How to Write Email Subject Lines That Get Opened

Email Copywriting Secrets: How to Write Emails That Convert

Feeling overwhelmed by the endless marketing options out there? And strapped for cash?

You're not alone.

That's why smart business owners like you are turning to email marketing. It's a direct line to your customers, a powerful way to build relationships, and a surprisingly affordable way to boost your sales. But with inboxes overflowing, how do you make your emails stand out?

The answer lies in mastering the art of email copywriting.

This comprehensive guide will equip you with the secrets to crafting emails that captivate your audience, boost engagement, and ultimately drive conversions. From building a strong email list to writing compelling copy and optimizing for success, we'll cover everything you need to know to transform your email marketing from a chore to a revenue-generating machine.

Here's what we'll cover:

• Grow Your Audience: Simple Ways to Build Your Email List

• Crafting Killer Email Copy: Engage, Inform, and Convert

• The Power of the Subject Line: Don't Let Your Emails Go Unread

• E-commerce Email Secrets: Turn Browsers into Buyers

• Maximize Your Results: Proven Email Marketing Best Practices

Grow Your Audience: Simple Ways to Build Your Email List

Before you can write amazing emails, you need people to send them to!

Building an email list is the crucial first step in your email marketing journey. Think of it as cultivating a community of engaged individuals who are genuinely interested in what you have to offer.

Here's how to build an email list that sets you up for success:

• Attract More Subscribers with Irresistible Freebies: Offer valuable lead magnets. These could be ebooks, checklists, templates, exclusive discounts, or access to webinars. Make sure your lead magnets are high-quality, relevant to your audience's interests, quick to consume and provide real value.

  • Example: If you're a digital marketing agency, offer a free "Social Media Audit Checklist" or an ebook on "10 Proven Ways to Increase Website Traffic."

• Turn Your Website into a Lead-Generating Machine: Make it easy for people to join your email list by strategically placing opt-in forms throughout your website. Include them on your homepage, blog posts, contact page, and even in pop-ups. Experiment with different form designs and calls to action to see what works best for your audience.

  • Pro Tip: Use clear and concise language in your opt-in forms, highlighting the benefits of subscribing. For example, instead of just saying "Subscribe to our newsletter," try something like "Join our community and get exclusive tips, updates, and special offers delivered straight to your inbox."

• Harness the Power of Social Media: Leverage the power of social media to expand your email list. Regularly remind your followers about the benefits of subscribing and encourage them to sign up. You can run contests, offer exclusive content to subscribers, or simply include a link to your sign-up form in your bio.

  • Example: Create an engaging social media post with a captivating image and a call to action like "Don't miss out on our weekly dose of marketing wisdom! Join our email list today and get access to exclusive content and special offers."

Crafting Killer Email Copy: Engage, Inform, and Convert

Now that you have a growing email list, it's time to craft emails that people actually want to read. This is where the magic of email copywriting comes in.

Here's how to write emails that engage your audience, provide valuable information, and ultimately drive conversions:

• Write Compelling Subject Lines: Your subject line is your first (and often only) impression. It's the gatekeeper that determines whether someone opens your email or sends it straight to the trash. To make your subject lines stand out, keep them concise, intriguing, and personalized. Don't be afraid to experiment with brackets [ ] and emojis to make your emails pop in the inbox.

  • Examples:

    • Instead of: "New Product Announcement"

    • Try: "🎉 [first_name], Your Exclusive Sneak Peek at Our Latest Product!"

    • Instead of: "Monthly Newsletter"

    • Try: "[first_name], 5 Marketing Trends You Need to Know in October"

• Engage with Your Body Content: Once you've grabbed their attention with a killer subject line, it's time to deliver on your promise with engaging body content. Get to the point quickly, use clear and concise language, and focus on the benefits for the reader. Break up long paragraphs with headings, bullet points, and images to make your emails easy to scan and digest. White space is your friend.

