Greetings, Cherry Blossom!
If my week last week were a Theme Park, it would have been Email World.
Email was everywhere I looked... I spoke about it. Wrote about it. Sent it.
Strolled the cobbled streets of Email World, wearing shoes made of dollar bills!
Saw new heights from the Ferris Wheel of ROI!
Rode the Roller Coaster of Deliverability!
Pitched balls at the Spam Dunk Tank!
And here I am this morning. Writing an email to you.
It's like the brain-tricking Baader-Meinhof phenomenon (AKA frequency illusion), where a new thing you learn about seems suddenly everywhere all the time.
But not exactly. Because Email is already well known to all of us.
Yet the question is always: How do we do make it a happier place?
Walk with me through the gates of Email World, where the benches are marked and the rocks play music.
9 Truths: How to Make Email World the Happiest Place on Earth
1 > Your From Line matters more than your Subject Line.
There are a ton of tools that help you optimize your Subject Line. There's no shortcut to optimizing a From line... that's all on you and the value you provide.
2 > Short email vs. long email is a false choice, like being given a choice between fries or a salad.
Neither is better than the other: They're just different.
A better question is: What's your purpose?
Want to inspire a click or direct response? Go short (fries). Want to nurture a relationship and create a connection? Go long (salad).
BUT! (You must be *this tall* to ride the next ride...)
3 > Salads work only if they don't FEEL like salad.
Don't make 1,500 words FEEL like 1,500 words. Build momentum.
- Short sentences
- Short paragraphs
- Pattern breaks
- White space
- A relatable "emcee" for your email
- Strong, relatable writing voice
- A "scroll magnet" that invites your audience to heck yes I can't wait to see what's at the end of this email! (even if the rest of the email doesn't capture their attention)
4 > Lift up the A in your CTA!
Make your call to action literally actionable.
Use active verbs you can "see" vs. "invisible" verbs that happen inside your head. Active verbs carry more energy and inspire more activity.
Instead of > Try
- "Shop now" > "Wave Goodbye to Winter"
- "Access the ebook here" > "Grab your copy"
- "Register" > "Tune into the Convo"
5 > One more point about CTAs because apparently I have a lot to say.
Use CTAs as a way to underscore or extend your brand personality, tone of voice, quirk, whimsy, love of life itself.
Instead of > Try
- "Download the guide here" > "Get your mitts on your own copy."
- "More info" > "Peep the details."
- "Learn how you can avoid burnout" > "Say Buh-bye Burnout!"
6 > You can use words like "free" or "save dollars."
If you have a strong sender reputation, these words shouldn't affect your deliverability. (If! Should! Could I qualify that any more...? LOL)
7 > The preheader text* is your whispered aside. Everyone strains to hear that whispered aside.
*(A preheader is the little sentence that shows up next to or below the subject line before an email is opened.)
Let's challenge ourselves a bit with you, Preheader!