Learn tactics like segmenting your email list and writing killer email subject lines.
Are you ready to expand the types of deliverables you create as a freelance copywriter? If you’ve nailed blog writing and want to take your work to the next level – email marketing could be perfect for you.
When backed by effective copy, email is still the most effective marketing channel, with an average 3,800% ROI! So, business owners need email marketing, and they need an expert copywriter who knows how to write effective emails.1,3
Enter: you! To get started, learn the basics of email marketing strategy and the tactics that pull results.
Why You Should Segment Your Email List
Segmenting your email list means dividing your email subscribers into groups. Instead of sending out one email to your entire list, you can email each of these groups separately. Generally, this is done by assigning a tag to your subscriber. Each custom tag identifies a trait associated with them. You can segment your email list by traits like…
- Interests – what made them sign up for your email list
- Characteristics – age, gender
- Purchase History – what they purchase and how often
Then, once you segment your email list into groups, you can create another layer of segments within them to get even more specific.2
Targeting your audience groups separately makes your email marketing more successful. This is because you can create different variations of your emails that get very specific and personal with each group. And relating to unique pain points and experiences makes your emails sooo much more effective.
In fact, segmented and targeted email campaigns make up around 58% of all email ROI.4
Let’s say that you’re promoting an online clothing store. Segmenting your email list lets you send each audience group clothing based on their gender, style, and interests. So, a teen girl would get an email highlighting a sale in junior’s jeans, but a businessman would get an email showcasing collared shirts. They’re more likely to click on recommendations specific to them versus a general message.
4 Effective Email Marketing Strategies
Once you’ve segmented your email list, there are four strategies that can set you up for success in your email marketing:
- Conduct Surveys. Conducting surveys is an effective way to understand your audience’s interests. Their responses may surprise you and be different than what you thought. SurveyMonkey and Typeform are two reliable survey platforms.
If you have time to field responses from your readers, invite them to respond to you directly. Hearing exactly what your audience needs saves you time and leads to more results.
- Be Experimental. I love email marketing because you can experiment with different variations. A/B testing, or split testing, is when you create two versions of an email that are slightly different.
For example, you can change the…
- Subject line
- Email design
- Length
- Personalization
Once you learn which email version performs best, you can take the other one out of rotation. Testing helps you understand what connects with your audience and how to make your future emails more valuable to them.
- Measure Your Performance. As I said, email marketing is an effective way to learn what performs well with your audience. To get this information, be sure to track the performance of your emails.
A few numbers to aim for include…
- Open Rates: 20%
- Click-Through-Rate (CTR): 1%
- Unsubscribe Rates: 1%
Maybe you’re thinking: “Wait, I’m supposed to have an unsubscribe rate?” And it’s true! Your goal is to curate and cultivate a list of highly interested and engaged readers. If someone isn’t interested in your offerings, it’s actually in your best interest if they unsubscribe. Let your clients know that a 1% unsubscribe rate is totally normal.
- Use Subject Lines Strategically. Don’t underestimate the importance of your subject line. Even if you have an engaging email that you know your audience will love – you first have to get them to open it.
Two general tactics for email subject lines are to…
- Keep it casual. Your audience is more likely to open an email if it looks like it’s from someone they know. Keep it informal and conversational, like “Hey Kate, there’s something you should know…”
- Pique Curiosity. You want to get people curious about what’s inside the email. What’s in it for them if they decide to open it? For example, hint at an offering like “discount code inside.”
Never use clickbait headlines that incite fear or insinuate the audience will get something they actually won’t. Like, “you’re in serious danger…” Effective, persuasive copywriting is far more effective than clickbait. And it builds credibility instead of damaging trust with the audience.
These email marketing strategies help you get to know your audience better. The more you learn about what resonates with them, the more you can tailor your emails to their needs and interests.
Copywriting Tactics That Make Email Marketing More Successful
Even the best email marketing strategies aren’t effective unless supported by expert copywriting. Use these persuasive copywriting techniques to connect with your email audience:
- Reciprocity. When you give something valuable away for free, your audience is more inclined to return the action. Offering something valuable like a discount code can build trust and loyalty.
- Commitment and Consistency. You want to stay top-of-mind with your audience, without overwhelming them. I recommend emailing them about once a week, or a little more: around every 3 days to every 7 days.
- Relating. People purchase from people that they relate to and believe in. Don’t be afraid to show your personality and what you stand for. Remember to be consistent to get to know them and relate to what they like, too.
- Authority Building. Show your authority on a subject by providing valuable content that genuinely helps the audience.
- Social Proof. As humans, we let other people’s actions influence our own. Providing case studies and testimonials shows your audience that they can trust you.
- Scarcity. Telling your audience that they won’t always have access to your offering instills urgency. For example, your deal only lasts 3 days or there are limited signups. Explain your reasoning behind it so they know it’s genuine and not a scare tactic.
- Unity and Consensus. Showing what actions other readers have taken can prompt your audience to want to take the same action to fit in. For example, you could say “75% of the people who read this newsletter also signed up for our virtual community.”
Pro Tip: Read the book “Influence” by Robert Cialdini for deeper explanations of these copywriting tactics.
When you write an email, you’re pretty much reaching someone in their virtual living room. Unlike an ad or social media posts, emails are delivered directly to the reader. Write personally and casually as if they’ve invited you in for a cup of coffee.
Learn Persuasive Copywriting Techniques
Ready to master email marketing and expand your copywriting services? My course, Write Your Way to Freedom, shows you exactly how.
This comprehensive copywriting course teaches you the persuasive techniques behind effective copy. And it goes a step further with extensive training dedicated to email marketing.
Instead of having to scour the internet for different resources, you get step-by-step instructions on how to…
- Create fundamental email sequences
- Write subject lines that increase open rates
- Help your clients build their email lists
To learn more about Write Your Way to Freedom, sign up for my free online copywriting masterclass: How to Build a Lucrative Freelance Copywriting Career.
Take the guesswork out of email marketing and learn the exact tactics that work!
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