You know the value of your email. But does your recipient? No, not yet. And it’s your job to explain it.
The problem is, many emails only explain the feature they are offering, not the benefit. Take a look at the copy in two separate ecommerce emails I’ve received. Which one is touting the feature, and which is touting the benefits.
If you guessed email B, you’re right. Email A throws a 30% off discount directly in your face, but doesn’t explain the value behind it. What does 30% off a GoDaddy product do for my goals? Will it let me adjust a small business’ expenditures on infrastructure costs, freeing up money for a new hire? That benefit is far more tangible than 30% off an undisclosed cost.
Compare that with Email B from Banana Republic. The goal of this email is to sell shorts, but the copy isn’t just shoving shorts down the recipient’s throat. I mean, they’re shorts … big deal, right? They’ve identified what makes these shorts worthwhile: their versatility. They allow a man to lounge around the house and then go out in the city while putting minimal effort into changing his outfit. How convenient! How easy! How versatile!
The copy translates the benefit of buying those shorts, but the copy (or lack thereof) in GoDaddy’s email doesn’t explain the benefit of redeeming a generic 30% off offer.
I hope you find this information helpful…see you on the next topic