Don’t Leave Out the What and the Why
Plucked this gem out of my subscriptions recently: Tell Customers What They Are Missing.
Strictly speaking, the article talks about selling a product and explaining the benefits of that product, but I see at least two instances where being specific leads to better email marketing:
- Getting Visitors to Sign Up to Your Email Campaign
- Getting Subscribers to Read Your Messages
“Why Should I Give You My Email Address?”
That’s what your subscribers are asking. And something vague like “see what you’re missing” won’t cut it — tell them what they’re missing!
Most of us feel like we get enough email as it is. So we’re protective of our inboxes. We want to know “what’s in it for me?” before giving you our email address. If you don’t tell us, why would we subscribe? Curiosity may suffice for some people, but most will bypass your form, blissfully unaware of what they’re losing out on.
“Why Should I Read Your Email?”
Remember, you’re competing for time and attention with a ton of other messages. People make snap judgments about whether they should read your latest newsletter or just trash it and move on to the next inbox-clogging email.
Many subscribers do this using their email program’s preview pane. They see the first part of your message and based on that, either keep reading, file it for later or delete it.
If your message doesn’t quickly tell the reader “Hey! Check out this great content I have for you today! Here’s why you should read me now!” there’s a good chance that some people who would have benefited from that message will delete it unread.
A couple ways to tackle this:
- Put an “In This Issue” or Table of Contents section near the beginning of your emails
- Write a brief introductory sentence (could be as simple as “Hi, today you’ll learn about _____”) before jumping into the meat of your message.