Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Read the Guide Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close

Learn

Access the Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Blog / Newest Insights

Jump straight to the latest inbound marketing and They Ask, You Answer insights

Access the Learning Center

Free and Pro Courses

Take your knowledge to the next level with free and Pro courses inside IMPACT+

Access the Learning Center

Recordings on Demand

On-demand recordings from past IMPACT events and livestreams

Access the Learning Center

Featured

Inbound Strategy Playbook 2022

Learn 7 foundational principles that have proven to set inbound marketing strategies up for success

Access the Learning Center

Free 5 Min. Inbound Marketing Assessment

Take this free assessment and learn what you can start doing today to boost traffic, leads, and sales

Access the Learning Center

Blueprint for a More Profitable Agency

See why coaching, not implementation, is the key to happier clients and better profit margins

Access the Learning Center

Case Studies

See examples of companies working with IMPACT and thriving with They Ask, You Answer

Access the Learning Center
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
... Inbound Marketing Marketing Strategy
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Guide
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

5 Foolproof Methods for Writing More Persuasive Marketing Emails

By Carly Stec

Carly Stec also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

5 Foolproof Methods for Writing More Persuasive Marketing Emails Blog Feature

5 Foolproof Methods for Writing More Persuasive Marketing EmailsA few weeks ago I received an email from a social software company that shook my faith in marketers.

It was overly assumptive, uninvited, and employed text that was styled like this. (I wish I were kidding.)  

Not to be the schoolyard bully, but nothing about this email made me want to take next steps.

Worried that there were more ineffective marketing emails out there just like it, I decided it was time to correct this issue. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

So I put together a cut-and-dried list of tips to walk marketers through how to write more persuasive marketing emails. You know, emails that get opened (and clicked.)

1. Scrap the passive voice

When it comes to persuasive writing, you want to avoid the passive voice at all costs. 

Typically, sentences written in a passive voice are overly complicated, thus they are harder to understand. Take a look at these examples:

  • Active: No one clicked on the marketing email. 
  • Passive: The marketing email was clicked on by no one. 
  • Active: John painted the new conference room. 
  • Passive: The new conference room was painted by John. 
  • Active: Kate will celebrate her promotion tomorrow. 
  • Passive: The promotion will be celebrated by Kate tomorrow. 

It's clear that the sentences written in an active voice are far more concise than those that are not. This type of simplicity makes it much easier for recipients to understand and remember.

Aware that writing is rewriting, be sure to read through your copy a few times to identify and alter sentences that take a passive approach. 

2. Focus on framing

A great deal of our decision making process is susceptible to the way in which a case is presented to us. 

While we wouldn't normally suggest that you take a negative approach, often times people's fear of missing out weighs heavier than their interest in gaining something. 

With this in mind, consider framing your copy to reflect the outcome of choosing not to take the desired action. Will it cost them money? Will it put them a step behind their competitors? Will if cause people to look at them differently?

While this is something that you'll want to A/B test against the alternative to determine how your recipients respond to it, there is plenty of research to back its effectivity. 

3. Pay attention to what comes first (and last) 

According to the "serial position effect", people are more likely to recall the first and last items on a list rather than the middle ones. 

In 1962, Murdock tested this theory by asking participants to study a list of words that varied in length from 10-40 words and then recall them. He found that the participant's ability to recall any word was heavily dependent on the position of the word in the list. Earlier words were recalled more frequently than those that fell in the middle. (Source: SimplyPsychology)

Earlier words were recalled more frequently than those that fell in the middle. 

The reason being that items that appeared early on were distinguished from the others as a result of the primacy effect, and at the time of the recall the words that fell at the end remained in the short-term memory (recency effect.)

To apply this insight to your marketing emails, consider the way you position information that appears in a bulleted or numbered list. While breaking down content into lists helps to ease readability, you'll want to be sure that you make your most important point first, or save them for last. 

