How to Use Email Copywriting Strategies to Boost Demo Bookings

Looking to convert cold leads into warm prospects (and eventually into paying customers)? When done right, your email copy can significantly increase the number of demo bookings, giving your sales team more opportunities to close deals. 

But what separates mediocre emails from high-converting ones? Well, I can tell you that you don’t need an expensive marketing agency, you just need to focus on crafting messages that actually speak to your audience and address their challenges with your solutions. Fortunately, there are a few tried and tested email copywriting strategies and techniques that the best copywriters use to transform regular writing into persuasive prose. 

In this post, we’ll explore different copywriting methodologies, how to incorporate links effectively, and which CTAs (calls to action) are best for converting cold leads. Let’s go!

Understanding Different Email Copywriting Strategies & Methodologies

There are several tried-and-true copywriting methodologies that can be applied to email marketing, website copy, etc that will drastically improve your structure and tone. And what’s more, knowing which one of these methodologies you like best and works best for your target audience can make the process of writing out your emails move a lot faster. 

Let’s look at the top three most effective copywriting strategies that I use everyday:

AIDA (Attention, Interest, Desire, Action):

AIDA is a classic framework that guides the reader through a series of psychological stages (and its my favorite of the copywriting techniques).

PAS (Problem, Agitate, Solution):  

PAS is a straightforward yet effective approach that focuses on addressing the reader's pain points.

Problem: Identify a specific problem that your target audience faces.

Agitate: Emphasize the severity of the problem, creating a sense of urgency.

Solution: Present your product or service as the solution, with a clear CTA to book a demo.

The 4 P’s (Picture, Promise, Prove, Push):

This method is particularly useful for creating vivid imagery and persuasive arguments.

Picture: Paint a picture of the problem or a desired outcome.

Promise: Offer a promise of how your product or service will deliver results.

Prove: Back up your promise with social proof, testimonials, or data.

Push: Encourage immediate action with a compelling CTA.

How and Where to Incorporate Links in Your Email Copy

Including links in your email copy is crucial for guiding your readers towards booking a demo, visiting your landing page, watching your video, whatever your CTA is. However, where and how you incorporate these links can greatly impact your conversion rates.

Hyperlink Text Wisely:  

When adding links, use hyperlinked text that clearly indicates where the link will take the reader. For instance, instead of saying "Click here," try A/B testing more action-oriented phrases like "Speak To An Expert” or “Schedule A Consult” or even “Click here to learn more”. I’ve found that sometimes the most obvious CTAs are the most effective. 

Place Links Strategically:  

Above the Fold: Place the first link near the beginning of the email, ideally above the fold, so readers don’t have to scroll to find it. This caters to those who are already interested and don’t need much convincing.

Mid-Copy Link: Include a link in the middle of the email to catch those who may need a little more information before they’re ready to act.

End-of-Copy Link: Finally, close with a strong CTA at the end of the email, with a link that reiterates the action you want the reader to take, such as booking a demo (more on this below!)

Limit the Number of Links:  

While it might be tempting to include multiple links to various resources, it’s generally best to focus on one primary action—booking a demo. Too many links can distract the reader and dilute the effectiveness of your CTA. Also – too many links can get you flagged or demoted to the non-primary inbox (no one wants their message in the Promotions folder!).

Crafting the Most Effective CTAs in Your Email Copywriting Strategies

The CTA is the most critical element of your email copy. Let me say that again for the people in the back — the CTA is the most critical element of your email copy.  It’s the tipping point that determines whether a lead will take action or not. Here’s how to craft CTAs that convert cold leads:

Be Clear and Direct:

Your CTA should leave no room for ambiguity. Phrases like "Book Your Free Demo" or "Schedule a Demo Today" are clear and direct, telling the reader exactly what they need to do.

That being said, I also encourage writers to try new CTAs that aren’t focused solely on the “demo”. Some people just don’t want a demo, they want to be able to see all the bells and whistles on their own time and without getting on a call. For these folks, I would highly recommend adding a non-scheduling option in your email flows. This could look like: 

• “No time for a call? No worries, check out our short demo video to learn more” 

• “See [product name] in action — join our next product demo webinar on [Date]”

Create a Sense of Urgency:  

Adding a time-sensitive element to your CTA can motivate cold leads to take action. Phrases like "Limited Spots Available" or "Schedule Your Demo Before Slots Fill Up" create urgency and encourage immediate action.

Highlight the Value Proposition:  

Incorporate the benefit of booking the demo directly into the CTA. For example, "See How Our Software Can Double Your Efficiency—Book a Demo" not only tells the reader what to do but also why it’s worth their time.

Test Different CTAs:  

Not all CTAs will resonate equally with every audience. Conduct A/B testing on different CTA variations to see which one yields the highest conversion rates. Test variations in wording, placement, and even the color of the CTA button.

As a bonus, here’s a ChatGPT Prompt for writing great CTAs in your next email series: 

Write three unique Call-to-Action statements for an email targeting potential customers about [purpose of the email] and focusing on the immediate need to take action and [Company Name's] unique features that set us apart from competitors. 

Mastering email copywriting is an essential skill for any business looking to increase demo bookings and, ultimately, conversions. By applying proven copywriting methodologies like AIDA, PAS, and the 4 P’s, strategically incorporating links, and crafting compelling CTAs, you can transform cold leads into engaged prospects eager to learn more about your product or service. Remember to keep testing and refining your approach based on your audience’s response, and you’ll see your demo bookings—and your business—grow.