If you want to get people to open your marketing emails, you need to write compelling email subject headers.
But what makes a great email subject header? Which words and phrases make people more likely to open your emails? And which ones should you avoid?
That's exactly what I cover in this podcast episode on how to get people to open your emails. It’s packed with tips, tricks and examples you can use to improve your email open rate.
{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}
Before you get started, here’s a bit of tough love for you. I wish I could give you one strategy or one blueprint you could follow to get people to open your emails. But as every audience is different, I’m afraid I can’t do that.
What I can do is share the strategies that work really well for me, for my clients, and for others in the industry. But if you want to improve your email open rates, you're going to have to be brave, you're going to have to be courageous, and you're going to have to go and test things out and see what works for you.
1. Make a list of what keeps your ideal client (or newsletter reader) up at night
The first thing you need to understand is that people don’t buy for logical reasons. They buy for emotional reasons. So if you want to write effective email subject headers, you need to understand your prospective clients' emotions. That’s why I recommend starting by making a list of your ideal clients’ problems and their worries. For example, my prospective clients often tell me they’re worried their clients are going to dry up, that they struggle to stick to a consistent content publishing/schedule and that they feel overwhelmed by all the marketing options out there. The more I can understand that, the better placed I’ll be to write great email subject headers that will get them to open my emails.
2. Don’t be vanilla
Most of us have overflowing inboxes. We only open things that pique our interest.
So if you want to increase your email open rate - and increase your sales - you've got to be courageous. That means no playing it safe with boring and/or ‘vanilla’ email subject headers.
3. Go through your own inbox and look at what gets your attention (I save mine)
One of the best ways to get ideas for your own email subject headers is to go through your inbox and see which ones caught your attention. Analyse why they caught your attention and what you could use/adapt for your own email subject headers. Save them in a folder and look through them when you need inspiration.
4. Ask Questions
If you want to get people interested in opening your emails you need to arouse peoples’ curiosity. It can be helpful to think of your subject headers a like a ‘teaser’ for email content.
Asking questions often works well. For example: ‘can you answer this question honestly?’ or ‘what kind of results can you expect from working with me?’
This invites the reader to get into a conversation with you, which is what great email marketing is all about.
5. Surprise your subscribers
Introducing an element of surprise works well too. For example: ‘please stop listening to my podcast’, ‘I was wrong about this’ or ‘Facebook hates you. Here’s why.’
Why would I ask people to stop listening to my podcast? What was I wrong about? Why does Facebook hate you?
These statements arouse curiosity and intrigue, which means people are far more likely to open the email.
6. Use genuine scarcity
If you have a genuinely time-sensitive offer, don’t be afraid to use that in your email subject header e.g. “Last chance’ or ‘enrolments close at midnight.’
Although do keep a close eye on spam trigger words i.e. those that are most likely to mean your email ends up in spam. For example words like ‘discount’ ‘bonus’ or ‘buy’. But don’t get caught up on lists like this - track and measure what’s happening in your own email list.
7. Showing vulnerability is also effective
If you send out an email with a missing link, don’t try to cover it up - email your list, apologise for your mistake and turn it into a content opportunity.
One of my best performing email subject headers is ‘Oops! Of course we know your name really’. This was sent after we accidentally emailed my whole list with their location in the field where their name should have been. Showing that you're human makes you seem more relatable, which can be a great way to build a relationship with your subscribers.
7. Use emojis
There is tons of research to show that emojis can increase your email open rates so experiment and see what works for you. Fun fact: we get a much better open rate when we use the 💩 emoji but more unsubscribes. Experimenting with this type of thing is what makes email marketing so much fun (in my opinion).
8. Experiment with fonts and layout
Try to experiment in other ways too. For example, using all lower- case letters. This can make your email seem more informal as if it’s coming from a friend. Or using brackets or a mixture of caps and lower-case letters (although do be careful, as capital letters can come across a bit ‘shouty’.).
9. Check how your email subject header looks on mobile
Test out how your email subject looks on mobile. Can you see the whole header? Or is some of it missing (in which case, try going for a shorter headline). Some of these seemingly small things can have a big impact on whether your email is opened.
10. Don’t take it personally if people unsubscribe
If you are sending emails as part of your email marketing strategy, you will get unsubscribes. This can be upsetting, but it doesn’t mean you are doing anything ‘wrong’. Track your numbers, but please feel reassured that the odd unsubscribe is fine. You only need to worry if you notice a big increase.
