Getting people to read your emails is easy, right? Sure it is. All you have to do is write some truly amazing content… If only it was that simple!
Opens are awesome. Who doesn’t want more? But that’s only half the battle. How can you convince them to keep reading? With only a few seconds to avoid the dreaded swipe into the bin, you’ve got to bring your A-game.
Ok so what’s the recipe for the perfect A-game? Well there’s no secret formula for success, but thankfully we’ve spent a lifetime studying what works and figuring out why. Turns out there’s a really good reason we open emails from friends and family first. It’s human nature to pick the people you trust. It all comes down to relationships.
As a marketer, our ability to cut through the clutter comes down to how well we can build rapport with our audience. Here are 6 practical tips you can use right away.
1. How to write emails people want
Content really is king. Sharing the right content at the right time and with the right person is where the magic happens. To make content people really want, you need to really get to know your readers. What makes them tick? Keeps them up at night? What are their interests in life? Figure this out and you’ll master the art of sending ultra-relevant, seductive content.
Meet Liam, a typical Vision6 customer.
2. Don’t just sell
Ok, you caught us. We use email marketing to grow our business. For most, that means selling more stuff. But here’s the rub. People hate being sold to. Try switching it up and putting them first. Ask yourself how you can deliver value and build that human connection. Be entertaining and helpful. After all, isn’t that what being a friend is all about?
3. Don’t be a liar
Trust is a fragile thing. Once broken, it can be irreparable. Set clear expectations when they join your list about frequency and value. Then deliver. Subject lines are a great place to set the right expectations since 64% open an email simply because of the subject line. Sure getting more opens is great, but not by tricking your readers. That’s a surefire way to hit the blacklist fast.
Are you as excited as me?
4. Deliver unexpected value
Your audience is time poor. And if you’re lucky, they’ve chosen to give a few precious seconds of their time. Make it count and deliver the unexpected. Have you ever received bonus content by subscribing? Sneak previews? Special access? Or how about a welcome discount? Delight readers with an unexpected surprise and you’ll transform them into raving fans.
Who doesn’t like free stuff?
5. Respect their time
Struggling to write high-value content that will wow your readers? It’s ok. It happens to the best of us. But whatever you do, don’t just send out the B-grade stuff simply because you said you would send something. Cast your net a bit wider and see which cool cats are writing content your audience will love and curate it.
6. Pick the right ‘from address’
Who are your readers expecting to hear from? Is it sally@companyxyz.com or is it simply Company XYZ? Or should it be the cool name you picked for your blog? No matter what you choose, be consistent. Nobody likes to be confused so choose carefully and stick with it to build a beautiful future together.
