If the popularity of email does not decline, there are few who take advantage of its immense potential to convince their clients, prospects, teams, investors. But only if you first learn to write convincingly.
Every morning, it’s the same ritual. Tiredness and resignation stand firm by your side when you launch Outlook. How do you deal with the amount of emails that have had the bad taste to sneak into your inbox since last night? Emails full of misspellings, dilated by confusion or clumsiness, plump with misunderstandings or mandates from senders who clearly lack good manners.
So for a moment, you sigh silently and close your eyes: what is the use of doing so many studies to end up chained like a scribe for more than 2 hours in front of a blue screen?
Perhaps because you don’t yet know that a compelling email can go a long way. It is estimated that for each euro spent, the return on investment can go up to 42 euros. You can decide on previously hesitant customers, encourage teams to outdo themselves, strengthen customer loyalty. Now, are you ready to learn how to write persuasively?
Email has immense potential to convince while being experienced as a necessary evil where we miss the target.
Some predicted his end of life. Whether to communicate your proposal, specify a configuration, highlight the benefits of your products or request an appointment, every day we exchange about 333 billion emails. And this dizzying figure is constantly growing despite competition from instant messaging, social networks, mobile telephony and even video conferencing.
Email has immense potential to directly convince your recipient to take action. It is the privileged channel of information in the company. However, it often suffers from unpopularity. Too many, not always useful, disconcerting with a style that precisely reflects the hyper-rationalization of the company. Who does not dilute their message with acronyms, anglicisms, technical features such as a medical report?
Therefore, 9 out of 10 emails do not reach their goal. To take the example of newsletters, the average open rate in business and finance is twenty-one% and the click through rate is around 2%. So the marketing team produces more content and our inboxes quickly become cluttered with predictable and unnecessary information like white papers or data sheets where your services and teams are the stars. Big mistake.
Emotion to grab the recipient’s attention and push them to act
The real challenge is quickly capturing the recipient’s attention and interest in this escalation of requests. Whether it’s in the email subject line or carrying a story that makes sense in your life and that you can relate to, all attention should be directed at the recipient and the benefits they’ll reap from reading your lines.
The more this story touches him personally, the more he will develop an emotional attachment and empathy for you. In B2C, 70% of customers linked to a brand spend more than double, that is, an increase in revenue of about 5%. To push to action, whether with an order, or with a request for an appointment, interactivity must be sought. For example: with a swipe button in the email to access the calendar to make appointments, or a video to go further in the customer testimonials.
The style that I recommend: simplicity, sobriety because it is the trend of the moment, and the most personalization, of course, to create an emotional bond. Regarding the body of the text: preferably as concise as possible with short sentences, since the instructions for use of a product must be clear and practical.
The persuasive email in 4 steps
There are many methods to attract customers, prospects, teams, and investors via email. The one that suits me and has proven its effectiveness, arouses emotion, curiosity, educates and incites action.
- Attention: Pay special attention to the subject of the email. For example, to validate specific points, characterize importance with a date or amount. For a newsletter, favor the tagline that arouses immediate curiosity;
- Interest: Mention important information early on in the body of the copy by asking yourself what actions you expect from the recipient. It is also a good place to present a statistic or news story and its impact;
- Desire– Present and extend your supporting evidence/results, including photos, testimonials, and keep the story alive;
- call to action: Whether it’s to make an appointment, to give your opinion through a vote, these links that encourage interaction, also encourage engagement. They should be arranged and placed in several well-chosen places where you will have developed why the client should act now.
Finally, before sending the email: put yourself in the place of the recipient. Would you like to open and read your own email?
Because a convincing email is above all a great pleasure to create
The taste for writing convincingly is learned. And as in all learning, patience is necessary. We write to convey a message in which we fully believe and to fulfill our mission. Finally, convincing is not so much an end in itself as knowing the satisfaction of transforming, albeit modestly, the lives of the people it touches.
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