You’ve got those all-important email addresses from your potential clients. Now the big challenge. How can you engage them with your email content?
As we all know, inspiring people to even open emails can be tricky. Think about your own experiences. How often have you discarded emails from your inbox, with only a cursory glance at the content? And how often have you deleted emails without opening them? Even experienced marketing experts find email marketing complex – but there is a way you can improve your conversion rates – through the power of one. Not sure what that is? Then read on!
Of course, it’s not enough for your subscribers to simply open your email. You want the content to resonate. You want to inspire them to take action – whether it’s to visit your site, buy your products, or take a step to improve their lives.
Most emails fail to capture the imagination of the reader. They may be viewed briefly, but all too often, they’ve forgotten about in a matter of minutes. How can you prevent this from happening?
Write your email as if you were writing to that one person alone. Use a conversational tone like you would when talking to a friend. This is why you need to know your target market inside out so that you know the language and tone used, and the problems your readers are looking to solve in their lives.
Create email content that is relatable and relevant to their lives. The more you know about your recipient, the better – as this will help you tailor the content directly to them. Use the word ‘you’ rather than ‘I’, ‘me’ or ‘we’. This makes your readers feel like you’re talking directly to them and gets them thinking about how your business can benefit them, not the other way round.
Secondly, keep it simple. It’s tempting to jam plenty of content into your email, in an attempt to highlight all your great products and engage your audience. But this can have the opposite effect. It can overwhelm your reader, not to mention provide them with potentially irrelevant material to sift through. When it comes to emails, most people won’t bother taking the time to read through content that doesn’t matter to them. They’ll simply hit the ‘delete’ button.
It’s important to make your email about just the one topic – ideally, one that you know your reader will understand and relate to. This enables you to get your point across clearly and powerfully – something that is almost impossible to achieve when you’re covering too many subjects.
Finally, I’d recommend that you include just the one call-to-action, and make it easy to follow through. Don’t offer them the option to download your ebook, schedule a call, check out your video, read 10 other posts, and fill out a survey in one email. Too many options will overwhelm your readers and cause them to click delete because not making a choice is often easier than having to choose. State clearly what you want them to do with a clear call-to-action.
Don’t automatically assume your readers will know what to do. Tell them.