As it turns out, email copywriting is apparently one of the most dominant tools that can be utilized by online marketers in the finance industry if they desire to grow their sales and develop rapport with their target audience. However, if you fail to focus on the quality of your email copy, you will end up looking unprofessional and unconvincing to your prospects, which completely defeats the purpose of writing a copy in the first place.
Successful email copywriting can help you make better sales, win the trust of your subscribers and assist you in creating a long term relationship with your email list. Email copywriting isn’t that difficult, but it does require that you pay attention to certain rules. It can be an important aspect of your business, and in this article I will cover some proven strategies you can start using right away.
1. Short Copy Is Better
When you talk about direct mail marketing, you will find that the longer the copy is, the better results you get. Your target audience can be swayed to buy your product because you were able to give them more information in your copy about the product. However, things are different with email as the long copy approach does not always work here. In the view of Internet use, 3 minutes can seem like a long time especially if the user feels they have wasted their time. So people are really careful as to where they are investing their time. Your prospects do not want to spend a lot of time reading your sales message, which is why you should keep it concise to get them to read it.
The main purpose of your email copy is to get your readers to click through your copy and visit your website or blog. There is a different type of expectation that is applied to reading copy on a website versus reading it in an email, so once you get them to your website, you can give the main information there.
2. Clear Call to Action
After your subscribers have received, opened and read your email, what should come next is a conversion. Having a clear call to action is really important if you want to convert your readers into leads or customers. When you start writing your email copy, you should keep the flow in mind so that you do not face any problem when it comes to introducing the reader to the call to action. There are several decent email promotions that have turned out poorly, since the readers were unaware of what to do next. Do not leave your prospects guessing as to what action they should take, because if you hesitate to be straightforward with your call to action then you will obviously lose on your conversions.
When it comes to having a winning copy and the things you want to be done, be honest and persuasive regarding your call to action.
3. People Buy Benefits
You should focus on benefits, because that is what will sell your financial services. If you desire to get some positive responses from your email copy, then it is essential for you to direct your attention towards showing your readers the plus side of what it is you are offering them. It is smart to list out the plus side of your service and let your prospects see how fantastic it is however if you do not succeed at showing your prospect a reason that they should buy from you, then you obviously will not be successful at making a sale.
Each and every benefit that your product/service has to offer will prove to be vital when it comes to getting that most wanted sale. So no matter how small the benefit it is, you should always follow up a feature with the benefit so that your prospects know how buying from you will help them.
4. Start With a Purpose
With any kind of copywriting, including writing emails, you should begin with a well-defined purpose. Before you begin writing your email, you should think about what it is that you are trying to accomplish. In some cases, your purpose may be simply to have your readers click on a particular link at the end of the email so they can take a look at your offer or product. It will be simpler to write emails that get results when your purpose is well defined from the beginning.
5. Make the Landing Page Match
In email marketing, there is very little time lapse between someone reading the email message and the rest of the information on your website. Because of that, there needs to be a “seamless flow” between your email message and the landing page where you have sent your subscribers. Also, the sales copy, sales pitch and graphics in your email message need to match the message on your landing page.
Conversions could be lost if your prospects click through and are not sure they are at the right site because it does not seem to match. You need to repeat the same elements that you have in your email copy in your landing page. It is important to use the same tone of voice so there isn’t any mismatching between the email copy and the content on the landing page.
6. Focus on Building a Relationship
Aside from developing a relationship with your subscriber base, your email copy is also about getting the readers to take some steps. So as to get your readers to see a link between the emails that you send them, it is important for you to try to work on the continuity element of your email copy. The difference between web copywriting and email copywriting is that with your emails you try to understand what your readers want and give it to them on a regular basis. Once you establish a connection with your mailing list, you will be able to get them to take consistent action on all the promotional emails that you send out.
So be sure that every single email that you send out to your list is focused on shaping a relationship. By doing this you will boost the confidence aspect that you impart upon your subscribers, which will in turn lead to nicer conversions.
7. Keep Your Email Subject Lines Short
You will obviously have no idea what type of email service your subscribers will be using, so it is wiser for you to make the largest impression at the beginning of your emails. An operative subject line, comparable to a good headline, should be succinct and useful. Some email clients out there such as Web.de or GMX shorten the subject line if it goes too long.
