When we say that sales email copywriting is an art, that’s a genuine statement. It takes poise and craftsmanship to be able to deliver emails that capture attention. Only true artists can engage readers on anything beyond the superficial, let alone drive conversions.
Inboxes are swarming with messages on a daily basis. Each message is clamoring for attention and engagement. If you’re able to master the art of sales email copywriting, then you stand a chance to be above the rest.
In this article, we’ll share the essentials that any sales copywriter should understand. You’ll also learn what some of the key elements of high-converting emails are, and how you should integrate them into your practice.
Sales Email Copywriting: The Basics
Whenever you write an email, you are engaging in copywriting. Most of the time, you might not put much thought into it. You quickly write an email, press send, and forget about it. That can’t be the case when it comes to sales email copywriting. A sales email requires a deeper level of thought and planning.
Sales email copywriting requires you to focus on several different aspects:
- Drive engagement through targeted messaging.
- Encourage thought by addressing their needs.
- Motivate the recipient to take action.
Remember that this is a direct and personal approach. The recipient should feel that they are taking part in a direct conversation with you, not a generic mailshot. As the writer, you need to ensure that the recipient feels that they are both valued and that they are receiving value from you.
Why is Sales Email Copywriting So Important?
As with any effective sales activity, sales emails can have a significant impact on your business’s bottom line. If you take the time to craft an email that delivers, your conversion rates will dramatically increase. Leads will quickly turn into prospects, and those prospects will turn into paying customers.
Sales emails have a special way of nurturing a relationship with a potential customer. The one-to-one connection allows the salesperson to address specific pain points and handle objections directly. Emails like this help to build trust and lend credibility to the salesperson and the business. That, in turn, helps to foster customer loyalty in the long term.
It’s also worth addressing that as a sales and marketing tactic, sales emails are one of the most cost-effective methods of outreach and communication. Given the level of precise targeting and reach, the potential for a positive ROI is significant.
The Key Elements of Sales Emails That Convert
Tempting as it might be to sit down and start typing, some planning and forethought need to go into sales email copywriting. One of the best ways to deal with the task is to approach it section by section. That starts with the small line that isn’t even part of the main body of the email.
The Subject Line
Subject lines are more important than you might give them credit for. After all, these are the very first parts of your email that someone sees. It is the first impression that determines if someone opens and engages with the email or whether they send it to the trash.
- Focus on action-oriented words that encourage the recipient to engage with the email.
- Keep the subject line relevant to the specific needs of the recipient, and avoid generic options.
- To increase relevance, consider including personalization options.
- Clear and concise subject lines outperform wordy ones.
The Opening Line
Now that the recipient has opened your email, you need to hook them immediately. That is achieved through the opening line. You need to resonate with them from the moment they start reading.
- There are ways that you can create curiosity. Try asking a question or sharing an eye-catching fact.
- Share a common pain point that resonates with the recipient.
- Connect with them by using their name.
The Body Content
This is often where sales email copywriting begins to go wayward for many writers. They cram the body full of information and end up with a wall of text that nobody is going to read. This should remain concise and to the point. Remember the point of the email is to get the recipient to complete an action, not read a novel.
- This is where you should address pain points and how you’re able to resolve them.
- Focus on delivering value, which means sharing benefits and additional, relevant information.
- Speak in plain language, without over-the-top technical jargon.
- Where possible, use case studies and storytelling to make your content relatable.
Call-to-Action (CTA)
If your recipient has made it this far, chances are they’ll be willing to complete an additional task. This is where your CTA comes in. It has to be simple and easy to achieve. If they have to work to complete the CTA, they simply won’t.
- Clearly show what you’d like the reader to do next.
- Use action-focused language to encourage them to act.
- Use formatting to make the CTA stand out.
- Ensure that the action will continue to deliver value to the reader. It could be to sign up for a webinar, or a mailing list, or book a meeting.
Key Takeaways
If you want your email outreach to be taken seriously, you need to invest time and effort into your sales email copywriting. By focusing on the core elements of the email and thinking about what you’re typing, great success can be achieved.
- Personalization will foster a connection with the recipient.
- Deliver genuine value and your email will be well-received.
- Always finish with a strong CTA that encourages the user to take the next step.
Instantly has banks of sales email templates that you can use to gain inspiration. Then, when you’re ready to launch the campaign, Instantly can handle that too. Start today and Instantly will guide you through.