I’m sharing my exact email script that routinely generates me over $1,000 in profits. Routinely, being the key + most exciting word in that sentence!
WARNING: Do not expect the same results unless you’ve taken the time to >> do this first <<. And if you want your storefront to do its job (and actually sell your products), be sure you’ve perfected your branding, product photography and copywriting … or anything else you do will be all for naught.
My sales strategies are always about serving + delighting the customer; I never want anyone who buys from or hires me to feel like prospects. That’s why I’m so excited to share this email script with you today: It sells without making people feel “sold to.” In fact, this email makes my customers reply and leave notes on their order saying, “Thank you so much!”
Slight variations of this email routinely generate more than $1,000 on the same day it’s sent. Let’s break it down: I’ll show you exactly what I write, and then I’ll show you why it works.
The format is always the same while the details are changed ever so slightly (depending on the season or occasion). It’s exciting, and in following with good copywriting format, it’s shared not as a sales pitch, but in the spirit of …
Big News You Can Hardly Wait to Tell a Friend!
It’s casual, short, and to-the-point. Anytime you’re having a sales conversation with your customers, it’s not a term paper; it’s not the formal writing style you learned in high school.
It’s the writing you used when you wrote an exciting + secretive note to your friend.
Let’s take this email apart and examine why it works so well. It opens with a seasonal image (my example had a summery wrist-full of bracelets [that got cut off by my screen-clipping]) with an eye-catching announcement. In this case it was, “Semi-Annual Sale!”
Personalize the email: I didn’t collect first names when I started the Energy Shop’s email list, but I have ever since (for later lists). I prefer to open an email with “Dear [contact.first.name],” (all email management providers will have a different insert for this). But in order to collect your potential customers’ first names, your form has to have it as a required field.
If I’m speaking a foreign language to you because you don’t have an email management provider, please drop everything and go read and apply this article: How to Grow an Email List.
To keep this email personal, I use “friends of the Energy Shop”. You want to write something beyond just the greeting (Hi, [friends, knit lovers, creatives, fashionistas, designers, etc.]), but where possible, use their actual name.
Start a conversation: The next thing I do is writing something conversational to break the ice. I always imagine approaching a neighbor in real life who I know has an interest in my product to get a more natural opening to my email.
If I were hosting an online sale, should I walk up to my neighbor, stick my product in her face while shouting “SALE!”, tape pictures of it all over her windows and slide my business card through her mail slot? Of course not. Yet, this is how online sellers behave every day.
Instead, I would wave, start a casual conversation about the weather or whatever else we might have in common, and then say:
“Oh, by the way and in case you’re interested, those bracelets you love are on sale right now. It’s a great deal, and I can give you the link if you want it.”
And in that case, my neighbor wouldn’t feel “sold to”, she’d feel informed with an update; an offer she might like to take advantage of. So in this email, I wrote about the season we were in. I asked a question we can all relate to: Where does the time go?
And oh, by the way and in case you’re interested …
There’s actually a lot going on in the above paragraph. Refer back to the article, Seasonal Scripts That Sell if you’d like to dive a little deeper than what we discuss here. The most important part of the paragraph is this:
Give them a reason to “buy now”: In marketing speak, it’s called scarcity, but again this paragraph does so much more. It’s also creating a sense of exclusivity, reciprocity and social proof.
My email list always gets the sale before it’s announced publicly, it’s a known fact that my products are limited stock, and this line: “Here’s an exclusive preview to tomorrow’s big sale …” almost always guarantees I’ll sell out before the sale even has a chance to go public.
Before You Write, Know Your Customer
You can (and should) get to know your customer as well as you’d want to know your spouse or your best friend. It helps you understand where they’re hanging out online, what movie they’re seeing this weekend, what book is on their nightstand, and anything else that’s relevant to them.
This knowledge will help you start conversations with them in a very real and personal way.
You see, if you’re not addressing your customers in a very personal and targeted manner, you make everyone you encounter feel like prospects. And that’s never how I want people who hire or buy from me to feel.
The one thing you MUST DO before sending your own $1,000 email is to identify your ideal customer. The ideal customer is a fictional description of a single person, and that one person represents your entire customer base.
P.S. This post is a *tiny* portion of what I teach creatives about copywriting. Here’s what one student had to say about my lessons:
?I am soooo selfish. I don’t want a lot of people seeing this course, especially this class on copywriting. This class is so excellent, so filled with tons of great suggestions, problem solutions and optimizing. The more people who see this, the more people that will become my most ‘dangerous’ competition.”
Be sure to sign up for my newsletter to find learn more! Until next time and all the best,
This is a great script , I must try it for the holidays. I am still struggling on how and what to say if I want to contact all of my old customers before my email sign up….
Hi, Heather! You must try it! You’ll love the results.
As for contacting old customers, I’m not sure of the context, but when I started building my brand’s email list, I didn’t go through old orders. #1 – start your email list TODAY, and then #2 – start pushing it to new + future customers. Any order over 2 weeks old would be way too long to push the email list (if I’ve get the terms of your situation).
Best of luck with your holiday season!
Lisa, this is another amazing script. Thanks so much. I purchased you copywriting course at CreativeLive. Worth every cent. It is changing the way I do business and it feels natural and personal. Thanks for sharing your insight.
Jacqui, I am truly proud of people who bought up Copywriting for Crafters – it’s a solid investment. Thank you & good on you for being one of them!
I hope you get a chance to adapt this email for your list this holiday season. Your customers will thank you for it!
I have to say, I have been very impressed with all of the blog posts you’ve written. You do a great job of making them feel like they are written just for me and your writing is seamless. I love your posts, so helpful and easy to read. So, thanks for being you!
Thank you, Amanda!
I would love to know how many Etsy sellers can knock 40% off their prices of their products without feeling extreme burn. I certainly couldn’t. It seems as if your profit margin must be high to be able to afford this . Most clients would be inclined to wait for 40% off sales before purchasing I would imagine.
I am priced to profit in my business, for sure. 40% is closer to my wholesale pricing than a typical sale, and it happens twice a year (hence the “semi-annual sale”). I use the same script for my other promotions (20-30% off).
My customers are also typically collectors who shop year-round and then buy large orders during special-priced events, and I often tell them all November long, “Hold your orders for the big sale!” It builds anticipation and excitement and makes the promotional event fun for all.
Thanks Lisa! Just the encouragement and help I needed to improve my emails!
Question: do you send out emails when you have a new post on your site? If so is it RSS or custom?