Podcast shownotes
- About this podcast (12:24)
- Why you need to understand your readers' problems rather than their habits (13:50)
- Why your email subjects need to be brave and courageous not boring and safe (16:07)
- How to research emails that grab your attention (and examples of good subject headers) (16:48)
- Why making your email subject header intriguing will increase open rates (20:18)
- Examples of my best email subject headers with tips on how you can use them (20:32)
- How changing sentence structures can trigger emotional reactions (29:40)
- How showing vulnerability can really get your audience on side (34:38)
- Why you should create email content out of mistakes you make in your business (and hear a few of mine including that gift email!) (38:22)
- Why great email marketing is about starting a two-way conversation (44:51)
- Why unsubscribes are not the end of the world and can actually save you money (47:06)
- Why you shouldn’t feel bad if someone complains about your emails (49:06)
- Things to consider about the layout of your subject headers and using emojis (52:16)
- Why you need to test and experiment with your subject headers (54:47)
Resources
[359] How to create an email newsletter people look forward to receiving (podcast)
[300] How to Build an audience and why you need to (podcast)
[318] How to write compelling email copy (podcast)
[325] Three social media posts that will help you generate sales (podcast)
[333] 39 surprisingly easy ways to increase your email subscribers list (podcast)
[335] How to create a high converting lead magnet (podcast)
[348] How to write social media posts that sell (podcast)
[358] 13 Ideas for engaging social media posts (for when you’re all out of ideas) (podcast)
Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted
How to create a high converting lead magnet course
Order your special offer 2019 Media Diary
How to write social media posts that sell (online masterclass)
Social Media Video Engagement Playbook
Social Media Engagement Playbook
LinkedIn Content Strategy Playbook
Connect with me on Twitter, Instagram, Facebook and LinkedIn
The post [360] How to get people to open your emails appeared first on Janet Murray.
Are you putting off launching an email newsletter because you don’t know what to put in it?
Or perhaps you started sending an email newsletter...and then hit ‘pause’ because you weren’t sure if the content was right for your audience?
If that sounds familiar, you’ll love this podcast on how to create an email newsletter that people actually look forward to receiving. In it, I cover:
- What to include in your email newsletter
- How often you should send out your email newsletter
- The ideal word count for your email newsletter
- The best layout for your email newsletter
- How to get people to subscribe to your email newsletter
And a whole host of other useful tips and tactics to create a successful email newsletter
{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}
First off, the most important thing you need to know about your email newsletter is that it’s not about you. It’s about your ideal customers/clients. So - unless you have a Kardashian style audience of people who are fascinated by your daily life - your email newsletter shouldn’t be ‘news’ about you and your business. It should focus on your ideal customers/clients problems.
What is an email newsletter?
While this may sound obvious, a lot of people get this wrong. A newsletter is any regular email you send out to your current/prospective clients. It doesn’t have to contain pictures or a fancy layout (although it may). It can just be plain text. The key thing is it must add value and help you nurture the relationship.
What makes a great email newsletter?
Your newsletter is, effectively, a lead magnet i.e. a piece of content you create to attract your ideal customers/clients (or nurture your relationship with existing ones).
A great lead magnet solves a specific type of problem for a specific type of customer/client, offers a transformation, gives a quick win and (crucially) leads your subscribers towards a paid product/service.
Learn how to create an effective lead magnet for your business.
For example, the Instagram expert Sara Tasker has a monthly newsletter where she shares new and interesting Instagram hashtags that will be useful for her audience. I look forward to receiving it because I know I’m going to get some fab new hashtags to try.
It solves a problem for me because researching hashtags take time - and is not the most enjoyable job (which is why I look forward to receiving it). So Sara is saving me time on something I don’t like doing. She has an online course specifically for Instagram growth, so her email newsletter is perfectly aligned with one of her paid offers.
Entrepreneur Marie Forleo sends out a weekly email about her latest Q & A Tuesday YouTube video - which contains valuable tips on business and marketing. These free videos add value and build trust, so when she launches her online marketing programme B-School, people are queuing up ready to buy.
Remember an email newsletter isn’t just about attracting new customers/clients. It can be about nurturing your relationship with existing ones.
I send an email every Friday morning to update my audience about my latest podcast episode. And anyone who buys my Media Diary - an A4 desk that includes key dates and awareness days you can use to plan out your content for the coming year - also gets a monthly email newsletter. This includes additional awareness dates and news of new films, books and TV shows (things we wouldn’t necessarily have been aware of when creating the diary) to spark content ideas. Because this email newsletter is adding value, subscribers often email back to thank us for sending it.
