Welcome to Episode 67 of Make it Happen Monday!
You’ve got a new subscriber. Yay! Now comes the hard part!
Building an email list isn’t about creating a database of thousands.
The whole point of having people on an email list is that you use emails to build and nurture a relationship with them, and engage with them so they become paying customers.
And you can’t do this if they don’t open your emails!
So how do you write a great first email that not only gets opened, it hooks someone in so they want to open your future emails?
How do you start the engagement process so your emails are a welcome sight in someone’s inbox (rather than ignored or deleted without opening)?
In this week’s Make It Happen Monday, I’m sharing with you 4 brilliant ways to get engagement from new subscribers, and get them looking forward to your emails!
Watch Episode 67 Here
Read Episode 67 Here
Is there such a thing as the perfect first email?
I’m not sure if there is any marketer out there who can say that 100% of people who sign up to receive their free gift actually opens the first email.
In fact, we discussed a few weeks ago how it’s only at your thank you page where you are guaranteed a success rate of 100% views from people who opted in on your landing page.
However, that doesn’t mean we shouldn’t strive for perfection! Your email follow up sequence is important.
It’s through these emails that you can build and nurture that relationship with the people who have shown an interest in you and your business by signing up for your free gift.
But this can only happen if they actually open your emails.
We talked last week about why I choose to give out my free gift in the first email instead of on my thank you page – it allows me to get much higher open rates for my first email!
But what else do you need to say in your first email?
How Do I Write A Great First Email?
1) Give your new subscriber what they want – your free gift / lead magnet
When someone first comes through your funnel, you’ve enticed them with a very specific offer. What they’re going to be looking for, in your first email, is the result of that offer!
This may sound obvious, but I still find many businesses fail on this crucial aspect.
Recently I went into a sales funnel, and I got lots and lots of emails from this person, but the original thing that they promised to send me, I couldn’t find it!
That’s not what you want. It creates a very bad experience.
You want to make sure that the very first thing you send them in your first email is what they signed up for in the first place.
E.g. Dear (name), thank you for requesting (whatever the free gift is called). Here it is (link to Ebook, video, audio, whatever you are giving away).
2) Write to your target customer
We discussed a few weeks back on why we must define our ideal customer, and how it’ s important to create a ‘customer avatar’.
If you did the challenge set for that week, you will find writing emails so much easier as you have huge clarity on exactly who you are talking to.
3) Talk to people like human beings
Don’t become overly formal, and don’t talk as if you are addressing an audience, both of which make you sound cold!
Instead, imagine you are chatting to someone over a coffee. It’s this kind of ‘one-to-one’ feeling that engages people and makes them look forward to opening your emails.
4) Have just one focus / objective in your email
Your objective might be just to build a relationship, and to get someone to open the next email. So the whole content in the first email needs to be written so people open that second email.
Your objective could be for someone to click a second link in your first email (the first link would obviously be the download link to the free gift).
For example, you might want people to follow you on Facebook. So your email content needs to be focused on how to get someone to follow you on Facebook.
When you have too many objectives, your content will be confusing. And confusion only ever leads to overwhelm for your subscriber, which never leads to engagement!
4 Great First Email Objectives
Whichever objective you choose, all of them are about subscriber engagement. Only through engagement you can you start to build a relationship.
1) Introduce yourself
Tell your new subscribers a story about yourself that ties in to your business and brand.
Remember, people buy from people. Letting people know who you are, and that there is a human behind the business or brand, is a great tactic that keeps people opening your emails to learn more about you.
2) Get a new subscriber to connect with you on social media
E.g. “Here’s your free gift. By the way, I’d love to connect with you on social media, that’s where I do most of my chatting and have conversations, so please come and follow me on Facebook.”
Or Twitter, Instagram…. wherever it is you tend to hang out.
This is all about engagement. When someone connects with you on social media, they are showing real interest in you and your business, and this gives you the chance to have those conversations and build a relationship with them via social media.
3) Get a new subscriber to respond by asking a question
Similar to connecting with you on social media, this encourages engagement straight away as it becomes a two way conversation.
Also, for any subscribers who use Gmail, by getting them to respond to you, Gmail will register your email as ‘important’ as there has been some engagement.
It will now show your future emails in someone’s main email inbox (instead of it going into ‘Promotions’ or some other inbox where someone can miss your email).
You could ask them how you can help them, or what they are struggling with, or what problems you can solve for them.
You want one well worded question that will make someone hit reply and respond to your first email.
Now, don’t go overboard here and ask 20 questions! Most people don’t have time. Just ask one question. E.g. “Please hit reply, and tell me X”
Make it as easy as you can for them to hit that reply button!
4) Set expectations
A great objective is to let a new subscriber know what to expect.
A number of years ago, one of the best email sequences I ever saw was from Justin Brooke, a well-known and respected media buyer (check him out at www.dmbionline.com)
His first email welcomed me and then told me what was coming up in the next 7 days!
E.g. “Here’s what coming up in the next 7 days. I will be sending you these emails on all these amazing strategies for your business.”
It got me really excited about all the upcoming information I was going to receive, and each day, he sent me these different emails, and it all led up to an affiliate product he was selling.
This tactic is also known as ‘future proof’. He was basically telling me what to look out for in a future email, and what benefits I will get from opening it, which made me want to open his next email, and then the next after that!
Warning – Do Not Do All Of These Strategies In One Email!
It’s OK if you want to do a quick introduction and then ask someone to connect with you on social media.
Or you do a quick introduction and you ask a question that you want them to reply back to.
But don’t do a huge diatribe on who you are, a huge list of expectations, ask them to connect with you on social media, plus give them a question to respond to!
All this will do is overwhelm your subscribers!
Just do one of those things. Have one main objective.
Then, you can split test! That’s the great thing about auto responders these days, you can split test.
You can have one first email that is all about you, and another first email that asks a question you want subscribers to respond to.
Over a month, you can test both and see which has the higher open rates. You can then pick a ‘winner’ and split test it against another of the above objectives.
Your challenge this week, should you choose to accept it, is…..
Craft the perfect first email
1) Write your first email using one of the 4 objectives
Choose ONE of the above 4 objectives.
2) Put this first email into your funnel
3) Test and measure
What Else Can I Do?
See the comments below? Tell me what your email strategy is. What is your objective in the first email?
Also please share with your friends if you think this Make It Happen Monday episode has been useful and of course have an amazing week, live life on purpose and Make It Happen.
Thanks for watching.