This concept can also be applied to your copy as a whole. Start strong, making sure to convey value right off the bat, and end with a call-to-action that's hard to say no to. 

4. Draw a comparison

Shape your argument in the form of a relatable comparison.

Whether it be a story, a metaphor, or an analogy, rooting your point in something familiar helps to eliminate the amount of explaining you have to do. Aware that less is more, this approach leaves more room for what's important. 

Not to mention, often times drawing a connection between two things will evoke an emotional resonance which can be used to your advantage. 

Considering our emotions are highly responsible for driving our decision making, you'll want to focus on creating a story that speak to their pathos. 

5. Avoid opinions

Despite not asking, everyone has an opinion these days. 

However, the trouble with opinions is that they're easy to argue. Facts aren't.

With that said, the performance of your marketing email relies heavily on your ability to back up your claims. If they're not rooted in something credible, you're giving the recipients no reason to take you seriously. Let's take a look at the difference:

A) Our blog content is awesome.

Says who?

B) We were named Best Inbound Content by HubSpot. 

Nailed it.

To ensure that your next email is more than just a collection of weightless opinions, be sure carefully dissect your copy to identify weak points. The goal is to present the recipients with a case that is hard to poke holes in. 

The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Marketing Strategy
Published on January 8, 2015

Recent Articles

Video Marketing: What Your 2022 Business Video Strategy Must Include
January 17, 2022 • 10 min read
8 Crucial Elements Every Homepage Should Have [+Video]
January 15, 2022 • 6 min read
5 Organizational ‘Cleanses’ To Start Your Year Off On the Right Foot
January 1, 2022 • 6 min read
What Should a 2022 Content Marketing Strategy Include?
December 30, 2021 • 9 min read
17 Business Blog Topics Your Audience Wants You To Write
December 24, 2021 • 11 min read
Brutally Honest Pros and Cons of They Ask, You Answer for Digital Marketing
December 7, 2021 • 10 min read
The Step-by-Step, 12-Month, DIY They Ask, You Answer Implementation Plan
December 2, 2021 • 16 min read
‘The Big 5’ Best Business Blog Topics That Drive Traffic, Leads, and Sales (+ Video)
November 26, 2021 • 9 min read
Why Trust Is the True Currency for Any Business
November 16, 2021 • 5 min read
How To Get Started With They Ask, You Answer: Your First 6 Months
November 11, 2021 • 11 min read
How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide
November 9, 2021 • 6 min read
Free Inbound Marketing Courses and Training
November 5, 2021 • 5 min read
What is the Value of a Digital Marketing Consultant?
November 4, 2021 • 6 min read
Benefits of Online, Peer-to-Peer Learning for Digital Marketers
October 30, 2021 • 8 min read
How is IMPACT Different From Other Agencies?
October 27, 2021 • 5 min read
Why You Might Want to Hire a Marketing Coach Instead of an Agency for Your Business
October 26, 2021 • 7 min read
How To Become a Better Coach (for Business Consultants, Sales Coaches, and Marketing Strategists)
October 20, 2021 • 8 min read
How to Get Your Whole Team to Buy in to They Ask, You Answer
October 19, 2021 • 4 min read
Get Clients To Seek Your Approval, Not the Other Way Around (Podcast)
October 13, 2021 • 1 min read
Why Your Business Always Needs to Invest in Marketing — in Bad Times and Good (+ Video)
October 7, 2021 • 8 min read
How to Grow a Digital Marketing Agency (with Coaching Services)
October 6, 2021 • 6 min read
36 Eye-Opening Inclusive Marketing Statistics That Prove Its Power for 2022
October 6, 2021 • 6 min read
Hire Freelance Writers with Caution (Read this First)
September 27, 2021 • 10 min read
5 Key Elements of a Winning Inbound Marketing Strategy
September 14, 2021 • 14 min read
How to Get the Most Out of Your 2-Week HubSpot Free Trial
September 13, 2021 • 5 min read