Secrets of Mastering Email Copywriting That Will Put Money into Your Pocket Fast

Learning email copywriting is kind of like learning how to ride a bike.

Remember the thrill of learning to ride a bike when you were a kid?

You hopped on, fueled by the idea of racing the wind with your friends, only to tumble down, time and again.

Getting up, falling down, and repeating the process until you finally pedaled smoothly.

via GIPHY

Back then, your youthful spirit was free from self-doubt. You saw others riding and decided that you could do it too. With determination, you conquered those initial scraped knees, and learned how to ride.

Email copywriting is a lot like that journey. At the start, it often feels like you need training wheels – some guidance to help you along. You need someone who’s already a pro to show you the ropes, just like when you were learning to ride.

But there’s more to the story…

Some of you aren’t content with riding the copywriting bike; you want to race on the professional circuit. To achieve that, you’ll need focused training.

The good news is that email copywriting isn’t a complex skill.

Trust me; there are folks out there making a great living through email copywriting. But, like any skill, there are a few essential things you must learn first.

In this post, I’m going to take you through maze of email copywriting so that you can do write for your own business.

As they said in Smokey and the Bandit, “We’ve got a long way to go and a short time to get there.”

Here’s a little bit of inspiration to get your engines revved up:

Email Copywriting: What Is It, Really?

Among the most lucrative avenues of copywriting, email copywriting stands tall.

But before we dive into the depths of email copywriting, it’s essential to revisit the basics. You might be thinking, ‘Why start with the fundamentals?’

Allow me to draw an analogy from another classic ’70s film, ‘The Bad News Bears.’

In this comedy, a ragtag group of little league baseball players in a small town is in dire need of a coach. The only one they can find is a washed-up ex-player who reluctantly takes the reins.

As he attempts to assess their skills, it becomes obvious they have no idea how to play.

As a matter of fact, they almost kill each other on the field.

After watching them “play” for about a half-hour, he decides to take the reins.

‘Boys, let’s start at the beginning; this is a baseball…’

I’m not implying that you’re clueless like a bunch of kids, but starting with the basics can provide a strong foundation.

I’ve been an instructor for over 2 decades and we all have to start at square one when learning a new thing.

Right?

I don’t have the luxury here of assessing each of you, so we will begin at the beginning.

How Email Copywriting Sets Itself Apart

So, back to email copywriting—what is it, and what does an email copywriter do?

Email copywriting is a pivotal aspect of digital marketing.

It is about writing persuasive emails for all kinds of businesses, big or small. The main goal is to grab the reader’s attention and get them to do something.

(Boom, there it is!)

You must captivate your readers from the very first words. And that means getting them engaged enough to convert into paying customers and clients.

But here’s the thing – email copywriting is different than other forms of copywriting:

• No purchasing email lists
• Cost-effective distribution
• Typically, lengthier campaigns
• Digital delivery over the Internet
• Greater ease in personalizing
• Long-form copy is often discouraged
• Real-time results tracking
• Delivery across a wide range of electronic devices

From a professional copywriting perspective, there is one big benefit.

You can have a steady flow of work indefinitely.

If you have a client or two who likes your work, you can write campaigns for them for a long time.

I mean, think about it.  Would you rather chase clients all the time or write for a paying client for years?

Yeah, I thought so.

This is one of the reasons why email is appealing to many professional copywriters.

Unveiling the Research Strategies of Elite Email Copywriters

Email copywriting is an art, and the A-listers in this domain seem to have cracked the code to reel in substantial profits. So, if you’re looking to conquer the world of email copywriting, fasten your seatbelt because understanding your audience is the first rule of this thrilling journey.

(Although this wisdom extends to all forms of copywriting, let’s zoom in on the captivating world of email.)

Picture this: You’re at a crowded carnival, and you’ve got one ring to toss. You’re not aiming for the entire crowd; instead, you’re targeting that elusive, attentive herd. The rest? Well, they can take a leisurely hike.

