We all know the hard work and effort that goes into creating an email and the sense of pressure you feel when hitting send and then waiting to see how your email performed. If you have undertaken this action and been let down by the statistics on many occasions, it can drag you down and leave you feeling as though you have no talent or skill.
It can seem like a massive challenge to get through to people with emails but it doesn’t need to be too difficult. This guide will provide you with the best tips, advice and guidance on how to create emails that are opened, read and clicked.
Creating emails that people want to read
What email would you rather read? An email from a friend or an email from the head of a business? It isn’t a difficult question, people would rather receive an email from someone they know and trust, and this is why you should look to create content from the mind-set of a friend as opposed to the mind-set of a big business. If you want to people to look forward to reading your email, try and create it as though you are already friends. This means minimising the corporate look and feel of your email and creating an email with a minimalist design and a conversational tone.
Here are 8 tips for creating emails that engage:
- Don’t talk about your list and subscribers. Write the email as though you are only talking to one person, and this will make the email more personal.
- Do not waste people’s time. You should only email when you have something of merit to say or information that should be passed on.
- Be helpful and useful. You should look to be friendly, generous and to offer something.
- Use a real name. You should be looking to put your name and reputation on the line, as this is more personal.
- Be honest and trustworthy. You should make it clear what people should expect from your email activities.
- Don’t be a creep. Yes, you should add a personal touch with the recipient’s name, but don’t use it too often because this sounds scripted and impersonal.
- Side with the recipient. You want to make the reader feel as though you empathise with them so tell them that you know their troubles and you understand.
- Reward people. You have to provide a benefit or some reason for people to continue reading your emails so make sure you offer up something, even if it is just a tip or advice.
Making sure that your email gets opened
You will find that most people have busy inboxes and it can be difficult to be seen, so you need to make sure that you create some really exciting subject lines to make your email stand out in an inbox.
- Offer something good. If people know what it is in store for them and it is of interest or benefit to them, they will be more likely to read what you have to offer.
- Use power words. If you use emotional or sensory words, you will grab attention and this will stand you apart from your peers.
- Use numbers. Numbers grab attention and draw people in so use them.
- Create a sense of mystery. There is a lot to be said for creating a sense of curiosity about your email, so entice people in but leave them wanting more inside the email.
- Indicate common mistakes. Highlight the common mistakes that people make because no one wants to be the person making the common mistake.
- Don’t be too clever. Keep things simple and easy to understand.
- Try different things. Be bold and dare to experiment and try new things. If you analyse the impact, you can find out what works for your audience and what doesn’t.
- Learn from the experts. Subscribe to email lists from the experts and see what they do. You will learn something.
- Don’t aim for the average reader. There is no such thing as an average reader so don’t get bogged down in meeting the needs of this fictional person, focus on the needs of users and meet these needs.
Writing engaging emails
Once people have opened your emails, you need to make sure that you keep them captivated and here are some tips to do this.
- Write quickly. This will allow your enthusiasm and passion to shine through.
- Be brief. Edit and keep things snappy. Challenge yourself to dramatically reduce the length of your email.
- Ask questions. Try and develop a situation where you have a conversation with your reader.
- Don’t try and follow a formula. This will quickly become boring.
- Be personal. Open up and let a bit of yourself shine through.
- Don’t use automated greetings. Automated greetings sound robotic and you want to sound warm and genuine.
- Use “you”. This will help you to engage and connect and “you” is one of the most persuasive words in the English language.
- Find your natural voice. Don’t worry about email marketing, focus on what you have to say and get your point across.
- Use your personality. If you have a particular tone or you use certain words, be natural to yourself and converse in this manner.
- Don’t be dull. Get to the point, write short sentences and make things interesting.
- It’s not all about you. The emails are about connecting with the reader, so make sure that you focus on them and their needs.
How to sell emails
Writing emails can and should be fun, but you aren’t solely doing this for fun, you are doing this for your business. This means that you need to be ready to sell in order to convert readers into customers.
- Only sell when the product is ready. You should be looking to develop a relationship first and then sell, not the other way about.
- Highlight the benefits. Don’t look to sell your product, highlight the benefits a person will receive from using the products.
- Go negative. Many people will focus on problems and inconveniences in life so show them how your product or service can help them avoid these problems.
- Don’t stick to formulas. Formulas can work for a short spell but before too long, they turn off an audience.
- Have an aim and work towards it. You should have a sales message and your content should be building towards it.
- Have a deadline. When you have a deadline in place, you will work harder to meet it, which minimises procrastination.
- Use multiple links. The more links you have, the more likely people will link, but make sure that every link is there for a reason.
- Be clear with your call to arms. Be clear on what you want people to do and why they should do it.
- One last thing. Always offer a PS and this can be good to remind people of a deadline or what they could lose out on.
The reality of emails
Most inboxes are busy and no one is clamouring to have more email in their inbox. This means you should be honoured to have people signing up for your service and you should take each email address as a strong vote of confidence. However, you cannot take your audience for granted, you need to continue to work hard to support and impress them. This means you should look to offer value with every email.
If you write emails from the position of a friend and you aim to connect with others and help them improve their life, you will find that your emails will be a welcome addition to any inbox.