Someone recently asked, “How do you send emails to your list that work?”
Look at the emails you already open first. Do you skip over 30 emails to get to the one from HARO (Help a Reporter Out)? Or the one from your son’s teacher?
Do they look forward to it?
The short answer to the first question is to send emails to your audience that are relevant, personal, and anticipated.
The longer answer is first write about something your audience cares about. You open those emails from HARO because you might see a query that will get you publicity (or a client). Plus, they’re entertaining. The emails from your son’s’ teacher are important because you want to know how he’s doing in school.
Is it relevant?
The information is important (you want your kids to do well), personal (it’s about your kids, not your neighbors’ kids), and anticipated (you look forward to finding out what’s going on at school).
Do the same with your readers. Discuss topics they care about. Tell them things they want to know. Be clear in advance how often you will email them and what will be in the email.
For example, don’t talk about sports betting when you promised information on digital scrapbooking. And, don’t email three times a day when you said you’d email once a month.
More detailed information in my free email ebook, Email Marketing Made Easy. Download it here. No registration needed.
Which emails do you open right away? Which do you delete without reading?
Image thanks to Zoran Ozetsky
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