Creating Emails People are Actually Excited to Open
If you run a business today then you understand just how critical having an email marketing strategy is…having an email marketing list and having a community that’s excited to open and read those emails are 2 different things. So let's dig into creating emails for your business that people are actually EXCITED to open.
FIND YOUR VOICE
The first step is determining your voice - are you someone that gathers and sends weekly emails with lots of resources that solves a problem for them? Or do you thriving in telling a story about an experience, and relating that them them and where they are? Regardless, your emails should have a STYLE about them that becomes PREDICTABLE to your audience. Create a rhythm they can expect and anticipate and get excited about.
My audience knows that each week, I am going to send an email recapping the most impactful conversation I had that week. I am always going to tie it back to my mission (helping women step into their confidence and build an impactful business.) They can expect to find a story they can see themselves in. They can expect a mindset shift or new perspective to consider.
Ultimately, they open my emails because they’ll RELATE to the story I share.
WHY ARE THEY OPENING YOUR EMAIL? What happens for them when they spend their time learning from you?
ENTERTAIN AND EDUCATE
The second thing that has to happen if you hope to capture their attention and keep it is finding that delicate marriage between value and entertainment. Maybe your voice leverages humor, or motivation, or a punch in the gut, but we have to walk the line between (YOU ARE LEARNING and YOU ARE ENTERTAINED)
GIVE BEFORE YOU ASK
It goes without saying that we skip commercials because our sales fatigue is real, and the same goes for emails that are strictly sales so let’s just take the pledge to adopt the law of reciprocity - and GIVE before we ask for anything.
If we create a culture of giving more or even before we ask, our audience will remain engaged.
But let’s be real, THE SUBJECT LINE also plays a part here. The #1 I tell me clients to adjust if their open rates are low is their subject line, because that’s the thing that HOOKS their attention and gets them to dig in. Try leveraging a question, or using a statement that creates curiosity in order to get them to open up.