Too many people approach email writing as a clinical, checklist. Prospects are people, too. We’re programmed to respond positively to certain words and types of messaging. Just learning just a few psychological tips can drastically enhance your connect rates. Here are a few of my favorites.
Word Choice is Everything.
When it comes to email writing, a simple change in language can save a message from being tragically misunderstood. If you need to get through to someone, really think about what you’re saying! If we’re partnering on a project, and I tell you you’re going to have a lot of responsibility, you might feel daunted. But if I tell you you’ll have a lot of control, you’ll see that as freeing. Suddenly you’re looking forward to the work. Word choice.
Personalized Emails improve click-through rates by 14% and increase conversions by 10%!
Simplicity is Key
Thinking about using the word “utilize”? The word “use” is fine. Keep things readable so the recipient can digest the information quickly and take action. Email writing shouldn’t be about flashy words or impressive sentences. You just have to be understood. Make key points and preferred actions clear. And stay away from abbreviations unless they’re known, industry-wide. Remember this isn’t high school English class — it’s an important message to a busy, potential client. Get more white space in your emails — make it easy for them to scan quickly.
Your Writing Should be Conversational, Simple and Persuasive.
Don’t write like a robot or be gimmicky. Try to evoke emotions.
Talk About Your Firm’s Offer in Terms of Benefits, not Features.
WRONG: “With our consultation, you’ll get expert advice for FREE.”
RIGHT: “Our free consultation will bring you peace of mind and a secure future.”
You see how the first example is focused on your qualifications, while the second focuses on the benefits for them. By writing with them in mind, you show their well-being is your priority.
With Benefits: Show Don’t Tell.
“Our email copy helped [client] double their qualified leads in one month, which also doubled their sales team’s quota.” Provide a customer anecdote, using a stat if possible. Check out a previous blog post on how client testimonials and case studies can be incredibly helpful!
Stay Focused.
Don’t try to cover too many tangential points in one email. If you have a lot of value props and ideas, save them for other touches in your campaign.
Speaking of touches…
Send six to eight emails for every person you’re reaching out to.
You might actually get more responses in the sixth to eighth emails than any other earlier touchpoint. Even if this isn’t the case, it’s still worth keeping at it to engage the people who respond on email six to eight that would have otherwise stayed cold.
Test everything.
As always, keep track of (and acting on) your data will allow you to sharpen your efforts. Every persona and industry is different, so you need to test to find out what works.
Data is everything
If you have any thoughts, questions or concerns about your firm’s email campaigns, contact Kirkpatrick Creative today!