Obviously, you can’t individually message each one of your potential customers. But with the right copy in your email funnel, you can make them think you did! Email funnels are a trending way of communicating with potential customers – because they’re automated, they’re quick and easy to set up, and their effectiveness is easily measured. But automated emails that sound like they were written by a robot get ignored and fail.
Here I’ll show you some simple tips to make your email sound like it was sent by a real person—one that truly connects with your ideal customer. That’ll help you nurture and grow relationships with strangers to turn potential customers into paying customers.
Master the ‘from’ field
Familiarity is key. The person receiving the email will want to know who it’s from before deciding if they want to even read it, so it’s vital to make sure the ‘from’ field of the email sounds like the name of a real person from the website they signed up from, rather than from a company. When scanning through emails, most people ignore or delete emails from companies they don’t recognize, so making yourself familiar is the first step to winning over a potential customer.
Give the person a title and backstory
This will help make them seem more real, and give your brand character. Are they a devotee of your product? The CEO? A friendly customer representative? The mascot? It might seem like a small detail, but it will have a huge impact on how your brand comes across, and could be the difference between making or losing sales.
Tell a story
Create a story about why you’re writing to them. Maybe you just had to tell them a testimonial from one of your customers, or maybe a deal is too hot to pass up. The more compelling the story – and the more it relates to your customer – the better
Keep it short and to the point
No one wants to be bored. People will scan over the bold type to see if they want to keep reading. Don’t try to put everything you want to tell them about a product or service in one email. That’s what the funnel is for. Think of it like a conversation when meeting someone. You don’t tell them your whole life story at once. You mention something and expand on it. Then the next time you run into each other (or the next email) something else comes up.
Ditch the design
Ever received a templated email? It looks like it was spewed out by an algorithm, doesn’t it. You’re far better off adding the human touch to make your company more relatable. Sending just text in an email is OK. You can easily give a link to the page you want them to convert on instead of flooding the email with CTA buttons, bursts, and designed emails they know were meant to sell them on something. You want to start a conversation, offer information or entertainment, then let them be the one to decide they want to know more about the product, service, or deal which they can find out about on the landing page you recommend to them.
I know this might sound counterintuitive considering you’re pretending to write to one person while the emails are going to many. But, a little authenticity goes a long way. If you start with “I know you don’t know me and have no reason to trust me, but you can trust these testimonials…” or something similar, you’re much more likely to build a rapport with your potential customer. It shows you understand them being suspicious, and that they’re quite right to be wary of unsolicited emails.
Change the conversation
Work different angles and remember where they are in the process. Remember, it’s like a conversation. If someone wasn’t responding in person, you would change the topic or try a different tactic. The same is true over email. If one angle doesn’t interest them, try another. For example, if they aren’t interested in the results you’ve seen with a certain supplement, try getting them exited about the breakthrough ingredients that can help cure their ailment. If that doesn’t catch them, perhaps it's a deal to try it free for 14 days. And test, test, test! You’ll see which messages catch the majority of people and then you can rework your funnel to send those sooner in their journey.
It takes an incredible copywriter with a knack for the human connection to capture and keep the attention of today’s skeptical audiences. They’re sick of being sold to. But with the right strategy, messaging, and voice, your audiences will be begging for whatever you’re selling!
Debra Pivko, Founder of Intrigue Creative is an experienced Copywriting Consultant specializing in direct response sales of products and services in the health, beauty, and tech space. With almost 20 years of experience, she has written top performing microsites, landing pages, online acquisition banners, email funnels and blasts, paid social ads, advertorials, and more—you name it! She can even help you develop your brand identity and craft your idea voice and customer personas. Known for her high conversion rates, she has launched million-dollar money-makers for a multitude of companies including Beachbody, GNC, 310 Nutrition, Dermalogica, Dermstore, countless nutraceuticals, and more! Are you next? For those reading this in funnel magazine, get $500 off when you buy 20 hours on Intrigue Creative. You’ll get 25 hours for the price of 20! Or, email firstname.lastname@example.org to claim your complimentary 15-minute phone consultation.