How to Write Effective Solo Ads That Convert: Your Complete Guide
Emails are emerging throughout the globe. 293 billion emails were sent and received each day in 2019. That number will grow to nearly 350 billion by the end of 2023.
Email marketing is a great way to disseminate information about your company. But not all forms of email marketing are alike. Solo ads are your best approach to spread the word about yourself.
Yet what exactly are they? Who can you go to for support for your solo ads? What qualities should your ads have?
Answer these questions and you can draft marketing emails that your prospective clients will love. Here is your comprehensive guide.
What Are Solo Ads?
A solo ad is a special kind of marketing email. The email promotes a product or promotional deal to a particular group of people on an email list.
Most marketing emails are large-scale. A company may write one with a target audience in mind, but they go out to many different people. They may write one just to develop their brand or educate their audience about something.
A solo ad is intended for promotional purposes. It goes to a small group with an interest in a company or its industry. It is plain-text, though it can include graphics or photographs if they are relevant.
Solo ads go to people who are not on a company’s internal email list. This means that a company must go to a vendor and secure its email list. The vendor can then refer potential customers back to a company representative.
Have a Good Niche
Though you will not send out your own solo ads, you should select a niche you want to market toward. Take a look at the product or promotion you want others to know about. Think about if there is a particular group of people that may want what you are offering.
You can then talk to a vendor about adjusting their list to meet your needs. If you want to keep a broader list, you can.
But adjust the email you write to appeal to your target niche. If you want to attract older audiences, you should be more conservative with your language.
Talk to your vendor about different pricing schemes. You can pay more money to reach more prospective clients and send out additional emails. You should do this if you want to generate a long-term marketing campaign.
Write a Catchy Title
The title of your email will go in the subject line. It is the first thing your reader will see in their inbox. In order to get your reader to open the email, you need to write something that will grab your attention.
The best titles spark curiosity in the reader. “I don’t know which is more exciting” or “it’s time for a confession” are open-ended. They raise a question in someone’s mind, encouraging them to open the email for an answer.
How-to titles may work depending on what you formulate them. “How to save money today” sounds enticing, but many people receive phony emails with similar titles. “How you can free up space in your kitchen” is more direct and unique.
Keep your title to six words or fewer. You can write a good title that is longer, but a short one is usually better. You don’t want to waste a prospective client’s time with a long sentence they have to sit and read.
Do not include any promotional material in your title. Readers do not want to skim through emails that will flog a product.
Keep Your Language Simple
Start the email by greeting the reader with their first name. This helps you create an immediate connection without using too many words.
Try to keep paragraphs within three sentences. Do not use long sentences with multiple clauses or phrases. It is okay to vary your sentence structures so your writing is not stale, but you shouldn’t get too long with your words.
You can use humorous or creative language if it is appropriate. But you are not required to do so. The recipients of your solo ads already have an interest in your industry, so you do not need to entertain them.
You may want to provide a statistic or explain a process behind your work. Do so when it is necessary, but don’t get too detailed. If your reader wants more information, they should contact you with their questions.
Utilize Action Verbs
Even with a juicy title, a person may open an email and then click away. The content has to seize their attention and stand out from the other emails in their inbox.
An easy way to distinguish your email is through action verbs. Select words that others do not use to describe the actions they take.
Many solo ads promise to save time or money. You can write that your company will “reduce expenses” or “decrease exertion.” When you write about how you have changed a product, say that you “customized” or “integrated” the product.
Keep the emphasis of your verbs on the reader. Talk about the benefits that your company gives them and how they can help themselves.
Don’t include verbs that are too flowery. You also should not pack your emails with elaborate terminology. This may make you seem too desperate for attention.
Try to avoid using adverbs and adjectives. They are necessary on occasion, but you can remove them from most sentences.
Use Links Well
You can include a link or two within your email. But you must find a good spot to put the link.
Try to avoid putting the link within your first few paragraphs. This builds trust with your reader. This also lets you put things in your own terms, which makes your voice clearer.
Don’t link to your home page. If you are writing an email to advertise a product, link to the page in your store with that product. If you want your readers to contact you, you can link to your contact page.
When you are linking to your website, include the link in the body of the email. A cloaked link may seem suspicious. Having the entire link without abbreviation makes it seem like you have nothing to hide.
You can include a link to give the source for a statistic or fact. Go to a credible source like the government or a leading college. If you link to a website that seems untrustworthy, you will seem untrustworthy.
Incorporate a Call to Action
A call to action prompts the reader to do something with the information they have just learned. It comes at the very end of the email, usually as the last sentence. This is a natural place for you to include a link to your website.
It is very important to use an action verb in your call. “Click here” is too overt in its intent. “Read more” or “browse our products” is more encouraging while remaining direct.
Never write a call to action that is longer than one sentence. If you need more than one sentence to articulate what your reader should do, you should rewrite the rest of your email.
Revise Your Work
You are in no rush to write a good solo ad. Sit down and write the first draft of your email. Then read it over and edit the language that needs work.
Try reading your content aloud. If you struggle to read something, you need to make the language simpler. You should also remove any sentences that seem redundant or unnecessary.
Avoid Spam Email Techniques in Your Solo Ads
In no way should your solo ad resemble a spam email. Your email may get blocked on internal servers, or your readers will delete your ad in their inbox.
Many spam emails have misleading titles with false promises. Your title should be an accurate summation of the content in your email.
The bodies of most spam emails are short. Some contain less than 25 words in them. Your email should be a little longer, containing specific information about your company.
The purpose of a spam email is to encourage the reader to click on a link. This link may have some malicious intent, so the writer usually cloaks their link. Your links should be purposeful and they should be obvious to the reader.
How to Write an Effective Solo Ad That Converts
Solo ads are promotional emails sent to people interested in your industry. This means that you can get right to the point about your product or promotion.
Start with a title that will capture your reader’s attention. Write short paragraphs that your reader can skim and give accurate information about yourself.
Your language does not have to be sophisticated. Yet you should use action verbs that display your value to your customer. Make sure your writing doesn’t resemble spam.
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