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Top 11 tips to improve your email copy and increase conversions

Top 11 tips to improve your email copy and increase conversions

Do you know the average ROI is $42 for every $1 you spend on email marketing? Therefore, it wouldn't be wrong to say that email marketing if leveraged the right way can serve as a great tool for channeling the conversion rate at a low cost.


However, with 293.6 billion emails sent and received every day, the customer's inboxes are overcrowded. As a result, cutting through the clutter and getting subscribers to take any action or open your email is a difficult task.


So, how will your email stand out amidst such competition? By drafting an impeccable email copy. The key to high conversion rates is nurturing the relationship with your subscriber base while writing an email copy that best resonates with them.


How to improve your email copy?

Acing your email copy won't only improve your conversion rates but also help you get more leads and sales. Here are the top 11 tips that can help you do the needful.


1. Set your goals

You must focus on a single goal while writing your email copy. So, make sure you identify your objective and choose what action you want your subscribers to take. Once you are clear about your goal, start with your subject line and content to create a narrative that's not only coherent but also seamlessly leads to the CTA. Remember, when you focus on a single objective, you can even track your KPIs effectively, thereby enhancing the effectiveness of your overall email copy.


2. Define your subscribers

Relevant content entices customers to open and engage with your email more. Start by documenting their demographic and psychographic data. You can even go ahead and interview your loyal customers to extract in-depth insights. Simply put, when you know and understand the customer's needs along with their precise pain points, writing an email copy in a way that resonates with them becomes easy.


3. Go for segmentation

According to DMA, marketers who opt for segmentation witness 760% increase in their email revenue. Hence, start segmenting your email list based on buyer personas along with other customer data such as purchase history, preferences, sales funnel position, geographic location, buying power, the way they interacted with the previous email and many more. It will help you in implementing an email marketing strategy where you can send relevant content and offers to each of your segments through your email copy.


4. Curate and send personalized content

Once you are done with segmentation, the next is to personalize your email copy with targeted content. It is a great way of meeting customer needs while increasing your ROI. After all, personalized emails have an open rate of 18.1%. Moreover, emails with personalized subject line witness 50% higher open rates.  So, a great email marketing strategy would be to go for personalization of your email copy. You can do so by collecting customer data and considering various factors such as their buying preferences, behavioral pattern, interests etc. You can even choose to make your email responsive for facilitating relevance and interaction.


5. Create a strong subject line

Improving your email copy won't be of any help if the customers don't click-through it. This is where a strong subject line can come in handy. With 33% of recipients deciding to open an email based solely on the subject line, it becomes critical to pay attention to this component. Therefore, start by paying attention to the intricate details of your customers. From incorporating urgency and curiosity to mentioning especially curated offers, timeliness, and relevance, you can include it all to motivate your customers to go ahead and click.


6. Optimizing the preheader text is a must

The preheader text serves as a preview of your email. It gives your subscribers a quick idea about the kind of content your email copy has. So, if done the right way, a preheader text can entice them to move forward with your email. See how SWEAT makes good use of the preheader text.


In addition, you must know that preheader text comes with a limitation of 30 to 140 characters based on the type of device and email client your subscriber is using. So, to avoid any part of your critical information being cut short, put the important content first. You should also send out test copies of the same to make sure the email shows aptly on various platforms.


7. Keep it simple

If you want your readers to take action, keep your content simple and easy to understand. So, write your email copy in short and simple sentences. To put it in other words, you must structure your content in a logical way and focus on a single idea in each paragraph. Take a look at this great email template example from Brooklinen.



You can even make use of white space, bullet points, and images for better clarity while driving the engagement.


Further, it is also important to format your email copy to make your content easy for everyone, including the skimmers. You can do so by highlighting the important points in bolded and bullet forms while keeping your messages short, clear, and simple.


8. Make use of storytelling

Storytelling can work wonders in intriguing users to read your emails. Stories don't only trigger the emotional quotient of people but also serve as an entertainment factor. So, leverage various storytelling techniques and create an email copy that will engage your subscriber base and lead them to CTA.


9. Include an appealing CTA

An effective CTA is key to improving your email copy and motivates the user to take necessary action. Therefore, make it a point to keep it clear, concise and to the point. See how Apple does it like a pro.



However, don't go the hard selling way in every single email copy. Instead, ask them to read articles on your website, take a tour of your brand, do a survey, etc. This will help the subscribers get acquainted with your brand. As a result, their chances of taking an action when you send them an offer the next time would become higher.


10. Aligning everything is important

Aligning is an important aspect for creating a seamless online experience for your subscribers. You can do so by matching your email marketing strategy with your landing page. In this context, creating a consistent visual for both your email template and landing page can help you garner the customer's trust. Remember, if the look and feel of your landing page are different from your email, it will confuse your customers and decrease your conversion rates.


11. Test, track and improve

The last step is to A/B test and analyze your email copy to understand what works for your brand and what doesn't. You can collect data for the same and track the result of your campaign. Some of the important KPIs to analyze include open rates, click-through rates, delivery rates, and sales conversion rates. It will help you fine-tune your email copy and take corrective measures wherever needed.


Wrap up

No matter how good your email marketing strategy is, you can deliver a seamless customer experience only with the help of a good email copy. From segmenting your email list to personalizing your email copy, you can do it all to improve your email copy and increase the conversion rate. Also, don't forget to align your email copy with your landing page while writing a clear and robust CTA. Skimming your email and testing it is also a great idea for creating a better email copy.


So, make use of the tips mentioned above and draft an impeccable email copy that helps you convert your leads into loyal customers.


Author Bio

Kevin George is Head of Marketing at Email Uplers, one of the fastest growing full service email marketing agency that specializes in crafting professional email templates, PSD to HTML email conversion and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.


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