For the first 3 years of my digital marketing process, I didn’t know that there was actually an art to writing emails, much less as an SEO consultant. I didn’t bother with email marketing until later into my digital marketing career.
It’s said by many digital marketing experts that your email list is the lifeblood of your business, and email outperforms every other digital marketing strategy. According to a study by Mckinsey and Company, for every dollar you put into email marketing, you get back 40 times more than you would through Facebook, Instagram and every other channel.
Well, email marketing is the bedrock of many digital entrepreneurs, businesses, big and small. It’s how many businesses sell products, promote their events, and engage with their audience.
However, before you can sell anything to your subscribers, your subscribers have to open your emails. So, how can you engage your list, engage your subscribers, and turn them into willing buyers and customers?
Some questions come to mind: how long should your emails be? What size font should I use? Where should I put my graphics, is this good enough to hit send?
Just like I tell my SEO clients who worry too much on website design instead of the digital marketing aspects: these are mere minor details. The juice is in getting your emails to stand out in your subscriber’s inbox.
How to Make Your Emails Stand Out: The Framework
For every digital marketing aspect, you can splash strategies around, entering tactical marketing strategy hell: the most common digital marketing mistake, or you can approach it with a framework.
Here’s a simple 80-20 framework to help you write compelling emails that’ll stand out.
- Subject Line
First, you have the subject line, this is the first thing people see when your email hits their inbox. Whilst this is the shortest piece of your email, it’s the one you should spend the most time on to craft. Get it wrong, and you go unnoticed, get it right, and people will open your email.
Eg: How to Get Your First Paying Client Using Little Known SEO Strategies
- Personal Greeting
The goal for every email is to feel that you’re writing only to one person. One of the best ways to make an email feel personal is to include someone’s name in the opening line. Using email service providers such as Mailchimp, you’re able to include this functions.
Eg: Hi, Jonathan
- Opening Line
The opening lines is where people who opened your email decide or not whether to read it or not. The key here is keep your email engaged with every line of the email from top to bottom, and keep reading all the way to the end.
Eg: One of the funniest thing I’ve ever heard about business advice last month when talking to a friend is: ‘you just got to network to get your clients’. Obviously, he took a very different approach to marketing than I did. I never liked selling to friends. In fact, I hated selling to friends and family.
Nothing is more boring than writing an email; that just sells or is filled with hard data. Your audience will want to see how a story unfolds.
Eg: Let me tell you how many clients or partnerships I’ve gotten from years and years of ‘networking’. Zero. So how did I get my first paying client, and a continual flow of clients if I wasn’t out to network events looking for customers?
It’s simple, I studied how to build a brand, using low cost digital marketing strategies.
I took note of how I myself looked for products and services online. Did I go to Instagram, LinkedIn or even Facebook? Nope. I popped out my phone, it Safari, and opened up Google. Okay I thought, now, let’s reverse engineer it. If I wanted to sell a product or service to someone, I should get my product or service found on Google right?
- Call to Action
When you’ve said your piece in your email, you’ll need a strong call to action. This can be in the form of engaging, clicking, or buying from you. You’ll need to direct your audience to some sort of action with your emails.
Eg: Okay, now that you’ve understood my approach towards getting paying clients using low cost digital marketing strategies, I’d invite you to write pay to me about what are the problems you yourself face when starting a website?
- Personal Sign Off
Just like a personal greeting, you can include a personal sign off to make your emails feel specialized and personalized.
This reminds that it’s a human being, the one behind your emails, not some corporate machine, and it’s a real person engaging with them, someone they can reply to and ask questions.
- A Good PS
Unknowingly, a good PS is one of the most valuable pieces of real estate for your emails. When people aren’t sure if an email is worth reading, they’ll skip to the end of the story.
If you have something really important to say, you should write it in here. Here’s where you can also stick in a sales link or another call to action, so, treat your PS with great care!
Ps. There’s nothing more satisfying than persuading a stranger to purchase your products and services. Imagine this, someone who doesn’t know you at all, has no connections to you, has no incentive to purchase from you, actually took out cold hard cash to purchase from you. It’s the ultimate test to see if your services are good for the market. If you want that for yourself, check out my SEO course here.
I almost always tell my clients and students that digital marketing is a holistic game. You’ll need to get your technical SEO down, your sales copy down, your UX and design down, your emails down for you to excel in your digital marketing campaigns.