01 Jun How to write an email aimed at selling
How to write a good email when the ultimate goal is to generate a sale? The answer may seem trivial, yet analyzing specifically the objectives of email marketing we realize that being able to avoid errors in achieving the final goal is not that simple.
An email aimed at the sale must lead the recipient to take an interest in the proposal to the point of deciding to make a purchase. The conversion must take place immediately, following the opening of the email. If this does not happen and the user closes the email even with the good intention of returning to it later, the chances of purchasing become negligible.
Let’s see in detail what a sales-oriented email marketing strategy consists of and how to start from the winning content of an email …
Email marketing is a type of direct marketing in which information, content and commercial proposals are communicated through emails. This marketing technique includes newsletters and mailing lists and, above all, a good strategy that guides the actions taken. In general, the purpose of email marketing is to generate profit and this may be possible thanks to an effective email marketing campaign capable of creating value relationships with the customer with a view to converting to selling, of which subsequently measuring the actions carried out and optimize the results.
Start from the identification of the campaign objectives, as it is easy to understand in which direction we must move to reach them and the first step is certainly the creation of valuable content that is creating a good email.
How to write and structure emails to sell
To create effective sales emails there must be some preconditions …
- Have enough information to understand what matters to the customers to whom the email is sent;
- Have precise data on how they behave with respect to certain stimuli (when they open emails, which contents attract them most, etc.);
- Benefit from a pre-existing relationship with the recipient who led him into a psychological condition of positive predisposition towards the company that sends the email or its products.
Starting from these assumptions it is possible to define different objectives. The most relevant are …
- Show the benefit of a product or service;
- Illustrate the qualities of a product or service, simplifying it as much as possible, in order to make it usable and immediately understandable;
- Use real testimonials or relevant data that can support the contents of the communication;
- Translate the intrinsic value of a product into a use value in the real world or in the direct experience of the potential buyer.
At this point, one of these five simple sales techniques can be implemented in detail, in order to combine the points mentioned above and make them concrete …
- Scarcity: convey the message of the limited availability of the product or service.
- Value: practical and concrete advantages of using the product / service.
- Discount: the idea of a special offer always has a strong attraction for the customer, because it links the benefit of a product / service to the idea of saving in the purchase.
- Bonus: the offer of a gift or a gift following the sale always has a very strong incentive power.
- Free test: the proposal for a free trial of the product or service has a strong convincing power for the customer, as well as a guarantee of greater credibility.
In general, it must be said that only a small percentage of users who receive a sales email actually buy immediately. For this reason, once established how to act in the content of an email aimed at selling, it will also be useful to plan a series of follow-up emails that focus on the final goal set previously. The aim is to keep in touch with those users who are actually interested but undecided or simply not yet ready to purchase. A good technique is to prepare the sending of 2-5 emails that maintain the relationship with the customer and keep him stimulated. Keep reading How to integrate text into images
These emails will highlight the benefits of the product, offer, or even present different sales formulas in succession. The first email can offer for example the product with free shipping costs; the second can offer a gadget, the third a real discount. If the customer continues not to buy, while continuing to open the emails, it is also possible to interleave some emails that speak more generally of the advantages of the product to those who bought it, of the optimal use modalities, of some unique features that make it distinguish from those of the competition, etc. This type of email brings attention to the value of the product. You can also send an email with the testimonials and opinions of those who have already purchased the product, in order to create a social proof that can convince the purchase.
Another more strategically structured way is based on the pre-ordered sending of four emails with this sequence:
- The first will present the product in general,
- The second will increase the perception of the value,
- The third will contain the possibility of a trial of the service (if possible offer it) or alternatively a bonus and the fourth the actual offer, perhaps in the form of a discount linked to an immediate purchase.
In this way, even in the absence of a strategic email marketing automation system, it will be possible to carry out very effective direct email marketing actions capable of obtaining valuable results.