So you have a mailing list, but what now? What should you be sending out? Is there a way to get more people opening your emails and engaging with your business? Wouldn't it be great if people actually looked forward to receiving and reading your emails? This is exactly what you should be aiming for when writing your emails. Below are 4 tips on how you can write better emails, ones that your mailing list actually look forward to reading.
Note: If you don't yet have a mailing list, read this article to learn the 4 reasons why your business needs a mailing list.
1. What is in it for your customers? How will they benefit from reading your emails?
Do you think people will look forward to and want to open your emails if they know each email is just a sales pitch for your product or service? No. They want to know that it is worth their time to read your emails. That it will be beneficial to them. One way to do this is to provide them with helpful, relevant and interesting advice or information.
You are the expert here and you know more about the product or service you are selling than your readers. The fact that they have joined your mailing list means that they want to learn more about your offering and that they trust you to teach them. So do just that! Share your knowledge with them. This will only further establish you as the expert in their eyes, meaning they are bound to think of you the next time they are facing a challenge that your product or service can help them overcome.
2. What is the purpose of your email?
What do you hope to achieve with the email you are sending? The most obvious answer is to have people purchase your product or service but as we established above you don't want this to be the main point of focus. Think back to why you started your business in the first place, what change were you wanting to bring or problem/s were you trying to solve? Do you want to engage, delight, educate, inform, inspire, sell or entertain? How do you want your readers to feel once they are finished reading your email? Will they be grateful for the advice you have shared with them and interested to learn more or will they be excited and pumped to start making changes in their lives? Before you start typing away, know exactly what you are trying to achieve. This will help keep your emails relevant and focused.
3. Think of someone you know and write as if you are writing to them personally
A huge benefit of email marketing is that you can reach customers and potential customers directly and connect with them on a personal level. This personal connection is what will cement the relationship and build customer loyalty for your business. For this to happen you need each reader to feel as if you have written the email specifically for them. Whilst you may be very skilled in your industry and have a lot of knowledge to share, communicating this knowledge through email can be very difficult and a whole new skill to learn.
A tip to overcome this is to think of a customer and write as if you are writing to them personally. If you don't yet have any customers, think of someone you know who would be your target audience. What types of words or phrases do they use? What information do you think they would find interesting? If you could tell them something or help them resolve a challenge they are facing, what would it be? By having a clear picture of the person you are writing to and the challenges they are facing, you can focus on offering genuine helpful advice and also use this to guide you in deciding what topics to write about.
4. What kind of relationship do you want to have with your customers?
Think of your customers or potential customers. What kind of relationship do you want to have with them? Do you want to be a friend, mentor, teacher, etc? If your brand was a person, what kind of person would it be? Some examples could be friendly, warm, authoritative, playful, professional, inspiring, casual. Write down a few characteristics that describe how you want customers to perceive your business and keep these in mind when writing your emails. You want to chose words and expressions that fit with this character.