You Are the Media founder Mark Masters, sends a weekly email (every Thursday at 6am GMT/BST) with news, ideas and inspiration around content marketing and audience growth. Amongst other things, this email helps him nurture his relationship with existing and prospective attendees of his annual You Are The Media live event. I spoke at the event in Bournemouth in June and it was clear this weekly email was instrumental in filling the room at that live event.
Pro tip: Remember that solving a problem for your subscribers doesn’t necessarily have to be offering tips/advice. Solving a problem for your audience could be making them laugh or giving them something beautiful to read during their coffee break (the very reason I subscribe to Alexandra Franzen’s newsletter). Whatever adds value for your audience.
How to find out what you should include in your email newsletter?
If you already have an email list, ask them what they’d like to hear about. Don’t ask them an open question e.g. ‘What would you like me to include in my email newsletter?’ If you do this, you’re asking them to think really hard - which means it’s far less likely they’ll reply.
Instead, give them three or four ideas you have for your email newsletter content and ask them to choose the one that feels like the best fit for them. This way, they have to do less thinking, which means they’re far more likely to reply. Once you’ve got them in a conversation, you can always ask further questions to find out if they have any ideas of their own (some will volunteer anyway).
If you don’t have an email list, follow exactly the same process with five to ten of your ideal clients/customers. And/or ask your social media followers.
Do remember that the only way you will truly know what your audience want to hear about is by putting content out there and seeing how they respond. This can be scary, but it’s the only way to truly find out what kind of content your subscribers really need.
How long does your email newsletter need to be?
The rather unsatisfactory answer is...as long as it needs to be.
I subscribe to some newsletters that are just a few lines long but solve my problems. Others are more in-depth. Make it as a long or short as it needs to be for your audience.
Does an email newsletter have to include pictures/or have a fancy layout?
If you’ve got the resources to do it and you think it would work for your audience, go ahead and do it. But plain text is absolutely fine. In fact, there is a lot of research to show plain text emails actually perform better than those with images.
And remember an email newsletter doesn’t have to be completely text-based. You can share video, audio, infographics, for example.
It all comes back to what your audience needs from you.
How often should you send out your email newsletter?
The rather unsatisfactory answer is: as often as you feel that you need to and probably more often than you think.
The key thing is that you’re adding value and you’re tracking your results and tweaking and adjusting as necessary.
For example, Kennedy teaches entertainers to get booked out with clients. He sends a daily email to his followers and makes a paid offer for his membership/events in pretty much every email. It’s delivering consistently good results for him.
Your email newsletter is only too frequent if it’s not delivering results for you.
Don’t panic if you get a few unsubscribes from your newsletter (or even one or two people who email to say your emails are too frequent for them. What is too frequent for one person is often fine for another). You only need to worry if it’s happening regularly.
Bonus tip: Always try to provide an opportunity for people to ‘talk back’ to you if possible e.g. ‘hit reply and let me know what you think about x or y.’ The more conversation you can generate, the more effective your newsletters will be.
How do you get people to subscribe to your email newsletter?
The key thing to remember is that no one wants to subscribe to a newsletter. Another piece of junk in their inbox that they probably won’t open. So don’t ask people to subscribe to your newsletter. Instead, sell the value e.g. ‘Sign up for my monthly hashtag newsletter and save yourself tons of time on hashtag research.’ or ‘Register for our monthly Media Diary newsletter to get additional awareness days and key dates you can use to help with your content planning.’
Here’s 39 surprisingly easy ways to get people to join your email list.
What kind of email newsletter can you create if you have a product-based business?
Many product-based business owners think the only email newsletter they can send is one with discounts/offers.
If the only thing you’re doing is offering discounts, you’ll have no trouble getting people to sign up to your email newsletter. But you may struggle to get people to build the kind of loyalty that results in repeat sales.
A more savvy approach can be to think about how people might be using your product. A good example of this is my Media Diary newsletter. Sending a monthly newsletter with additional awareness days and ideas not only adds value, it also reminds people that we exist - so other relevant products go on sale, I’m already top of mind.
So don’t just send information about your products, send information about how people can use your products (or products like yours).
For example, if you sell garden offices, send tips on how to style your garden office, how to keep it warm in winter or cool in summer. This is a practical content for past clients and aspirational content for prospective clients. If people see you as a source of useful information - rather than someone who is trying to sell them stuff all the time - they’re far more likely to want to buy from you.
If sell homeware and gifts like my client Penelope Hope founder Nadia Newton, you can create seasonal content that helps your subscribers - and helps you make sales.