Your effectiveness as an email copywriter rests on one crucial task – persuading your recipients to act. Buy a product, click a link, RSVP for an event – you know the drill.

So, how do you wield this persuasive power? It’s all about having an intimate understanding of your readers and what they crave.

Let’s peel back the curtain and discover how A-list copywriters put this knowledge to work, amassing substantial wealth in the process.

The Art of Audience Research: 3 Insider Secrets

The cornerstone of any email campaign is the meticulous research you conduct on your readers right from the get-go. And here, we’re handing you two golden shortcuts, generously passed down by the pros.

Secret #1: The Swipe File Treasure Trove

Start by asking your client for the materials from previous copywriters they’ve collaborated with. This is a goldmine of insights. Dive in and analyze what’s worked before, but remember, if those copies didn’t convert too well, it’s time for you to roll up your sleeves and embark on your research journey.

But what if the client is new to the game, with no such files to share?

Hold on to your hat; we’ve got your back with Secret #2: The Competitive Espionage.

Begin by quizzing your client about their closest competitors. After all, a company with no clue about its competitors might not have a solid marketing plan. And those are the companies that, let’s be honest, tend to vanish into the ether. 🚀💨

Once you’ve unearthed the names of the competition, get yourself onto their mailing lists. Pretend to be an intrigued prospect, and voila! They’ll start sending you a trove of emails and even direct mail pieces. With these invaluable materials in hand, you’ll uncover their: • Target audience • Tone and language • Pricing strategies • Marketing playbook • Advertising frequency • Sales tactics • Social media presence

And now, brace yourself for Secret #3: The LinkedIn Infiltration.

Dive into the professional haven of LinkedIn and hunt down a salesperson who either works for your client’s competitors or has in the past. Connect with them, and shoot them a private message. Salespeople are often eager to share their insights. If you can swing it, arrange a call or Zoom meeting – you won’t believe the wealth of information they’re willing to divulge.

Now, I won’t overwhelm your brilliant mind with more knowledge today. Bask in the warmth of these insights, and stay tuned for more pearls of wisdom from yours truly.

The Money Making Basics of Email Messages

Now it’s time to dive into the exciting world of writing your email messages.

Learning how to write compelling copy is an art – and all art requires practice.

Don’t worry too much about how good your copy is when you start out.  Eventually, you will develop your own style and feel more comfortable with writing email messages.

Another thing that is important to remember when learning how to   write email copy is it won’t be good at first.  And, you will never reach a pinnacle of writing that converts highly every time.

In the world of sports, there are the 1 percent pros who are so good it’s scary.  Writing is like that; you probably won’t reach that peak, but you can get close to it.

Like playing sports, you’ll have days where you can’t win no matter what you do.

(The reason why I’m telling you this stuff is so that you won’t have unrealistic expectations.)

OK?

But, if you want to reach out to customers, and clients mastering the art writing good email copy will help.

In this next section I’m going to help you get started on writing emails that will capture attention, drive action a keep you readers wanting more.

Let’s kick the tires and light the fires!

Mastering the Art of Crafting Irresistible Email Subject Lines

In the fast-paced world of email marketing, your subject line is your golden ticket.

It’s the first impression, the initial spark, and the make-or-break moment. So, how can you craft a subject line that stops recipients in their tracks and compels them to click “open”?

Let’s uncover the secrets to writing an attention-grabbing subject line that leaves a lasting impact.

Within the realm of email communication, the subject line reigns supreme as the initial point of engagement. It’s the very first thing to greet recipients as they open their inboxes.

Much like the captivating headlines you find in advertisements or engaging blog posts, the subject line’s primary role is to seize the reader’s attention. Fail to achieve this, and your email may face the unfortunate fate of being discarded.

This single line of text is your chance to shine when recipients browse through their email messages. Considering the effort invested in crafting a sales email, the last thing you want is for your hard work to go unnoticed.

