The 4 Styles Of Emails That Drive Conversions


by Cassi Knight When writing your email marketing copy, you typically have an end goal in mind – right? Maybe it’s to sell a prod...


When writing your email marketing copy, you typically have an end goal in mind – right?

Maybe it’s to sell a product, to encourage sign-ups, or to introduce something new and exciting and educate your subscribers about it.

The thing is: Standard copy that’s not backed in strategy can often fall flat.

Instead of “winging it” when it comes time to write your conversion-driving emails you need to deploy some tried and tested writing formulas that are proven to produce results.

In this post, we’re going to cover some writing formulas that are backed in psychology and that copywriters have been using successfully in advertising and marketing for many, many years.

These are formulas that you can borrow and tweak for your own emails right away.

1. Features-advantages-benefits

If you’re writing an email that’s introducing a new product, this formula (F-A-B) is highly effective for driving conversions because of the way it highlights many different positive aspects of what you’re offering.

Here’s how it works:

Features: Outline what your product or service does

Advantages: Explain why it’s important and why it should matter to the reader

Benefits: Point out the positive results that the features and advantages can produce

A common mistake that happens in email is that marketers stick to features only. The problem with this: People don’t necessarily care about features. They want to know about the benefits those features can produce and how they can make their lives simpler, easier, and how they can solve common problems.

Using F-A-B, you give those features a little extra punch and drive home the value behind them.

2. Pain-agitator-solution

Solving a problem is one of the oldest tricks in the book when it comes to writing copy so it makes sense to incorporate this into your email marketing, too. This formula (P-A-S) focuses on pain points and then bringing in an easy solution as a quick, problem-solving fix.

Here’s how it works:

Present a problem: Identify a common problem that the target audience is facing

Agitate it: Tease out the unpleasant emotions around the problem, reminding the audience why this problem is so annoying

Present a solution: Swoop in with a clear, simple solution that makes the pesky problem go away

If you’re selling a product that solves a problem, this formula is as good as gold. Use it to showcase how it can make life so much easier.

3. What-who-what

If your email needs to deploy the powers of persuasion, consider using the (W-W-W) formula to divulge important details in an ultra-convincing format. By answering some important questions up front, you can help convince your customers they need to buy or act now.

Here’s how it works:

What: Explain what you’re offering and what it does

Who: Outline who you are and why you’re trustworthy

What: Share what steps to take to get the offer

This formula is often seen in infomercials but it works well for email marketing too, as it keeps communication clear, succinct, and action-oriented.

4. Don’t-can’t-won’t

This writing formula works well for the audience that’s prone to objections. Maybe they respond to your emails with a million different reasons they’d love to buy – but they just can’t right now. You probably see these emails laced with words like don’t, can’t, and won’t.

That’s why using the (D-C-W) formula right off the bat can knock out those buyer hesitations before they can even be presented.

Here’s how it works:

Don’t: Address the reasons they don’t want to buy

Can’t: Address the reasons they can’t buy

Won’t: Address the reasons they won’t buy

Once you’ve beat them to their own conclusions, address their concerns and assure them that they’re wrong. Give them a reason to test those falsehoods with a free trial or a test drive of sorts and most of the time, you can hook them.

Write More Effective Emails with These Formulas

Using these writing formulas, you can boost email conversions and be much more strategic about your approach to constructing compelling copy within email.

Plus, when you pair these with subject lines that are proven to boost open rates and doodle videos that illustrate complex ideas, your email marketing can take on a whole new level of ROI you didn’t even realize was possible.

The bottom line: Your email copy needs to have a strategy behind it. Use these formulas to add structure and force to your messaging.

Still stuck even after these great tips?

We know that choosing the right words is no easy task and have just the tool to get you going.

Jump start your conversions with a tool like Swipe-Worthy, a pre-written copywriting suite that comes with tons professional templates. They make it super easy – all you have to do is fill in your own details to customize the copy. Pair this with powerful email marketing engagment tool, like Email Tools and you’ll be maximizing your conversions in no time!

Inspire customers and increase your sales with these conversion boosting Email Tools today.

While you’re at it, please hit like, comment and share to help us get the word out!




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#DIGITAL: The 4 Styles Of Emails That Drive Conversions
The 4 Styles Of Emails That Drive Conversions
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