The great thing about a newsletter is that you can make it seasonal. For example, Nadia recently launched a range of beach bags. Creating a summer newsletter than includes a round-up of the most stylish beach accessories of the summer (that includes her beach bags) would be a great way for Nadia to add value and sell more of her beach bags.
She could also do similar round-ups for Mothers’ Day gifts, Teachers’ leaving presents and, of course, Christmas gifts.
Bonus tip: Don’t be afraid to include competitors’ products in your round-ups. While it might sound counter-intuitive, if you position yourself as a helpful person/brand, you’ll build loyalty and trust - making people far more likely to buy from you.
If you have a product-based business position yourself as an expert in the type of products you sell - rather than someone who sells stuff. That is what will keep your customers coming back to you - time and time again.
Should you sell in your email newsletter?
Absolutely yes. If it’s appropriate, do make offers in your newsletter. But make adding value your number one priority.
Podcast shownotes
- Why your email newsletter is not about you (2:20)
- What is an email newsletter (and why it can just be a simple email) (3:48)
- What makes a great email newsletter (and why it’s like a lead magnet) (5:03)
- Four things your email newsletter needs to do (6:58)
- Examples of some great email newsletters (7:52)
- Creating an email newsletter that solves your ideal customer or clients problem (14:28)
- How to present your email newsletter and how long should it be? (15:23)
- How often should you send out your email newsletter (19:07)
- Who should you send your email newsletter to (and GDPR considerations) (23:10)
- How to get people to subscribe to your email newsletter (without asking them to subscribe) (25:10)
- Tips for creating a product based email newsletter (27:59)
- How to add value and sell in your email newsletter (34:12)
- What a great email newsletter should look like (35:45)
Resources
Examples of great newsletters mentioned:
Park Run UK
Sara Tasker
Alexandra Franzen
Baby Centre UK
Marie Forleo
You are the media
Penelope Hope
Discounted 2019 Media Diary offer
[245] What you need to know about GDPR with Suzanne Dibble (podcast)
[300] How to Build an audience and why you need to (podcast)
[318] How to write compelling email copy (podcast)
[325] Three social media posts that will help you generate sales (podcast)
[333] 39 surprisingly easy ways to increase your email subscribers list (podcast)
[335] How to create a high converting lead magnet (podcast)
[348] How to write social media posts that sell (podcast)
[358] 13 Ideas for engaging social media posts (for when you’re all out of ideas) (podcast)
How to write social media posts that sell (online masterclass)
Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted
How to create a high converting lead magnet course
Order your special offer 2019 Media Diary
Social Media Video Engagement Playbook
Social Media Engagement Playbook
LinkedIn Content Strategy Playbook
Connect with me on Twitter, Instagram, Facebook and LinkedIn
The post [359] How to create an email newsletter people look forward to receiving appeared first on Janet Murray.
Do you ever have those days when you are all out of ideas for social media posts?
Or maybe you are just tired of posting the same old stuff and looking for some fresh ideas to brighten up your social media feeds.
If this sounds familiar, you'll love this podcast episode. In it I share 13 ideas for engaging social media posts. This list of go-to posts will you keep you going...even when you’re feeling at your most uninspired. And you can use them across all social media platforms including Facebook (pages and groups), Instagram, Twitter, LinkedIn & more.
Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}
1. Opinions please
Got a new product/service to launch? Ask your followers to help you decide on the name/title, which logo design you should use and/or which colour you should stock it in.Â
2. How I made this
Shoot a time-lapse video of you that shows us how your product is made. N.B. If you have a service-based business, record your video with Loom and show us how you put together a talk/learning resource.
3. Behind-the-scenes
Give us the reality behind something you’re working on e.g. you sitting up late proofing the workbook for your live event, stuffing goody bags in the corridor or fulfilling last minute orders for Christmas.
4. Tips and tacticsÂ
Share a tip e.g. how to add captions to videos, hit the top note in a power ballad or stop your bread shrinking after baking. If you have a product-based business, share a tip about using a product like yours e.g. how to arrange art, how to store handbags in a small space or the best way to cleanse your face.
5. Questions, questions
Ask a question that’s bugging you in your business. Wondering whether to include postage in your prices, provide lunch at your next event or start stocking a new product. Ask your followers what they think.
6. Show us your workspace
Shoot a quick video of where you work. For more engagement, ask your followers a question about it e.g. should you move the desk under the window or paint the walls in your brand colour.Â
7. Grenade
Share an opinion you know will divide people e.g. why you hate social media videos, motivational memes and/or being called hun or lovely
8. Playtime
Show us how you play. Share a snap or video of you running, playing the piano, baking cakes…or whatever you like to do to relax.
