Sometimes, all the rules, guidance, brilliant ideas, expertise and even creativity just get in the way. They suffocate the most essential, basic thing that matters.
This month, we’ve been focusing on email marketing and how to write emails that captivate and connect with your reader. And
I’ve given you tips and posts to help you do just that. But when I think about it, there is really only one thing you need to know to write great emails that get opened, read and responded to:
Be a real human being reaching out to connect with another human being.
Have something to share, and share it from your heart. And do so with the intention of speaking right to the heart of the person receiving your email.
There. That’s it. That’s all you need to know.
But I’m happy to say more.
See, when we think of email marketing as “mass marketing,” or even direct marketing, rather than “one-to-one connecting,” we fall off the beam. The beauty of email is that it can be so much more personal and intimate than any other form of communication online. Social media may be in the spotlight right now, but social media is, well, social. It’s like one enormous cocktail party where everyone is talking over everyone else. It’s loud and crowded.
But when you send someone an email, it’s just you and that other person… even if you’ve sent that email to 4,000 other people. You get to speak directly to one person at a time. It’s you and them, alone at last.
So, speak to the heart of that other person. Virtually sit down with them, have a cup of tea and share whatever is on your mind, and do so from your own heart to theirs.
This doesn’t mean that every email you write has to be some kind of serious, emotional outpouring. Not in the least. As human beings we connect through joy, silliness, amusement and the sharing of information. Think about the kind of emails you receive from friends. Sometimes they’re short and sweet, sometimes they’re long and heartfelt. Sometimes it’s as clipped as “See you there.”
But always, always, you are aware that there is one person who is writing to you. One person who knows you, who cares about you, who is a part of your life.
When you write emails to everyone on your list, be a friend writing to a friend. Be one very smart human friend talking with another very smart human friend.
In copywriting, we’re taught that all people’s buying decisions are emotional. They open their wallets and lay their money down for some kind of emotional reason, whether it’s the desire to fit in, the fear of losing something, the desire to get out of debt and live the good life or the fear they’ll always be alone in a loveless life. We invest in things and services that promise to give us something we want.
Well, sometimes, all we really want is connection. We want to feel there is someone who cares enough to listen and understand. Someone who gets us. We simply want to feel that we’re not alone.
Write emails that let your reader know you are listening, that you understand, that you get them, that you give a damn, and they will always look forward to ripping open whatever you send to them. They will want to connect with you, listen to you and do business with you.
Speak from the heart. Speak to the heart of others. And you’re all set.
But if you want to learn more about writing emails and e-newsletters that connect, I’d love to give you more during a free teleclass on April 10, The 5 Essential Qualities of an Irresistible Email. We’ll be covering the heart and soul of writing emails that build this kind of one-to-one relationship with your reader as well as some secrets about subject lines and such. I’d love to “see” you there.