Email marketing doesn’t have to be all that complicated. This is one of the problems in email marketing today. Many professionals feel the need to squeeze out every drop of content onto each and every email sent out. This has to be one of the biggest email marketing mistakes you can possibly make. You will overwhelm your readers and you just create more chances of losing their interest at any point in these lengthy emails.
It is much better to keep your emails concise and don’t overwhelm by giving too much information that is not needed. You want to capture their interest quickly but not drain the interest back out of them by writing too much.
You want to make your relationship with your subscribers a personal one. A good way to think of this is to pretend that you are sending your email to only one person. It is very easy to compose an email and think “I have 10,000 subscribers…someone will open it”. When you have this mentality, you are playing a numbers game in your head and are just focusing on the statistics versus the actual message behind your email.
If you were to change your thinking and pretend you only have one subscriber, then your strategy is bound to change. You are going to put more focus into that email because you either have a 0% or 100% open rate. It is much better to focus on strengthening subscriber relationship versus seeing it all as a numbers game.
So what exactly should your email contain? There are basically 3 job roles a successful email marketer you should follow. These are to create excitement, create expectation and generate clicks! These key things should be included in the overall structure of your email campaign, meaning your subject line and the email message as well.
1. Create Excitement!
The lack of excitement is probably the most common mistake among email marketers. As stated earlier, if you pretend you must catch the attention of only one person, then you will shift to a mentality of making this email the best version you can possibly make. You’re not just sending an email. You are sending solutions, ideas, and value overall.
Having said this, ask yourself how many times have you come across those very dull and boring subject lines? Those that read such as “Easily make money online”. Quite boring isn’t it? This subject line is very uninteresting and lacks imagination. Your objective is to capture your subscribers attention and have them use their imagination on what your email will contain. You want them to be intrigued and wonder far beyond your subject line. You want your subject line to carry a visual with it.
How then do you create excitement that inspires imagination? By over-amplifying the benefit of what you are promoting! Making your idea larger than life. Make your message sound so tempting that your subscriber would feel at a loss by overlooking your email. This is what it means to over-amplify something that may seem simple and turning it into something special. Over-amplified lines are intriguing and mysterious. They inspire imagery and create a desire to learn more about your message.
Examples of over-amplifying the benefit of what you are promoting are:
- “10 Sure Ways to Make Money Online and Start Earning Income in a Month!”
- “5 Get Rich Quick Schemes that Actually Start Making you Money immediately!”
- “3 Money Making Strategies to Earn you Passive Income as Soon as Tomorrow!”
The examples above are over-amplified versions of the previous example given that read “Easily Make Money Online”. As you can see, the three examples have way more excitement and they also spark interest. It makes you want to find out more about this piece of information that seems synonymous to Gold. Your subscribers would be far more interested in opening any of those three versions versus the original dull one.
When you consistently create excitement in your email campaigns, you get people to open your emails, read your emails, and take action on them. Once you get this far, you have won most of the battle and are guaranteed to see a climb in the success of your entire email marketing strategy.
2. Create Expectation
Yet another mistake made by email marketers is when they send out emails and do not state what their email is about. There is no clarity by the email marketer as to what the purpose of the email is. Do not make this mistake! You want your reader to know exactly what it is you are trying to convey.
This is the step of your email campaign in which you build up towards your main objective. If for instance, you are selling something, you should at some point tell your reader that you are selling them x item.
Not telling your subscribers what to expect seems like you are hiding something from them. It does not resonate very well, especially since you should aim to build trust. Purposely hiding information and sending misleading emails is probably the biggest reason why you are losing subscribers. Making your message as transparent as possible is key. Always tell your audience what to expect.
An extreme example of a line with no expectations of what to expect is:
- “Hi there! Trying to live healthy? Awesome, check this out!”
Ask yourself how many subscribers are going to know what to expect from the message in bold above? Absolutely none! Zero! Zilch! The subscriber doesn’t know if this email is about an item for sale, or a video, or an article, or a podcast, or a news alert, or a gift, or a coupon, or an invitation to an event or convention, etc. The list goes on!
It is very important to let them know why you are emailing them and give them a call to action. Don’t make your subscribers feel lost. You will take away their interest and they may not ever open an email from you again in the future if all you do is send misleading emails.
