What do you send to your email list?
That’s a loaded question with a ton of answers. You can send a weekly, biweekly, or monthly newsletter. You can send sales emails, affiliate emails, and funnel emails.
Each of these emails are going to have different goals and appeal to different segments of your audience. What you put inside of those emails is important. I’m not just talking about whether or not you write about “conquering Pinterest strategies” or “how to hire your first employee” but the parts that make the email effective. A brief checklist of sorts. From the first welcome email you want to give your email list the right expectation of what’s to come.
You want to remind them why they are there and why they should stick around instead of scrolling down to the unsubscribe button if they are your people (you do want to repel people who are not your people though). I’ve found 5 key things to remember with every email. Some take a line or two to use while others are things you keep in mind during the entire writing and delivery process. You may want to add them to your mental (or physical) checklist before sending out an email!
Remind your email list what you have to offer
One of the biggest mistakes you can make with your email list is allowing the readers to forget what it is you even do. It’s called email marketing which means you have to market yourself.
I am not saying that the entire email needs to be a cheesy sales pitch (because it shouldn’t) but the reader should not close Gmail wondering how they could possibly work with you.
You can remind them a few ways
- Include your title in a header image of your email
- Talk about what you do in the body of the email
- Include your latest offer in a sales email, in the ps, or an updates section
Have 1 topic and 1 call to action per email to your list
This is a big one!
If your emails are all over the place topic wise, it’s pretty hard for your reader to focus on what you want them to learn! Each email should have a key topic that is threaded throughout the email. I want to make sure every line ties into the topic so that the reader does not get distracted. This is a non-negotiable. When I write an email I like to ask myself “what do I want my reader to think while reading this?” If at any point the answer is “wait, whaaaat???” I know I’m off.
Not about the call to action (aka a CTA) is what you want your reader to do. Generally it’s click on a link or hit reply. Having more than 1 CTA in a sales email can get really confusing for the reader (they won’t know what to click) or more importantly, it can get them to somewhere that is not aligned with the topic of the email.
If the reason for the email to announce a new blog post, you should only link to that blog post or risk them not actually getting there. If the email is an open cart email and you’re talking about a blog post, the reader is going to go there instead of the well-crafted sales page you crafted!
Or worse, if you have an offer for a custom logo design package, don’t include a link to a freebie to DIY your logo in your sales email. The reader could head right over to that freebie and never even get to your sales page. Eeeek!
You can include the same CTA multiple times (i.e. once as an inline link, once as a button, and a final CTA in the ps) but the key is to make sure all of the links lead the same place.
Newsletters and welcome sequence emails are (sometimes) an exception
Sales emails have a special set of rules but that does not mean that newsletters or welcome sequence funnels are free for alls. There are opportunities to include more than 1 link in an email but you should always look at these as research opportunities. If you’re going to do a round-up post in a newsletter or a list of your top blog posts in your welcome sequence, always note what is more popular so that you can create more of it.
Break up long emails
It’s not 1996 where the only option we had for emails was black, 12pt, Times New Roman font. You can change the font of your emails, add color, break up the post email with images, etc.
When the email leans on the longer side, you want to give your email list subscriber somewhere for their eyes to rest! Images and variations in text help.
I would be careful with too much too fast! For example, I avoid lots of images and headers in my welcome emails to help deliverability – I don’t want to end up in the spam folder. I’m not as concerned about emails once they are in (i.e. newsletter emails and sales emails) though I do know some who pair back styling on sales emails as well.
Talk to the readers in your email list, not at them
Email lists are supposed to be safe, personalized spaces.
That’s why we (think) we like seeing our names in emails (it doesn’t actually make us click more though). It’s also why it’s more comfortable sharing secrets with your email list versus regular readers of your podcast. For example, I’ve shared stories of how my hair relates to my business, and before and after pics of my weight loss journey that I never have share my blog (subscribe for the goods).
Write your email to one person and not 2,000.
Headlines matter to your email list
Last one (or maybe the first one). Headlines matter! Hopefully your email service provider (i.e. ConvertKit) allows you to A/B test your emails—so do it! Test out a couple different types of emails and see which one connects more with the reader. I love to do this for a themed newsletter list. Do email list subscribers want a reminder of the theme in the subject line (i.e. Monyay Motivations). or do they just want to know what we’re talking about today?
It may take a few tries but A/B testing helps you better get to know your list—and improve your open rates.
If you keep these things in mind when writing, you will be one step closer to an easier email list writing process and engaged email list members! Which tip are you incorporating first? Leave a comment below and tell me!