Increase sales and improve marketing ROI.
- Audience: Use email segmentation to deliver the right messaging to the right person. A promotional email to a new lead should read differently from a transactional email to a customer.
- Desired action: What do you want the reader to do after reading the email? Buy a product or, subscribe to your YouTube channel?
- Email metrics: Open, click-through, conversion, and unsubscribe rates will help you determine whether you are meeting your objectives. For example, one of your goals may be to increase your click-through rates. If your click-through rates are low, that may mean your CTA needs calibrating.
To conduct voice of customer (VOC) research, ask these questions during interviews, surveys, and product reviews:
- What first drew you to this product?
- How did the messaging capture your interest?
- What surprised you about the product?
- Previously, what product did you use to solve your challenges?
- What were your reservations before deciding to purchase?
A CXL blog post by Patti Haus on email copywriting suggests using a spreadsheet to record VOC data with categories such as Memorable phrases, What people want, What people are stressed or angry about, and Commonly used keywords on search engines.
For example, if you are writing an onboarding email, your element list should include an introduction to your brand, an explanation of how it works, and the next steps for new customers.
It’s helpful to note your objectives, whether you want customers to sign up for a class or buy a related product. Try crafting your message in story form, and take notes of what elements you used to tell the story.
To write effective subject lines, use elements of curiosity, urgency, relevance, and emotion to demonstrate how you will provide value to readers. For example, How to remove stains the right way, hints at what the information in the email will be about and engages curiosity by making them want to know what the right way is.
Besides format specific elements, include engaging preview text and messaging that reflects VOC data.
Preview text: This is the 35-140 character text that displays under subject lines in your inbox. Use engaging preview text as a supplement to your subject line or as a content summary, without fully answering the question in the subject line.
Body text: Present a challenge and then provide a solution with benefits. Use the common keywords that you derived from your VOC research. For example, if you learned that sustainability is important to your customer, show how your product is sustainable, how it can be recycled, and how it benefits the community. Use words like cruelty-free and give back.
Tailor your CTA to the audience. For example, sleep product manufacturer Casper uses the phrase Stay Clean instead of Shop Now because having clean sheets is important to its customers.
Proofread and revise your email copy to make sure it fits your brand voice, has a clear structure, and meets your objectives.
Answer these questions while reviewing your email copy:
- Does it fit your company’s style and personality?
- Are there headings and paragraph breaks to make it easy to follow?
- Is it error-free? Use tools like Grammarly to clean up your prose.
- Is the email customized for target audiences?
- Is the subject line under 60 characters, and does it engage interest?
- Can you make sentences more concise and still convey the same message?
- Does the email have a strong CTA?
- Does it pass a spam test? Use Mail Tester to check.
Use an email marketing management platform, like GetResponse or Constant Contact, to set up A/B testing and experiment with variables in your email copy. Set up A/B tests for subject lines, CTAs, or the placement of elements in emails. Pick a winner based on your marketing objectives, such as higher conversion rates.
These other factors will affect your results and may require additional experimentation or adjustment:
- Day and time of email delivery.
- Email segmentation strategy.
- Email deliverability.
- The sample size for A/B testing.
Measure effectiveness by comparing current and past metrics including the open, conversion, click-through, click-to-open, unsubscribe, and spam rates.
Use email analytics for this data. If the email copy meets critical benchmarks, consider crafting a new email style guide that highlights its most effective elements.