Writing Solid Clickable Email Copy….Here’s How You Can Do It Too
Writing good, clickable email copy follows a specific formula that can be mastered, as long as you start with an end result in mind.
Your entire email (and the whole autoresponder series that you’re writing to promote a product) needs to accomplish one thing………To get at least one click on the sales page.
Here are the 4 steps from Jason Drohn, that you need to take action on, that will help you to start writing solid clickable email copy right now:
Step 1: Start With The End In Mind
- What do you want your email list to do?
- Do you want them to read a blog post? Or click through to a sales page? Or sign up for an brand new lead magnet? Or maybe, register for a free workshop that you have coming up.
- When you send an email, you’re:
- Trying to build a relationship with them
- Wanting to re-engage with them
- Selling them something
- Getting them to sign up for something
- Once you figure out what specific action you want your email list to take, it’s time to create a campaign around that action…
Step 2: Write a Strong Subject Line
- The subject line is the first thing that your prospect sees in their inbox, and is the biggest factor in whether or not they’ll read your email or not.
- There are LOTS of different types of subject lines, including:
- The “Ask A Question” subject line
- The “How To” subject line
- The “Scarcity” subject line
- The “Brand New” subject line
- The “Numbers” subject line
- The “Curiosity Gap” subject line
- The “Shock And Awe”subject line
- The “Named” subject line
- At the end of the day, you need to appeal to the prospect and make them interested or curious enough to open the email.
- Elements of a great subject line include:
- Curiosity – Make them so curious that they have to open the email to find out the rest of the story.
- Contradiction – Contradict something that is normally held to be true
- Specificity – Specifics help make the subject line more real
- Personal Touch – Make them feel like the email is from a friend… not from a business marketing to them.
- Instant Usability – Make them feel there is something for them they can instantly use to get a desired result (ie. PDF Download Inside!)
- The more people that open the email and read it, the more clicks you’ll get.
- The more clicks, the more income!
Step 3: The Email Body
- The next thing you want them to do is to take action…
- You want them to click something in your email.
- In almost every email, you want your prospect to take an action, which is usually clicking on a link.
- Keep in mind, there’s a person reading this email.
- The key to email copy is to be relatable.
- To tell stories.
- To treat their email like it’s written to their best friend.
- It shouldn’t be written any different than if it was an email to a good friend that you haven’t talked to in six months.
- It’s totally your preference if you write long copy or want to write short copy.
- Short copy tends to get more clicks, but those clicks are less qualified.
- Long copy tends to get fewer clicks, but the clicks are highly qualified (they read your whole email!).
Step 4: Getting The Clickthrough
- Your goal in writing an email is to get people from your list back to your website for some reason.
- At the end of the day, the link text you use in your email has a LOT to do with how many people click through…
- The subject line is the reason that somebody opened up your email.
- It makes sense to use the same text as your link.
- Here are a few strategies:
- Include A Clickable Image
- Putting an image in your email content is a great way to encourage a clickthrough AND it helps your deliverability.
- In order for someone to see the image, they have to enable images in some email platforms, which means they’ve taken another step in receiving your email…
- Here are some types of images that you can include:
- A graphical button that they can click
- A screenshot of the page that they’ll be going to after they click
- A banner that you plan on using for the page (think banner images like Facebook uses)
- A still image of the video that they’ll be watching
- The “Double Line Link Trick”
- In your body copy, a double line link is awfully hard to ignore… So, rather than use something like:
- Click here >>
- You use something like this:
- Click here to download the 100 Most Opened
Subject Lines Report >>
- The big block of blue is hard not to notice, so you’ll get a bump in clicks!
- “List-Style Link Trick”
- Put a series of links in a list, all linking to the same place.
- For example, you can do something like this:
- In the blog post, you’ll discover:
- How to write subject lines that get the open.
- Crafting email body copy that gets read and clicked!
- Effectively preframing your prospect into buying before they ever get to your sales page…
- Then, every link links right to the same place!
- Spell It Out
- Just spell out exactly what you want your prospect to do!
- The most obvious example is:
- Click here >>
- Download this PDF >>
- You don’t have to be fancy… Just get the click!
Remember…..The goal of your email isn’t to sell the product. The goal is to get the click. Let the sales page sell the product!
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To Your Success,