Golden Rule Applied to Writing Emails
Write what you would like to read.
I decided to do a little research today by looking at emails I had chosen to open and read recently from lists to which I have subscribed. Most similar to my fiber business were two lists: a custom dirndl shop and a purveyor of sewing and knitting patterns. What were the things that got me to stay on the page and read? Can I apply that knowledge to my own mailings?
First, there were lovely color pictures. They were not large or particularly artistic or professional, but they did clearly communicate to me the product that was being discussed. I need to make more of an effort to put pictures in my letters when it is relevant.
Second, there were links to interesting things that were not all about getting me to make a purchase. Links to a museum's textile exhibit or links to a German Club. I do that, so I need to keep it up; perhaps I can make a list of links and sprinkle a few in each mailing.
Third, there was organization done with subheadings and color.
Finally, there was a personal tone. Those of us who sew, knit, etc. are linked. We understand each other, speak a common language. Much as I might strike up a conversation if I saw someone knitting in public, these letters gave me the same tone/feeling.
Look at your own inbox and see what you can learn from the emails you take the time to read and enjoy. Then apply your knowledge.
P.S. Actual Golden Rule: "Therefore all things whatsoever ye would that men should do to you, do ye even so to them: for this is the law and the prophets." Matthew 7:12 KJV
You are right, @fiberfrau... You probably will write better emails about the topic that you are interested in general... That's your passion and love, and it's natural and normal...
Great advice!
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I am slowly working to improve my emails. This had great, summed up, advice.
Thank you for making this post.
Mailing is quite another business and to get the best results it is indeed something we have to learn, and learning by looking at the mails that appeal to us is the best way. Not surprisingly that will be most of the times something we have a passion for ourselves. To use the passion, and grab the elements that appeal to us will most likely result in better mails, and hopefully better results.
I love the Golden Rule at the end of your post. It's the rule I go with in everything I do.
I believe emails whether selling or not should be written as if you are writing to a friend. Thanks for sharing your research.
These tips are so spot-on. Unfortunately, most email marketers are looking for the easliest, quickest way to get their message out and focus on quantity (resending the same copy-&-paste email over and over) to quality (using a more individualized approach such as what you have described here). Hopefully, more email marketers will begin taking advise like this and will be able to see higher response rates and more favorable actions.
In my experience, the effort required to produce quality is more than repaid in results.
I hear you, sister. I think that sentiment is one that is hard for most people to accept. Too many "leaders" teach that if you throw enough #$!@ against the wall, some of it will stick. The problem is, it doesn't stay. The referrals you get this way will jump away to the next big thing and you are left with nothing.