  • Pro Tip: Use storytelling to connect with your audience on an emotional level. Share customer testimonials, case studies, or behind-the-scenes stories to build trust and credibility.

• Include a Strong Call to Action: Every email should have a clear and concise call to action (CTA). Tell your readers what you want them to do, whether it's visiting your website, making a purchase, downloading a resource, or replying to your email. Use action verbs and create a sense of urgency to encourage immediate action.

  • Examples:

    • "Shop Now and Get 20% Off Your First Order"

    • "Download Your Free Guide Today"

    • "Book a Free Consultation and Let's Discuss Your Marketing Goals"

The Power of the Subject Line: Don't Let Your Emails Go Unread

We've already touched on the importance of subject lines, but let's dive deeper into the art of crafting subject lines that grab attention and entice people to open your emails.

Here are some proven strategies to make your subject lines irresistible:

• Keep it Concise: Aim for 6-10 words to ensure your subject line doesn't get cut off on mobile devices. People are busy, so get to the point quickly and make every word count.

• Use Numbers: Numbers like "5 Ways to..." or "10% Off" naturally catch the eye and make your subject lines more scannable. They also create a sense of anticipation and promise specific value to the reader. Try and use specific numbers too.

  • Example: What the top 27 marketers are doing right now.

• Create a Sense of Urgency: Phrases like "Limited Time Offer," "Don't Miss Out," or [Last Chance] can encourage immediate action. People are more likely to open your email if they feel like they might miss out on something valuable.

• Personalize it: Include the recipient's name or location for a personal touch. This shows that you're not just sending out mass emails but that you value their individual attention. If you're using a merge tag like [first_name], make sure to set a default value (e.g., "valued customer" or "friend") for those who haven't provided their name.

  • There’s nothing worse than getting an email that says, “first_name your special offer is inside”

• Don't Forget the Preview Line: The preview line is your second chance to make a first impression. Use it to expand on your subject line and further entice the reader to open your email. Think of it as a mini cliffhanger that leaves them wanting more.

  • Example:

    • Subject Line: "🔥 Hot Deals Inside! 🔥"

    • Preview Line: "Don't miss out on our biggest sale of the year! Up to 50% off select items."

• A/B Test Your Subject Lines: The best way to find out what works best for your audience is to A/B test different subject lines. Send out two versions of your email with different subject lines to a small segment of your list and see which one performs better in terms of open rates.

E-commerce Email Secrets: Turn Browsers into Buyers

For e-commerce businesses, email marketing is a goldmine. It's a powerful way to connect with customers at every stage of their journey, from browsing your products to making a purchase and beyond.

Here's how to leverage email marketing to boost your online sales:

• Abandoned Cart Emails: It's not uncommon for shoppers to add items to their cart and then leave without completing the purchase. Abandoned cart emails are a gentle way to remind customers about the items they left behind and offer incentives to encourage them to complete their order.

  • Pro Tip: Include images of the abandoned items and personalize the email with the customer's name. You can also offer free shipping, a discount code, or a sense of urgency (e.g., "This item is selling out fast!") to nudge them toward the checkout.

• Product Recommendations: Use email marketing to suggest products based on past purchases or browsing history. This is a great way to introduce customers to new items they might be interested in and increase their lifetime value.

  • Example: If a customer recently purchased a pair of running shoes, send them an email with recommendations for running apparel, accessories, or other related products.

• Post-Purchase Follow-Ups: After a customer makes a purchase, don't just leave them hanging. Send a post-purchase email to thank them for their order, provide shipping updates, and offer support if needed. This is also a great opportunity to ask for reviews, encourage repeat purchases, or offer exclusive discounts for their next order.

  • Pro Tip: Segment your post-purchase emails based on the products purchased. This allows you to send more targeted messages and offer relevant product recommendations.

  • Pro Tip 2: Give them the link for the review you want left (Google, Yelp, Facebook Etc.)

• Order Confirmation Emails: These are essential for any e-commerce business. They provide customers with a summary of their order, including details like order number, shipping address, and estimated delivery date. They also serve as reassurance that their order has been received and is being processed.

