Episode 149<\/a>, we get to the practical side: real tips you can use starting right now.<\/p>\nThe Big Ideas<\/strong><\/p>\n\n- Write to one person, not a list.<\/strong> One human reads your email at a time. Write like you are opening Gmail and emailing a friend. This mindset eliminates the fear of writing to hundreds of people.<\/li>\n
- Make it personal.<\/strong> Your unique voice is an unfair advantage. Inject your personality because no one else can reach your audience the way you can.<\/li>\n
- Deliver massive value.<\/strong> Your email list is not a billboard for offers. Engage readers and help them one at a time. Only email when you have something worth saying.<\/li>\n
- Have an objective for your readers.<\/strong> What journey are you taking them on? After someone reads 10 or 50 of your emails, what should they have accomplished?<\/li>\n
- Personalize based on behavior.<\/strong> Use tools that let you tag readers based on the content they consume on your site and change what you send accordingly.<\/li>\n
- Test and track relentlessly.<\/strong> Monitor open rates and conversion rates. A\/B test subject lines. Continuous improvement compounds over time.<\/li>\n<\/ol>\n
Execution Tips<\/strong><\/p>\n\n- Worry about deliverability.<\/strong> Avoid spam trigger words and understand whether your emails land in the inbox or the promotions tab.<\/li>\n
- Obsess over subject lines.<\/strong> Some copywriters spend more time on the subject line than the email body. Swipe from your own inbox, use curiosity, make promises, include numbers, and be specific.<\/li>\n
- Keep emails short.<\/strong> Respect your readers' time. If you have three big points, split them across multiple emails and create anticipation for the next one.<\/li>\n
- Ask questions and invite replies.<\/strong> Say “hit reply and let me know.” The engagement rate will be low, but the conversations you start will be invaluable.<\/li>\n
- Change things up.<\/strong> Tell stories one week, share tips the next, drive traffic to a blog post the week after. Variety keeps readers engaged.<\/li>\n
- Watch your sell ratio.<\/strong> Give far more value than you take. If you sell constantly, people leave your list and you lose them forever.<\/li>\n
- Do not sell too soon.<\/strong> Be intentional about when you pitch to new subscribers. Have a strong marketing reason if you sell in the first email.<\/li>\n<\/ol>\n
The Details<\/strong><\/p>\n\n- Use your real name.<\/strong> People want an email from Mark Mason, not from LateNightInternetMarketing.com.<\/li>\n
- Set expectations at signup.<\/strong> Tell new subscribers exactly what they will receive and how often. Qualify the lead upfront.<\/li>\n
- Use their name carefully.<\/strong> Once or twice is personal. Seventeen times is creepy. Make sure blank name fields still produce natural-sounding emails.<\/li>\n
- Place links strategically.<\/strong> Use two to three links per email. Get the first one high in the copy. Tag each link separately to know which converts best.<\/li>\n
- Never forget the P.S.<\/strong> The postscript has near-magical conversion power. Readers' eyes are drawn to it. Use it for your most important call to action.<\/li>\n<\/ol>\n