HOW TO WRITE THE BEST EMAILS FOR EFFECTIVE LEAD GENERATION
Jan 22 2019
We’ve gone a long way, in terms of technology. We’ve seen more progress in the last 5 years than we have in the 20 years before that. What a time to be alive! Oddly enough, the most popular medium for lead acquisition is a technology that has started way back in the nineties — the email.
Moreover, generating leads via email isn’t just popular, it’s as popular as it ever was in marketing circles. This method of communication has a much broader reach than other tools. However, merely using email doesn’t really do the trick — it has to be done right. In this article we’re going to look into the ways you should approach writing your emails, to make them more enticing for your customers.
Before you start writing: focus on structure
Writing a strong, converting email is all about context, it won’t make everyone convert — it must be written for a particular audience in mind. This is why it is essential you should analyze your target audience carefully before you set off to write a converting email.
Furthermore, it is essential to invest some time into segmentation. Categorizing your prospects based on various criteria is a crucial component of high conversion, just because it speaks to this particular group’s fears, needs, and concerns.
A killer subject line
Strong subject lines are incredibly important since it’s pretty much a defining factor for your campaign’s opening rate. Who cares if you have a fantastic email copy if you have 6% opening rate. This is why your goal at the very beginning of writing a strong email is writing an impressive subject line that just can’t be ignored.
There are, however, limitations and there are also things that are considered faux-pas, like writing them in all caps, using many exclamation marks, and a few others. On the other hand, it’s important to personalize them. Personalization is among the most potent methods of speaking to a customer and creating a strong and inviting text.
Reports suggest that a subject line that is tailored with personalization in mind over 25% more efficient in increasing your campaigns opening rate. Another crucial element is to have the content of your email align with the content of your subject line. If you fail to do that, you’ll go straight to the SPAM folder.
Brevity is key
Communicating clearly what this email is all about is essential. Email is an asynchronous medium — communication isn’t happening real time, and there’s basically little to no behavior we can trace on the recipient’s behalf; this is why it’s a medium of lower social pressure, people can just block you without feeling guilty about it.
This is why it is always a good idea to start the email by communicating your intentions first.
Let’s say this a cold email — it’s a good idea to inform your potential customer about who you are and why you’re in their inbox, instead of building a backstory and creating a set up to your punchline.
Furthermore, every extra word in your email is another moment of your prospect’s time. Don’t make them read a mini-novel on why they should be your client. Write a lively and engaging email that will communicate all the vital information in under 300 words. Less is more.
Pay attention to the CTA
Your Call-To-Action or CTA is one of the factors that will define how compelling your email will be. The central idea behind this little linguistic motivator that is focused on action more than on anything else. You’re not trying to convince your user that something is true, neither suggest that a particular product is worthy of his or her time, but rather compel them to perform a specific action. Let’s look into a few examples:
• Get your free quote here
• Join the club
• Set up a free account
• Go to checkout
• Get immediate access
CTA’s are very commonly written in first person as if to identify with the reader. However, it’s not mandatory. Another important aspect is actually A/B testing your campaigns and how CTA’s perform with particular groups.
CTA’s can be subtle and overpowering, neither option is the right option. Again, it’s always about testing how each version performs and resonates better with your audience. It can take the form of a button or simply a warm and polite invitation to chat, get a quote, or whatever.
What defines a powerful Call-To-Action is the sense of urgency that it creates. Neuro-marketers call it the FOMO effect — Fear Of Missing Out. A strong CTA will make the recipient regret not taking advantage of your invitation or proposal since there are people out there that are enjoying its benefits, whereas they aren’t.
What needs to be pointed out
Now that you’ve looked into the crucial aspects of a well-converting email, it’s worth mentioning that these are by far not the only variables. There are so many things that can go very wrong and very right, this is why it’s essential to keep testing.
Chances are you won’t be able to write a persuasive email that will convert lots of clients right away, and even if you do — you can always tweak it to make it perform even better.
Don’t be disappointed if your campaigns don’t perform right away — having implemented what seems to be the common knowledge wisdom on highly converting emails, you’re bound to be successful, but after you’ve incorporated some small elements that go well with your recipients.
Writing an email that will attract many leads is hard. However, by applying the principles above, you’re three-quarters there. All that’s left is to add a personal touch to the template that will impress your potential customers and will motivate them to convert.
• Segment your database. This will let you personalize the emails more efficiently.
• Subject lines are definitive when it comes to high open rates.
• Communicate an ample message but be brief.
• Invest time in making a powerful Call-To-Action.
Kristin Savage nourishes, sparks and empowers using the magic of a word. She is practicing regularly while reviewing new translation services at Pick Writers and constantly contributing to other educational platforms. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. You can find her on Facebook.