Everyone knows content is queen. But what kind?
Even the birds are chirping about it, yet most email marketing simply doesn’t use it correctly. Even though it’s “simple as pie.” Don’t believe it?
In the following lines you’ll find out:
- why email marketing specifically,
- what the relationship should look like,
- what we’re looking for in emails,
- what the most important points of an email are
- and that you have 35 seconds to keep someone reading.
But – from now on you’ll be writing such great emails that this fact will become irrelevant. 😁
The photos – this one and the cover image – have absolutely nothing to do with email marketing. But they did exactly what good email marketing does – they grabbed and held your attention within 35 seconds. 😁 And – when you write an email, imagine you’re having drinks with a friend like this, on that sunny terrace, and create that same relaxed and pleasant atmosphere.
WHY EMAIL MARKETING
An email is something intimate. Because it lands in your inbox and you know it’s for you. Specifically for you.
Write them that way too – personally, warmly, evoking pleasant feelings.
As if you’re sitting over coffee, as if your customer is your best friend.
You feel good around each other. You enjoy being together.
That’s why email marketing. Because it’s personal, intimate, because it’s about relationship and because it’s about trust.
HOW YOU’LL BRIGHTEN THEIR LIFE
But every email must be – if it wants to feel like coffee with a best friend – also:
- entertaining (humor costs nothing, but it’s a balm for everything)
- connecting (builds a long-term relationship)
- educational (share small details, tricks, and tips with your customers).
And because you love brightening a friend’s life, don’t think about selling your product to a customer, but flip the picture – tell them how you’ll improve their life.
That’s what we’re all looking for!
WHAT NEEDS TO BE REALLY WELL WRITTEN
Definitely the email SUBJECT LINE.
So don’t wait – immediately tell them who the email is for.
“Couples, this one’s for you!
Chocolate lovers …
Parents …”
Start telling a story right in the subject line and continue it in the email.
For example: “I was so excited about the trip, but then …“
Or: “Have you heard about the best …“
Right in the subject line (and repeat this later in the body) highlight the urgency of the purchase:
“Only 12 more hours until …
Last 8 items …
A gift for the first 10 buyers“.
Next, the PREVIEW TEXT BEFORE THE MAIN CONTENT is very important.
This is the text visible in the email list preview. If it hooks them, you’re golden.
“New. Free. Exclusive. Discount. Sale.“
People love these words.
Of course you can’t let up now – the OPENING OF THE EMAIL BODY must be excellent too. Evoke emotions and remember – you have 35 seconds!
That’s how long people stay with something before deciding whether it means anything to them.
After 35 seconds – if we find meaning, we stay (and keep reading), if not – ciao.
So at the beginning of the text, tell them – what you’re writing about, what the email brings, and how you’ll brighten their life.
This – what you’re offering, what benefit they get from it – is followed by only one thing: what they need to do to get it.
Don’t fill the text with fifteen “call to action” buttons.
Or links for them to click. That’s not friendly at all.
There should be only one button – and the text on it should be – that’s right! – personal.
Something along the lines of: “Yes, I need your massage.” “I want to write better emails.”
Simple, like I said!
The text should also be simple – you know, if grandma doesn’t understand it, then it’s not right.
PROOFREAD AND CHECK MOBILE DEVICES
70% of readers, when they find three grammatical errors in a text – leave. And never come back. NEVER!
So – proofread your emails.
Also check how it reads on a mobile device, as 2/3 of emails are read on mobile phones.
Don’t forget the email footer; it should always include an unsubscribe option (if the text is written with humor or wit, nobody will be unsubscribing for a long time!).
WHAT SELLS IS THE ENERGY YOU PUT INTO YOUR WORDS
90% of our thinking is subconscious, so use your writing to influence the customer’s emotions, desires, and ultimately their behavior.
And if you want to be good at email marketing, know WHY people buy.
We always buy because:
- we want to solve a problem,
- because we want to avoid danger, or
- because we want to feel better.
If none of this improves your email writing … write or call. You obviously need a more personal approach. 😉
