How To Write Engaging Emails
In some of our other articles, we’ve talked about how to track your open rates and click-throughs.
Once you’ve started tracking, the next step is to take steps to improve the results you are getting, whatever they may be. One of our previous articles digs in to how to improve your email open rate. This article is going to help you write engaging emails and improve your click-through rate.
Here are some tips we have used to create emails that get outstanding open and click through rates:
Write Quickly. Much like talking, when you are typing quickly, your enthusiasm comes through. You can always go back and fix any typing errors.
Keep It Short. Your are competing for your subscriber’s attention as it is. If they open your message and see a long series of paragraphs, you are going to lose their interest. Keep things short in your email. If your content is long and needs more space, create a blog post, and link to it in your email message. (That is probably how you wound up here, right?)
Ask Questions. By asking the right questions, you can capture your reader’s attention and stand a much better chance of getting them to click through to your blog or sales page.
Make It Personal. There are a lot of “blueprint” type guides that tell you to do it exactly this way or that way. But if you really want results, put yourself in the position of the people reading your message. Personalize your message by adding their name every once in a while. Use the word “You” as you are talking to them. Try to make your message more like a conversation unless you are intentionally creating a more corporate newsletter type feel.
Show You Care. Add some personal tips and let your readers know you care about helping them find a solution to their problems.
Focus On Benefits. Your ultimate goal is, of course, to sell to your readers. But the biggest mistake I see is someone constantly pounding their readers with a “buy now” message. Share success stories of your own, your other customers, etc… and let your readers know how to get the same results for themselves.
Present a Clear Call To Action. Be sure your message includes specific instructions on how to learn more, how to place an order, etc… It may be as simple as “click here to learn more” or “click here to start your free trial”. The key is to make it glaringly obvious what they should click. You will see your click through rate go up.
Try Something New. We all want “formulas” and “proven blue print” emails. But there is some real benefit to trying something new. The key is to track your results. When you try something and it doesn’t work as well as you hoped, you didn’t fail. You succeeded in finding something that didn’t work. When your new idea works, you will think you are a genius! Sometimes, my biggest mistakes or risks resulted in some pretty outstanding sales results. Be willing to take a chance. Track your results and make adjustments.
Generally speaking, I try to write my emails like I’m sitting across the table over a cup of coffee with my readers. My personality comes through and it helps some of my readers feel more comfortable doing business with me.
Try it in your email marketing campaigns and you will be able to write engaging emails that generate results.
Check Out our Guide To Creating Powerful AutoResponder Letters
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