Delightful Emails – Email Marketing Made Easy
[/vc_column_text][vc_column_text el_class=”de-header-large-title”]Truth #2:
[/vc_column_text][vc_column_text el_class=”de-header-large-subtitle”]Your “List” WANTS To Hear From You
[/vc_column_text][/vc_column][vc_column width=”1/3″ offset=”vc_col-lg-3 vc_col-md-3 vc_hidden-sm vc_hidden-xs”][/vc_column][/vc_row][vc_row el_class=”de-section-logo”][vc_column][vc_single_image image=”552″ img_size=”full” el_class=”de-header-logo”][/vc_column][/vc_row][vc_row el_class=”de-breadcrumb”][vc_column][vc_column_text el_class=”de-breadcrumb-container”] [/vc_column_text][/vc_column][/vc_row][vc_row el_class=”de-section”][vc_column][vc_column_text el_class=”de-section-text”]If somebody gives you their number and says “call me”, it’s a good sign that they want some kind of a relationship with you. So you call them.
If your mother says “send me photos of the kids” she’s not expecting anything less than four good pics a day and, ideally, a video or two. So you comply.
But when somebody signs up for your email list, and explicitly says “send me emails”, you poop the bed.
They say:
“WRITE TO ME!”
But you hear:
“If you feel like writing to me – at MOST once a month – and as long as your email doesn’t have too much personality or contain any typos, then I might, perhaps, if I’m in the mood, humor you by reading it from behind half-closed eyes with my nose all scrunched up in distaste. But you’re on a warning already: you’re only a hair’s breadth away from being blacklisted forever, so don’t mess it up.”
It’s really unfathomable: they tell you clearly that they want something and you convince yourself that they’re lying.
Which is not only really weird but also (you may be pleased to hear) incredibly common. It’s called email reluctance.
If you’ve ever felt tightness in your chest before you hit send, you suffer from email reluctance.
If you’ve ever said “my list don’t want to hear from me that often” – like they have a collective nervous system and function as a chimeric whole – then you suffer from email reluctance.
If you’ve ever started to write an email but then convinced yourself that nobody wants to hear what you’ve got to say then you’ve got email reluctance.
Email reluctance doesn’t afflict everybody but it’s as real as sales call reluctance (which, statistically, you definitely suffer from).
The good news, though, is that it’s totally fixable. It just requires a mental reframe.
You are NOT “emailing your list” for a start.
That’s a transactional and ugly way of putting it.
Your list is NOT a collective body that compare notes on how eloquent or erudite you are in your missives.
Instead, your list is a non-connected group of individuals, each with their own reading habits, work habits and bathroom habits who have raised their hand and, one at a time, said “I need your help, please help me.”
Every time you drop them a line, providing that you treat them with love and respect and don’t insult their intelligence, you’re fulfilling your side of the contract. The contract looks like this:
[/vc_column_text][vc_column_text el_class=”de-section-text”]- They give you their contact details because they WANT you to stay in touch with them.
- You stay in touch with them.
- They will allow you to make sales offers to them.
If you deliberately refrain from helping them out when they need it, that’s willful neglect.
(And it’s not too smart from a business development point of view, either.)
Emails should primarily educate, entertain and sell.
Which is GREAT, because everybody loves learning stuff, laughing at stuff and buying stuff.
We gorge on podcasts, we binge on Netflix and we never stop looking for new and exciting ways to spend our money.
If your emails educate, entertain and sell, then your correspondents will be delighted to hear from you, just as you’re delighted to tune into the same podcast each week and the same radio show each morning.
You don’t say “this show would be so much better if it was less frequent.”
Instead, you’re excited for the next installment.
Just like YOUR pen-pals are excited for YOUR next email.
So write them something delightful.
But what are you going to write to them?
[/vc_column_text][/vc_column][/vc_row][vc_row disable_element=”yes”][vc_column][vc_column_text]<- Back to: Introduction | Truth #1
Truth #2: Your “List” WANTS To Hear From You
If somebody gives you their number and says “call me”, it’s a good sign that they want some kind of a relationship with you. So you call them.
If your mother says “send me photos of the kids” she’s not expecting anything less than four good pics a day and, ideally, a video or two. So you comply.
But when somebody signs up for your email list, and explicitly says “send me emails”, you poop the bed.
They say:
“WRITE TO ME!”
But you hear:
“If you feel like writing to me – at MOST once a month – and as long as your email doesn’t have too much personality or contain any typos, then I might, perhaps, if I’m in the mood, humor you by reading it from behind half-closed eyes with my nose all scrunched up in distaste. But you’re on a warning already: you’re only a hair’s breadth away from being blacklisted forever, so don’t mess it up.”
It’s really unfathomable: they tell you clearly that they want something and you convince yourself that they’re lying.
Which is not only really weird but also (you may be pleased to hear) incredibly common. It’s called email reluctance.
If you’ve ever felt tightness in your chest before you hit send, you suffer from email reluctance.
If you’ve ever said “my list don’t want to hear from me that often” – like they have a collective nervous system and function as a chimeric whole – then you suffer from email reluctance.
If you’ve ever started to write an email but then convinced yourself that nobody wants to hear what you’ve got to say then you’ve got email reluctance.
Email reluctance doesn’t afflict everybody but it’s as real as sales call reluctance (which, statistically, you definitely suffer from).
The good news, though, is that it’s totally fixable. It just requires a mental reframe.
You are NOT “emailing your list” for a start.
That’s a transactional and ugly way of putting it.
Your list is NOT a collective body that compare notes on how eloquent or erudite you are in your missives.
Instead, your list is a non-connected group of individuals, each with their own reading habits, work habits and bathroom habits who have raised their hand and, one at a time, said “I need your help, please help me.”
Every time you drop them a line, providing that you treat them with love and respect and don’t insult their intelligence, you’re fulfilling your side of the contract. The contract looks like this:
- They give you their contact details because they WANT you to stay in touch with them.
- You stay in touch with them.
- They will allow you to make sales offers to them.
If you deliberately refrain from helping them out when they need it, that’s willful neglect.
(And it’s not too smart from a business development point of view, either.)
Emails should primarily educate, entertain and sell.
Which is GREAT, because everybody loves learning stuff, laughing at stuff and buying stuff.
We gorge on podcasts, we binge on Netflix and we never stop looking for new and exciting ways to spend our money.
If your emails educate, entertain and sell, then your correspondents will be delighted to hear from you, just as you’re delighted to tune into the same podcast each week and the same radio show each morning.
You don’t say “this show would be so much better if it was less frequent.”
Instead, you’re excited for the next installment.
Just like YOUR pen-pals are excited for YOUR next email.
So write them something delightful.
But what are you going to write to them?