12 Copywriting Techniques That Will Increase Your Brand's Conversion Rates

Since over 99% of email users check their messages every day, this type of marketing records the highest ROI. 59% of people surveyed by HubSpot stated that marketing e-messages impact their purchase decisions. Therefore, this can be an advertising channel that either makes or breaks your business. 

One of the most important factors involved in successful email marketing is having copy that attracts the attention of the reader. 

Read on to find out the best strategies for writing the perfect copy.

Always Use A Strong Subject Line 

According to OptinMonster, over 33% of email recipients open messages due to a catchy subject header. 

Here’s an example of a strong subject line: 

URL: https://sumo.com/stories/email-subject-line-examples 

Take a look at how to create a strong subject line below. 

• Personalize it with the name of the sender
• Induce urgency by using words like ‘hurry’ or ‘quick’
• Pinpoint the message’s relevance. For example, ‘we’re clearing our store’
• Make use of user-generated content in the e-message
• Keep the reader curious without giving away everything in the header

Make Use Of Audience Segmentation 

Customer segmentation is when you recognize your target audience by dividing your industry’s demographic into segments. This is a way to identify your contacts’ needs, demands, and pain points. Based on this, craft unique copy for different segments.

You’ll find audience segmentation and targeting tools on most email service providers. Use it to create copy that resonates with your specific set of subscribers.

As seen below, you can segment your contacts in platforms such as Mailchimp.

URL: https://chimpessentials.com/segments-vs-groups-mailchimp/ 

Set Triggers For Your Autoresponders

While many brands overlook autoresponders, it’s a diamond in the rough. Creating brief and catchy autoresponders for common triggers can help you connect better with users. 

Triggers such as signing up for newsletters, adding an item to the cart, abandoning the cart, and so on are a few examples of autoresponders. 

URL: https://www.mailmunch.com/blog/best-welcome-emails/ 

Keep It To The Point 

Though most content types like blog posts require you to start with an introduction, the attention span of email readers doesn’t give you the same luxury. 

It’s best to start with the reason for the message right away. If your offer is good, the users will keep reading. Keep in mind that delivering on the promises given in the subject line and preview text is crucial. 

URL: Personal mail 

Make The Layout Easy To Read 

According to Litmus Email Analytics, the average time spent on reading an e-message is 11.1 seconds, so it’s important to keep the content easy-to-scan for busy readers. You can do so by splitting the email into different parts, using varied font sizes, incorporating several font styles, using colors, among other methods. Make sure the text is structured well with optimum blank space.

Here’s an example of a successful layout:

URL: https://blog.hubspot.com/marketing/email-design-templates-and-inspiration 

Add Personalization 

Customizing the subject line alone can drive open rates by 7.4% and the CTR by 4%, according to Instapage. However, you don’t have to stop there. The more personalized your message gets the better chance of conversion you have. 

Take a look at the following example.

URL: www.campaignmonitor.com/blog/email-marketing/2019/06/8-brands-using-email-personalization-like-pros/   

Maintain A Friendly Yet Calm Tone 

Some marketers go overboard with the friendliness and use CAPS lock or too many exclamations in their messages. This often intimidates users. The company Convince and Convert has found that 21% of marketing emails are marked as spam. Therefore, it’s important to contour a responsible yet amiable tone that matches your brand.

Here’s a good example:

URL: https://optinmonster.com/promotional-email-examples-and-how-to-write-your-own/ 

Use Clear CTAs  

The buttons for call-to-action sentences can be revolutionary. Moreover, the copy you create for it is just as important. They increase direct click-throughs when highlighted with contrast fonts, color, backdrop, and so on. It’s important to keep the CTA straightforward and simple since the rest of the email should lead to the reader to click it. 

URL: https://medium.com/@the_manifest/8-call-to-action-examples-for-email-marketing-e6804d965d4f 

Utilize Testimonials In Your Campaigns 

According to BigCommerce, 92% of people read online reviews before making a purchase. Hence, it’s ideal if you offer the review alongside the product. User-generated content like testimonials and customer success stories can have a positive impact on possible customers. In fact, the Local Consumer Review Survey has found that 72% of buyers say this feature increases their trust in a business. 

URL: https://sendgrid.com/blog/planning-your-summer-email-campaigns/ 

Leverage Your Customer's FOMO

TrustPulse reported that 60% of consumers buy within 24 hours due to the fear of missing out. Moreover, 33% of these people spread their FOMO to their social groups. 

Here are some trigger words used to create FOMO in copy:

• Hurry
• Stock is running out
• Clearance sale
• 24 hours only
• Very few items left
• Don’t miss out 
• See what others love  

The following is a great example:

URL:https://www.campaignmonitor.com/blog/email-marketing/2019/04/how-to-create-sense-urgency-in-emails/ 

Change Your Email Copies And Keep It Fresh 

With over 300 billion e-messages sent per day, generic copy won’t get a second look from email users. In short, if your content isn’t fresh, readers will engage with your competitors. Instead of sending the same boring marketing messages, adopt various methods together such as FOMO and personalization to keep it engaging.

Take a look at a fresh copy from Headspace below. 

URL: https://mailbakery.com/blog/best-email-marketing-campaign-examples/ 

Measure Your Campaign’s Performance 

While there are many tricks to email marketing, not everything sticks since benchmarks differ by the niche and target audience. However, staying on top of analytics brings out the maximum potential of your marketing messages. 

To track how well your campaigns are performing, you can use analytic metrics such as open rates, click-through-rates, and conversions.

Here’s an example: 

URL: https://www.cardinalpath.com/blog/email-marketing-analytics-tracking-tagging-segmentation-reporting 

The Bottom Line 

Now you’re equipped with all the tips on email copywriting that will boost your conversion rate. If you don’t want your marketing message to get buried under the hundreds of other messages, it’s good to start with a strong subject header. 

Next, use demographic traits, FOMO, action triggers, personalization, CTA-buttons, customer testimonials, and analytics to improve sales and clicks. Finally, make sure to remain fresh, concise, and amiable yet responsible in your copy.