Hey guys, it's AG. And this week, I want to talk about email marketing. Now writing email sequences and promotional campaigns is one of my favorite things to do as a copywriter. But lately, I have been finding it harder and harder to get my emails into my audiences. Primary inbox, heaven forbid people who actually signed up to get emails from me should actually get them. Am I right now, when we hear the word spam, it's really easy to think all those emails we get about that magical blue pill or that contest you never entered, or that long lost relative, who has an inheritance of 1 million dollars to send you or Worse, those fishing emails with sketchy files, viruses and links meant to grab your data. No, I am not talking about those scammers and spammers. As far as I'm concerned, those scum of the earth Bottom Feeders can put their crappy emails where the sun don't shine if you catch my drift. What I'm talking about is when legit email Al's written by legit brands that legit people actually opted in to receive land in the spam folder or a more common phenomenon Google's promotions tab with 15 billion with the be people around the world using Gmail. The promotions tab is a real doozy. I often have my students. Yes, the people who actually paid to get email communication from me tell me that they're missing my emails with important program information, because they are landing in Gmail's good old ins tab.
That client asks you to write an email campaign selling their new amazing program to their list. Awesome, right? You get to work spending hours, writing the most amazing emails that will sell like crazy pants. You send those emails to your client, your client, then loads those emails into their email software pushes send, and nobody buys who do you think they're going to come to you for an explanation? The truth is, the average business owner does not properly track their deliverability or sender score. So as far as it looks to them, your emails just suck. And the reality could be a totally different story out of that list of 10000. Chances are only 77% of those emails were ever delivered. That is the average deliverability rates. So that list of 10000 is really more like 7700. It's worse than taxes. And as I mentioned earlier, you have a 68% chance of that email Landing in the promotions tab. But that number is a lot higher. If that email is selling something which it is in this scenario, it's selling your clients new program. So let's assume it will go to the promotion stab. If you're not optimizing your copy based on the seven tips I'm sharing in today's video, it gets worse. The read rate of emails that land in the promotions tab is 192%. So that means that maybe if you're lucky, 1478 people will actually open and read your email. But wait, we're not done yet. The average click-through rate on email is 25 percent, which means the number of people who click that email and saw your clients.
New program is 37 37 people. So yeah, even though it's a copywriter, email deliverability, Isn't your job per se, paying attention to the ways you can boost the number of people who actually see your emails is going to make you look a lot better as a copywriter. And while there is a lot of techie stuff that your client can do to boost deliverability like email, authentication, regular list, maintenance and smart segmentation, let's talk about the stuff you can control. And that is how you write your subject lines and email copy small too, in messaging. And formatting can play a huge role in the success of your campaign. Here's a quick snapshot of what happens when an email doesn't perform as well. In terms of deliverability. My open right on one of my recent content emails was nearly cut in half due to poor deliverability. So for more tutorials on how to write copy that both connects and converts and makes you look really, really good click subscribe below to join the global copy Posse. I release a new video every single week to help copywriters and entrepreneurs start and scale them their business. And now to answer your question, what can I do as a copywriter to avoid the spam or promotions folder? Well, a lot actually internet service providers, or isps not only keep an eye on vocabulary, but context, formatting and engagement. So in this Blog, I'm sharing 7 email marketing tips copywriters can do to massively improve conversions and boost Revenue. So let's start with the most obvious tip of them all tip. Number one, avoid spam trigger words, be surprised by how many copywriters are, just simply not aware that they could be using massive amounts of spam trigger words in their email copy. And the list of common spam words has gotten longer and longer over recent years, which can make things really, really tricky on top of the usual suspects like cash, bonus, free sale make money. You now also have words like amazing opportunity and freedom getting flagged by their RoboCop marketing.
