“Email has an ability many channels don’t; creating valuable, personal touches -- at scale.”
Welcome to Episode 20: 7 Factors That Make Up The Perfect Email
Creating the perfect email … It sounds like a big ask doesn’t it?
Well, good news, it’s not! Any kind of marketing copy, at its fundamental core, is all about reaching, attracting, and helping your ideal client.
When you focus on your ideal client’s pain points and position your offering as the solution, you can successfully craft content that will lead directly into sales! And create an email marketing strategy that has your emails read, valued and effective!
It’s imperative to also remember, no matter what service you provide or product you make, every single interaction with your audience says something about your brand. From the tone of your voice to the words you use, to the way things look and feel. So, craft every single email with brand consistency in mind.
Here's what we will be untangling in this episode ...
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Pop in your awesome earbuds and let's dive in!
Creating the perfect email … It sure sounds like a big ask doesn’t it?
Well, it’s not!
There is a wealth of information available right at our fingertips that outlines what quality, effective copy can do for you in your email marketing strategy. Any kind of marketing copy, at its fundamental core, is all about reaching, attracting, and helping your ideal client.
So, when you focus on your ideal client’s pain points and position your offering as the solution, you can successfully craft content that will lead directly into sales! And create an email marketing strategy that has your emails read, valued and effective!
It’s imperative to also remember, no matter what type of entrepreneur you are, no matter what service you provide or product you make, every single interaction with your audience says something about your brand. From the tone of your voice to the words you use, to the way things look and feel. So, craft every single email with brand consistency top of mind!
And to pair this topic nicely, Bob Frady says,
"It’s not enough to talk about the importance of brand in email. Customers don’t sign up for email – they sign up for your brand."
So, with that being said, let’s dive into the 3 fundamental principles we (here at VU) live and breathe by when we create email marketing content …
The FIRST is focusing on your ideal client.
By now, you should have an understanding of your ideal client’s pain points. You will likely have already done extensive research to know more about your potential clients. And you already know that an ideal client is someone who finds the perfect solution to their problems or needs in the services or products that YOUR business provides.
That client will hopefully be loyal to your business, frequently use or buy your services or products, and is likely to recommend you to their friends and colleagues. Like, a lot!
So, whatever the case, knowing exactly what your ideal client is struggling with, seeing it through their lens, will make you more relatable in your email communications. You can make them feel that they are in safe, understanding hands.
The SECOND is knowing where they want to go, and telling them how to get there.
So, now that you have it down cold of what their pain points are, you need to now understand where they want to go to get it fixed.
And most importantly …
What will compel them to hit “buy now” is you talking directly and clearly about where they want to go. It’s about getting your ideal dream client from point A to point B by showing them exactly what that will look like for them. By painting a beautifully clear, concise, and consistent … remember the 3 C’s from last week’s episode? … picture for them about how your business will be able to provide the ideal end to their exciting journey.
The THIRD is all about the solution, and how to wrap it up in a neat little bow.
Position yourself as the expert and show them that you are the person that will happily help them get from point A to point B, is what will get you the loyal clients you deserve, a solid reputation, and amazingly stellar gold star reviews.
Quality marketing content is all about bringing their “pain points” to the forefront and showing them the possible ways of solving them. Then using your offerings as the solution to get them from their problem to their dream solution. And one very powerful way to achieve this level of communication is through email marketing.
Okay, so now that we’ve laid out the 3 fundamental principles for you … Let’s dive into the 7 factors that make said “perfect” email as this will be the main driving force to making your current and potential clients take you seriously, respect your business, respect your brand, and know they can count on you each and every time.
And the first factor is an easy one …
#1. WRITE WITH INTENTION AND FOCUS.
One of the biggest things we can share with you here is to ensure your brand has a “welcome” email in place. This way, when a lovely human subscribes to your email list you make them feel welcome!
Welcome emails are also one of the easiest ways to help keep your list clean and make sure your emails go to the right places.
If someone enters the wrong email address, the welcome email will generate a clear bounce. That then notifies your email provider to remove it from your list. Clean, simple, automated and easy! (Just what we like and how we like it!) They also reassure your new email recipients that the signup worked, and the information they want is on its way. That shows consistency and that you truly care about being virtually in it for the long-haul with them.
As an added bonus, welcome emails help you connect with new subscribers and offer the opportunity to show them your brand and what they can expect from you in the future. It sets the tone. It allows the reader to hear your focus, your clear and exact intentions and answers their burning questions … No one will be scratching their heads wondering what you can do for them! So, ensure to offer them something valuable or exclusive at the start of their journey and start things off right. Make an amazingly stellar first impression as that’s the one that counts THE MOST!
Another way to show intention is to send emails at the optimum times for your readers. Every email marketer wants their virtual goodies to be at the top of everyone’s inbox. And there are plenty of studies conducted on an ongoing basis about when the “best time” for these emails to appear. So, do a bit of extra research and look into your industry and ideal customers, and research when you would be best to press that send button!
Which brings me to a quote about something we stress often to our “tangled” VU clients by Ramsay Leimenstoll …
“A small list that wants exactly what you're offering is better than a bigger list that isn't committed.”
#2. BE CLEAR, CRISP AND CONCISE.
Writing clear, crisp and concise copy is going to easily eliminate questions or skepticism about what you offer. This starts right off the bat with getting people to open your email. You want to pull them in with a powerful compelling subject line and get them to scroll through your message. While that may seem like a small part of your message, subject lines are one of the very first impressions you have on your email recipients. And they're the ticket for standing out in a crowded inbox.
