Email Copywriting: How I Increased Email Funnel Conversions by 44%


Email Copywriting: How did I increase conversions for our product by 44% in just a few simple tweaks?

Well, I’m about to show you. I’m right now in the process of rewriting a client’s evergreen email funnel. After writing hundreds and hundreds of pages of email marketing copies since I started writing emails way back in 2011, I know a thing or two about tricks of the trade that make people read and click—and that’s what I’m going to show you today.

I love email marketing. I don’t just love writing emails, but I like reading them too, whether it’s my unroll condensed digest so I can see all of them neatly there at once or emails that I don’t miss from some of my favorite brands. Whether you’ve already got tons of funnels and email marketing copy firing away in your business or you’re brand new to figuring out how to be a DIY copywriter for your company. Just get that email marketing account figuring out a newsletter strategy; this article is for you.

If there is at least one brand out there with emails that you love to read and they always help you out, then hit that “like” button below, and let’s get started!

First things first, I’m going to dive into a sketch of the project itself to give you a little idea of the conversion increase. It is so fun for me to do client work, but I got to be my client in this situation. Now, this wasn’t the most significant conversion win increase I’ve ever had. Instead, I wanted to pick one that took me less than an hour to do and that I did recently within the past three months.

Yes, I know I do this all the time, and it’s my job, but my hope is by showing you this that you start to see how simple it could be to do something similar to this in your own business so you can become a better DIY copywriter for your small creative company. If we haven’t met, my name is Nancy, and I’m a conversion copywriter for people just like you, and you’ll want to be sure that you hit that “subscribe” button below.

Okay, so I took a product that was getting a pretty steady solid affiliate payout fee. For just over three years, affiliate kickback fees for this product grew to $12,600 in sales for my business. I started it in May of 2018. Not bad for a product that I just set out there to see what would happen, So I wanted to know if I could make more sales. Classic copywriter move.  😉

I made some tweaks, and here’s how I wrote out a five-part email funnel that increased sales by 44%. If you like data, another way to say that is I figured out how to make 41% of the entire program-to-date sales in just nine weeks; this brought in an extra $5,200 for my business.  Again, not bad for an affiliate program for a brand or a company the size of mine. You need to know as we look at this case study because the kickback fee that I got for everybody I recommended to use was 50 bucks per person. Not bad. That’s a pretty modest fair affiliate payout fee. Now that I’ve done this, I am looking for other ways to do this in my business, not just with my lower-priced products or downloads but also with affiliate programs that I feel passionately about.

I have a golden rule for anything I promote in my business with an affiliate link (you probably have something similar to it). If I talk about somebody else’s product, buddy, it’s because I USE it. I tend to excite things that I love and use, so I probably talk about it so much that my husband knows that I use it, even if it’s something in my business. The product here is a client relationship management tool called Honey Book.

It is the tool that we use to service every single copywriting client that comes into my business. I used it for calligraphy clients when I still had that side of my business for the first two years, so whether it’s a day rate or a five-figure launch copywriting project I’m working on that takes 83 hours of my time, I’m going to channel and put them through Honey Book. It is so easy for me to affiliate for it.

Okay, you’ve got all the information. Let’s dig into it. To show you behind the scenes the tool that I used to make this happen, you’ll see that I used a tool called Infusions oft. Now, I love a program called ConvertKit for email marketing in funnels, especially as you’re getting started in your business and with email marketing. I still recommend that my students and my audience use ConvertKit until you get up to about 20,000 subscribers. That’s the point that I got to before I realized that I didn’t want to be the only one in my business doing the email marketing, and I was ready to bring on a contractor, Danielle, to help me set up these funnels and take that off my plate.

So it made sense for me to move over to Infusions oft, but I still recommend ConvertKit all the time. There are plenty of business owners out there that have lists far beyond 20,000 that work in the platform. But again, if you’re getting started doing the copywriting for your business and with email marketing, I recommend ConvertKit. I started with about 100 people on the program. I used a system called MailChimp before that.

I found ConvertKit to be a better fit for figuring out these little micro funnels, and I have stuck with it ever since. So let’s hop over to the computer and look at these funnels. So this is a pretty good evergreen funnel. It’s scheduled to send off when someone comes into the top of the funnel here. As I mentioned, this is set up here in Infusions oft. You could very quickly set up this very same type of funnel in ConvertKit as a copywriting tool.

Now, if you open up an email, of course, the copy is loaded in so you can see it right here, and I’m going to go into specifics of drafting this in a moment, but that is an overview so you can see what that funnel looked like. Again, if you download the freebie below this video, you can sneak a peek at a suggested funnel map for an affiliate program like this. Part of any copywriting job I do in my business, whether it is for my own business when I’m the client or clients, is done in phases.

My Copywriting for Creatives students know this, but I tell them never right within the platform itself. And This helps me stay focused on one task, making sure that the copy is compelling. Even as someone who’s been writing marketing words for over a decade, I still don’t feel comfortable when I hop into Show it or Squarespace, Infusionsoft, Leadpages—whatever the tool is and start changing and marking up a copy directly.

