Follow this rule if you want low email engagement… GUARANTEED! …
Be boring.
“Boringness” is, of course, in the eye of the beholder.
Because a rant about housing prices is going to make many eyes roll…
But can make someone drool who’s passionate about the topic.
If a subscriber decides your emails are “boring”… it might be just because they’re boring for them.
And it’s probably best that they leave your list via the “unsubscribe” ejector seat.
But it’s still possible to be boring even if you’re writing on a topic they DO want to hear about.
Especially if the email is jut a pile of information. Is disorganized. And lacks “pep.”
The way to avoid being boring is starting off your e-mail with entertainment.
Then bringing in the two other factors… of education and elevation… to help keep engagement high.
With the formidable “3Es,” you can smoothly lead readers through the flow of the email to help them discover a welcome next step…
Such an invitation to check out your offer.
So…
Entertainment starts with the curiosity of the subject line.
And then drawing people into a story. It doesn’t have to be something funny. Or particularly long.
It could simply be telling a story about your life in an interesting way.
This is also the place to pay off the subject line. To avoid people thinking they just fell prey to clickbait.
The next step, of educating, is where you can tie your story into something your email list focuses on.
In my case, it’s email marketing.
The third thing, elevating, is about giving an “aha!” moment. Challenging someone’s thinking. Or providing a new insight.
It’s great when it shows how your education bit can be used practically. And applied to certain specific situations.
When your email’s looking in good shape… with the 3Es in place… and before you click “send”…
Remember to always ask the golden question…
“Is this something that’s worth my subscribers interrupting their day to read?”
Ready to build your email list? Go here…
EmailForTheWin.com
Chris Milham