant phrases like “free gift”, “free brochure”, and “free

consultation” (not “initial consultation”, “free consultation”), the word

“free” helps generate response.

New. Novelty activates our brain’s reward center, making us find new

products (and even repackaged old products) attractive.

No Obligation. Especially when taking advantage of a free offer, people

want to be reassured that there are no strings attached.

At Last/Announcing. An e-mail that is an “announcement” increases its

power to grab attention. People like to think that they are getting in on

the ground floor of an opportunity.

Proven. People feel comfortable with products with proven performance.

That sort of contradicts the power of “new”. One way around that is to

explain that this is the first time that the product is available to them,

but that it has been proved elsewhere (e.g., beta tested with a limited

control group or used effectively in another industry or proven in

another country).

20. Use a Spell Checker. The misspellings and the use of bad grammar will

have a negative impact on your reader’s perception of you and your

product/service.

21. Don’t List Contents. Not only does this appear cold, corporate and

impersonal, but lf you start your e-mail with a list of the contents, there

is a good chance that your prospect will scan them; and since there is

little or no “sell” in the list can easily make the decision to delete

without reading further.


22. Write Colorfully. Grab their attention and keep it. Which of the

following has the better chance of keeping you involved with the e-mail?

Are you facing a large debt? Maybe bankruptcy?

Owing money sucks. Especially when it comes to bankruptcy. I know

people who have almost lost their homes and their families. Some

who have.

23. Keep it Short and Sweet. People tend to skim e-mails as opposed to

reading them. That means that the more text in your e-mail, the less

likely it is that the reader will get your point. This is even more critical

when your prospects are reading e-mail on their mobile phone. Ideal e-

mail body copy is brief, engaging and compelling. Make it easy for the

prospect to understand the point of the message from the start. If you

have a lot to say, consider including a link that directs prospects to a

page in your site that offers complete details (this also allows you to

track click-thru rates and determine the e-mail copy that gets best

results).

24. Avoid Pre-written E-mails. If an affiliate program provides pre-written

e-mails, re-write them extensively. You don’t want your prospect getting

the same e-mail from you that they have gotten from 3 or 4 other

marketers – especially if it is one in which the author appears to be

hyper-enthusiastic about the product. Don’t send the message to your

subscriber that you are insincere and only interested in selling them the

next new thing.

25. Edit. Lock in on two or three critical things your prospect needs to

know. When reviewing the copy, if some of the copy is not moving the

prospect toward the objective, remove it. Keep cutting until you have a

clutter free offering in which the message comes through loud and clear.


26. Format for Scan-ability. Highlight keywords and phrases, but don’t

overdo it or it loses its power. Refrain from underlining words, as many

readers will think they are a link. Avoid “shouting” (using ALL CAPS).

Consider replacing long paragraphs with subheads and bullet points.

Easy to skim e-mails yield the best results.

27. Format for Read-ability. Many e-mail clients “break up” lines that are

longer than 5o characters. So keep format your message to have no lines

longer than 45 to 50 characters.

When the lines are too long, you e-mail might end up being delivered

looking like this:

This is an e-mail

message

That was improperly formatted. That’s why we should pay attention

to how many characters

are in each line.

By following the 45 to 50 character rule, you’ll deliver a message that

looks like this:

This e-mail message is formatted properly.

The sender either counted the characters to

make sure they would not have a message

that would break up, or they used a tool to

keep count of the number of characters used

in each line.

28. Use Sentence Fragments. Don’t overdo it, but one or word sentences

are acceptable when writing in a conversational manner. Got it? OK.

Cool.


29. Personalize with Data. If you are collecting the information, include

purchase history, customer number, etc. to solidify the relationship with

your business and thus increase customer loyalty.

30. Be Clear in Your “From” Line. The e-mail most likely to be opened is

one from a recognized and trusted sender. Use your brand name,

program name, company name or name of a recognizable representative

of your company. Avoid addresses that appear to be spam (even though

they are legit), like addresses from free providers such as Hotmail or

Yahoo and addresses with a lot of numbers or letters that don’t spell a

name (e.g., [email protected]).

