Clever Copy that Converts: Product Descriptions in Email Marketing

Since most of our business and entertainment is carried out digitally these days, the competitiveness of the digital marketing scene is a well-known reality. That’s why successful marketing is sometimes a difficult task, email marketing included.  Product descriptions in email marketing must blend creativity with clarity, as they’re pivotal for capturing attention and engaging recipients effectively. Ultimately, well-crafted product descriptions are the key to successful email marketing strategies, so let’s dive into the secrets of making them meet your goals. 

What are Product Descriptions in Email Marketing

Product descriptions are concise yet informative depictions of goods meant to spark interest. These descriptions explain the benefits, features, unique selling points, and other important details of the product, giving the reader enough context to encourage engagement. 

Here, copywriters can transform interest into action. In a well-crafted email, the product description is skilfully fused with the story surrounding it, which is inspiring enough to make the interested person become a buyer. Next, let’s see what steps you should take when creating your marketing emails and what to consider to make those products sell. 

The General Structure of Your Email

The elements of a marketing email are crucial in capturing the recipient’s attention and prompting them to take action. Let’s briefly go over the general structure this type of email can be based on: 

1. Subject line and preheader: These are the first things recipients see in their inboxes.
2. Greeting and introduction: Naturally, it’s important to greet the recipient before selling. 
3. Highlight the problem or something to strive for: Present a common issue the recipient faces or something they should aspire to.
4. Introduce your product: What is your product? Explain how your product solves the highlighted problem or helps achieve the goal. 
5. (Optional) social proof and testimonials: Examples from real life build credibility and trust. 
6. Call-to-Action: Provide an easy way for recipients to learn more and make the purchase.
7. Closing and Signature: Express appreciation for the recipient’s time and interest and provide contact information for further inquiries. 

You can (and should) also include images in your email. 1-3 images is enough; make sure you don’t overload your email with visuals. You can add: 

• A header image to set the mood of the email.
• A product image near the product introduction.
• Testimonial or social proof visuals after the optional social proof section. This further proves the credibility of your product. 
• A final image with the call-to-action to highlight the next step or offer. 

If you ensure that your email is logical and easy to follow, the customer will also be able to focus on the most important thing: your product and its benefits. Now, as we’ve established the structure, let’s take a closer look at how we can write this email. 

First Things First: Get the Reader to Open Your Email

Before the reader can immerse themselves in the world of your brand and imagine all the benefits of your product, they must have sufficient motivation to open your email. Creating compelling subject lines begins with action-oriented verbs that grab attention immediately. Incorporating personalization makes recipients feel valued and increases open rates. Additionally, establishing a sense of urgency motivates readers to act promptly, reducing the chance of your email being ignored. Keeping subject lines concise and clear ensures that your message is understood at a glance, preventing confusion and enhancing engagement. 

Here are three good subject line and preheader combinations examples:

1. The one grabbing instant attention 

Subject line: Stop everything! 🚨 Start transforming your world instead.
Preheader: Learn how our new feature will revolutionize data analytics for your business! 

2. The one creating a sense of urgency 

Subject line: Only 24 hours left to save on our home renovation best sellers
Preheader: Time’s ticking and others are building – grab your favorites before they’re gone! 

3. The personalized one 

Subject line: Maria, Your Custom Skincare Routine Awaits!
Preheader: 🌸 Tailored just for you – discover your personalized skin care picks.

Combining these elements results in subject lines that attract attention. It also encourages recipients to explore your content further. With this in mind, mastering subject line techniques can significantly boost your email marketing effectiveness.

Understand Your Audience, Reflect it in the Content

Understanding your audience’s desires begins with identifying target demographics. Knowing the age, gender, location, and interests allows for segmentation and precise messaging. And who wouldn’t want to feel that they are being spoken to directly and that their needs are taken into account? This personalized approach can help in establishing a deeper connection with your subscribers and fostering trust and loyalty. 

Let’s now take a closer look at how to really speak to your subscribers to ensure they feel acknowledged and understood, therefore potentially leading to a purchase.

1. Delve into Your Customer Pain Points

Learning the frustrations of your audience is essential for creating content that addresses their specific challenges. Identify the issues your customers are dealing with and show them how your product provides the solution. Present case studies or real-life examples where your product resolved these issues. 

Here are some simple examples of customer pain points and offers of solutions in different areas for marketing emails:

1. Fitness Apparel
   Pain Point: “Your workout clothes wear out too quickly after multiple washes.”
   Solution: “Discover our durable, long-lasting fabric designed to withstand frequent washing while maintaining vibrant color and comfort.”
2. Tech Gadgets
   Pain Point: “Struggling with devices that have short battery life during long workdays?”
   Solution: “Our new laptop model features a battery that lasts up to 12 hours, keeping you productive all day.”
3. Home Cleaning Products
   Pain Point: “Harsh chemicals damaging your surfaces?”
   Solution: “Try our eco-friendly, gentle cleaning products, safe for all surfaces but tough on dirt.”

This approach highlights real-world applications and positive outcomes, fostering a stronger desire to engage.

2. Use Language that Connects

Craft your messaging with language that resonates emotionally. Avoid overly technical jargon and instead use words that evoke emotion and align with the customer’s desires. Whether it’s simplicity, convenience, or empowerment, language that speaks to the heart of your audience creates a sense of connection, making your content more impactful.

