7 things I keep in mind before writing any email copy
Hi warriors, few months back when I got my first email copy client, I went on to form a short "Email Bible" for myself (because I desperately wanted to take max out of this opportunity). Although I am copywriting for last 2 years, this was my first hands-on experience with email copy.
I keep this short handy "Email bible" close to my heart and would love to share it with all of you today (I continuously add new points and tips in it and would love if you add some of your pearls too!).
1. Stories are my first preference. Especially, if it's a nurture email (or first few emails of a conversion funnel). I directly land on the action of the story by carefully handling the descriptive part (It can bore your readers!). What I mean by directly landing on the ACTION is to open your story with the most MOVING, INTRIGUING and INTERESTING part of the story. People don't have time to read long descriptions of your characters (unless they are relevant to the problem you are solving).
2. I keep opening sentence short. This is important. I have read every God damn emails of A players and they really keep their email's opening sentence short and intriguing. Usually, the opening sentence is entitled to create SUSPENSE.
3. I don't use CTA until I have warmed up my readers. The whole point of your email copy is to carefully guide your audience to a CTA. And unless they are not ready for a CTA, I don't pitch them with one. It's like breaking your sales argument. It's important that you first brief your readers about the SIGNIFICANCE of your CTA before finally presenting them.
4. In 95% of the cases, I write one line paragraphs. I break this rule if concluding a sentence is disrupting my copy's flow. However most of the times, a paragraph is a sentence.
5. I ask relevant questions. You can easily over-do this if you are not careful. Never, Never ask questions that are difficult to answer. And Never Ever ask questions that are boring and confusing. For example a question like "Are you ready to dive into some numbers and stats?" will not do any good. Who likes numbers? Probably, very few. Instead, ask questions that are relevant and have clear-cut answers.
6. I don't offer more than one action in a single email. This is important. For example, you should not pitch your readers with a blog post along with a webinar registration CTA (even if the blog post is relevant to the topic). This confuses and divides your audience between both offers.
7. I write the very last line of my email copy first(a CTA) and then reverse engineer it i.e Write the end first, then start from the beginning and converge all the sales argument to your CTA. This has worked well for me.
These are some of the things I keep in mind before writing any Email copy. I would love if some of the more experienced warriors add their 2 cents and expand on this short "Email bible."
Thanks in advance!
Junaid
I keep this short handy "Email bible" close to my heart and would love to share it with all of you today (I continuously add new points and tips in it and would love if you add some of your pearls too!).
1. Stories are my first preference. Especially, if it's a nurture email (or first few emails of a conversion funnel). I directly land on the action of the story by carefully handling the descriptive part (It can bore your readers!). What I mean by directly landing on the ACTION is to open your story with the most MOVING, INTRIGUING and INTERESTING part of the story. People don't have time to read long descriptions of your characters (unless they are relevant to the problem you are solving).
2. I keep opening sentence short. This is important. I have read every God damn emails of A players and they really keep their email's opening sentence short and intriguing. Usually, the opening sentence is entitled to create SUSPENSE.
3. I don't use CTA until I have warmed up my readers. The whole point of your email copy is to carefully guide your audience to a CTA. And unless they are not ready for a CTA, I don't pitch them with one. It's like breaking your sales argument. It's important that you first brief your readers about the SIGNIFICANCE of your CTA before finally presenting them.
4. In 95% of the cases, I write one line paragraphs. I break this rule if concluding a sentence is disrupting my copy's flow. However most of the times, a paragraph is a sentence.
5. I ask relevant questions. You can easily over-do this if you are not careful. Never, Never ask questions that are difficult to answer. And Never Ever ask questions that are boring and confusing. For example a question like "Are you ready to dive into some numbers and stats?" will not do any good. Who likes numbers? Probably, very few. Instead, ask questions that are relevant and have clear-cut answers.
6. I don't offer more than one action in a single email. This is important. For example, you should not pitch your readers with a blog post along with a webinar registration CTA (even if the blog post is relevant to the topic). This confuses and divides your audience between both offers.
7. I write the very last line of my email copy first(a CTA) and then reverse engineer it i.e Write the end first, then start from the beginning and converge all the sales argument to your CTA. This has worked well for me.
These are some of the things I keep in mind before writing any Email copy. I would love if some of the more experienced warriors add their 2 cents and expand on this short "Email bible."
Thanks in advance!
Junaid
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I am conducting 5 FREE copy consultations till New Year...Jump onto my bandwagon while you still can..
I am conducting 5 FREE copy consultations till New Year...Jump onto my bandwagon while you still can..
Learn how I built a 14k email list and monetized it.
I am conducting 5 FREE copy consultations till New Year...Jump onto my bandwagon while you still can..