How to Write Emails That Will Get Read
Do you write emails that never get read?
Want to write a perfect email for your subscriber list?
In truth, there is no such thing as a ‘perfect’ email, simply because every subscriber you have is an individual and what one might enjoy reading, another will not.
That doesn’t mean you shouldn’t try to make your emails resonate with as many of your subscribers as possible.
There are some best practices that have been tried and tested by some of the best email marketers in the world, that, if you follow when writing your emails, should produce greater success in getting those emails opened and read.
Not only should more of your emails be read, but you’ll also see a greater number of your subscribers following any call to action in your emails and as an added, but very positive spinoff, a lower than normal unsubscribe rate too.
After all, if your subscribers are receiving emails in their inbox that are actually worth them taking the time to read them, then why would they unsubscribe?
So, let’s take a look at some of those best practices I mentioned…
Tell A Story
From the moment we’re old enough to comprehend words and phrases, we love to hear a good story. That is a human trait that stays with us for life.
In fact, if you know anything about the journey the human race has been on since we first used words to communicate, storytelling has played a huge role in our development, our understanding of the world, and in the way that we learn.
Knowing this, the best email marketers take the content, the lessons, or the promotional messages which they wish to get across to their readership, and weave them into a story.
Not only does that make the emails they receive more palatable to subscribers, but it actually makes whatever point the writer is trying to get across easier for them to comprehend.
So, if you are trying to extol the virtues of a particular product that you are trying to promote to your subscribers, do not just list the benefits, and hope for the best.
- Tell them about how the product has helped you.
- Mention any funny mishaps you had with it.
- Is there a back story as to how the product creator developed it?
- Any success stories from other users.
- Can you relate another story or event to what the product can do for users?
Don’t quote facts, figures, and features to your subscribers.
Instead, give your readers fables, fun, and fascination.
Give Value To Your Readers
One of the best pieces of advice I ever heard was an email marketer who said that even though every email he wrote was free to subscribers, he wanted them to be so full of value, that they’d gladly pay to receive it.
Be honest, when you sit down to write emails to be added to your autoresponder, do you think that way?
If you do, great, but the majority unfortunately will not. Instead, they will do the minimum required, so they throw together a few emails of no more than 20 lines that offer anyone reading them absolutely zero in terms of value.
By value, I mean…
- Advice that is relevant to your niche.
- An entertaining story, often with an embedded message.
- A heads-up on a promotion or discount offer.
- Genuine reviews of products, both good, and bad.
- Updates on the latest industry or sector news.
- Information on the latest developments.
- Training that can actually be used by your readers.
There are other ways value can be added to your emails, but the point isn’t so much how you do it, but more that you actually add value in some way to each email you send.
Make Your Email Personal
By personal, I do not mean you have to divulge to your subscribers every last detail of your personal life, although no doubt there are some niches where that be appropriate.
For the rest of us though, talking about ourselves as an individual when we write our emails, goes a long way to building a better relationship with our subscribers.
They soon realize that there is a real person writing the emails, who has some of the same woes, worries, and hurdles to overcome, that they do.
One method that many email marketers use is rather than thinking they are writing to thousands of subscribers, they imagine they are writing to a friend sitting opposite them.
That way, the words they use should be more conversational, and some of the long-winded technical jargon, might not be so prevalent.
When a subscriber reads your email, it should feel to them that you wrote it specifically for them.
Where your autoresponder allows, try to include their first name at the top as in ‘Dear <firstname>’, and maybe once or twice more throughout the email.
Another way to make the email feel more personal is by not using descriptive words for a group of people.
For example, don’t use phrases like ‘all of you’, ‘many of you’, or ‘they will be some of you’. These are words you’d use when writing to a crowd of people, not an individual.
In summary, three simple tactics to use when you write emails, to ensure your emails get read:
- Tell A Story
- Give Value To Your Readers
- Make Your Email Personal
Use all three in as many emails as you can, and you will find your open rates, your click-through rates, and your subscriber retention will all increase.
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