So why take the risk? Do your best to keep your subject line succinct and effective, in order to share the quintessence of your email from the beginning. So the general rule of thumb is that having a shorter email subject line will almost always produce a higher open/click-through rate.
8. Begin With the Subject Line
What’s the main point of the email you’re going to send? What promise do you aim at fulfilling? Starting off with the subject line is a good habit to get into, as it makes your whole task easier. You can look at the subject line as the foundation that the body of the email rests upon. The body of your email should deliver what you promised them in the subject line. To succeed with email copywriting, you have to make all of the elements fit together as smoothly as possible.
9. Make Your Email Valuable
You want your emails to be useful in some way and not simply sales pitches. What you want to avoid is making readers feel that you’re only trying to get something from them. Rather than selling throughout your email, also include some material that provides real information that readers can use. By helping people in some tangible way, you’ll make them more receptive to your offer. Yet you also want to leave your readers wanting additional information, so that they will want to click through to your site or sales page. It should be a balance between providing value and whetting the reader’s appetite for something further. This is how your email can effectively pre-sell your offer and make people want to check it out.
10. Use Images to Support and Not to Convey
Your subscribers may not even be able to see any images you might want to use in your email message, so don’t use them to try to communicate your sales message, rather use them to enhance the message. Your copy should be able to deliver your message and be self-reliant and independent without the images. Using a graphic as a click-through hyperlink is a mistake because the image could be blocked. If you plan to use a graphical button, be sure that you add an additional text link too.
11. Do Not Tell Them to “Click Here”
It might sound a bit funny however do not tell your subscribers to “Click Here”, on account that this will make your subscribers think that you are pressing them. Instead of being ordinary, you can use a substitute phrase for your link, like “Download the eBook” or “Check into This Offer”. In every piece of your copy, you should try to intertwine what you want your readers to do, so that they will know what to look forward to when they click on your link. Plus, if in time, you would like to amplify the click through rate of your emails you should first try to make your readers feel secure before you lead them to your link that has a call to action.
12. Review Before Sending
Prior to hitting the “Send” button for your email, you should make sure you are satisfied, as there is no such thing as an “Undo” button, when it comes to emailing. Therefore it is vital for you to evaluate your email copy and make sure there are no grammatical errors or misspelled words, so as not to put yourself in a bad light from your prospects and not be able to obtain sales. It is essential for every single email copy that you form and send to your list to be reviewed by real people and not just some computer software.
This action is apparent however at the same time, it is critical. The last thing you would want is your prospects getting turned off reading your copy and judging your product/service as bad based on the quality of your email.
13. Be Honest With Your List
You naturally want as many people as possible to open your emails, but don’t try to improve your open rates by fooling people. If you want to be clever or even create a little mystery about your email, that’s okay, but don’t mislead people. You should never have a subject line that’s misleading or inconsistent with the topic of your email. You never want to give your prospects a reason to distrust you, as this will only cause them to stop reading your emails altogether and maybe leave your list. Gaining the trust of your prospects is an important element of email copywriting, and once you lose this it’s almost impossible to win it back. So be creative with your subject line but don’t cross the line with it.
14. Stay Away From “Spammy” Words
You have to be careful about using words in your emails that will be blocked by spam filters. So if your subject line says something like “Make more money!”, it won’t even reach many of your readers. Spam filters will filter such words and categorize your email as spam, and most of your subscribers will never even see it. That’s why you should be aware of how you word your emails and subject lines. If you subscribe to an autoresponder service such as Aweber, you shouldn’t have to worry about this, as they will let you know if your emails contain words that could be problematic.
Take what you have learned and put it into action and you will see that every tip that I have discussed in the above article will work. If you work on improving your copy first, then you will be able to improve your email marketing campaign later.
Email copywriting can really take your business to new heights and help you gain repeat customers if you provide them with real value. Email copywriting can help you make your financial advisor business more profitable by enabling you to communicate more effectively. Your email list is a powerful resource, but only if you know how to communicate with your subscribers in a way that gets results. This can help you to improve your conversions and make your email list even more valuable.
Infographic Summary – Email Copywriting Guide
About the Author
Marketing expert with experience in developing digital capabilities within investment management companies. Certificated expertise in social media, web, email, online advertising and digital performance marketing campaigns, both from a strategy and operational perspective. Also experienced in driving the digital marketing technology investment roadmap including CRM and automation tools. My know-how spans both B2B and B2C in the finance industry.