3. Be Relatable

Your brand should feel approachable, like a trusted friend rather than a distant corporate entity. Use humor, empathy, or shared experiences to create a bond with your audience. You can reflect that you, as the writer, also know very well how some common features make certain apps uncomfortable to use or how, on some cold autumn evenings, you have a particularly strong craving for some warm soul food. 

Regardless of your field of activity and the product you sell, you can find a way to be relatable to your subscribers. Relatable scenarios allow readers to see themselves using the product, making the message more personal. When customers see your brand as relatable, they are more likely to trust your messaging and engage with your content, leading to higher conversions. 

4. Shift Focus on the Benefits

Rather than focusing solely on product features, highlight how the product enhances the customer’s life in general. Instead of explaining the technical specifications, explain how the product saves time, simplifies tasks, or provides comfort. This benefit-driven messaging places the customer at the center of the conversation and makes them envision how the product fits into their lives.

5. Tell the Real Story

Bring your product to life by telling a compelling story. Use creativity to draw your audience into your narrative, making them feel part of the journey. Whether it’s the story behind the product’s creation, the brand’s mission, or real customer testimonials, telling a story triggers the reader’s imagination and emotional connection, further increasing their desire to be part of your brand’s world through the product they purchase. Remember to maintain a consistent brand voice and ensure that every story aligns with your overall identity, creating a unified experience. 

To get more in-depth tips on writing creatively, read our article on storytelling in emails.

Highlight Unique Selling Points (USPs)

The wide variety of products on the market makes decision-making even more challenging for customers, but you can help them here while also benefiting your business. Highlighting unique selling points (USPs) is essential to set your product apart from competitors. In addition to emphasizing how the customer can benefit from your product, let them know what sets your product apart from others.  Uniqueness captures attention and sparks interest. Showcase distinctive features that solve specific problems or enhance the user experience. Utilizing bullet points enhances clarity, allowing readers to grasp key advantages quickly. Do not make the list too long, about 3 characteristics can be quite enough. For example, you can choose to highlight some of the following points: 

• Exclusive Design: Standout aesthetics not found elsewhere.
• Superior Quality: Made from premium materials for longevity.
• Innovative Technology: Cutting-edge features that simplify tasks.
• Affordability: Offers premium features at a competitive price, giving great value.
• Sustainability: Eco-friendly materials or production methods, reducing environmental impact.
• User-Focused Design: Intuitive, easy-to-use interface or product design tailored to user needs.
• Customization: Personalization options that allow users to tailor the product to their preferences.
• Warranty/Guarantee: Backed by a strong warranty or satisfaction guarantee, ensuring peace of mind for buyers.
• Ethical Sourcing or Exotic Appeal: People may be influenced by the knowledge of supporting the domestic economy or small producers or, on the contrary, by the use of resources from exotic locations.

Supporting claims with evidence strengthens credibility. Include testimonials, certifications, or case studies to validate your USPs. This distinguishes your product and builds trust, encouraging potential customers to choose your offering over others.

Create a Sense of Urgency and Scarcity

Instilling a feeling of urgency with the offer and scarcity of the goods can be one of the best motivators for customers to make their move. Limited-time offers compel recipients to act quickly, fearing they might miss out on exclusive opportunities. Exclusive deals for subscribers make the audience feel valued and special, fostering loyalty and repeat business. 

Phrases that encourage immediate action, such as “Act Now,” “Don’t Miss Out,” or “Limited Stock Available,” prompt quick decisions and reduce hesitation. Additionally, highlighting the product’s rarity or limited availability can further intensify the desire to purchase. Using bold colors and prominent placement for urgent messages can also capture attention effectively. As a bonus tip, you can incorporate countdown timers in emails, as they visually reinforce the urgency, showing exactly how much time is left to take advantage of the offer. 

Leverage Social Proof and Testimonials

If you use someone’s impressions and descriptions of the product you’re selling, it automatically strengthens the effect of your copy on the reader. Including customer reviews provides authentic insights that build trust. Really, when buying a product, you would also probably trust other “ordinary people’s” evaluations more than what the company writes in its own sales text. 

Showcasing ratings and endorsements highlights the product’s credibility and popularity. Influencer testimonials tap into their followers’ trust, expanding your reach. Highlighting user-generated content, such as photos and stories, creates a sense of community and relatability. Combining these elements makes your product descriptions more persuasive and reliable. When recipients see others’ positive experiences, they are more likely to consider and purchase your product. Social proof validates your offerings and fosters a connection with your audience, driving higher engagement and conversions.

Product Descriptions in Email Marketing: the Path from Inbox to Checkout

Crafting product descriptions in email marketing is pivotal for driving engagement and sales. These descriptions must captivate your audience, addressing their needs and desires effectively. Highlighting unique selling points, creating urgency, and leveraging social proof all contribute to compelling emails. Additionally, optimizing the layout for readability and continuously testing your approach ensures sustained success. Above all, understanding your audience and tailoring your message fosters a deeper connection, encouraging action. Embrace these strategies to transform your email campaigns, making each product description a powerful tool that converts readers into loyal customers. Elevate your email marketing with expertly written product descriptions today.