It’s almost the end of the month. Oh crap, we haven’t hit our targets. Let’s do an email blast.

This is the start point for 80% of email marketing strategies. It’s no wonder we hate marketing emails.

We’re going to change that today. I’m going to teach you how to craft emails and email campaigns that your subscribers will love.

Photo by Kaleidico on Unsplash

First things first, you need to carefully think about your email list and marketing context and objectives. Then formulate a filter through which you pass all of this advice for maximum impact.

Here are a few things to think through.

If your list is leased or purchased, you’re going to need to introduce yourself.

If your list is cold, you’re going to need to warm them up and probably re-introduce yourself

If your list has been abused (i.e., blast ’em only when you need them), you’re going to need to gain their trust

If your list has been ignored (i.e., email them whenever I ‘get around to it’), you’re going to need to get their attention and convince them you’re serious about helping them

If your list is warm and you want to take it to the next level of engagement, you’re going to have to give them overwhelming value

Now that you’ve chosen a filter, let’s take a look at the tactics that will address any weaknesses in your email list management.

1. Campaign Objectives

All marketing campaigns should start with an objective. If you’re a regular reader, you know I’m a broken record on this point. Most campaigns fail because they simply lack a purpose.

Pick a specific purpose and define success before you start writing and designing emails.

This simple step alone will improve the performance of most emails.

2. Your Emails Should Come from a Real Person

I don’t know about you, but the only emails that I read are from real people.

Sending from a real person’s name is a very simple, instantly impactful tip. Change the From: field from info@companyname.com or other general use email address to a real person, and you’ll immediately improve deliverability and increase open rates.

Using a real name to get better performance on each email send is just the start of the benefits this tactic can yield. Other significant benefits come from the branding effects of this approach including building a personal relationship building, creating affinity and loyalty, and ultimately becoming influential in decisions they make in your area of expertise.

3. Short, Simple, Intuitive Subject Lines

Emails from real people don’t have long, salacious, camel case subject lines. Keep them short and clear about what’s inside. No bait and switch.

4. Create Inspire Curiosity in Your Subject Line

You don’t have to tricky or mysterious, but you do have to make ’em curious as to what you have to say. Make a promise that this email is worth their time and then make sure you make the effort to meet expectations.

5. Keep the Body Copy Short or At Least Bite Size

Again, real people don’t write books and send them in an email. Somewhere between 120–150 words seems to be the sweet spot.

If your email is longer or curates content, then make each section about 120–150 words so that you have a scannable list of bite-size content.

6. Encourage Action and Make the Content Actionable

Don’t waste your subscribers time. Give them actionable information. Ask them to do something in immediate response to your email — every time.

7. Make Your Copy Tight

Don’t waste a word. Edit 3 times.

8. Sell. Yes, I Said Sell Them Something. Every Time.

People subscribe to email lists to get something. Typically, that means you sell something of value because you’re an expert. Spam complaints and unsubscribes go up when you waste people’s’ time or don’t deliver any value, not when you sell something.

9. Don’t Bury the Lead

Put the important stuff at the top. Lead with the conclusion and make sure your call to action is as close to the beginning as possible.

10. Use Graphics to Create Urgency and Curiosity

Use images or videos to create urgency and curiosity. Stop throwing in stock photos for the sake of having a picture.

11. Make Your Email an Infographic

Drive your reader through the email with informative graphics or a video. People don’t read anymore. Your visuals are becoming more and more critical to engagement.

12. Use Familiar Patterns and Direct Language to Trigger Behavior

Use familiar elements to trigger the behavior you want from subscribers. If you want them to click, add a button. If you want them to share or forward the email, then say, “share or forward this.”

Bonus Tips: General Email Philosophy

Condition Your Subscribers — Train your email list to expect emails (i.e., schedule and frequency)

Train your email list to expect emails (i.e., schedule and frequency) Ignore the Noise — Remove all the noise. Stop adding social media icons, asking them to do too many things, or including tons of links to click.

— Remove all the noise. Stop adding social media icons, asking them to do too many things, or including tons of links to click. Recommendations work — Give personal, specific, and actionable advice and suggestions. Your subscribers will eat it up!

— Give personal, specific, and actionable advice and suggestions. Your subscribers will eat it up! Subject Line + Call to Action! In the end, it’s all they read.

How can I help? What email marketing projects are you working on?

Clap and follow me if you enjoyed this. Share it if you think others will benefit. Thank you!

Originally published on BillRice.com