Delightful Emails – Email Marketing For Coaches And Other Personality Brands
Why Email Marketing Is Broken (For You) … And How To Fix It
by Matthew Kimberley
Email is the greatest wasted and misused opportunity in personality marketing.
Your Instagram feed is on point. Your visual branding is SWEEEET … but your emails? Not so much.
For something that promises such great results … sending truly delightful and effective emails is something that’s really, really difficult to get right.
You KNOW all the selling points of doing email right. You understand its potential. But it’s never quite FLOWED like it should for you, perhaps?
I get it. My clients all tell me the same thing:
- It’s difficult to get the words on the page.
- It’s difficult to hit send.
- It’s difficult to get your readers to engage, or reply, or click, or buy.
Which is a huge shame.
It’s a shame because you don’t need to be educated on the value of a responsive and well-trained database of email subscribers.
After all, how many times have you heard that “the money is in the list?”
Since the day you started your online business, you’ve made a concerted effort to be in charge of your own platform and not rely too heavily on “borrowed media” like Facebook and Instagram and Pinterest.
Sure, those places might give us love and affirmation and reinforcement and the adrenaline rush that goes with double taps and likes and follows …
… but we’re on shaky ground if we concentrate all our efforts there, operating in an environment that changes weekly, where we risk having our accounts deactivated from one day to the next, and where we’re entirely subject to the whims of of the algorithm.
Email is the answer to that particular problem.
And in principle, it’s a flawless answer.
In fact, there’s no better way to generate interest, sales and adoring relationships with the people most likely to buy from you than email.
At least in theory …
But, in practice, when it comes to extracting the money from the list, you end up all bent and compromised.
You’re just not getting the results that you want, and it feels like too much work.
Either you’re “hitting them” too hard, and coming across as borderline psychotic, talking in ALL CAPS and with urgency and scarcity and words like THE GREATEST OFFER EVER!! to your copy …
(which even you don’t believe but that affiliate contest prize looks so juicy, right?)
… or you pre-emptively apologize for having the audacity to show up in their inbox and try to win them over with your “authenticity” and “vulnerability” and humanity and end up coming off as a lily-livered sop, afraid of your own shadow.
You often don’t know WHAT to write. You don’t know HOW MUCH to write. And we’re never certain about how frequently to write.
Once a week feels too impersonal. Any more feels like you’re overstaying your welcome. Any less and you’re afraid you’ll be forgotten.
You’ve studied subject lines and scientific examinations of open rates and best time-of-the-day to hit send. Theoretically you’re all good with the principles of email marketing.
Theoretically we’re ALL all good with the principles of email marketing.
So why is it so damn difficult?
Our emails don’t sound like us.
They’re dull or they’re aggressive. They’re ineffective at worst and “lucky” at best. We don’t have structure and we don’t enjoy it.
Every time we sit down to hammer out an email we spent an age thinking about what to write.
Then we put together a draft or eight that we’re not happy with.
Then we say “I’ll come back to it tomorrow.”
And when we DO come back to it tomorrow, we get frustrated with our lack of progress and end up sending out something that sucks and doesn’t work very well.
We’re not making the sales that we want, we’re not winning those affiliate contests. We can’t even get somebody to hit reply most of the time!
Email marketing – for the great majority of online service professionals – is the greatest wasted opportunity of all.
But there IS an alternative. Keep reading.