Any marketer worth their salt knows that email is a crucial piece of a sound ecommerce marketing strategy.
So why do so many write boring (or worse, annoying) emails?
Building a relationship with prospective customers takes time and email is where you get to really connect with readers and for a fraction of the cost you spend on ads.
It’s one of the best ecommerce acquisition channels you could use.
You should take extra care to respect your subscribers’ time.
They have, after all, entrusted you with the privilege of being in their inbox. Violating that trust with spammy or pushy emails will have them clicking the unsubscribe button fast.
You need to make each email count and make sure you keep the relationship going by staying in their good graces.
How do you write ecommerce emails that hook readers in?
This article will shed light on the best practices for emails that drive sales and engage your target audience.
Let’s begin.
How to Write Ecommerce Emails That Don’t Suck
- Stick to one goal for each email
- Have a clear CTA
- Tell a story
- Make them curious
- Create a killer subject line
- Write like you’re talking to a friend
- Your emails should come from a person
- Proofread thoroughly
How to Write Ecommerce Emails That Don’t Suck
Stick to one goal for each email
Nothing is more frustrating for a subscriber than an email that’s meandering and adds nothing valuable. Avoid confusing them by focusing on one goal for each email.
What I mean by this is don’t demand too many things in one email.
For example, don’t give a discount while inviting them to a webinar and asking them to sign up for your waitlist. It's overwhelming and reduces the impact of your communication.
The result? The reader is less likely to take the desired action.
Examples of goals for ecommerce emails include:
- Educate them about a product
- Help them decide which product suits them
- Give a discount
- Announce a sale
- Promote your bestsellers
- Invite them to an event
- Welcome them to your list
- Encourage them to return to their abandoned cart
Keep in mind that the average reader has a short attention span and that you’re competing against other emails in their inbox.
Before you write, begin with the goal in mind, then make sure every word serves that goal. The goal is always to influence the reader to take action. Which takes us to our next point…
Have a clear CTA
The CTA is where you make the “ask”. An ecommerce email without a CTA is just a bunch of scribbles. Therefore, each email should have a CTA, one that’s clear and in service of the email’s goal.
Always include a crystal clear CTA in your emails and don’t assume the reader knows what to do next. Give them a hand and spell it out for them.
It pays to be clear. The CTA clarifies what action you’re requesting the reader to take.
Examples of CTAs include
- Visit our blog
- Watch a video
- Claim a discount
- Sign up for an event
- Browse through our product pages
- Explore our bestsellers
Also, make sure your CTA stands out in your email and that you reiterate it throughout the body of the email for maximum results.
Tell a story
Humans love stories. Telling a great story connects you deeper with your readers and makes you more memorable. Whatever you’re selling in your email will be more appealing if it’s wrapped in a story.
Your prospective customer is allergic to a sales pitch but if you soften it with narrative, they’ll let their defenses down.
Another great thing about stories is that they keep your audience reading. People want to know what happens next.
Don’t worry. You don’t need to be Shakespeare to be able to infuse stories into your emails. It could be a few lines like “I spent the last weekend fixing my sink when I found a horrible thing…” You get the gist.
You can also tell a story about your product, your brand, or even your customers. Be creative but make sure you keep the goal of the email in mind.
Make them curious
When writing an email, you need to get your readers hooked. They should want to know what happens next.
As mentioned in the previous point, stories keep readers riveted and that’s because it creates an “open loop”.
The beginning of a well-told story makes the listener want to know how it ends. It makes them ask “What happens next?” so they can close the loop and be satisfied.
You can apply this concept to your emails by adding cliffhangers and building anticipation. Keep them wanting more. Withhold information and make them want to keep reading.
Inject curiosity wherever you can, especially in this vital part of your email which I’ll talk about next…
Create a killer subject line
Treat the subject line with as much care as you did with the rest of the email–perhaps with even more care because it’s the first thing the subscriber sees.
An effective subject line persuades the reader to open the email. That’s its only goal.
Therefore, refrain from trying to say everything in the subject line or being unnecessarily witty. Keep it simple. Trigger their curiosity.
However, that doesn’t mean writing a clickbait subject line. If your subscriber opens an email but you don’t fulfill the promise you made in the subject, they’ll feel betrayed and are less likely to take the desired action. No one likes a trickster.
Write like you’re talking to a friend
A common mistake people make when writing copy is writing for a crowd, like they’re making a speech. It feels impersonal and generic. Instead, address the reader as you would a friend. Write to a single person.
When you keep this in mind, your writing will feel more authentic.
Imagine that you’re in a coffee shop chatting with someone you know. Don’t use jargon or complicated words. You wouldn’t use those with a friend, would you?
You’re aiming to build a relationship with your subscribers so treat them like a single human, not a group…which leads me to my next point.
Your emails should come from a person
Speaking of single human, never send out your emails from an email address that says sales@email.com or promotions@email.com. It defeats the purpose of our previous point and makes the reader feel like they’re being sold to. Instead, use a first name in your email address, if possible, and remember that people connect with humans, not corporations.
Proofread thoroughly
That covers the basics of writing an effective ecommerce email but don’t hit send just yet. Read your email once, twice, thrice, multiple times, or better yet, have an AI tool spellcheck it for you. Is your email clear? Does it achieve its purpose? Are you writing to a single person?
Make sure no punctuation is out of place and that everything is in order. Any less and you’ll look bad in front of your subscribers.
We can’t say it enough: proofread, proofread, proofread!
An ecommerce email needs careful planning and execution. They should nurture your relationship with your target audience so they’re closer to a purchase. We guarantee these tips will drastically improve any email you write. Now get going and write that email!
