Copy is one of the most important factors when it comes to email marketing, it will help you increase your email open rates, click through rates, and especially your revenue. 

In our previous email marketing blog post Running Successful A/B Tests: Increasing Email Marketing Revenue & User Engagement  we mentioned that you should think of your copy like an orchestra, where every element complements each other. The subject line + preview text will get people to open the email, the headline will spark their interest and get them to keep on reading, the content of the email will showcase the benefits of your product, and will also handle buyer objections, and the CTA will get them to click through to your website.  

Handling Customer Objections

Let’s start off with some important tips and ideas to get you started.

First of all write down all of your customers / future customers objections (make a list) and include all of the possible fears, axities or doubts that they might have when it comes to purchasing or using your product. You can do this using a spreadsheet, use column A for objections, fears, doubts, and anxieties, and column B to make a list for each one. 

Gather answers to the following list of questions from customer reviews, competitor customer reviews, or reading your brand’s social media comments. You can also learn a lot from 1 on 1 interviews, investing 20-30 minutes of your time + including a small incentive will allow you to learn a lot from your customers. 

Examples of common customer questions:

  • Is the quality of the product any good?
  • Will the product last?
  • Is it easy to use? 
  • Do I really need this? 
  • What if it doesn’t work? 
  • What if it’s difficult to get used to?
  • What if there is something better out there and I’m missing out? 
  • Is it actually comfortable? 
  • What if the shipping takes too long? 

The list will depend on both your product and your target customer. Build on this list depending on the specific product you are selling. 

Next Steps

Now put everything in a logical order (it could be from most to less important). Then turn each objection, fear, anxiety or doubt that your customers might have into a selling point.

If people are worried about the quality of your product, simply showcase the quality of your product using a vivid image, for example: if you are selling a water bottle you can say “Throw it around, spin it, roll it, drop it…and it won’t open or break”. 

If people are worried whether your product will actually work, show proof from other customers by including quotes that specifically talk about the effectiveness of your product. 

Simple things can make people think twice before ordering, for example: if you are selling clothing items, “What happens if it doesn’t fit?”. In this case showcase how easy it would be to return and change the product for a new one. 

Again, make a list and turn objections, fears, doubts, and anxieties into selling points. You want to include these selling points in your landing pages, product pages, emails, paid ads, blog posts, and anywhere else you can think of. 

A Small Tip On Conversion Rate Optimization

After making your full list you might have several objections, fears, and anxieties, how do you know which ones to show first?

It doesn’t really matter if you are writing copy for an email campaign, landing page or blog post. Rank them based on the number of times that objection/fear/anxiety happens, so if after reading through all your product reviews and social media comments, you find out that the #1 thing that people worry about the most is “Is it actually comfortable?”…Then the first selling point you will include in your piece of content is “How incredibly comfortable your product is”. 

Think in Terms of Outcomes

Most companies talk about their products and how great they are, but people really buy benefits and solutions. Instead of talking about your product, focus on what it does for your customers, don’t sell the product, sell the benefit…sell outcomes.

For example:

If you are selling skincare or hair care products you can focus on selling beauty or confidence, this also applies to apparel. For exercise related products you can focus on selling performance, confidence and/or wellness. 

In the example above for a brand that is selling a sleep well solution, they can focus on productivity… A good night sleep (is the obvious benefit)… but what does a good night sleep lead to? It leads to having a great day, feeling energized, being able to focus and being able to get stuff done…Which in turn leads to more free time for personal hobbies, or spending time with the kids/family. Think in terms of outcomes and you’ll start writing more effective copy. 

People don’t make a purchase decision based on the ingredients, packaging, free shipping or other product attributes. The sleep well brand will not convince you to buy their product because it has non GMO organic ingredients that are healthy…not really.

They will convince you to buy from them when they tell you “That you’ll get to spend more time with your kids, because you’ll stop feeling tired and be more productive the next day” ….Then you will rationalize your purchase decision with a “Oh nice, they have non GMO organic ingredients”. Emotion comes first “Be able to spend more time with my kids” and then logic kicks in “Great ingredients”. 

Appeal To Emotion, Always

Everyone makes decisions based on emotions (gut feeling), we decide if we like something and want to buy it based on an emotion, then we justify it through logic.

So always appeal to emotion and justify with logic. 

Here’s a quick framework:

  1. How do you get people to click on your email? (or on your product page or even ad) = Show them they have a problem. 
    1. “How to get acne free skin in 12 days”
    2. “Forget about insomnia with 5 tasty drops of [product name] before you go to bed”
  1. Follow up by making the problem hurt / handling objections. 
    1. “Even if you have oily and delicate skin” / “You’ll be able to start using makeup again”
    2. “And stop waking up tired from now on” 
  1. Now show them life without the problem (oh how great it would be!) 
    1. “Wake up feeling confident, knowing that your acne problems are long gone”
    2.  “Your focus will increase, which will allow you to power through your work day while still feeling energized” 
  1. Then introduce your solution.
    1. “Our 5 step 5 minute daily skincare routine is all you need” 
    2. “Simply dissolve 5 drops into half a glass of water before you go to sleep”
  1. Show them proof that it works and be specific here 
    1. “We’ve helped more than 5,000 people get acne free, oily free, beautiful skin”
    2. “5,000 people are now sleeping tight through the night”

Easy right? Test this 5 step process with your next email.

That is it for part 1 of this series, we’ll continue in part 2 where we will give you some tips on how to write great subject lines and preview texts for emails, as well as headlines to help you capture the attention of your audience. We will also include CTA (Call to Action) tips to help you increase your conversion rate, and give some quick but useful email design tips.