When you check your inbox, chances are it takes you precisely two seconds to decide what you delete and what you read. Without ever opening them, you delete a stream of messages, deeming them junk, spam, or boring.
And then there are the ones you ALWAYS open—because you know they’ll either contain important information, they’ll give you instructions about something you need to take care of (online bill-pay, anyone?), or they’ll entertain you.
When you work on email campaigns for your coaching business, one of your goals should be to compose emails that your list can’t wait to get—the ones that they open no matter what.
To save your messages from the digital dump and start fostering excitement in your list, try implementing these quick tips:
Show your personality. Emails aren’t research papers—they shouldn’t bore your list. Let your voice come out, and you’ll be more likely to connect with your readers.Remember, the most successful messages read like a comfortable conversation between people who know each other.
Talk to your list. It’s human nature to be interested in yourself more than anyone else. Take advantage of this by addressing your readers in the mail you send them. Rather than focusing on how you fit into whatever you’re writing about, focus on how it affects them.
Spend some time on your subject lines. Even if your email content is crisp, clear, and sparkling with wit, your list will never see it if they don’t open the message. Devote some time to developing subject lines that grab attention and communicate concisely what you need to say. This takes some effort, but mastering it is well worth the time.
Entertain, inform, or inquire. Don’t feel like you have to send emails to your list just for the heck of it. If you send too many pointless messages, you’ll saturate your list and people will discard your electronic letters without opening them.
Each of your emails should achieve at least one of three things: entertain your readers, educate your readers (of something worth knowing), or inquire about something (that your readers would be eager to talk about). Ultimately, employing one of these three techniques will improve your chances of making the sale—either through that particular message, or in future promotions.
Be clear and direct.Respect your list by being as direct and informative as possible as quickly as possible. If you include links in your email, identify where those links will send readers and what they might see on that page.
Emails, of course, are one element of a larger marketing campaign, and they help establish and expand your list’s familiarity with your brand. The more your emails keep your list interested, the stronger the bond you build between your prospects and your brand.