You've sent an email and nobody opens it. As an entrepreneur, you want great open and click-through rates for effective email marketing. You must write persuasive and motivating emails to improve your open rate.
Fortunately, effective copywriting is a science that you skilfully apply. It means that you can learn how to use copywriting. In your role as an entrepreneur, you need to motivate, inspire, and persuade others in your sales copy and email sequences.
But first, you need to improve your email open rate, and only then can you start improving your click-through rate. People will never see your link unless they open your email.
Persuasion or motivation to open and click is the foundation of good copywriting.
You want to use your words in such a way that it persuades people to take the action you want them to take – that is, "sell" your ideas or products successfully.
Effective copywriting is a science that you skilfully apply. It means you can learn how to use copywriting in email marketing.
1. The Principles Behind Motivating Email Sequences
At the heart of persuasive emails lies the theory of Alan H. Monroe. He was a professor at Purdue University.
He wrote in his book Monroe’s Principles of Speech, about using the psychology of persuasion to develop an outline for making speeches that will deliver results. This became known as Monroe's Motivated Sequence.
Psychologically, human beings behave in a certain way when presented with specific situations and stimuli.
Monroe showed how presentations can be structured for maximum impact when you use these behavioral trigger points. These same principles are used in copywriting and marketing emails.
Step 1 – Get Attention
As Plato once said, “The beginning is the most important part of the work.”
Get the attention of your audience by using anything that will get them to sit up and take notice. If you do not get the audience's attention at the outset, it will only become more difficult further down the line.
Step 2 – Establish the Need
You have to convince your audience there's a problem. Help them realize what’s happening now is not good enough and needs to change.
Use statistics, talk about consequences if nothing changes, or show them how the problem directly affects them.
For instance, if you don’t learn how to improve your email copywriting skills your sales and profit will suffer. You are leaving money on the table.
Step 3 – Satisfy the Need
It’s only in step 3 that you introduce the solution you offer. Don’t jump the gun and start with it in step 2.
Show them how you will solve their problem. This part should be the bulk of your presentation.
Discuss facts, elaborate on details, give examples, testimonials, and statistics.
Make sure you're ready with counterarguments to overcome objections the audience may have.
Step 4 – Visualize The Future
You need to open up the gap between what the current situation is and what it could be.
So, describe what will happen if they do nothing. Contrast that with what their lives could be like if they act the way you want them to.
Your vision must be believable and realistic. Help your audience to understand how your solution can make their lives better.
Step 5 – Take Action
You must leave your audience with specific steps or actions they must take now to solve their problem.
Remember an overwhelmed and confused mind never takes action. So don’t pile too much information up or leave them too many options.
Deliver a very clear and simple call to action. It must make logical sense, appeal to their emotions, and must be in line with the previous 4 steps.
2. The Motivating Email Sequence
Even if Monroe developed this process for speech writing, legendary copywriters like Bob Bly used this same formula or tweaked it slightly for copywriting. It’s all psychology based.
Just remember the acronym APSPA, which stands for:
Use the same formula in your email marketing sequences.
Grab your reader’s attention with your subject line. State the big problem early on in the body of your email. Then deliver your unique solution and show proof. Finally, deliver a strong call to action.
It’s important to tell, not ask, your readers to do what you want them to do. If you’ve done your job well in the first 4 steps, the final action step becomes a no brainer.
This formula is very powerful.
Use the persuasive or motivational formula in your copywriting and also in your marketing emails for better open and click-through rates. You may even spread the formula over 3 or 4 emails in a sequence.
If you do this, you will see your open rate increase as well as your conversion rates.
Do you want to learn more about effective email copywriting?
In our learn-on-demand course Email Copywriting Made Easy you'll bring your email marketing to the next level.
Perhaps you are struggling with email marketing and are frustrated with the results you get. You want your readers to open your emails, read them all the way through, and then take action.
This course shows you best practices in email copywriting to skyrocket engagement and sales.
Head over to our course to learn more about the course and then decide if you want to sign up.
Do you already incorporate motivational email techniques into your marketing strategy? Please share your tips and tricks in the comments!
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