We are all surrounded by sales and marketing. We receive at least 5 notifications every day where a company is trying to persuade us. Today, there are so many mediums through which a customer can be influenced. Therefore, as the pile of information keeps growing, our attention span keeps falling. Who has the time to scroll through each and every message? Unless it is as capturing as a persuasive email, no one wishes to pay attention.
Everyone has an email address. If there is one account you must have for everyday life: Gmail. Every website requires you to log in. Some websites don’t even let you read further if you haven’t signed up with them. All this leads to plenty of daily emails in your inbox. Do we open each and every email that doesn’t concern us? No.
It is said that an average office-going individual receives about 121 emails a day. Imagine reading the content of each one of them. If this is the case, why do marketers still prefer email marketing? Email marketing is among the most cost-effective marketing tactics. In addition, the conversion rates of email marketing are excellent. In fact, as per a 2018 report by Emarsys, 81% of SMEs rely on email marketing for customer retention. Therefore, there is nothing that your persuasive email cannot achieve.
In pochi punti:
What Is Persuasive An email (or electronic mail) is a method of exchanging communications through the internet. It is one of the most used features on the web and the number one mean...?
Now that we understand how powerful email marketing can be, what is a persuasive email? Writing a plain copy describing your product line and service isn’t enough. Plenty of businesses are offering the same deal. It is important for your email to stand out. Also, your reader must be able to find your brand engaging. Therefore, persuasive emails help you connect with your customer better.
It is very important that you capture your audience’s attention. Once you have their attention, the content of your email must keep them going. It is very easy to just press the back option and continue with life. Your ability to convince your audience makes your email persuasive. Therefore, the key characteristic of a persuasive email is undoubtedly call-to-action. In addition, your email must look impossible to ignore.
Right from the subject to the sign-off, the customer must feel hooked to your sales pitch. Furthermore, persuasive emails usually appeal to your reasoning and emotion. You wouldn’t like to open an email filled with difficult terms. Therefore, it is extremely important for a marketer to understand how to write a persuasive copy.
The Importance and Benefits of Persuasive Email
We have understood how much power a persuasive email has. As a marketer, you just have one goal. You want to make sure that your customer moves from the consideration stage to that of purchase. No one likes a straightforward sales pitch. Also, you wouldn’t like it if someone kept asking you to buy something.
Imagine receiving an email saying “buy this dress from our website right now.” Similarly, imagine receiving “Find your perfect fit for this Valentine’s.” As a customer looking for Valentine’s day outfit, which email would you click on? The second email is much more targeted. It isn’t just asking you to buy but to find something you’d like. Thus, your audience shouldn’t feel that you are just promoting your brand. Your audience must feel special.
The key to a good sales pitch is not selling directly. In addition, you must appeal to a person’s emotions. Persuasive emails can help your brand become easily relatable. Use everyday problems to provide a solution. This makes a customer understand your brand better and relate to it. In addition, your email should present logic. A customer always wants to justify buying with logic. Buying 2 for 499 is always better than 1 for 250.
Following are the benefits of writing a persuasive email
- You get to connect with your audience
- You are able to share information about your products and services
- You are able to add value to a customer
- Helps in increasing sales, thereby increasing revenue
- Helps your customer understand the ethos and value of the brand/company better
- Usually helps in achieving a call-to-action
How To Write Persuasive Email
Unable to make your copy convincing despite several edits? Don’t worry, we’ve got you covered. Here are ways you can write a persuasive email:
- A Clear Goal: Decide on a goal before preparing the draft. Stick to this goal throughout your email. A customer shouldn’t feel confused while reading it. Prefer sticking to one goal per email. If you wish to convey more, use separate paragraphs and ensure clarity.
- Answer why: It is very important for your audience to know – why did they receive this email. You must be able to convey why the contents of your email are important. Also, a lot of marketers have started using stories to establish the why of their emails. You could try using storytelling too.
- Assurance: Your customer should feel that your company is credible. They shouldn’t feel that false information is being given to them. The email could include facts, stats, and pictures to help build the brand’s credibility.
- Subject: The subject of your email is the first thing that catches your attention. Give it a lot of thought. Ensure that the reader cannot resist clicking on your email at all. Most importantly. don’t use clickbait.
- Leave the choice: Never force your customer. Always make them feel like they have a choice. Your duty as a salesperson is to make sales by influence and persuasion. Therefore, your email should make you sound friendly.
- Easy A CTA is a phrase or word designed to get an immediate response from the reader. As the name suggests, it's usually something that involves a precise action performed by...: Don’t make your customer work to take action. If you want them to click on a website, embed the link. If you wish they follow you on Instagram, take them to your page. You should never expect your customer to spend more time with you.
- Make them imagine: Your email should leave your customer thinking. They should be able to imagine life being easy with your product.
Tips and Best Practices
There is no perfect when it comes to writing. Sometimes your words do the magic while sometimes they don’t. You could keep these tips in mind before preparing a persuasive email though.
- Personalize: Don’t address your customer like any other customer. Your customer must feel that you know them. For instance, lots of food delivery apps leverage the data they collect. They understand which items you order often and target you using them. Therefore, understand your audience before reaching out to them.
- Perfect Subject Line: An eye-catching subject line is very important. Many people use emojis nowadays. In addition, some of them use certain words in Caps lock. For example – the word sale. Imagine reading sale in big bold letters in your notifications. It would leave you excited to know more.
- Error-free copy: An email cannot be unsent. A single mistake in your copy can ruin all your effort. You must ensure you check your draft plenty of times before sending it. Errors can bring down your credibility as a source.
- Language: When drafting a persuasive email, your language must be persuasive too. Try to use words that help convince people. Analyze which emails have worked the best so far and make a list of words. Learn to create emphasis on such words.
- Make it real: In a world moving into artificial intelligence, don’t sound like a bot. Try to make your email as conversational as possible. This helps in building trust with your reader. You can use personal stories as well.
- Short and sweet: Cut out sentences that make it boring. Use short sentences and keep your audience’s attention. No one likes to keep reading long paragraphs and long lines. In addition, don’t sound cold, make it slightly informal.
With millions of emails being sent daily, standing out becomes vital. Your email must be able to create the impact it was intended for. Writing persuasive emails can help your company achieve that impact. Sales and marketing survive on communication. Sales can only be increased with effective communication. The right email can help you land a new customer as well as keep the current one.
People often get confused between persuasion and manipulation. These two terms are not the same. The art of persuading isn’t tricking someone into buying anything. It is convincing the customer with logic and reason. Your emails must be able to generate a good amount of opens and click-throughs.
The goal of your email must be to take your customer toward your CTA. The art of persuasion is not easy. It requires a lot of skill and craft. Even known writers do not possess the skill of writing perfect marketing copies. Thus, cracking the code to write the spot-on email is tough but not completely impossible. Hopefully, these tips and ways may help you finesse your skill.
Did you find this article helpful? Do you do anything differently while writing an email? How do you make it sound persuasive? Let us know in the comments section below.