Tips to write eCommerce emails that’d make your customers excited to buy.
By: Shivani Dua
Tags: Digital Marketing, Sales, Content Writing, Email Marketing, Content Marketing

Email is one of the simplest ways to drive sales. It doesn’t matter if you’re a SaaS business or an eCommerce company. Sending out the right email is like alchemy — you are turning a few paragraphs of text into cash!

But only too often, eCommerce emails lack the magic to urge customers to shop for. There is nothing worse than getting excited for an email campaign only to see thereon and see that your open rates are dismal which your click rates are even worse.

How does one consistently get your customers excited to buy?

Send Emails That Demand Attention

The first thing you’ve got to urge right is that the subject line. Most people make a choice about an email in but two seconds. If your subject line is boring or seems suspicious, your email goes to urge deleted.

The success of your eCommerce email campaign depends on your subject line. Your readers are making an emotional decision about your subject line. You need to write something that is obviously useful or that triggers a sense of curiosity.

Do not use the word “sale” in your subject line.

Think about your inbox. How many messages each day does one get where the topic line promises a sale? Too many. The problem with using the word “sale” in your subject line is that it makes your email blend in with the hundreds or thousands of other marketing messages vying for your reader’s attention.

You want to stand out.

What kind of email subject lines get opened? Ones that are specific. Which email would you open:

Special limited time sale. Check out these deals!

Chooka rain boots back in stock **limited supply**

If you are trying to sell rain boots, the second email is much more interesting. It creates a way of urgency and triggers curiosity. Your subject line is a teaser for the email. But you’ve got to possess enough specificity to effectively tease the content inside the e-mail.

Persuade Customers to try to What They Already Want to try to

One mistake many copywriters make is that they think their job is to influence the customer to try to do what the business wants them to try to. This never works.

We all hate being sold to. Nobody loves dealing with used car salespeople. Nobody eagerly waits for junk mail to arrive. However, people do still buy cars, and other people still buy things advertised in their mail.

Why is that?

The truth is people hate feeling manipulated. But they love it when businesses try and persuade them to do what they already wanted to do. Your job in your eCommerce emails is to offer your customers permission to try to do what they already want to try to do. They are your customers because they like pocket money with you.

Your job is to influence them that the impulse to shop for the item you’re selling may be a good one. You need to offer them rational reasons to form an emotional purchase.

Pyramid Structure for Ecommerce Emails

The most influential eCommerce emails follow a pyramid structure. These emails lure the reader deeper into the message until clicking the link at rock bottom feels inevitable. The first line or two of the email contains the facts of the offer. Tell the customer what item you would like them to shop for. Give a small detail about it.

Next, you spend two or three lines set up the offer. This is where you tell the customer that supplies are limited or that the item is on sale for a limited time. You also want to remind the reader that they are getting this email because they are loyal customers.

The last part of your email has more details about the product or the sale. It shouldn’t be quite three or four lines. The last line of the e-mail should be a call to action with a hyperlink to the offer. The entire message should be but 200 words. For most audiences, 150 words are a sweet spot. This allows you to offer enough details without wasting your customer’s time.

Call to Action

You should never ask your customer to try to quite one thing in an email. When faced with too many choices, many of us will prefer to do nothing. If you would like to form a purchase, your call to action should read something like this:

Hurry and order your 8oz. bottle of COOLA organic sunscreen before we run out

Buy any pair of premium sunglasses today and obtain a second pair for FREE!

In the email, your entire call to action should be a hyperlink.

This email isn’t the place to invite reviews or to form secondary offers. You can set up an automation to send those emails after the customer makes a purchase.

You will make more sales from your sales emails if you simply ask the customer to form a sale.

Testing

The most successful eCommerce companies test everything when it involves email. Your audience is unique to you. You need to test different messages and subject lines to see what performs the best. An email campaign is merely a failure if you didn’t learn anything from it.

Because email is actually liberal to send, you’ve got the posh of iterating until you catch on right. Remember, you ought to only test one variable at a time. It is too hard to know what works when you test too many things at one time.

If your list is large enough, you’ll easily segment it to run multiple tests at an equivalent time to hurry up the testing process.

Secret Sauce

Email campaigns are the last word test of your copywriting. Unlike other mediums, you recognize exactly who is reading your message and who is clicking on your offer. If you would like to write down emails that get customers excited to shop for, you’ve got to place yourself in your customer’s shoes.

Empathy is your secret sauce. Until you understand what motivates your customers, your emails will always underperform. Your job is to use email to connect with the people that buy from you. You have to point out to them that you simply care about them which you’ll deliver what they have and need.

If you market sympathetically, everything else will fall under place. You will be unstoppable.