All great email marketers know how important copy is to make your emails work. It’s not that easy to create email copy that converts well and brings real value to your subscribers.
However, the great news is that copywriting is a skill. With a bit of practice, you can nail how to write a convincing email task.
Don’t start with a blank screen. This will take you too much time. Instead, look for a great persuasive email template for inspiration. Check out this email template builder with hundreds of amazing email templates. Pick one and go from there.
4 Stages of the Customer Journey
Your email subscribers go through different stages in their customer journey. They are the following:
Awareness stageConsideration stageDecision stageRetention stage
It’s your job as an email copywriter or marketer to identify their stage, segment them, and deliver content that is best suitable for them at their current stage. Now, let’s get deeper into each one of these.
Awareness Stage: Storytelling
Stay away from ‘salesy’ or pushy language at this point. Your subscribers don’t know you, and they have a vague understanding of what they need. Don’t make assumptions. Show your expertise with a more gentle approach.
Show your readers that you understand their pain and empathize with them. Don’t hurry to promote your services or products. Instead, start building relationships with them.
Use words in your emails like:
AddressHelpSolveImproveLearnHow toElevate Guide
Consideration: Be the Expert
Now, it’s time to get into the details. Your readers are now clear about their problems. They are considering different solutions or evaluating the options.
At this stage, write as an expert. Focus on informative and educational content. It should help your subscribers understand whether your product or service is a suitable solution for them.
Use social proof, case studies, long-form blog posts, and reports to educate them.
When your subscribers see this content, they should be amazed at its great value – and, in contrast to the awareness phase, the connection to your product or service should be clear here. Be direct and confident.
Your writing style should showcase your brand or product’s unique value proposition in a subtle and genuine manner. Avoid being exaggerated or too pushy. Go with facts. There should be no fluff here.
As an expert, you should answer your readers’ question, “Why should I buy this from you?” Use a persuasive business email example for inspiration.
Decision: Be the Closer
Alright, your subscribers are ready to buy from you. These emails are all about conversions. Your main goal is to make it easy for them to say yes to your offers. Benefits-focused copy, clear CTAs, and persuasive language are your best friends here.
Arm your emails with links to landing pages (optimized for conversions, customer success stories, demos, special offers, free trials, free samples, etc.
Retention: Be the Helper
Ok, you’ve made it. Subscribers are your active clients now. Congrats! However, here’s the thing. Their customer journey just doesn’t end there. The retention stage will help you keep them happy with your brand or service. And in the best-case scenario, you will end up with many brand ambassadors.
In your emails for this stage, give people even more value. Share links to helpful resources like training videos, knowledge base articles, help centers, etc.
Other Tips for Writing a Persuasive E-mail
Use open loopsUse copywriting formulas Always give value first Make your audience want to read emails Make your CTAs stand out Stick to a persuasive email formatUse power wordsUse a new, interesting email signature for each emailFinally, always look at a great persuasive email example for copy ideas.
Final Thoughts
The key is understanding what your subscribers need at every stage and giving them what they want. At the awareness stage, introduce your company, tell a story, and start building a relationship. At the consideration stage, show your expertise and deliver value through content. At the decision stage, it’s time to close and make sales. At the retention stage, be even more helpful and make people love your brand (ideally, become your ambassadors).
