EFFECTIVE EMAIL WRITING 101

People tend to approach their email marketing activities in extremes. They either don’t put enough effort into it, or they put entirely too much effort into it. The truth of the matter is, the sweet spot for writing effective email messages to your subscribers falls somewhere in the middle.

One of the most important aspects of composing an email to your list is to remember that there are real people behind each of the email addresses you have captured on your squeeze page. A living, breathing human being had to make the decision to give you their contact details. They had to physically type the characters into your web form. They have honest to goodness problems and concerns that they feel you might be able to help them with.

It’s important for you to remember that.

Those same people are the ones you are hoping will open your email, read it, and make a conscious decision to click the link and pull out their credit card to make a purchase. Numbers can’t do that. Email addresses can’t do that. People can.

With that being said, as you are composing your emails, write as if you were writing to one individual person. Don’t just send them an ad. Write as if you were writing to a friend.

Pro Tip: Don’t copy & paste swipe emails directly into your autoresponder. Rewrite them in your own words.

JV pages often give you a list of email swipes, which are pre-written emails, to promote their particular product. A huge mistake we see time and again is when affiliates take these swipes and copy/paste them directly into their autoresponder. While this may seem like it is what you are supposed to do and the easiest way to promote said vendor’s products, it really is not.

The correct way to use a swipe file is to take the pre-written email supplied on the JV Page and use it as an example. Always re-write them in your own words and with your own unique voice.

Think of it this way: The people on your list are most likely on other marketers’ lists. Chances are, you will eventually be promoting the same products as those other marketers. What do you think would happen if the people on your list were receiving the same exact email from several different marketers all the time?

There would be a lot of unsubscriptions happening!

It would prove to them that by signing up for your email list they were simply agreeing to be the recipient of mindless ads from people who could care less about them. This is exactly the opposite of what you want to happen.

Be the person who stands out from the crowd in their email inbox. The person who proves to them repeatedly that their best interest is at the heart of your correspondence. The one who takes the time to make their emails personal, friendly, and helpful.

This is the way to your subscribers’ hearts.

People make purchases from those whom they know, like, and trust. Don’t forget to use your real name as your ‘from’ address. Go ahead and let your subscribers get to know you. Share information that allows them to relate to you such as how you’ve overcome a similar struggle or problem that they are currently having. Offer free information, such as tips and tricks to assist them with their issue. Be helpful.

Of course, you have built your list in order to make money so you will be including information on sales and promotions in your emails. Just make sure that you’re honest with your list so they know what to expect right off the bat and avoid sending them an email ONLY when you are selling something. Provide valuable information regularly and your promotional messages will be welcome when they show up, too.

We could go on and on about email structure, formatting, length, frequency, copywriting, etc., and they all are important ingredients to your email marketing campaign, too. However, more sales are made through transparent, friendly, regularly delivered, helpful, correspondence than are made through painstakingly crafted emails that have been poured over for grammatical errors, misspellings, and adherence to a predetermined word count.

Successful marketers have spent time building and nurturing their relationship with the people on their list. As with any relationship, some people click and some people don’t. That is perfectly fine. As you build your list, subscribers will come and go. Those who stay will be the ones who feel a connection to you and a sense of loyalty. Focus on them and the sales will follow.

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