Always Establish Trust
This stage of an email marketer’s job role is to simply create and establish trust. If you are selling something, your objective is to build up to that. You must answer why it is that this thing you are selling is credible. Why do you personally trust it and why do you recommend it. By including your own personal experience, you turn this from a sales pitch into a personal recommendation.
Remember that your subscribers trust you! They must have had a level of trust to sign up to your mailing list to begin with. Speaking to them as a friend will create the trust you seek to establish.
After creating trust, you must educate your subscriber. This is where you tell them what it is you are trying to convey. What will be on the other side of the link you have them click on? What are they to expect when clicking on it? Is there a video? gift? sale?
This is where many email marketers fail. They fear that by explaining what is on the other side, that their subscribers will not click on the link. Sadly, they don’t realize that this is actually working against their favor. If you are throwing out links and not telling your subscribers what to expect, you are only making them lose trust and faith in you. This is a big no-no since the entire point of email marketing is to establish a relationship between you and your subscribers.
Personal Experience strengthens relationship
Personal experience plays a big role when it comes to establishing trust and enhancing the relationship with your subscribers. For example, if you want your subscriber to see a video, go ahead and let them know you are trying to get them to watch a video. Make sure you do the following:
- Create excitement for the video
- Validate by adding your own experience
- Tell them it’s a video!
- Tell them why they should watch the video and why the should watch it to the end
You want to keep the mentality that your subscriber list is a group of your best friends. Who are you most likely to listen to? Your friend who is buying a car and knows you are buying a car and recommends a certain style for you, or some random stranger that says they know the best vehicle to fit your needs? Of course you are going to trust your friend more than the stranger. That is simply because there is trust established between you and your friend. The stranger has not created trust between you two so how would you even know that his recommendation is a true one to trust? The stranger probably hasn’t even been inside the car to begin with!
With every email you write, you need to build trust, faith and an expectation to take the action you want people to take. This is established by being genuine, adding personal experience and letting your subscribers know exactly what it is you are trying to convey.
3. Generate Clicks!
Ah yes, of course! Generating clicks! The role of any business is to generate sales. Whether it be to generate dollars or spread an idea, every email marketer has a goal. Usually, the goal is achieved by having your subscribers click on links that take them to what it is you want to show them.
However, the purpose of your email is not to accomplish every single goal. Meaning, that if you are trying to sell a product to your list, your email should not do that! Your email should be the step where you add credibility to your message. You should then also have a sales landing page where you would continue the process.
Basically, your email is what adds value and meaning to the item you are promoting. If your audience wishes to buy this product, then they would click on the link that takes them to the sales landing page. Otherwise, if you try to do everything in that one email, then what is the purpose of the sales page? It is also overwhelming to add every piece of information jam-packed into your email. You are going to scare off your subscribers instead of sell the item to them. They may even unsubscribe!
The Purpose of your Email is to Pre-sell
The proper mindset to have as an email-marketer is that your job is not to sell! Your job is to pre-sell. Whether you are actually selling products for your business or as an affiliate, you must shift your mentality from selling to pre-selling. This mindset will give you a better perspective on how you write your emails overall.
There are many email marketers who try to include a product description, sales hook, personal experience, credibility from a celebrity, the price of the product, etc. This is horrible email marketing! This is exactly what we mean by selling on your email. You are not supposed to sell on your email. You are trying to redirect your subscribers to a separate page. A separate location where the objective there is then to make the final selling point. Your email should not do that. Your email should only create excitement, edify and create expectations. Through that, you should generate clicks. Let the sales page sell the product!
Summarizing your job as an email marketer
As an email marketer, it is quite normal to think you have several duties resting on your shoulders. However, as mentioned throughout the article, this mindset will only get you in trouble. Email Marketing is very important but not as complicated as you think.
Your job as an email marketer will be tremendously simplified when categorizing your role into the three segments we mentioned. Your 3 jobs as an email marketer are simply to create excitement, create expectations and generate clicks. Nothing less, nothing more. If you wrap your email strategy behind these 3 job functions, your email campaigns will see a steady rise in open rates and click-through rates. Be a friend to your subscribers and always remember to add value!