Sources like HubSpot are always updating their list of words and phrases to avoid Lloyd. So it's good to keep those lists handy as you're composing emails for yourself or for your client, and I will share links to those resources in the description below. And trust me, guys, I know as a copywriter and creative flow, it can be really, really hard to come up with alternative words and phrases on the fly. So when I write emails, I tend to write what I want to say first, and then I go back and cross-reference that with the spam words, and then update my copy accordingly. It is time-consuming, but trust me, it is well worth it. And the more you write, the more you'll naturally learn which to avoid. Now, if only the rules ended there, unfortunately, it's not as simple and straightforward as just omitting or replacing a word here and there, which brings us to tip number two, avoid spammy formatting, because half the time it's not so much about what you say, but how you say it isps have become so sophisticated that they can now access the context of your email copy. Some types of formatting are automatic red flag like exclamation marks and non Emoji symbols and multi colored fonts in varying font size or types which will likely lend you straight in the junk folder. Also make sure to proofread your email so that you don't have an overload of punctuation in general. Using too many commas or breaking up a longer sentence with a colon or a dot dot dot can often get you into trouble once you start writing emails on a more regular basis. I highly recommend you invest in an email tool like block or send forensics to see which words and phrases could be triggering the spam filters.
Now, trust me, I wish there was a straightforward guide of the do's and don'ts when it comes to formatting. Unfortunately, the best way to know is to use your best judgement and then test. Here's a quick side by side comparison of one of my sales emails for my launch, which I ran through send forensics several times before sending it out to my list. The one on the left was my first test, but one on the right was the exact same email after a few rounds of tweaks and optimization. Crazy, right? The first one had a 51% deliverability, and after a few fixes, it went up to over eighty two percent. So depending on the size of your list, this can be a huge needle mover. And it was for me, all right, moving on to tip number three, keep your subject lines. Simple. The previous two rules also apply to your subject lines, be very mindful about using spam trigger words and any funky characters that will look Shifty to a robot, while a great subject line should include a good hook and evoke enough curiosity to compel your subscribers to click open. It's important that you also keep it concise and set the right expectations for your email content. 47% of emails are discarded based on the subject line loan. That's nearly half. This could absolutely be killing your engagement rate. And telling isps that what you're sending is just not read worthy. Higher open rates can bump up your deliverability due to high engagement, and therefore reduce the chances of your email ending up in the spam folder, or the promotions tab due to inactivity. But whatever you do do not trick people into opening your emails, because High opens and low clicks also won't do you any favors. So that's a hard no guys for click Beatty and misleading subject lines. More than half of consumers reported that they have felt tricked into opening a promotional email.
So that's a hard no guys for click Beatty and misleading subject lines. More than half of consumers reported that they have felt tricked into opening a promotional email. So strike a balance between curiosity and relevancy, and you are good to go. And if you want some tips on how to write killer subject lines, you can check out that video next. I'll be sure to share it at the end of this video. All right? Now, tip number four, right friendly. This is the most important tip of all guys. On top of all that formatting stuff that I just mentioned. The best way to write an email is to avoid sounding like a marketer. A sure way to do that is to write as if you're talking to a friend, or telling a real life story to someone you actually care about. In other words, right, like a human. This will make your email so much more approachable and relevant personalities like Marie forleo, Jay clothes and Noah Kagan are great examples of people who write their emails as if they're having a conversation with a friend. And the same rule applies, even if you're representing a brand or a business on that note, this doesn't mean you should go all Jane Austen on your email link. But if the story does call for a longer email, do break it up into multiple paragraphs, make it easier to read the more engaged your readers are with your emails.
The more likely you'll end up in their inbox and past Behavior impacts future deliverability. It's as simple as that. Remember, emails to friends have a hundred percent open rate. So right as if you're writing to a friend, alright tip number 5 stay relevant surveys have shown that 60% of email users will Mark a sender as spam if they receive too many or too many you relevant emails from them. Not to mention, if your subscriber considers your email content is irrelevant data likely be less likely to respond to your future campaigns. So the next time you're writing or conceptualizing your email content, consider why you're sending the email how it's relevant to the brand and how your message can add value to your subscribers life. The number one rule I tell my students when writing campaigns is to always have a reason why to email, whether it be to share a new piece of content, release a new product, or add a new bonus or discount during a sales campaign. Don't send an email just for the sake of cadence. Your subscriber is not going to be impressed by on necessary reminders, check-ins or repeated content without purpose, or something new to share. So be strategic with your email marketing and plan the angles of your campaigns in advance. Alright, tip, number six manage expectations when you're writing to a new lead who just opted in one of your first indoctrination, emails should set expectations around the kind of content they will be receiving from you and the frequency that you'll be emailing them. For example, if your lead will be included in your weekly newsletters, then let them know.