Last week, a client who has a launch going on wanted to see if I had some quick recommendations to make for a landing page, and I couldn’t even hop into that landing page to make edits because of all the elements going on. It’s just much easier to come back to a plain document and start fresh. That’s something I learned at my first agency marketing job. Yes, it’s how we had to submit a copy to the client, but it made me way more efficient. So if you’re getting started as a beginner doing the DIY copywriting for your business, remember my article the next time you have to write copy for your business’s website or email marketing and consider just pulling open a Google Doc so you can focus.

Okay, let’s keep going. The next thing I did was write the copy. Now I’ve got this down to a science. I’m constantly researching my audience and listening to how they say things. I’m taking that and combining it with the message that I want to say. So again, writing these five emails didn’t take me that long. It took me about 45 minutes, but it’s because everything I tell you to do, like organizing your research ahead of time, I do myself.

So when it comes to writing the copy and just looking at things like all of that data that I already have pulled, it’s a pretty dialled-in system. Another thing here to consider is what people have told me that they need help with when it comes to client experience because, again, this product, this tool, HoneyBook, helps with client experience as a CRM. This helps me know what kind of content to even include in this micro funnel.

My students will recognize how I teach you to go back into that client or customer voice hacking. Here I want to go back in and, again, since I’m writing about client experience here, I want to see what they told me about that. I also knew the top of the funnel point for this sequence. For people interested in jumping into this mini funnel and are interested in HoneyBook, I want to hold their hand with it. I’ve seen that offering as a sample page at the client magazine that I used for years, and my business is something that helps them out.

So I include that and bake it in. And one thing that I wanted to do is update the funnel and capitalize on content that I had created that would go great into this funnel. So I’m taking things that are already made and repurposing them so other people can see them. So here I am inside a primary content marketing tool that I use in my business, YouTube. This is the last 90 days performing well, and this one about getting started with HoneyBook.

Since this is a client experience content funnel related to HoneyBook, I need to make sure that I include that one. Let’s see. I don’t think this one correlates with the product or the content. Come on down.  I believe in this video, yes, I do talk about client experience. So this will be another one to include— I hope that you can see that. The final part of this was editing and loading it in. Now obviously, here I’ll say that this is something that I wish I did back when I started this affiliate program in 2018.

Even after I had it going for a year, two years, I left SO much money on the table by just doing this the other month for the very first time. So if you are a creative entrepreneur and have a mini product or a program that you live and die by and you affiliate for, consider creating some micro sequence. I’m talking three, five, seven emails. I would consider going ahead and doing it. In my business, as I’ve seen the success of this, I’m going to go ahead and try it with other things and see what happens. Is there something in your business that you wished you started from day one? I’m curious! Let me know below and comment if there is. This is something that I wish I’d done earlier.

At this point, I would send this copy along to Sarah in my business, who reads everything and copy edits me. You should have an editing process in place for these mini or micro funnels that you’re installing if you want to do something like this. Now she also has my Brand Messaging Style Guide on lock and pretty much memorized at this point to make sure that we are staying by the brand standards, voice and tone, and positioning for my business in all of our bits of copy that go out.

When you have a Brand Messaging Style Guide ready, which we do with my students inside Copywriting for Creatives, we teach you how to build this out for your own business. Whether you’re writing this or someone else is writing this, you have a gut check guide on hand to make sure that everything is appropriately done. It becomes a plug-and-play to make sure that you’re using copy that is both on brand and on voice for your business.

Now, if you have a copy bank, which is another system that I teach inside Copywriting for Creatives, this is where you’re going to want to pull that out. Swap in or sub out any phrases that you’re just dying to use and clean things up with solid editing. Pro-tip, if you are a copywriter, I may suggest seeing if you can pay someone to do this for you. I learned this from experience. I had always had my Brand Messaging Style Guide that I did for my business, but my team grew about three and a half years in my business. The more people I wrote in my brain voice, then I realized I wanted to pull back a bit, let another expert come in, and look at things and tell me how items were landing.

It’s like I couldn’t see the back of my hair, so my friend Justin jumped in and helped me craft that. But if you’re a creative entrepreneur, you can create your Brand Messaging Style Guide, and there it is. So now you can see the whole funnel loaded in. Again, right now, we’re looking at a $5,200 sales increase in just nine weeks for an affiliate program that I don’t put any ad spend behind. The link is just dropped out in different blogs and YouTube videos. I always recommend that you have an excellent handle on your brand message, and you’re copying, you’re positioning before you pay someone, and you hire it out.

One-on-one copywriting from someone who knows what they’re doing is not cheap—doing it yourself can also gauge how hard it is so you understand the process and what you might need, and how to better explain to someone when you’re ready to outsource the copywriting and bring in someone for the big projects. A few other things to consider, remember that most conversion copywriting projects will be more research-focused. I know 45 minutes is fast. That’s what I do every day, but you will get faster too.

You’ll get more organized over time, and you’ll understand better how to be a jam-up DIY copywriter, which is crucial to your success as a creative small business owner. Plus, then you can afford to hire out when it comes to the more significant needs in your business, like a vast website, deep dive and rebrand, a sales page, or a launch copy project.

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