It's quite evident that emails that are persuasive turn out to deliver a higher conversion rate. They generate interest, offer higher engagement to recipients, and 'persuade' them to take action. An email marketer must face questions like "How many of your emails get reverted to?" or "How many conversions does your email marketing generate on an average?"
Crafting the perfect email marketing roadmap is an art in its own right. With so much inflow of emails (121 emails per day on average), most of the emails go unnoticed and unopened. Even when these emails are opened, it's just the first 2-3 lines that the readers lay their eyes on before forgetting about it.
Such emails cannot retain the readers' attention for long, let alone convert them into clients. Marketing emails are a tougher nut to crack than regular emails since they just don't have to provide information. They are expected to engage the subscribers, create brand awareness, amplify leads, convert leads into clients, and extract more business from the existing clientele. Quite a long list, isn't it?
Persuasive writing is the key to meet almost all the objectives mentioned above. It would make your email marketing campaign highly effective and boost the much-needed CTR.
How to make your emails persuasive?
Making your emails persuasive is simple if you follow the AIDA formula - Attention, Interest, Desire, Action. Executing this formula would entice the subscribers, and they would gradually convert into your clients.
Attention: Create awareness about your brand
Interest: Catch the readers' attention and make them notice
Desire: Exhibit the value of your product/service
Action: Persuade them to take action
Feeling overwhelmed? Well, creating an AIDA-based email marketing campaign isn't that difficult if you keep the following points in mind. Let's have a look at them.
Oh, if you are still convinced to do all the hard work by yourself, then getting professional help from a Marketo certified associate or a Mailchimp email expert would be the best thing you could ask for. They're really persuasive when it comes to email marketing.
Now, let's get back to the techniques.
Your emails will sound persuasive if they speak the same language as your brand. Hence, it's crucial to create the email copy around your brand persona. Such content would establish a connection with the subscribers, and they would find it more relevant and relatable.
Here's a brilliant example from Starbucks. Notice how they balanced the latest festive offers with the usual branding of their coffee. The messaging is intriguing while also keeping up with the festive theme of the email. Not to mention, their new cup design is so cool!
Source: Really Good Emails
Subject lines are the introduction of your email to the subscribers. Hence, the entire narrative and fate of the email depend upon the subject line. Most of the brands have been toying around the same tonality for years when it comes to email subject lines. This is a blunder as it would reduce the consumer interest and anticipation in your emails and, eventually, your brand. Hence, if you want to kickstart your persuasive campaign, you better excel at your emails' subject lines. It's imperative to give the recipients an idea of what to expect.
Don't hesitate to use emojis in subject lines, as a report from Campaign Monitor suggests, "56% of brands using emojis in their email subject lines had a higher unique open rate."
Can't sort your subject line game? Well, you can seek expert help with Mailchimp email templates or Pardot email templates. They would create the most persuasive subject lines for your emails and enhance the overall appeal of your email marketing campaign.
Here is a fine email template example of how a concise subject line can make your email more persuasive. The subject line for this email from Postable says, "Refer your friends and get $$$." The subject line is crisp and clear, giving the recipient a clear idea of what to expect.
Source: Really Good Emails
If someone has subscribed to your emails, the chances are high that they already know about your product's features and benefits. However, adding a line or two of additional information won't do any harm; rather, it might turn them in to accept your deal and become a customer. One great way to do so is by focusing on the impact that your product makes rather than blandly talking about numbers and specifications. Adding a personal touch to your messaging would definitely up your email's appeal.
Have a look at this example from Google, and you would understand what I want to convey. The email talks about a smartphone but in a completely different way. The mention of battery life from "breakfast to bedtime" makes the overall proposition more humane and believable. And here's how an average email turns into a persuasive one.
Source: Really Good Emails
Writing persuasive emails is about balancing. The better your subject lines, messaging, value addition are in sync, the higher chance your email has to bring more clients. Incorporate the points mentioned above in your next email marketing campaign and see those conversions grow.
Kevin George is the Head of Marketing at Email Uplers, one of the largest Email Templates production companies which specializes in converting PSD to HTML email templates. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage and share insights with fellow marketers.