If you’ve been in the online world very long you know that how to get your emails opened and read is harder than it was in the past. There are a dozen reasons why this is true, but it’s not the purpose of this blog post to talk about that. Instead, I want to share 7 ways to get your emails opened and read more.
- Irresistible subject line – you’ve just got to have an irresistible subject line. Your email subject line should include several “emotional” words, or give the reader a promise, or make the reader want to know more. You can get good ideas for your titles by using this free tool. Your title has only one purpose – to get your reader to open the email. That’s it!
- Graphics (visual content) to share – Try creating a piece of visual content at the bottom of your email that can easily be shared on social media. It could be one of your own quotes, branded to you, using your own brand colors. Don’t use a personal picture of yourself. The quote from you and your website at the bottom will be branding enough.
- Write in a friendly, casual tone. Readers want to get a sense of who you are as a person. If you write in a formal, more academic tone it will obscure who you really are (unless you are a very formal and academically minded person!). You are encouraging readers to do business with you, so your tone can be friendly and approachable.
- Tell a story – but not the same one over and over and over. The mistake I often see online entrepreneurs making is in telling the story of how they came to be in their business over and over and over again. Or, they tell some deep dark secret from their past – and keep talking about that same story for years. Sometimes I think I know the deep dark secrets of online entrepreneurs better than they know it themselves! It’s fine to share your “big story” but also share little ones – a birthday, a trip, a client success, an “aha” moment at a conference. Different stories will resonate with different prospects, and it keeps you from sounding like a broken record.
- Offer useful, actionable content in your email campaigns along with social proof of who you are and what you do. As an example, you could write a paragraph something like, “One of my current clients needed help doing X. We came up with 3 ways to do x, and I’m sharing them with you here. She was able to do Y as a result of this. You can see what she said about working with me here (give link).” Or, “here’s how this was useful, in her own words” (insert her quote).
- Offer a link to your downloadable content. You can do this without an opt in since your email recipients are on your list already. Alternately, you can ask them to opt in for this specific downloadable content and segment the list so that you know who specifically was interested in the topic for this content.
- Make sure to make investable offers. I was bad about this in the first years of sending out my emails. Lots of content and social proof, but few offers. Give your prospects and existing clients the opportunity to invest with you. And repeat the offer in more than one email, too. Remember that not everyone is opening your emails every time!
Try using these 7 ways to get your emails opened and see how your open rates and income change. Remember, the purpose of the title is to get your email opened. That’s it. And the purpose of your email copy to is get your reader to take an action that’s suggested in the email. If you achieve those two goals you'll be successful!
For more about email marketing click here and read my blog post “How To Build Your List Using Content Marketing.”