Use psychology in your email copywriting strategy

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Let's say you want to describe your product as fun to use. Instead of using the generic word "fun," you could replace it with something more provocative :

amusing
delightful
Active
Gut-ripping
Nice
Funny
You get the idea. Use your thesaurus to food and beverage email list find a word that summarizes exactly what you want to say . That's the essence of great email content.

You don't need letters after your name to use psychology in your emails. Knowing just a few principles can help you succeed.

Consider, for example, reciprocity. If you do something nice for others, they will want to do something nice for you.

Let's say you're selling an app or software. Offer a free trial without requiring a credit card.

Or suppose you are contacting existing trial users. Offer to extend the trial period so that the consumer can use the program for more time.

12. Give readers a chance to get to know you
Some of my favorite marketing emails come from people sharing their experiences. Most importantly, they are not afraid to share their fears, failures, and disappointments.

Brian Gardner is a great example. He's best known for his WordPress development , but he puts his hand in a ton of creative projects. When he sends an email, it's invariably blunt and honest.

So when he recommends a premium WordPress plugin or announces a new product, we trust him to tell me the whole story.

If you let your readers get to know you, they will become more trusting and loyal. It just takes time.

13. Tell a short story to engage readers
email copywriting storytelling

Stories touch feelings, evoke emotions, and help readers connect with you. Why not tell a story?

This could be a personal anecdote, a conversation with one of your team members, or a recent interaction with a client. Alternatively, you could make up a fictional story to illustrate a point.

(Just make sure your readers know this is a fictional story.)

Since time immemorial, humans have used storytelling to communicate and connect with one another. We love stories because we see ourselves in them and therefore better understand what another person is thinking.

14. A/B test your email to see what works best
Just as we recommend A/B testing your top bars and exit popups in Hello Bar, we also recommend A/B testing your emails. Send one email to half of your subscribers, and one to the other half. Change just one variable.

If you run enough A/B tests, patterns will begin to emerge. You’ll learn what language, images, and calls to action your subscribers prefer so you can optimize future emails.

15. Reward your readers and get to the point quickly
Opening and reading your email won't cost your subscribers anything.

Except that it is.

Time .

We can't get back the time we spend reading emails, sitting in traffic, or washing our cars. But we can get a reward for it.

When a subscriber reads your email, try to end it with a reward. Offer a discount. Give a nugget of advice. Make the reader feel like they will be better off for giving you their time.

16. Clarity is extremely important when copywriting emails.
We cannot stress this enough. If your reader does not understand what you are saying, your email becomes useless.

Use clear, concise sentences. If you use industry jargon, explain it. If you're making a proposal, provide all the details.

You don't have to be boring, but if you can find a simpler word than the one you used, it's best to rephrase it for clarity.

17. Focus your email text on actionable language
When it comes to words, always write in the active voice. In other words, use language that encourages the reader to take action.

Let's look at these two calls to action:

We'd love to hear from you!
Drop us an email to see how we're doing!
Which one is more clear and action-oriented? The second one, right?

If you want your followers to do something, ask them. But be specific and use strong verbs to do it.

18. Be loving when appropriate
Sounds a bit sentimental, doesn't it? But with some brands it works.

In the lifestyle industry, for example, loving language can work wonders. Spread love, light, and positive vibes whenever you can.

If you don't know how to do this, scroll through Instagram. Look at some images and captions from your favorite brands to figure out how to do it effectively.

For example, your email might look something like this:

email copywriting example 1

19. Create a fantastic call to action to optimize your email copywriting practice
Think of your call to action as your final masterpiece in any email. It’s where you invite your readers to engage with your brand.

The CTA should match the tone and content of the rest of the email. It should also be too delicious to pass up.

Focus on identifying what your readers expect from you and what they want most. Are they interested in coupons? OFFER them $5 off their next purchase. Do they want information? Direct them to your latest blog post.

And use the language of your CTA to make the offer irresistible. Good CTAs for a discount code might look like this:

Use code "FREE SHIPPING" at checkout
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