Tuesday November 22, 2016
Are your subscribers and leads reading your emails, or just glancing at them and tossing them in the trash?
In today's fast-paced world, it's important to craft emails that instantly catch people's attention, and give them a good reason to open, read and act upon your message - even if there are a dozen other emails in their inbox already.
Here are 7 quick, easy tips for getting more clients through your email marketing:
1. Use a short subject line that inspires curiosity, pain or need.
Your subject line doesn't need to be long, and it certainly shouldn't be a paragraph. The goal of the subject line isn't to explain your product, educate your audience, or convince them to click to your site. Its only job is to get them to open the email.
So use something short and sweet, and try to either:
1. Inspire curiosity on a topic your clients care about.
While you're doing this, make sure it's relevant enough that the clients are motivated to click on it. A bit of ambiguity creates curiosity, but don't be so vague that they have no reason to click.
Bad example: Discover the triple eye-catcher strategy
Good example: I can't BELIEVE this email marketing trick worked!
(By the way, don't ask me to tell you what the triple eye-catcher strategy is, because I pulled that name out of my backside while writing this blog post. Any resemblance to a real email marketing strategy is purely accidental.)
2. Remind them of a problem they KNOW they have, and urgently want solved.
Remember, just because YOU know why your client is struggling, that doesn't necessarily mean they know. So instead of talking about the root cause of their problem, which they may not know they have, talk about the symptoms they're already aware of.
Bad example: How to fix your negative subconscious relationship patterns
Good example: Tired of wasting time and money on bad dates?
3. Offer a benefit that they know they strongly desire.
Often, your clients know what they want, but they don't know what they need in order to get what they want.
If you talk about the things they don't realize they need, without making it clear how those things help them get what they know they want, they won't be motivated to spend time on your email.
Bad example: How to create a positive relationship mindset
Good example: How to meet and marry the man of your dreams
2. Keep your paragraphs short and sweet.
If you want people to actually read your email, instead of simply skimming and discarding it, it helps if you make it easy to read.
Keep your paragraphs reasonably short - generally three lines or less. The occasional exception is OK, but don't give them a series of unbroken textwalls.
3. Talk about the things the readers actually WANT.
While speaking about the benefits you offer, both in the subject line and in the body of the email, remember to talk about the end to the means, NOT the means to the end.
Let's face it - if people could fit into their favorite jeans again WITHOUT making any changes to their diet, exercise habits, mindset or lifestyle, that's exactly what they'd do. So clearly, the process you use to get the results isn't what your clients really want.
If you want people to open and read your emails, you need to make it clear that those emails will help them get what they want. So stay focused on the benefits your clients desire, not the process by which they get those benefits.
Bad example: How to build a home-based business
Good example: How to double your income, while working fewer hours
4. Keep it self-explanatory.
Can your client picture EXACTLY how their life will improve as a result of taking the action you recommend? Or is your 'selling point' more likely to inspire a reaction of "That sounds good, I guess... what does it mean, exactly?"
I've often seen coaches and entrepreneurs try to use their brand name or catchphrase as a selling point. Including your slogan or brand name helps to brand you and set you apart, but if your reader can't take one look at it and know exactly what benefit you're offering, you shouldn't use it as a selling point - at least, not without explaining it in terms that a layman can understand.
5. Don't be repetitive.
People often have a short attention span, so you need to make every word count, and avoid wasting their interest in your email by repeating the same phrase over and over.
If a phrase or sentence didn't make them take action the first time, don't do the same thing and expect different results. Instead, come at it from a different angle.
For example, if the first paragraph focused on the pain they're feeling, the second could focus on the potential benefit, a third could offer social proof, and the fourth could provide urgency in the form of a limit to time or available seats.
6. Use links early.
Speaking of short attention spans, people won't always read to the end of your email. If you want them to click a link, put that link near the top of the email, generally within the first two or three paragraphs.
It's good to have a second link near the bottom, and sometimes even a third in the middle, but don't stake the success of your email on getting them to read all the way to the bottom.
7. Keep it short.
This can vary a bit depending on your audience and the type of email you send, but my most successful clients have generally gotten their best results by keeping the emails short.
For emails with links to free offerings like webinars, try to stay under 300 words. If your readers are getting near the end of a webinar campaign, and you're making a last-ditch effort to get them to buy your product, you can go a bit longer, but don't use any more words than you need to in order to motivate them to click your link.
Remember, your email is not your entire sales funnel. It doesn't have to be a lead capture page, sales page and sales consultation all in one. It just needs to accomplish a single task: convincing your readers to take the next action in your sales funnel.
Want to get your emails written by a pro?
If you want to get more clients through your emails, website, blog posts, and other marketing materials, I invite you to check out my list of copywriting services today!