  • Shipping Confirmation Emails: Once an order has shipped, keep your customers informed by sending a shipping confirmation email. This email should include the tracking number and a link to the shipping carrier's website so customers can easily track their package.

  • Win-Back Emails: Sometimes customers drift away. Win-back emails are designed to re-engage inactive subscribers and bring them back into the fold. You can offer exclusive discounts, highlight new products or services, or simply remind them of the value you provide.

    • Pro Tip: Segment your inactive subscribers based on their last purchase date or engagement level to send more targeted win-back emails.

    • Don’t be afraid of unsubscribes. You should encourage it. Although email is inexpensive, you don’t want to pay to send emails to people who don’t want to hear from you.

  Maximize Your Results: Proven Email Marketing Best Practices

  To truly succeed with email marketing and maximize your return on investment, it's essential to follow best practices. These strategies will help you optimize your campaigns, improve deliverability, and achieve your marketing goals.

  • Segment Your Audience: One of the most effective email marketing strategies is segmentation. This involves dividing your email list into smaller, more targeted groups based on factors like interests, demographics, purchase history, or engagement level. By sending more relevant and personalized emails to each segment, you can significantly increase your open rates, click-through rates, and conversions.

    • Example: If you're an e-commerce store that sells clothing, you could segment your audience by gender, age, or product preferences. This allows you to send targeted emails featuring products that are most relevant to each group.

    • Tagging Your Audience: Tagging your audience can make the segmentation process much easier. Tags are essentially labels that you can assign to subscribers based on their actions or attributes. For example, you could tag subscribers who have purchased a specific product, attended a webinar, or clicked on a particular link in your email. This allows you to easily create segments based on these tags and send highly targeted emails.

  • Personalize Your Emails: In today's world of personalized marketing, generic emails simply don't cut it. People want to feel like you're speaking directly to them, not just blasting out mass messages. Use the recipient's name, tailor the content to their interests, and segment your list to send more relevant emails.

    • Example: Instead of a generic greeting like "Dear Valued Customer," use the recipient's name: "Hi [first_name],"

    • Make sure you have a relevant default value in the merge field incase you don’t have their name.

  • A/B Test Your Emails: A/B testing is a powerful technique that involves sending out two versions of your email with slight variations to see which one performs better. You can test different subject lines, calls to action, email designs, or even the sender's name. By analyzing the results, you can identify what resonates best with your audience and optimize your campaigns for maximum impact.

  • Measure Your Results: Tracking and measuring your email marketing results is crucial to understanding what's working and what's not. Monitor key metrics like open rates, click-through rates, conversions, and unsubscribe rates to gauge the effectiveness of your campaigns. Use this data to make informed decisions and continuously improve your email marketing strategy.

  • Maintain a Consistent Sending Schedule: Consistency is key in email marketing. Establish a regular sending schedule that your audience can expect, whether it's weekly, bi-weekly, or monthly. This helps you stay top-of-mind and build anticipation for your emails.

    • Let them know how often to expect emails too. This should be part of your on-boarding series (you have one of those, right?).

  • Optimize for Mobile Devices: With the majority of emails being opened on mobile devices, it's crucial to ensure your emails are mobile-friendly. Use a responsive email template that adapts to different screen sizes, and make sure your text is large enough to read on smaller screens.  

  • Respect Your Subscribers' Inbox: Don't bombard your subscribers with too many emails. Focus on quality over quantity and only send emails that provide real value. Make it easy for people to unsubscribe if they no longer wish to receive your emails.

  Conclusion

  Email marketing is a powerful tool for small businesses, but it takes more than just sending out random emails. By crafting compelling copy, optimizing your subject lines, and following best practices, you can turn your emails into a conversion machine.

  Remember, the key is to provide value to your audience, build relationships, and nurture those connections over time.

  So…

  What’s the one thing you took away from this? Let us know in the comments.