Email Marketing – Write Emails That Generate Response
When you are writing emails, you have to develop a sense of relationship with the people to whom you are writing. Obviously, you need to use the personalization feature (automatically use the readers’ name) that comes with your autoresponder service.
But over and above that, you need to write each email as if you are writing to one person, not an entire list.
Take a look at the difference in these two intros:
Dear (subscriber name)
I am just writing this email to offer you as one of my valued subscribers an opportunity to buy this at the ‘subscriber reduced rate’.
Dear (subscriber name)
Just wanted to drop you a line and let you know that I have arranged a special price just for you.
Which of these is more personal? Which of these is going to get a higher clickthrough rate? And get a higher purchase rate?
In fact, even if the clickthrough rate were to end up being identical on both emails, the second email would probably have a much sales page conversion rate as the first one. Why?
Because the second email sounds personal, almost as if the price is just for that one person.
So how do you do this consistently?
You can either follow a set of rules, write with a certain mindset, or both:
Here is a set of rules to follow:
1) Use the word ‘you’ often
2) Never use words like ‘subscribers’, ‘you all’, ‘my subscribers’, my subscriber’, or any other language that would indicate you are writing to more than one person
And here is a mindset to follow:
When you are writing emails, imagine you are writing to one individual alone. Imagine a particular person. Imagine you are writing an email to a personal friend. Put a picture in your mind of one of your subscribers. If this is difficult for you, ask a personal friend to sign up to your email list, then write all your emails to this one person alone.
Using these rules and/or using this mindset will radically change the way your emails are perceived.
Although your subscribers will know they are not the only one on the list, they will really feel as though you are talking to them. At the time of this writing, I have around 6000 subscribers – and I often get emails asking if I am using an autoresponder or if I am writing to them individually. Why? Because I write my emails to one person, then send them out to everyone.