How to write promotional emails that actually convert

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.

Question: Why is webinar email copy often ineffective, and what proven frameworks can marketers use to write promotional emails that actually convert?

MarTechBot’s answer: Webinar email copy can be ineffective for several reasons:

• Lack of Clarity: Messages can be vague or lack a clear call-to-action (CTA), leading to confusion about the benefits of attending the webinar.
• Too Much Information: Overloading the email with excessive details can dilute the main message and overwhelm the recipient.
• Generic Messaging: Failing to personalize or segment the audience can result in copy that doesn’t resonate with individual recipients.
• Weak Subject Lines: Ineffective subject lines fail to capture attention or generate curiosity, leading to low open rates.
• Poor Timing: Sending emails at suboptimal times can reduce engagement rates.

To write promotional emails that convert, consider using the following frameworks:

AIDA framework

• Attention: Use compelling subject lines and preheaders to grab attention.
• Interest: Highlight the key value proposition and what’s unique about the webinar.
• Desire: Use testimonials, data, or benefits to make the recipient want to attend.
• Action: Clearly state the action you want them to take (e.g., “Register Now”).

• PAS Framework (Problem-Agitation-Solution)
• Problem: Identify a problem or pain point that your audience faces.
• Agitation: Stir up the emotions related to the problem to create urgency.
• Solution: Present the webinar as the ultimate solution to secure registrations.

4Ps framework (Picture-Promise-Proof-Push)

• Picture: Paint a vivid picture of the problem or opportunity.
• Promise: Explain how the webinar will address the problem.
• Proof: Provide evidence, like speaker credentials or past success stories.
• Push: Encourage immediate action with limited-time offers or deadlines.

Best practices

• Personalization: Use the recipient’s name and tailor the message to their interests.
• Segmentation: Send targeted emails to different audience segments.
• Compelling CTA: Use buttons or bold text for clear CTAs.
• Design Optimization: Ensure the email is mobile-friendly and visually appealing.

Metrics to monitor

• Open Rate: Effectiveness of subject lines.
• Click-Through Rate (CTR): Engagement based on CTA performance.
• Conversion Rate: Registrations generated from the email.
• Bounce Rate: Email deliverability issues.

Implementing these frameworks and best practices will enhance the effectiveness of webinar email promotions, leading to increased attendance and engagement.