So, it’s essential to get this critical element right. To illustrate, consider the following example:

Unlocking the Power of Preheaders in Effective Email Copywriting

In the realm of email copywriting, every component plays a pivotal role, including the often underestimated preheader. Think of it as the wingman to your subject line, subtly guiding recipients to open your message.

But what exactly is a preheader?

It’s that concise text snippet beside your subject line, offering a sneak peek of what’s inside.

For email connoisseurs and seasoned copywriters, the preheader is a well-known secret.

When crafted skillfully, it becomes the perfect companion to your subject line, encouraging recipients to open your email, especially when your subject line might need an extra push.

Remember: Subject Line and Preheader are a Dynamic Duo

Subject lines and preheaders are like a well-matched pair.

To optimize their impact, your preheader should seamlessly complement your subject line.

If your subject line talks about a thrilling new marketing strategy, your preheader should provide a glimpse into this strategy.

Simplifying the Art of Crafting Engaging Subject Lines

For aspiring copywriters, the task of writing subject lines is similar to creating captivating headlines for a blog post or a persuasive sales letter. Fortunately, it’s not as complex as it may seem.

Here’s a straightforward formula to consider:

Benefit(s) + Curiosity = Interest

Let’s break it down with an example:

“Unlock Success with This Time-Tested Marketing Strategy”

The benefit? “Unlock Success.” The curiosity factor? “This Time-Tested Marketing Strategy.”

This approach has stood the test of time and is not a recent revelation. Renowned copywriters, like Gary Halbert, used a similar technique to create compelling headlines.

Here are some essential subject line tips:

• Keep It Concise: Lengthy subject lines can overwhelm recipients.
• Aim for brevity, with a maximum of 41 characters and an optimal length of around 16 characters.
• Steer Clear of Spammy Language: Words like “free,” “sex,” or excessive use of exclamation marks can trigger spam filters.
• Avoid overly promotional language.

Remember, the ultimate goal is to captivate your readers, not land in the spam folder. Exceptional subject lines act as intriguing headlines, piquing curiosity without resorting to overly promotional tactics.

In the world of copywriting, where precision and authenticity matter, crafting compelling subject lines is your secret weapon.

Spice Up Your Email Messages With Good Stories

About Writing Stories

In case you don’t know it, people love stories, even when they are in email messages.

Stories are entertaining, and they can engage your readers on an emotional level.

When writing an email message, it’s a good idea to craft a good story that engrosses and entices your readers. It also helps them to continue on reading you email message.

But what if you haven’t written any stories before? Below are a few tips that should help you out.

Start Out with a Hook

In a story, a hook is the opening salvo of your story. It has one specific purpose: to grab your reader’s attention and pull them into your writing.

In copywriting, you only have a few seconds to grab you audience’s attention and draw them into your copy. So, you must, must, must give them something to keep them reading.

Here’s an example of a story hook:

Where the Crawdads Sing by Delia Owens

On the morning of October 30, 1969, the body of Chase Andrews lay in the swamp, which would have absorbed it silently, routinely. Hiding it for good. A swamp knows about death, and doesn’t necessarily define it as tragedy, certainly not a sin.

What’s so Great About this Hook

Here’s why this hook dominates the world of storytelling:

• Intrigue – It immediately gives you suspense in the swamp. (Dark, dank swamps usually give people the creeps.)
• Historical Context – Specific date so you understand the time frame
• Visually Stimulating – The swamp absorbing the corpse paints a vivid picture of death
• Personalizing the Scene – Telling you that the swamp is aware of death adds to the creepiness
• Philosophical Injection – The swamp’s personal take on death is  at the end

The most important facet of this hook is that it propels your readers to want more. It reveals just enough to make it open-ended so your audience will want to read more.

Other Kinds of Hooks for Your Story Telling Tacklebox

There are many different ways you can start your email story out.

