1. Go for quality over quantity.
Despite what you may read, there is not a set frequency of required emails. It very much depends on your industry. The first thing to do is commit to a frequency that you are comfortable with. If you over-commit, then it will ultimately fail. You need be consistent, which is more likely to occur if you don’t over-do-it. If you over commit, then the standard of emails will drop as you struggle for content and potentially lose motivation. If your frequency is high but quality is low, people will stop reading your emails and potentially unsubscribe. You want people to like your emails and look forward to opening them!
2. Don’t try and directly sell with every email.
If people think that every email you send it trying to sell them something, they will soon get sick of that and in all probability will stop reading your emails.
3. Make sure to consistently convey your key messages that define your brand.
If you consistently incorporate your key brand messages in your emails, then over time this will become locked in your recipient’s subconscious and they will see you for the brand you are wishing to create (assuming other interactions don’t undermine that image).
4. Look to add value to your clients by making your emails helpful and informative.
If instead of selling, you are helping with the sharing of useful information, people will appreciate it and will build goodwill.
5. Where possible use photos and text and keep text to a minimum.
It’s a no-brainer. Great photos or videos will beat text as we are lazy and don’t want to read too much text!
6. Get into a routine sending emails, by scheduling on a calendar a set day or days of the month that you plan to email for the whole year in advance.
By planning in advance, mapping out a year, it will become a routine which is much more likely to result in a positive outcome. You can always send extra emails in-between if needed, but it will make you disciplined.
7. Make it clear what is the purpose of your email.
If people are confused, they won’t read all of your email or will not get the right message.
8. Spend time writing the subject line.
Make sure it will spark interest and conveys benefit to the recipient. Use descriptive language, but don’t make the subject too long. Use Emoji’s where appropriate, but don’t over-do-it! Interesting subject lines will result in more people opening your emails!
9. Clearly convey the benefit to the recipient.
People will be much more interested when they know what is in it for them!
10. Make sure to include a clear call to action.
If you want people to click on a link, then make sure to tell them to do so, don’t just assume they will click on the link button.
11. Be economical with the amount of words you use.
This improves the chances of people reading the email and makes it easier for people to see and read the full email. People can be put off by long emails and even more so when your email is taking a long time to convey a message. Get to the point!