Any marketing professional worth their salt will tell you email works. It remains one of the best ways to engage with current and potential clients. And it’s a terrific way to stay top of mind. Everyone checks their email (usually multiple times a day), so when your name pops up in their inbox, they notice.
The trick, though, is emailing people consistently. You can’t just drop in every two years and expect results. For my business, I’ve committed to emailing my list once a month (usually the first Tuesday of the month).
Over time, I’ve noticed some things that work and prompt people to take action. Here are my three tips for writing an email newsletter people actually want to open:
- Keep your email 80/20 fun and business. I use my email to promote my latest blog post (business) or work project (business) and then I mix in plenty of fun, lighthearted items to achieve a good mix of education and entertainment.
- Define the purpose of your email. For me, sharing my monthly blog post is the heartbeat of my email. Letting my subscribers know about the new blog justifies the email and allows me to update them on other projects or interesting tidbits. What will be the crux of your email?
- Create repeating sections. This is a great way to connect with readers. It’s something they come to expect and even anticipate. In each newsletter, I include “Doodles” and “What I’ve Been Watching/Reading.” It also helps you more easily generate content ideas.
Bonus tip: Give readers an opportunity to respond. Ask questions that engage readers. Encourage them to hit “reply” and give you their opinions, ideas, or random 2 cents.
These are some of the best practices I’ve learned after sending dozens of emails. But what works great for me, may not work for you and your specific business or audience. So, don’t be afraid to try different things. Experiment with your emails to see what works and, just as importantly, what doesn’t.
Keep Calm Carry On
When it comes to marketing, consistency is key. Don’t give up if the first couple of emails don’t elicit a response. Keep at it and iterate if it’s not working.
One great way to find inspiration for your own work is to read other people’s newsletters. Subscribe to emails from businesses you admire, people you respect, entrepreneurs in your industry, and brands outside your industry. Read the subject lines, read the email content, and make notes on how you can upgrade your own emails.
Lastly, don’t be surprised when people reply to your emails or mention them in a conversation. If you communicate consistently and send content that’s helpful, engaging, and entertaining, people will actually open your emails and read them. And, hey, that’s all we really want, right?
Have a great week,
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