31. Don’t Get Identified as Spam. Avoid “shouting” (too many words in

all caps) and repetition of certain symbols (like a series of exclamation

points [!!!!] or dollar signs [$$$]) that trigger spam filters that recognize

certain words and phrases in e-mail subject lines and content and

“decide” whether or not to allow the e-mail into the mailbox of the

intended recipient. That being said, nearly every effective direct

marketing word triggers various filters. So, start by writing strong

marketing copy (and e-mail subject lines) for your offer, your marketing

goals, your brand and your target audience. Next test your creative for

spam filter triggers (use spam checking tools such as

http://www.lyris.com/contentchecker). Where possible, adjust and

use synonyms to make the creative more likely to get through.

Although you want to be sensitive to this situation, don’t change things

to the point that you dilute the marketing message to a level of

ineffectiveness. It is better to have a strong message getting through to

75% of your target than an ineffective one getting through to 100%.

32. Prepare. Renowned copy writer Pat Friesen says, “On average, only 20

percent is spent writing; the other 80 percent is research. I go deep into

the product or service I’m writing about, as well as the audience I’m

writing to. I look at current e-mails that are working for the client, as

well as competitive performance.”


33. Focus. Limit yourself to one offer per e-mail. Don’t offer a report and a

webinar in the same message; you will get disappointing response rates

for both. Keep it simple and concise with one clear call to action.

34. Know the Features, Sell the Benefits. The cobalt drill bit is a feature.

The hole your customer needs in the metal stud in the benefit. The bi-

focal lens is a feature. The ability to see up close and far away without

changing glasses is a benefit.

35. Offer Value. By giving more than you ask for, over time many of your

subscribers will look forward to your e-mails. If you are just trying to

maximize revenue from every e-mail, chances are you will not build

loyalty and your open rates and conversion percentages will drop.

36. Use Violators. Violators are the sidebars, bursts, slashes, Johnson

boxes, etc. you see in most direct marketing to pull the key message out

of the copy and give it more emphasis (and so it won’t be missed by the

reader … even if they only skim). Violators are effective in all forms of

direct marketing – including e-mail.

37. Anticipate Objections. Answer the primary objections in the prospect's

mind that could be a potential roadblock to a sale. The primary

objection to the majority of products/services concerns value: Will this

do what it is supposed to and solve a high priority problem at an

acceptable commitment of resources (primarily time and money)?

38. Use Active Verbs. Readers respond positively to action words like

enjoy, accomplish, explore, dream, challenge, energize, approve,

customize, celebrate, attack and experience.


39. Use Power Words. Power words are active, benefit-oriented words

that can grab a reader’s attention and be used, in the context of an

orderly format that drives the reader to a follow the call to action.

Here’s a list of 45 power words compiled by studying best-selling

magazine covers (Linda Ruth, Publishers Single Copy Sales Services):

Amazing, Anniversary, Basic, Best, Big, Bonus, Complete, Create,

Discover, Easy, Exclusive, Extra, Extraordinary, First, Free, Guarantee,

Health, Help, Hot, Immediately, Improve, Know, Latest, Learn, Money,

More, New, Now, Plus, Powerful, Premiere, Profit, Protect, Proven,

Results, Safety, Save, Special, Today, Trust, Ultimate, Understand, Win,

Worst, You

40. Keep the Reader Moving. Use “connectors” like “since …”, “that’s why

…” and “So …” to get the reader from one sentence/thought to the next.

Try to make every sentence a “cliff hanger” so the recipient feels

compelled to continue reading.

41. Elimnate Roadblocks. Roadblocks in your copy are words and phrases

that stop the forward momentum of your prospect getting to your call to

action. The worst offenders are words that the customer doesn’t

recognize such as industry jargon. As a rule, try to only use words that

are 7 letters or less.

42. Develop Your “Voice”. Your “voice” is a combination of your approach

and your style (including the vocabulary you choose). Your “voice” is the

persona you show to this target audience. It should be unique and serve

as an accurate reflection of your brand personality. Since e-mail is more

conversational than some other forms of direct marketing, an effective

way to test your copy by reading it out loud. Consider re-writing those

sections that don’t work well when read out loud – even if they initially

seemed strong in writing.


43. Use Your Unique “Voice” Consistently. Communicate with your

prospects with the same “voice” throughout the relationship.

