The principles of good writing, such as clarity, readability, and proper use of grammar, apply to copywriting for mass e-mailing as well, but some extra elements are needed to separate truly effective copywriting from the run-of-the-mill variety. Good copywriting does more than just get your message across, it also serves to motivate your prospects to take action, which requires a fair amount of skill and finesse to accomplish. Below are some tips for writing the type of copy that turns prospects into customers.
Framing the Conversation
Your email copy will be most effective if you present your product as the answer to a problem facing your prospects. While it is tempting to talk about the many great things your product can do, unless you have created a compelling reason for a prospect to acquire it a list of features and benefits supplied by your product is not likely to drive sales on its own. For best results start your emails out by presenting a problem that your product is the solution to.
Closing the Deal
Don’t make the mistake of taking so much time describing how your product solves the problem that you neglect your call-to-action. To close the deal your prospects need to be able to take action to relieve the tension that your copy creates by describing the problem they face. Some finesse is called for here, as you want to ask for the order, or some other action on their part, without beating them over the head with it. Make your call-to-action prominent but don’t seem desperate by spamming your link or other conversion tool (such as a number to call) every other line.
Incentivize Conversions
Even after describing the problem your prospects face and how you can help them solve it, something extra may be required to seal the deal. One way to increase conversions when sending bulk emails is to offer incentives such as discounts, bonuses, and the like. These can be a great way of motivating prospects on the brink of converting to take the plunge and answer your call-to-action. Using the promise of further information can be a good way of doing this –give them enough information to pique their interest then offer more information if they click a link.
Happily Ever After
A final paragraph that restates the benefits of using your product and how it can change your prospects’ lives for the better can help tie your bulk email copy together. This is also a good place to add testimonials from customers who have already used your product and who can vouch for its ability to solve their problem and improve their lives.