For better or for worse, email makes it extremely easy for anyone, including brands to send us marketing messages.
But also easy for us to get rid of unwanted emails quickly and painlessly.
Just hit delete or ‘mark as spam.’
Or we can use the nuclear option and unsubscribe.
But if you are like me, I bet that there are also those emails that you can’t wait to receive, maybe from brands that you are subscribed to who send you juicy content that you enjoy reading.
The bottom line is that you might only open emails from companies you know and trust. And maybe even open a tiny fraction of emails with subject lines that are just too tempting to ignore (hint, hint…).
Here I’ll talk about the former: sending emails that build trust and open hearts.
In a world of empowered consumers bombarding your email subscribers with sales messages no longer works.~Petra, Hustle & Charm
Think about it.
How many emails do you receive on a daily basis? 30? 100? Chances are that you receive more emails than you’d like, many from brands that you don’t know. There you are. Scanning the sender and subject line fields of your emails like a hawk before deciding on whether or not the email is worthy of your time.
Reality check! Your customers do the same thing with the emails you send them.
So, how can you get past the “hawk?”
Let’s face it. Writing marketing emails that avoid self-promotion is not easy. After all, that’s the whole purpose of your business. Isn’t it? And without self-promotion, you can’t make sales.
Not quite so.
According to Hubspot marketing statistics:
Transactional emails receive eight times as many opens compared to regular marketing emails.
But can you establish trust with your subscribers and avoid your email getting booted to the trash bin?
Start with these simple and proven tips.
Are You talking to me!
I’m sure you’ve heard it a million times already, but I’ll say it again. The first step in creating any type of content is to know who you are writing to. Having a clear idea about your target audience such as their age, gender, economic status, career, etc. will help you come up with content for your email marketing campaigns.
- Is your prospect a he or a she?
- How old is she?
- What’s her daily life like?
- What inspires her?
- What does she do for work?
- What are her ambitions?
- What are some of the challenges she faces at work or in her business?
- How can I make her life more productive, enjoyable, easier?
Have you ever tried to buy a present for somebody and you have no idea what to get them? What about getting a present for someone you know well? Isn’t it much easier if you know the person?
Writing an email to a person you know is much easier than writing to a total stranger.
But how do you actually get to ‘know’ a total stranger?
Start by asking yourself questions about this person to create your Customer Avatar. Write down everything you know about her. Once you are done, you’ll be ready to tackle tip number two.
What’s In It for me?
If you subscribe to receive emails from brands that you like and follow, you might already be familiar with the different approaches to email marketing that many of these companies use. Some go straight to the point and send you offers or services that you might or might not need. Some of these, you will delete without a blink. Others you will keep.
The latter most likely are tips and content in the form of blogs, videos, or articles that you like to consume. More likely than not, you are loyal to the brands that send you stuff that you like and ignore those that don’t.
Could it be that simple?
Being of service to your subscribers means that you think about their needs and priorities before yours.
Before writing your email outreach ask yourself:
- What does my audience struggle with the most?
- What type of problem is bugging them now?
- What type of content, insights, or information will make their job easier?
- What type of solutions are they hungry for?
- What are the top phrases they use to search for your products online?
- How can I be of service?
Answers to these questions will help you brainstorm content ideas and will also guide and shape your email marketing message.
Vary your emails
Writing blog posts, producing videos, creating infographics, and coming up with quality tips and articles on a daily basis are time-consuming. To get around this hurdle, stay informed about your audience’s challenges and problems and share bits of insights that are relevant to your target market.
Study your industry. What golden nuggets can you extract that your audience will enjoy?
Use your knowledge of your products. How can your target market benefit from your products and services without blatantly promoting your stuff to them?
Once your subscribers begin to open your emails consistently ( a sign that they trust you) you will be in a position to share company news, delicious insights about your products or services, promoting your products, and offering discounts that your subscribers might benefit from.
- Educational content (how-to, tips, information, shared content)
- Insightful content
- Company news
- New products
- Tantalizing deals
- Word on the Street (What are people saying about your industry?)
Easy Pal! Sending Frequency
Along with varying the type of emails you send, you’ll also have to decide the frequency of your email outreach.
Will you be sending emails every day? Once a week? Once a month?
At the beginning of your relationship with your subscribers, it’s safer to send emails twice a week. This gives them enough breathing room and a chance to test the waters with you. But whatever you do, you need consistency. If your subscribers rarely hear from you, say, once a month, they’ll forget about you and they’ll move on.
Vary your email type every week and use a 3:1 ratio. Send out three educational pieces of content for every one sales offer or promotion.
No one likes to be bombarded with emails, so the same rule applies to more established businesses.
And that’s a wrap. Need more tips on writing emails that get opened?