9. Show awareness
Use an awareness day/key date. Show your followers how you cook pancakes on Shrove Tuesday, cuddle your cat on International Cat Day and doing nothing on National Do Nothing Day. For more ideas on awareness days, check out my Media Diary.
10. What should I wear?
Post a pic of yourself wearing an outfit for an upcoming event and get us to give our opinion. Even better, give your followers a choice of style/colour/look to choose from.
11. Can you guess what it is?
Share a tool/resource you use in your work and get us to guess what you use it for
12. Oops I did it again
Share the outtakes from your latest social media video or podcast recording. Or share the pictures that didn’t make it to your feed (e.g. the cat walking across your Instagram flatlay).
13. Pets and childrenÂ
People love cute pics/video of pets and children... so share away. N.B. If you’re nervous about sharing pics of your children, there’s plenty of creative ways to include them...without having their faces on camera.Â
Want more? Head over and download the full 23 ideas here.Â
If you are struggling to get engagement on social media then you can buy my social media engagement playbook here.
Podcast shownotes
- Who should listen to this podcast? (2:13)
- How to create a buzz around your new product or service by asking for opinions (2:38)
- Creating content from showing people how you make something in your business (4:11)Â
- How showing behind the scenes of your business can engage your audience (8:18)
- Create content from sharing a practical tip that will help your audience (11:31)
- How sharing business dilemmas with your audience can generate content (13:51)
- How to create a behind-the-scenes tour of your workspace (19:28)
- How a grenade post dividing opinion can give you tons of engagement (21:41)
- How to make people remember you by creating content about what you do when you are not running your business (29:00)
- How to take an awareness day and create content around it (30:24)
- Can’t make a decision? - ask your audience to vote (32:09)
- Interesting tools or kit for your business? Ask people to guess what it is (33:50)
- Bloopers! Save the outtakes on your videos/audio and share with your audience (35:14)
- Share cute animal photos - it doesn’t have to be serious or corporate all the time (36:50)
Resources
Download the full 23 ideas for engaging social media posts
How to add closed captions to your videos using Rev and Kapwing (blog post)Â
How to write social media posts that sell (online masterclass)
[300] How to Build an audience and why you need to  (podcast)Â
[322] How to create a content plan for your business  (podcast)
[325] Three social media posts that will help you generate sales (podcast)
[329] What’s working on Facebook right now with Liz Melville (podcast)
[348] How to write social media posts that sell (podcast)
[355] How to create and launch your own planner for your industry (podcast)
[356] How to build your audience through Twitter (and create FOMO) (podcast)
[357] How to transform your Facebook group from ghost town to garden party (podcast)
Buy your ticket to my 2020 Content Planning Masterclass #2020Sorted
Social Media Video Engagement PlaybookÂ
Social Media Engagement Playbook
LinkedIn Content Strategy Playbook
Connect with me on Twitter, Instagram, Facebook and LinkedIn
The post [358] 13 Ideas for engaging social media posts (for when you're all out of ideas) appeared first on Janet Murray.
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In January 2019, I launched a new online course How To Write Awesome Sales Copy which generated £20k in sales. It was a fairly relaxed launch, based around my six-part launch sequence (available as part of the course) and a handful of social media posts. The launch represented less than 50% of my monthly sales... READ MORE
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https://youtu.be/vqOJ-T0jLUA Do you feel like Facebook is constantly changing and you can’t keep up? In this podcast episode, Facebook ads specialist Liz Melville shares her thoughts on what’s working on Facebook right now, including whether we should ditch free Facebook groups, why the algorithm isn’t to blame for poor engagement on your content, plus what... READ MORE
The post [329] What’s working on Facebook right now with Liz Melville appeared first on Janet Murray.
Want to make more money in your business in 2019? Then you need to start tracking key marketing metrics in your business. But which numbers should you be monitoring and how often? In this podcast episode, I share the three numbers you must focus on to grow your business in 2019. {Click on the player... READ MORE
The post [328] The three numbers you should focus on in your business in 2019 appeared first on Janet Murray.
If you’ve been following me for a while you’ll know that my large Facebook group (with over 13.5k members) has been a huge part of growing my business in the last four years. Want to know why I’m shutting it down? Listen to this podcast to find out, PLUS other big changes I’ll be making... READ MORE
The post [327] Why I’m closing my 13.5k Facebook group (and other changes I’m making in 2019) appeared first on Janet Murray.