Mastering email marketing is all about understanding how to balance the email content with the needs of your readers. Finding the perfect balance will lead to a significant increase in click-through rates (CTR) of your email. An attractive email template is worthless if the copy is not compelling enough. You can find many attractive Mailchimp HTML email templates, but it is the duty of the marketer to create a captivating copy for the empty template. Here are 5 formulae to help you create better email copy and increase your CTR.
5 email copywriting formulas to boost your CTR
- Use the PAS formula
While creating an email copy for the promotional email or newsletters, most experienced copywriters use the PAS structure. PAS stands for problem-agitate-solve. As per the order, state the problem your subscribers might be facing in their everyday lives. By stating the challenges, you are establishing an emotional connection with your readers. Now, make them understand how without a proper solution the problem will only get worse. Do not over-agitate them, or the readers will be distraught and stop engaging with your email. Stating a few crucial reasons should be more than enough. Finally, be the savior by offering them a solution. If you follow this order while creating your email copy, your customers will be more likely to click on the CTA button included in your email.
Disco uses the PAS formula to create their email copy. In the first paragraph, the marketer has mentioned how they came across the problem. The following two paragraphs add salt to the wound and make the customer feel agitated. Finally, they solve the problem by introducing their products.
- Use simple messages
Depending on the type of email, your copy can be short or lengthy. Both types are okay as long as the customers are aware of your emailing habits. But, the words included in the email should be simple and easily understandable by the masses. Reading through technical jargon in the email can be cumbersome for the subscriber. It might make them stop interacting with the email. On the other hand, a short copy can fail to convey the depth of your messages. In short, you should be able to deliver your intended message without being verbose. The best way to achieve this balance is to create an outline of the content before writing it. In addition to that, thoroughly A/B test your email copies and use the one that performs the best. Simple messages will surely increase your overall CTR.
- Use personalization tactics
Including personalized elements in your email copy has been a proven method of increasing your click-through rates. One of the simplest ways to personalize your emails is to address your reader through their first names. By doing this, you establish a one-to-one communication channel with your subscribers. Personalizing the body of your email is another way to capture the user’s attention. You can include personalized solutions for the subscribers or interesting stats about the usage. Of course, entering personalized product recommendations is another way of making the customer feel that you care about their preferences. Entering dynamic elements in your email templates will allow you to customize them for individual readers. You can also use custom Mailchimp HTML email templates to make the creation process a bit easier for you.
GasBuddy sends a personalized email to the users every single month. In the email, they round up the stats like driver efficiency, average trip time, average speed, and much more. They have even included an animated image to make the email more interactive. GasBuddy also includes a few tips and tricks for the users to incorporate into their driving habits in the next month.
- Use bucket brigades
Bucket brigades are phrases that are used to bridge two statements. The bridge phrases are used by writers when they have to connect two subjects and keep the reader engaged. This writing technique is used more by copywriters compared to your average content writer. Copywriters use this technique to make the subscribers continue reading their email to the end. Most bucket brigade statements are followed by a colon, but that is not a necessity. Simply put, these are hook statements to capture the subscriber’s attention. As a matter of fact, these last two statements were bucket brigades, but without the colon. And, there are so many more scattered around this article. Go through it again to find them all.
- Use storytelling techniques
A pleasant story about your brand and vision will make the readers connect more with the company. You don’t have to be a great storyteller to create a compelling story for your email templates. You just have to follow the basic format to give the readers what they want. Just like in the first tip, tell the readers how the founders identified the problem. After that, tell them about the journey of finding the solution and making it available to the entire world. Such stories can resonate deeply with readers and can convert them into loyal customers of the brand.
Graza shares a short story about how they were dissatisfied with subpar and expensive olive oils. To tackle this problem, they decided to create their own brand of olive oil with the finest olives at affordable prices. They have also included free shipping to incentivize the customer to click on their CTA button.
By following the above-mentioned formulae and making small changes to your writing habits, you can come up with some amazing copies. As the quality of your emails increases, your CTR and ROI will soon follow suit.
Author: Kevin George is the head of marketing at Email Uplers, that specializes in crafting Professional Email Templates, PSD to Email conversion, and Mailchimp Templates. Kevin loves gadgets, bikes & jazz, and he breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on email marketing blog.