Samar Owais, Email Strategist and Copywriter – InnovaBuzz 249
Samar Owais, Email Strategist and Copywriter
In this episode, I’m really excited to have as my guest, Samar Owais, Email Strategist and Copywriter, who works with SaaS and eCommerce businesses to increase conversions, reduce churn, and fix the money leaking gaps in their email sequences. Her focus is on writing emails that turn subscribers into buyers, free trials into paid subscriptions, and existing customers into loyal, raving fans.
In our discussion, Samar and I talked about:
- The value of email as a relationship building communication channel
- The essential email sequences that every business should use
- How focusing on 1 person – 1 idea – 1 call to action helps your email stand out and be effective
Joel Klettke in episode 223 introduced us to Samar.
Listen to the podcast to find out more.
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Show Notes from this episode with Samar Owais, Email Strategist and Copywriter
Key points and takeaways from this episode include:
- Email copywriting is a lot more concise than other forms of copywriting. Emails are short versions of communication. Articles and blog posts are more intensive and tend to go a lot deeper into a subject matter.
- Email is not just a marketing tool. It is a communication tool. You are not just selling to your customers. You are also having a conversation with them.
- People tend to buy on a friend’s recommendation more than from a sales email so build the relationship first.
- There has to be a reason why you are running a promotion. You don’t want people to think that your business is just all about running promotions. You want people to buy from you even where you don’t have any promotions.
- Build a relationship with your customers right off the bat from the time they connect with you.
- Present your offer as a no-brainer and plan your content well.
- Don’t just focus on acquiring new customers. Offer something for your existing customers who have already spent their money with you.
- You need to have a nurturing welcome sequence. Don’t make an offer before you build a relationship. Before telling your customers that you can solve their problems, show them how you can solve their problems. Let them get to know you first.
- One of the good things about e-commerce is that people expect you to have an offer.
- When people subscribe to your list, offering a 20% discount as a way of thanking them is a great way to build the relationship and to get them invested in your emails. Nurturing that relationship is very important.
- Customer success stories are really helpful in building that trust factor.
- Plant that tiny seed of trust and brand loyalty before you ask for the sale.
- Map out your customers’ journey before writing your emails.
- People change their minds all the time and you have to acknowledge that. It is a basic courtesy. You can offer them a discount if you want to entice them but continue to acknowledge the fact that maybe they just don’t need your product or just didn’t want to buy at that point.
- Asking your customers why they decided not to buy is an opportunity for you to collect data and talk to your customers. It’s a relationship-building thing – it will show your customers that you really care because you want to know. Gather enough of these data and you’ll start seeing the pattern and then you can start making changes in your email that addresses these issues.
- An email is a conversation. Always personalise and just start a conversation.
- Your subject line should not be the same as your preview text. Your preview text needs to be a continuation of your subject line so that even before opening the email, your subscriber already knows what it is all about.
- One person, one idea, one call-to-action – that is the general rule of thumb for email.
- It is a lot easier to write and it’s a lot easier to connect with your subscribers when you imagine your email like a conversation.
- Being vague and cute doesn’t work on email. Avoid using cute subject lines.
- Even if using GIF or images, you still need to add context to your copy. Your email still needs to make sense even if people cannot see that GIF or image.
- Scarcely, rarely, but when done well, a video inside an email can be a good thing. A video has to be there for a reason. Don’t just add a video because you can.
The Buzz – Our Innovation Round
Here are Samar’s answers to the questions of our Innovation round. Listen to the interview to get the full scoop.
- #1 thing to be more innovative – Keep learning. When you keep learning, you keep growing and your mind starts making these connections that it wouldn’t otherwise have.
- Best thing for new ideas – Talking to people and sharing my ideas.
- Favourite tool for innovation – 10X Freelance Copywriter, Val Geisler, and Klaviyo
- Keep project / client on track – Hire an online business manager.
- Differentiate – Care enough about your client’s business. Don’t be afraid to speak up if what they want to do is going to harm their business.
To Be a Leader
Don’t be afraid to try things. You won’t know what will work, what will not work, and what will give you success if you don’t try.
Samar suggested I interview Prerna Malik of Content Bistro and Justin Blackman of Pretty Fly Copywriting. So Prerna and Justin, keep an eye on your inbox for an invitation from us to the InnovaBuzz podcast, courtesy of Samar Owais.
Cool things about Samar
- She’s our first guest from Pakistan.
- Aside from writing, she also loves road trips.
- She holds a Bachelor’s Degree in Public Administration from Karachi University.