How to Write Actionable Email Copy
Tips to getting better email click through rates:
- Your first line of copy is very important, especially it is what most people can read in their preview window and it is what causes them to delete or open after reading the headline.
- Keep your emails short it has been proven statistically that shorter emails get more clicks [so stop putting your newsletters in your emails, noone is reading them!]
- Where you place your links [calls to action] in your email is very important. Make sure to have your link:
- Once in the open of your email
- Once in the body copy of your email
- Once in the close of your email
- Intro – Link – Curiosity
- Body – Benefit – Link
- Close – Scarcity – Link
- If you use PS and PPS in your emails which you should all be doing put your link at the end of the PPS for a final reminder to click and take action.
Image Placement in Emails:
- If you are using emails make sure the thumbnail has a play icon on the picture
- Put a caption under your image on your landing page [use the same image in your email as on your blog post, consistency of imagery is important]
- Have a conversation with your subscribers, the more personal and more interaction the better your open and click through rate [formal sucks]
- Ask them questions and get them to take some form of action every time
- Remind them to star your email or white list it so you know they are getting your emails [if you do not ask them they probably won't remember to do it].
- Promote your next email so they have anticipation of what is coming next.
- Ask them to forward the email to a friend so that they are marketing your information and adding values to their network.
- Talk to them like REAL people. Like you were talking to a long lost friend. People like to get to know the personal behind the email.
- Get them to share on social media – put socialmedia buttons in the actual email under your video thumbnail. Eg if you found this helpful feel free to share on social media. Some people are not sure if they are allowed but if you give them permission then you may find they share your content quite willingly.
Things to be careful of:
- If your list is bigger than 36,000 and you send out emails to your entire list then warning bells go out to the email providers that you are a spammer so make sure to segment your lists.
- Take notice of the times you send out your emails. Do not send them before 10am as first thing in the morning is PURGE email time. Think of what you do first thing in the morning when you see 100 emails in your inbox you press delete on most of them. Send later in the day when people are only getting one or two emails in their inbox.
- If they stop opening your emails, try another strategy to reengage them or remove them from your list. You do not want to get spam complaints. [I personally send out an unsubscribe email every 6 months to make sure people still want to be on my list.
- Make sure to delete duplicate emails so people don’t get 20 emails all at once.
Most important tip have fun and engage with your readers,. The more fun and interactive your emails the more your emails will get read and shared with others.
Are you joining B-School this year?