Here are a few more ideas with hooks:

Start with Action

Start your story off with a scene that describes some action. Action is great because it immediately grabs the readers and makes them more curious.

You could write about:

• A sudden event
• A character in the middle of a situation
• Or a surprising incident

Ask a Question

Pose a thought-provoking question that your readers can’t resist wanting to answer. This question should be related to the theme or conflict of your story. It can create curiosity and encourage readers to continue reading to find the answer.

Use an Anecdote

Use a short story that relates to your subject matter. ( Most people love these kinds of stories and can connect with them on an emotional level.)

Start with a Quote

Begin with a relevant and impactful quote from a famous person, a character, or a piece of literature. A compelling quote can set the tone for your story and generate interest.

Create Intrigue

Drop a hint or a teaser that leaves readers wanting to know more. You can provide a glimpse of a mystery, a surprising revelation, or a twist that’s coming later in the story.

Use Humor or Wit

Make your readers smile or laugh with a clever and humorous opening. Humor can be an effective way to connect with your audience and make your story memorable.

There are a lot of different ways you can start your story,  but you need to remember to keep it concise and to the point.  It should entice them to read further while making it emotionally charged.

Don’t Worry – Be Happy

The best part about what I just told you is that you don’t need to have all those elements in your hook. You are writing email messages, not a novel, so I’m merely giving you some ideas to get started.

The reason why I focused on the hook so much is because it is vital to keeping your reader yearning for more.  In your copywriting, anything you can do to make your reader stay with you is paramount.

The Basic Emails You Can Send

There are a lot of different kinds of emails you can send your herd, and it would be a very long post if I went over each one.

So, I’ve decided to focus on a few of the more important kinds of emails you can send to your list.

(You do have a list, don’t you? If you don’t, read how to build one here: Email Marketing for Coaches and Trainers)

Promotional Emails

A promotional email is your standard selling email. It is usually sent by businesses to promote products and services.

(You can also promote events, special offers, subscriptions and other offerings to readers.)

Of course, the primary goal of a promo email is to get recipients to take action. It can be making a purchase, watching a video sales letter, or signing up for a webinar.

Like any other email piece you send, it must have engaging content. A lot of emails today include images and beautiful layout, but having well written copy is the order of the day.

If you can tell a story while you’re selling it is always a good thing. If you are selling products, take a look at how the J. Peterman catalog writes about its items. Here’s a good example of what I mean: Browning’s Shearling Range Coat

Crafting an Effective Call to Action (CTA) in a Promo Email

The call to action is like your North Star, guiding readers toward the action you want them to take. Your sales copy in your message is a pitch, and your CTA is your swing.

You cannot have an unfocused call – it must be crystal clear.

Tell them exactly what to do and don’t leave any room for chance. If you want them to download a .pdf file, tell them.

If you want them to buy a product, show them the button to click on and tell them how to do it.

And don’t make it sound relaxed, tell them to do it now without hesitation. “Shop Now,” “Get Started,” or “Claim Your Discount.” The goal is to motivate readers to act immediately.

Make your CTA stand out and emphasize the links you want readers to click on stand out. If it’s a button you want them to click, make it florescent orange. If you have a link, an emboldened red lettering would be a good idea.

But, a word of caution:

Don’t make your call to action ginormous; lengthy CTA buttons may overwhelm the reader. Make it concise and to the point.

As I mentioned above, you do not want to impede the action process in any way.

So, to recap for a second…

(I don’t think you have the time for all that.)

So, here is a quick list of the different kinds of email messages you can deploy to your subscribers.

Transactional Emails

This is an automated email that is specific.  It is usually triggered by an action from a user or visitor to your site.

Its main function is to provide customers with information related to a sale. They can also be used to confirm a user’s:

• Registration
• Order
• Shipping updates
• Password resets

Transactional emails are very important and validates the fact that you are on the ball.  When people do business with you, they want validation, and that’s why these types of emails are so important.