Words That Give Your Emails Power
Marketing emails need to quickly capture your reader’s attention. Keep your power words short and simple to give your emails power.
Three factors make certain words powerful.
Usually, they’re short. Consider words like “Buy,” “Now,” and “Sale.” Your audience can read them quickly.
Power words are commonly used and therefore easy to understand. Your sale may not resemble other people’s sales, but readers have an immediate understanding of the word “sale”.
Power words are specific. “Easy” promises that whatever the email is describing is simple to understand. The word offers reassurance. Here is a list of power words: Free, New, You, Introducing, Save, Money, Discover, Sale, Happy, Gain, Win, Results, Easy, Healthy, Proven, Guaranteed, Love, Benefits, Sexy, Safe, Alternative, Now, Win, Trustworthy, Right, Security, Winnings, Fun, Value, Advice, Good-looking, Comfortable, Proud, Wanted, Announcing, Your, People, Why, How-to.
Give Emails Power with Thanks
Some people might think this word is overused, and they’re right. Any word loses its impact when it’s carelessly and frequently used. Don’t overlook it, though.
Sending a customer who bought a product or service from you a thank-you note evokes a positive response. People want to know that their patronage of a business means something.
It’s also appropriate to thank subscribers for reading your newsletter or special report. This thanks should come towards the end of the message. However, some successful newsletter writers open each issue with a general thank you to readers for maintaining their subscription.
Personalization gives your emails power. The reader knows that you don’t know him or personally, but people have an almost-instinctive positive response to seeing their names. It captures their attention.
Don’t overdo this, though. If you use the person’s name in the headline, don’t use it 10 times in the body of the email. That just looks fake.
Using the words “you” or “your” has a similar effect of giving a message a personal feel. You lose your audience when you use the third person form instead. Compare these two sentences.
“People enjoy the warmth generated by this low-wattage space heater.”
You can lose your audience. “People” is impersonal. The reader might think, “Good for them. They’re not me.”
“You will enjoy the warmth generated by this low-wattage space heater.” Only two words are different, but in addition to the element of personalization, these sentences encourage the reader to imagine a warm, cozy room.
Easy is an important word for email power. Many people feel challenged and even threatened by technology, which can include considering whether to buy anything that needs assembly. The word “easy” can reassure them.
I published a book, 52 Writing Tips: Fast and Easy Ways to Polish Your Writing. Putting “Easy” in the title was important, as I know how many people think it’s difficult to grasp grammar, punctuation, and other elements of writing.
However, I didn’t use the word “easy” lightly. The content is easy to grasp.
Truth in Advertising
This brings me to a critical point. You can use all the power words recommended by experts in email marketing, but don’t use them carelessly. You’re giving your readers a promise. Make sure that you can deliver.
Some marketers release printed copies of their books as “free plus shipping”. What you may not know is that the shipping charge is enough to pay for shipping and the printing price. For example, if shipping fees apply, say, “Pay only a $X.XX shipping charge.”
If an offer is only good for the next 24 hours, make sure that you don’t have it available for the following month.
Power words may draw your readers in, but to hold them, you need to fulfill your promises.
Business professionals hire Pat as a ghostwriter and editor to help them shine without having to do the work of writing. Contact her at patiyer.com/contact.