Secrets of Writing Winning Email Marketing Copy

Businesses NEED your expertise in writing great email campaigns. With marketing dollars down and email readership equally down, you need to know how to write a complete email marketing campaign from the subject line to the message itself to the landing page that completes the sale.

email2You probably know that there’s more to email marketing than simply writing an email. In fact, any email promotion typically has three components:

1The TO, FROM, and SUBJECT fields

2The email message, and

3The landing page that your readers click through to.

Some online copywriters think they can write a terrific subject line and an awe-inspiring message and call it a day.

That’s not the case.

Let’s take a closer look at the whole process. Your prospect receives the email that you’ve carefully crafted. He reads it and is moved to respond, so he clicks on the hyperlink within the email. That takes him to a landing page where he can order and complete the sale.

But then something happens. Doubt creeps in and he leaves without buying.

The truth is, even though someone may respond well to your email marketing message, you might lose them on the landing page. I’ve seen landing page “bail-out” rates as high as 80%.

A great subject line and email aren’t enough. You need a great landing page, too… one that makes sales. As an online copywriter, this is another area where your services are in demand.

Here are a few of my favorite tips to help you write more persuasive landing pages:

Repeat your key benefits.

As soon as the landing page opens, your very effective email message is out-of-sight-out-of-mind. Remind your reader why they clicked through by repeating the key benefits on the landing page. I often use a text box to execute this strategy.

Complete the story.

Often we online copywriters keep emails short, but that can mean, you might not have had room in the email to complete the selling job. You do on the landing page-take the space and time to add new information and elaborate on features and benefits.

Be reassuring.

Many people are reluctant to make purchases on the Web. Give them your full contact information, including phone numbers and locations, so that they know they can trust you. Point out your site security, so they feel safe using their credit card. Restate your guarantee.

Be crystal clear.

You can’t assume that your visitors will know what to do with your order form, give clear instructions.

Mind your manners.

Your email marketing campaign may have several landing pages–one to obtain contact information, another to complete the credit-card transaction, and a final confirmation page. On each landing page, make sure you say “please” and “thank you.” It’s good business to be polite.


Steve Slaunwhite

Creator of AWAI\'s bestselling program, \"Secrets of Writing High-Performance B2B Copy\". Instructor at the semi-annual B2B Virtual Workshop. I enjoy helping writers make it big in the business-to-business market!

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