Over the years, I’ve seen and analyzed a LOT of email copy. Some great, and some downright terrible!
Plus, I’ve written over 1,000 different email broadcasts to my subscribers to date, which has shown me what works – and what doesn’t.
In this tutorial, I’ll be sharing all my findings with you, and reveal exactly how to create killer email copy – even if you have no previous experience whatsoever.
The end result of implementing this advice is simple…
If you already have a list, you’ll increase your opens and clicks from your broadcasts.
If you don’t have a list yet, then it’ll help you when you get round to building one (sooner rather than later, hopefully!) – as list of loyal subscribers should be your core focus within your online business.
Let’s begin with the basics…
All email broadcasts should be sent without any fancy graphics or templates, as these often increase the risk of your email hitting the spam folder (amongst other things).
Instead, you should always use a “plain” template (as it’s called in AWeber), i.e. black text on a plain white background.
This makes it easier to read for your subscribers as there are less distractions, so you’ll get better results.
Also, based on my experience, all emails should be written with only 7-8 words per line, with the next words being moved onto a new line using the return/enter key on your keyboard.
This helps the reader to feel less overwhelmed, as they would feel if they received an email containing a giant block of text which goes from edge to edge, corner to corner. Also it helps to create a steady pace in your emails, which helps people to read the email quicker (so you lose less people in the reading process).
Next, the biggest mistake most people make when writing email copy is the general style of the email.
In fact, here’s a pretty standard email which will not only make people hate you, but also get poor results (short term and long term)…
A NEW SYSTEM HAS JUST BEEN RELEASED WHICH MAKES ANYONE A MILLIONAIRE IN JUST 3 HOURS!!!
GO HERE RIGHT NOW:
See how annoying that is?
Now, there are a few major things wrong with the “write an email like an advertising billboard” method…
1) Never put any words in capital letters, unless you want to put emphasis on something shocking – and even then, do it sparingly. This is because capital letters give your readers the impression that you’re shouting at them – which may not be your intent, but that’s how they perceive it.
2) Never use more than one exclamation mark (!), as again, it tells your subscribers that you’re shouting at them. Instead, you should only use them when you’re either making a humorous/funny comment, or if you find something shocking.
3) People only take action from those they know, like and trust. This email helps to fulfil none of those characteristics, so the response rates will be rock bottom.
Instead, you should always write an email:
1) As if you were writing a letter to a valued friend you’d like to help, and
2) Exactly how you’d like to be treated yourself.
If you do this, people will trust your guidance almost instantly, because you’ve made the time to help them achieve their goals – so they’ll reciprocate the same for you.
Plus, when you do this, you’ll be writing in your own personality and style, which is the key to getting the best results possible. The main reason why this works so well is because people associate themselves with your writing style, and it helps you to stand out from the thousand other faceless marketers who are making all the same mistakes.
Note: The specific words you use aren’t that important – just write using correct spelling and grammar, and put your point across in your own style.
This helps your audience to know, like and trust you, and they’ll therefore respond a lot better to your marketing as a result.
So never copy anyone else’s style – and yes, that includes pre-written email copy, as you should always re-write it into your own style and personality. It may take a little longer, but you’ll often get double the results because of it (short term and long term).
If you’re lacking something to say in your style, you should check out the link you’re telling them about, and take information from that page for inspiration.
For example, if you’re promoting a paid offer as an affiliate and the sales page shows proof of someone making $1,000+ online in their first week, then write a paragraph based around that. If the sales page reveals the medium they used to generate this money (YouTube marketing? Solo ads? A new WordPress plugin? etc), then write another paragraph explaining what your subscribers will learn to do when buying the product.
In short, just take ideas from the page you’re promoting, and provide a short summary to your subscribers, giving them the chance to check out the full story by clicking on your link.
Now, even when you follow all of the above guidance, you will always get spam complaints from the subscribers who are too lazy to find the unsubscribe link at the bottom of your emails, or if they’ve forgotten how they even joined your list in the first place.
In fact, the email which received the most spam complaints ever from my list was when I gave my subscribers a free step-by-step video course, with nothing to buy, or no opt-in required. In other words, I gave them what they asked for and needed, and there were still people who hit the spam button.
So it just goes to show, you can’t please everybody – but you should always do your best, trying to the best of your abilities.
Plus, as your list grows, the spam complaint % will drop naturally – as 1 complaint from 10 subscribers is a whopping 10%, but 1 complaint from 1000 subscribers is only 0.1%. So as long as you’re following the above advice and giving them stuff relevant to their wants and needs, you don’t need to worry about it too much.
In summary – just be yourself, treat people how you’d like to be treated, and actually try to help your subscribers to achieve their goals, then your email marketing results will instantly go through the roof.
Take all this advice on board, and I hope it helps you to craft the best email copy you’ve ever written.
- James Francis
P.S. Any questions? Feel free to use the comments section below...