Another killer tip is to use a sender name -- that builds trust.
In email marketing, the first impression can very easily turn into the last impression. And if your emails are ignored a few times, it may be redirected straight into the dreaded junk folder, also known as the email graveyard.
It’s best practice paying solid attention to your sender name and stick to it. Think of it as a brand name. Your customers should respond well to it, they should know it well. They should be able to trust it. Formulating how you want to create said sender name should match up with your brand’s voice. And if feeling tangled on this, there are plenty of formulas you can check out online to get it just right!
#3. BE WELL ORGANIZED … ALWAYS!
One of the biggest focuses here is how often you send emails to your subscribers. This can also feel a bit tricky. So, it’s in your best interest (and the senders) to find balance between effective and not annoying!
Overdoing it leads to decreased engagement, increased opt-outs, reduced visibility for all subscribers, and more total complaints because people will feel plain ol’ pestered. Your reputation will be damaged in their eyes. But on the flip side, sending too infrequently can lead to missed revenue opportunities, lower lifetime value, lack of inbox presence, poor or inconsistent sender reputation, and an inability to maintain a clean list. So, do your research and formulate a schedule that speaks to your brand, and what kind of relationship you want with your readers.
Respect is a two-way street!
And one more importantly quick thing … before you begin typing your email know the sole purpose and goal of your communication to make sure your topic is covered perfectly short and sweet. In short (Haha, see what we did there?!), keep paragraphs and sentences short, and stick to the point!
#4. KEEP YOUR KILLER CONTENT SIMPLE.
What do you feel could make a subscriber open every one of your emails?
Heck imagine they even looked forward to them …!
This comes down to quality, clean, summarized content, each and every single time. If you look at your favorite newsletters, you’ll probably find some common threads. They have amazing offerings, interesting stories, thought-provoking articles, funny videos, or perhaps even something else that makes them feel so magical. They may even sometimes include animated gifs, fun less common emojis, interactive content, or personalization. And it may be time for you to finally give that all a go! You could even go as far as asking your subscribers what they like. Keeping in mind you will get lots of different answers … but at least you will be able to nail down some commonality in the responses and adjust accordingly all-the-while sticking to your brand.
Once again … short n’ sweet …
Stick to the point. Know what you want to say, and say it well, using the least amount of text possible. Use bullet points to assist in the clean, simple appearance and organization of data. Make it attractive, fun, and informative, each and every single time!
#5. MAKE IT EASY ON THE EYES.
People are already glued to their digital devices more these days due to the “new norm” of the virtual lifestyle and for some, being stuck at home more than they’re used to. So think about it for a minute … How do you read email marketing campaigns that land in your inbox? Do you meticulously read every single word? Or do you scan them looking for things that might be of interest to you? Like a sale, a new product, a new service?
Very few people read every single word. Instead, skipping over introductory paragraphs and scanning the body of the content looking for items that attract their attention. If they find a particular section that looks interesting, they’ll dive into reading that part specifically. So … you need to structure your email to appeal to scanners, using elements like headlines and images to capture their attention. Break your email into chucks with their own prioritized sections starting with the utmost important first. Then throw in some attractive design elements to make things more appealing. Magical!
Okay, now for this next tip, we have said it before, and we will say it again …
#6. MIND YOUR MANNERS!
Creating the right voice and tone in an email ensures that you can reach your readers in a meaningful and authentic way. Simply put, the readable voice is what you say to your customers (re: the message), and tone is how you say it (re: the attitude in which you state your message). This is IMPORTANT as it’s how you connect and build trust.
Think of voice as the personality of your email -- how do you want to come across to your customers? Your voice should remain consistent throughout your messaging just as it is throughout your branding. To find your voice, think about the values and mission of your business and what message you want to share with the world.
Tone on the other hand, is the attitude of what you’re saying in your email. And just like your attitude can change, so can your tone. Your tone can be whimsical, serious, or even funny -- if that’s the attitude you’re trying to get across. Keep this consistent across all emails no matter what!
And like I mentioned earlier, you will gain their trust -- they will feel like they know you! And that’s the end goal you want to achieve in the long run.
#7. SET CLEAR ACTIONABLE INTENTIONS.
Finally, let’s talk action …!
In order for your email marketing to be successful, your subscribers must take some sort of action. Don’t get me wrong, the emails that are generally targeted to build trust, brand awareness, and relationships are integral parts of the strategy. But when designing your actionable emails, always make sure recipients know what to do next.
Register for a webinar.
Download an e-book or guide.
Book a consultation.
Apply a discount code to a purchase.
Join a Facebook LIVE or Zoom room.
Whatever it is -- you need to CLEARLY ask for it!
You need CTA’s, better known as Call to Action’s. And something just as important as the implementation of them … the fewer the better. And the more attention they’ll get when minimal. You do not, under any circumstances, want to overwhelm your reader with too many choices. You want there to be just ONE.
Your call-to-action button text should be large enough to read easily, but not so large to feel obnoxious or overpowering. Two or three words is best. And definitely no more than five.
Some effective action-packed examples are: Get the discount! Reserve your spot! Try it out free! Book your seat!
So, to round this all out in the most simplistic way possible … your end goal should be to use email to build upon existing relationships with your subscribers by providing relevant, valuable information that will help them take action to rid them of their pain points and reach their goals. Keeping in mind the golden rule that email marketing isn’t just about you, or your business, it’s about your customer.
Always. And consistently.
So, if you keep creating killer content that honours this rule, your subscribers will not only read your emails, but they will look forward to hearing from you.
Each and every single time.