One of my favorite movies is “You’ve Got Mail.” I find it irresistible. There is something about the script, the soundtrack and the lovability of the characters… not to mention the fact that it takes place in New York City.
The movie is so nostalgic. It reminds me of that wondrous time in our not-so-distant past when getting email was fun. Ah, those days when I would eagerly log in to my own AOL account to see if, in fact, I had mail. And when I did, I’d be so danged happy! Getting email was a thrill! It was new! It was special.
Do you remember those days?
Now, we’re bombarded with so many emails. We slog through our inbox culling out the crap from the credible, the urgent from the “whenevers.” There is always too much to read. Email has lost its revolutionary magic and has, instead become a chore. Unlike the anticipation and wonder we used to feel, back in the day, we now get more glee out of pressing the delete key than opening yet another email.
Yet, the truth is, email is still the most effective Internet marketing tool when it comes to building a relationship of trust, inspiring people to take action and selling your stuff. The simple reason is that even with all the bulk and spam, email is more personal and direct than any other form of online communication. And for that reason, it remains my favorite way to connect with my clients and prospective clients.
But, because everyone is getting so much email these days, it’s getting harder and harder to write and send emails that are sure to be opened, read and responded to in some way. The competition for people’s time and attention, when it comes to email, is stiffer than ever.
So, what’s an entrepreneur to do?
Create an email marketing strategy that is sure to make avid, loyal readers out of everyone on your email list. Here are some tips that will help:
Develop A Reputation for Elevation
If you receive an email that you know is going to make you feel better, or do better, or make your life easier, happier or wealthier, you’re going to open that sucker, aren’t you? Immediately. As an entrepreneur, you want to establish a reputation for delivering emails that have an immediate positive effect on the reader. Your content, your message, needs to serve your reader in some way, even if it simply makes them smile or feel appreciated.
If you compose your emails and e-newsletters with this in mind, you will be way ahead of the game. Your emails need to be of service in some way if they are to get opened, read, reread, responded to and even shared.
To do this, you have to know who your reader is and what they want, what they value. You need to let them know that you “get” them and that you give a damn about their life, work, success and happiness.
Be Real… and Revealing
Take a moment and think about the emails you tend to receive. Which of these would never dream of deleting without reading? Which do you open immediately? Chances are good the emails you receive from friends, family, trusted colleagues, clients and anyone you’d love to hear from, are going to get opened and devoured, right? In other words, emails from people who you know, like, love and trust. Those who have a place in your heart as well as your life.
While you can’t become the best buddy to everyone on your email list, you can still write emails that are friendly and personable, emails that reveal more of you than your services or brand. Whether you’re offering a new teleclass or giving your readers some leading edge nuggets of wisdom, write to them as if you were writing to a good friend or loved one. Write in your own voice… a human voice.
Every now and then I get this emails that sound like they are written my a machine. Or copied out of Robert’s Rules of Order. They are dry, formulaic and very, very boring. Who wants to read that? No one.
Don’t be afraid to let your readers into your personal life a bit. Share who you are. People relate to, and are interested in, other people! Not brands, products and services. Let them know who you are as a person. Be friendly while still being respectful, and you will become someone your prospects will enjoy hearing from.
Write Irresistible Subject Lines
Honestly, when it comes to getting your emails opened, your subject line does most of the heavy lifting. People who know, like and trust you may still delete your email if your subject line doesn’t sound promising. And a good subject line will dramatically increase your open rate.
What makes a good subject line? You tell me. Go to your email inbox, scroll down the list of subject lines and notice what grabs your interest. Which ones make you want to open it… and why?
Chances are good that the subject lines that grab you are those that:
- sound like they’re written by friend, someone you know, like “did you hear?” or “Just so you know.”
- spark your curiosity for some reason, like “A giraffe was singing?”
- promise to reveal something important or fun, like “Open before the telelcass tomorrow” or “This will make you laugh till you cry.”
- make you feel special or included.
Your subject lines should be short, not more than 50 characters, and some studies show, the shorter the better. But if your subject line trails off endlessly, so the receiver can’t read the entire thing without opening the email, that could work in your favor as well. BUT… it has to be so juicy that your reader will feel compelled to open the email to read the whole thing!
Oh, and don’t write subject lines that have nothing to do with the content of the email. If your subject line is something like, “I couldn’t believe it happened..” and your email doesn’t deliver a credible, compelling story relative to something unbelievable happening, your readers will learn to distrust you, and they’ll delete everything you send.
Lead Like a Pro
Your subject line may get your email opened, but it won’t be read unless you grab and hold your reader’s interest right from the start. The second most important part of your email, second to your subject line, is your greeting and lead. Those first few lines will either engage your reader or inspire them to click “delete.”
A few guidelines to follow are:
- Again, be personal, friendly, casual and conversational.
- Write short, snappy sentences.
- Lead with the cliffhanger part of the story, if you’re telling one.
- Lead with a question… but not a trite, overused, manipulative one.
- Get right to the point.
There you go!
Those are just a few tips to get you started. If you really want to master the art of writing emails that get opened, read, shared and responded to, let me show you how in the Emails That Connect & Convert module. This one-on-one training will teach you how to write emails, autoresponders and e-newsletters that will be eagerly devoured by your clients and prospects. You are more likely to turn mildly interested prospects into paying clients via your email. But only if your emails get opened and read!
Do you have any questions or insights about writing emails that get opened, read and responded to? Let’s hear them! Leave a comment below and we’ll get to work!