There’s a simple trick for getting your emails read. Some might even call it a secret because it’s so often forgotten.
Often lost among the hubbub of other things going on. Especially if people are chasing after tactics for squeezing that extra half-a-percent of conversions from an already over-sqeezed list.
This simple trick is: write emails people want to read.
Who knew?
Well, you’d wonder sometimes. Because there’s only so many sales and discounts that one person can take.
And just writing about products all the time, without the human touch of how they make people’s lives better, is going to get tiring.
Not to mention, relationships are built on sharing life stuff. Sharing ourselves. And treating subscribers as people who have their own goals, passions, and struggles.
I wish I could impress this on the hoarde of people trying to make a buck by sending bulk cold email. Which they’d swear black-and-blue it isn’t, but we all know it as: spam.
It’s all a numbers game. Hoping that a certain percentage will respond to their offers. Before the spam filters get wind of them. And start sending every email to spam.
Then they just try again with a new domain. A new email provider. And another list of people to harrass.
It’s treating human beings as cows to be milked for whatever cash they can get.
I get why there’s this temptation when you’ve scraped a list of 20,000 emails. And you have this great offer dialed in. And you need the cash.
But at the end of the day, doing that will keep you on the treadmill of using people. Quite possibly abusing trust. And burning every toothpick-constructed bridge made.
But starting with people. Wanting to help them. Seeing them as human beings. With real feelings, dreams, desires, pains. Means we can build relationships that last longer. And are beneficial for everyone.
The longer we know someone. And the deeper the relationship. The more likely we can respond to their real needs. And solve real problems.
The longer customers and clients are connected with us and the world of our business. The more they are likely to spend. As they see we can really help them.
So when it comes to those emails we write. Simply writing emails that are relevant to our audience. That connect with them on real life stuff. That entertain, educate, and elevate their thinking. That’s the simple trick for getting your emails read.
And if you ask me, it’s a hell of a lot simpler than chasing after the latest tactics. Or trying to get people to buy who never asked to hear from you in the first place. Where there’s zero relationship. And zero trust.
I like taking the low-stress approach of just being (or trying to be!) human. Building relationships over time. And enjoying the process.