The average person probably receives hundreds of emails every day, so persuading them to read yours is a challenge facing all marketers. I know what you're saying, the number one key to getting your email opened is sending the right message to the right person at the right time. None of this mass mailing nonsense that puts everyone into the same box, you want to target your mail so that you're providing each person with the info they need.
I'm going to assume you all do that though because it'd be madness not to. So you've got your email opened, then what? How can you craft your message so people read it and do what you want. Here are a few tips to help you.
- Make it personal – Like you I've recieved thousands of emails written in bland corporate speak. Many will commit the cardinal sin of using mail merge to make it seem like they're writing to you as an individual and then proceed to write like they're a robot. We live in a social media age where people can speak with a real person in your organisation, so they expect that level of intimacy from emails too. So relax and be yourself.
- Craft a story – In the spirit of making your emails appear human, stories are a fantastic way to get your message across in an entertaining way. After all, humans have been entertained by stories for millenia. Whether it’s persuading someone to buy your product or persuading a child to be careful of talking to strangers — stories inspire and motivate people to take action.
- Keep it current – Analogies work in much the same way that stories do. Can you craft in a pop reference that helps to explain your message? Whether we like it or not people relate to celebrities and other people in the public eye. If you can relate your product or message to these people then it helps create a social proof between you and your reader.
A few tips there to help you out. What do you think? Do you have any other tips you've found effective?