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How to create irresistible emails that get opened, read and clicked (part 1)

Email marketingIf you’re like me, you take great pride in creating email marketing messages that are just right.

You know that email marketing works and that it deserves the effort required to engage your customers and inspire them enough to click your links.

This is why you follow a pre-send ritual and make sure every email you create is as good as it can be before you send it off to customers.

But even after all that, sometimes things don’t go as planned. Sometimes you look at your email report and it becomes clear that it didn’t perform quite as well as you were hoping.

And when this happens, it can be quite depressing.

Don’t let it stop you though. We’ve all been there at some stage and the important thing is that we learn from the experience.

That’s why I put together a list of the most important things I’ve learnt about creating emails that get opened, read, and clicked.

To be honest, it was a pretty long list so I decided to break it up into 3 smaller chunks.

If you’re not already, make sure you subscribe to our blog (by entering your email in the box above) so you don’t miss the next couple of instalments.

Ready? Ok, let’s get started with part 1.

How to create irresistible emails that people actually want

Let me ask you a question. When you see a bunch of new emails in your inbox which do you read first? Do you start with emails from people that you know and trust? Or with the emails from people that you don’t recognise?

Simple choice isn’t it. We’re naturally inclined to read emails where we have a positive relationship with the sender. We trust them because we either know them personally (or feel like we do) or they’ve demonstrated their value to us in the past.

And that’s what you must aim for if you want readers to be waiting in anticipation of your emails.

Follow these tips to create emails that help build a rapport with your readers and add to your reputation as someone they want to read emails from.

1. Write as if you’re talking to just the one person

This instantly makes your emails more personal and forces you to be 100% focussed on the person reading your email. Avoid generic words like ‘customer’ and ‘subscriber’ and replace them with words like ‘you’.

2. Value your reader’s time

Only email your subscribers when you have something truly helpful or valuable to say. This shows subscribers that you don’t want to waste their time and subtly conditions them to open your email when they see your name in their inbox.

3. Be helpful and don’t always sell

Avoid the temptation to only ever be selling in your emails. This is the quickest path to losing someone’s interest. So mix things up in your emails. Be interesting. Be friendly. And most of all, be helpful.

4. Earn trust by delivering on expectations

All good relationships are built on trust. And to earn someone’s trust you need to set clear expectations and then deliver on them. So tell people what they can expect to receive from you and how often. Let them know on your subscription page and remind them again on your welcome email.

5. Reward people for reading

Similar to the point above, you want people to benefit from reading your emails. This is critical if you want them coming back for more next time they see your name in their inbox. The obvious type of reward is monetary but there are other types as well. For example, you could share a useful tip and teach people something they didn’t already know. Or you could give away a free e-guide and inspire them with interesting stories.

6. Use a recognisable and consistent name in your from address

As I mentioned earlier, if people don’t recognise your name in their inbox then they’re not very likely to open your email. So pick either your actual name or your company name (whichever people know you for best) and then use this consistently as your from name. Don’t make the mistake of randomly changing your from name between emails as this will undo any of the goodwill earned using the tips above.

So these are some of the most important things I’ve learnt about writing emails that people actually want to receive. They’ve worked for me and hopefully they’ll work for you too.

Have I missed anything though? Let me know and share your thoughts in the comments section below.

And remember to subscribe to our blog and keep an eye out for the next instalment in this series — How to create emails that get opened.

Matt JPosted by:
Matthew Johnson
EDM Specialist
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