44. Take a Break. If you have the time, when you are finished with the

copy, put it down. Come back in a few hours – or, better yet, the next

day – and re-read it. By looking at it through “fresh” eyes you will see if

it needs some tweaking or it it is ready to go.

45. Monitor Your Content. Don’t include pornographic, shocking or

disturbing content. Stick to the nature of your business and your site.

Avoid controversial issues. Aside from this being good practice in

general, the age of your recipients will define “inappropriate”; steer clear

of anything that might trigger complaints and more serious problems.

46. Test. And keep testing. Don’t fall in love with your copy until it lifts

response rates, beats the control or performs better than any previous e-

mail. And once it’s a proven winner, tweak it to make it even better. And

then start work on a new one with the goal of moving ahead of your last

winner.

47. Use the Call to Action Early. Especially in long e-mails and when the

call to action is a link, you can place the call to action in multiple places.

Some prospects might be sold early (maybe they know who you are and

are ready to find out more about your offer); the early link is for them.

Don’t lose momentum with those of your readers that convert quickly.

48. Use Only Relevant Links. If the email is focused on high converting

squeeze pages, a link to an article marketing site/offer doesn’t make

sense and thus can lower click through rates and/or conversions. As

another example, don’t have a link to an acne treatment site/offer in an

e-mail offering solutions to dog training.


49. Limit the Number of Links. Never have more than three different links.

Even if the links are relevant to the message, too many different links

can be confusing and distract the prospect from the primary objective

link. If you must use links in addition to the link that relates to the

primary objective, the optimal place for them is after the signature.

NOTE: the purpose of some e-mails is to offer a number of links …

obviously this tip does not apply in this situation.

50. Use Your Primary Link Multiple Times. It is suggested that the

primary link appear after the second or third paragraph (on the first

screen) and after the signature (before the PS) and then after the PS. If

the copy is long it can be used in the middle as well.

51. Be Sincere. Especially in customer service messages, boiler plate

responses do not inspire confidence in a reader with a need or concern.

52. Get the Core Message Out Early. Many people read their e-mail in a

hurry. If your core message is buried on the second screen, someone

skimming (to make a decision whether or not they will continue

reading) is likely to miss it. Conversion opportunity missed.

53. Personalize Your Opt-out. You must offer a clear and conspicuous

notice of opportunity to opt-out. Take the time to personalize it (both in

your e-mail an on your opt-out form). Be friendly while asking your

subscriber to reconsider. Here are some examples of phrases to follow

the “click here” link of your opt-out message:

We’d be very sad if you left though, we value you as a subscriber.

If you decide to opt-out, please let us know what has changed

from the time you requested that we include you.

Before you opt-out, please contact us at

[email protected] and tell us how we could better

serve your needs through this membership


54. Understand Copywriting. The single purpose of every element of

compelling copy is the get the next sentence read. And then the next

sentence. And so on until reaching the logical end: the call to action,

where the reader is ready to take the action you suggest.

55. Over Deliver. To build value for your product/service and credibility

and loyalty for you and your company, give more than what was

promised. For example, this is tip 55 in a book promising 50 tips.

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Resources

There are legal rules and guidelines regarding commercial messages --

including commercial e-mail. Understand them and understand that if you violate

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The CAN-SPAM Act: A Compliance Guide for Business - CAN-SPAM

Improve your writing and your sales skills (includes a step-by-step, 30-day

outline that guides you through the copywriting skill upgrade process):

The Ultimate Copy Writing Handbook

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Every effort has been made to accurately represent this product and its potential. However, thereis no guarantee that you will improve in any way using the techniques and ideas in thesematerials. Examples in these materials are not to be interpreted as a promise or guarantee ofanything. Self-help and improvement potential is entirely dependent on the person using ourproducts, ideas and techniques.

Your level of improvement in attaining the results claimed in our materials depends on the timeyou devote to the programs, ideas and techniques mentioned, knowledge and various skills.Since these factors differ according to individuals we cannot guarantee your success orimprovement level nor are we responsible for any of your actions.

Many factors will be important in determining your actual results and no guarantees are madethat you will achieve results similar to ours or anybody else’s; in fact no guarantees are made thatyou will achieve any results from the ideas and techniques in our materials.

OK, now that the lawyers have said their piece, let me sum up by reminding you that you are the

person responsible for your success ... so ... go out there and do something extraordinary!

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