Does email marketing scare you senseless?
Many bloggers resist email marketing because they don’t think they’re very good at writing or they don’t know what to say.
That’s why in today’s post I’m breaking down how you can write dazzling emails that people are addicted to opening. Are you ready?
Let’s jump in.
Write to a friend
If you’re intimidated by emails it might be because you think they need to be formal and “official”.
However, people respond best to emails when they’re casual and personal.
Think about it. If you received an email that was robotic stuffed with cliche phrases like “greetings” or “I hope you’re well” then you’d probably ignore the email.
Whereas, if you got a note that felt like it was written by your closest buddy, then you’d be much more connected to it.
So, keep your emails casual and friendly, so they don’t feel like work. If you’re stuck, you can create a conversational tone by imagining that you’re having a coffee with a friend.
You wouldn’t say “I look forward to hearing from you”, you’d say something like “can’t wait to catch up again”. Notice the difference?
Here’s an example of a personal email:
Great to catch up with you again.
I’ve been thinking a lot about what we talked about last week, and I have a few more tips to share on Pinterest that I think will help you get more clients.
You can check it out here:
P.S Let me know what you think! And if you found the blog post helpful, do me a favour and share it with a friend. You’re the best!
Ask, why open, why now?
When people are checking their inbox they’re scanning their emails to see which ones they’re going to open first. They’re looking for the most important or urgent emails that they need to read today or tomorrow.
However, people are irrational and they’re motivated by emotion. Meaning that they’ll open emails that elicit an emotional response, even when they didn’t plan on reading more emails.
Think about it. An email subject headline that elicits an emotional reaction is going to get a lot more opens compared to an email that doesn’t. Right?
If you can plant an image in your reader’s head with 9 words, you’ll get more opens. So, practice writing emails that elicit emotions.
These might include:
- Visual stimuli, such as emojis 😊
- Pain points
- Curiosity or suspense
- Entertaining stories
Give this a try and I guarantee that you’ll get more opens!
Use your audiences’ language
When you’re writing emails you want to use the same language that your audience uses.
Because good marketing is getting into the conversation that your readers are having in their heads.
Instead of making assumptions about your audience, study them the same way you studied for your bachelors degree.
Here’s how to do it:
Go straight to the source.
Find where your audience spends time online, such as blogs, reddit forums, amazon reviews and discover what phrases your audience is using repeatedly.
For example, you can look for the questions people are asking on Subreddit in your niche. The questions that have the most amount of comments offer social proof that this is a common question for people. So, you could use this question as a headline in your next email broadcast. Does that make sense?
Not every email needs to be a “5 ways to” or “how to do X, Y and Z”.
Because if your readers received a blog article every day, they’d be pretty overwhelmed and they wouldn’t achieve anything.
Here’s what to do instead:
Weave in personal stories, if you want to create sizzling emails that your subscribers are addicted to opening.
People are hard-wired to love stories. It helps them to connect and feel part of a tribe. So, practice writing story-based emails at the start of your emails and see how you can tie them in with your blog topic.
It doesn’t need to be a life-changing story, it could be something that happened during the week, or an event you went to.
Cultivate the practice of sharing stories and watch your engagement spike!
Begin with the end in mind
I sound like a broken record when I use this phrase, but it’s so useful when you’re writing emails.
Before you brain dump your email, think about the end result that you want to create.
Do you want people to sign up to your 5 day challenge?
Perhaps you want to create 5 discovery call appointments?
Or, maybe you want to build a personal relationship with your audience?
Imagine you’re sat watching your favourite TV show. You’re immersed in the show and you’re blubbering over a heartfelt moment.
Next, you’re bombarded with adverts on toothpaste and cleaning products. You’re told “buy this”, “buy that”, so you mute your laptop and go make a cuppa.
It’s irritating because people are stealing your energy and trying to take from you without showing a genuine interest in you.
It’s the exact same with email. If you’re constantly asking people to buy, buy, buy, people are going to tune out very quickly.
Here’s what to do instead:
Use email as an opportunity to build a relationship with your audience by educating them. Spend 80% of your time on “nurture marketing”, such as sharing your best tools and strategies and 20% of your time pitching your products.
To make a start with this, list your audience’s top 10 questions on your topic and answer those 10 questions throughout your newsletters.
You’ll educate your audience and they’ll appreciate you for it.
And don’t be worried about “giving too much”. The more value you give upfront, the more likely they’re going to trust you and see you as a go-to person in your niche. It’s a win-win.
If you’re writing email drip campaigns, such as a welcome email series or a re-engagement series, it’s a good idea to make them feel like a continuous story.
People are wired for narrative. This means that they love a beginning, middle and end. If you’re plotting email drip campaigns make an effort to link emails with a teaser or cliffhanger at the end.
For example, it might look like this:
P.S Want to learn my secret weapon for growing blog traffic? Watch out for tomorrow’s email, where I’m going to share with you the nuts and bolts of tripling your blog traffic. You won’t want to miss it!
Keep it short and sweet
Emails that are short and sweet do better.
If you write emails with big blocks of text, you’ll intimidate your readers and it’ll feel too much like work.
Remember, if you’re a blogger then you want your emails to feel like personal notes. So, think about how you can write short and sweet emails that are up to 500 words max.
Oh and one more thing! Break up the text, so that it’s easier to read. Use short paragraphs, bold text, different colours and capital letters (within reason, of course!).
And don’t forget about the skimmers! Most people will skim read an email and jump to the Postscript (P.S). Make the most of this and use your P.S section to summarise the gist of an email.
Get to know your audience
If you want to bring value to your audience, you need to get to know them.
This doesn’t just mean knowing what their job and what their educational level is. It’s getting to know them on a DEEPER level.
What are their biggest challenges?
What problems or obstacles are holding them back?
Do they need certain knowledge, skills or strategies, in order to reach their goals?
Here’s what to do:
Make a commitment to get to know your audience. This could mean doing a survey with open-ended questions to find out about your audience. Or, it could be hopping on a call for 5-10 people for 30 minutes to get to know their challenges.
(And the bonus of interviews is that they give you a chance to keep asking questions until you understand people’s deep-seated emotions!)
Create a compelling call to action
A call to action invites your readers to take the next course of action. You could ask them to reply to your email, or you could ask them to vote in a quick poll.
They work well because they’re coaching your readers to engage with your content.
And when people are engaging with your content, you’ll have better luck when it comes to inviting them to purchase your products or services.
Can you see how that works?
Speaking of which….
Tell me one thing that you’re going to action from this post. Can’t wait to hear!
Here’s a few related posts that you might find helpful
3 Reasons Why You’re Scared Of Email Marketing
How To Write Emails When You Suck At Writing