When you send out an impressive email, are you 100% confident that your subscribers will click on it?
You would tell that it is not at all possible. However, is it the truth?
What if I tell you that it is possible to engage almost all of your subscribers, would you believe me?
Yes, it is entirely possible. If you can write every email that your subscribers can relate to, there is absolutely no reason about why shouldn’t they open it.
You know about some of the components that affect the open rates of your email. Probably you take utmost care to stick to the do’s and don’ts while writing a perfect email.
However, what about the human emotions of your subscribers? Are you taking that into your consideration as well?
The emotions are collectively known as the seven sins – Lust, Gluttony, Greed, Sloth, Wrath, Envy, and Pride. If you know how to use them in your emails, they can improve your email marketing success rates, as well as, help in generating more leads and conversions.
Including at least one of the sins in every email you write can help you to achieve better results out of your email campaigns. It will help you to shortlist your target audience efficiently, and make your messages more relevant.
Why your subscribers read your email?
While drafting an email for your marketing campaigns, did you ever thought about what makes your email special? What makes it so irresistible that people would take no time in opening it?
Well, they depend a lot on the visual appeal, as well as your brand name and relationship with the subscribers. The personalization, subject line, preheader text, and the value proposition everything matters. However, they are not the only factors.
The emotional behavior of your subscribers plays a more significant part in deciding if they really will open the email. If they are pre-occupied, angry, sad, looking for something else, or even too lazy to check the mail, your open rates deteriorate rapidly.
But is it really possible to gauge the mood of every subscriber you have? In truth, it is not possible. However, what if you can change the attitude of your subscribers to your liking with every email you send?
Yes, you can easily do it if you understand what the seven sins of life are and how can you use them in email marketing to your benefit. Improving your email writing skills with these email writing tips can effectively take your campaigns to a new height.
Seven Sins in Email Marketing
Using the seven sins in email marketing is not at all different from the seven sins of human character. Check out how to reorganize your email marketing strategy to get maximum engagement from your subscribers.
1. Lust: Create Desire
One of the primary reason that your subscribers are reading every email you send is that they are getting something from you. It could be some knowledge enhancement, or a better product, or maybe a better service. So, whatever emails you send out should create a desire among the subscribers.
Creating desire is excellent as long as you are providing your readers with something valuable that you generate. Do not try to deceive your subscribers with the products, services, or promotion if you cannot fulfill the promise you make. Your subject line should be very targeted in doing so, as it will form the initial impression with your subscribers.
When your subscribers are engaging with your email, keep track of them by including a sign-up option on your landing page. Getting more subscribers through this method will allow you to expand your reach, as well as, provide relevant content that can keep them attached to your brand.
Look at the following email writing example to know how lusty emails look like.
The subject line and the email body speaks about the easiest way to earn Rs. 1 Cr, which is desirable to many. They will certainly try to find out more about the offer, or methods to get that money.
While you are getting more people with your quality content, stay away from any unethical practice to increase your total subscribers. Do not add anyone to your subscriber’s list against their decision. Using lust as a powerful tool will only be useful as long as people find your emails valuable.
2. Gluttony: Give them more
Getting your subscriber to like you and interacting you once is the first task. However, giving them constant supply of engaging emails is a different story altogether. The second sin or gluttony is something that can help in doing it.
When a user subscribes to your email campaigns, you need to understand that he is interested in your product. So, if you stop sending him emails after the initial welcome message, or keep sending him messages without sticking to a schedule, he will lose interest in you pretty soon.
So, send them periodic emails and always try to include better content than what your previous emails contain. Better content can be anything related to your business. You can provide them with better offers, discounts, and offers, or by giving them more of the current value.
By providing more, doesn’t mean that you to bombard him with emails every alternate day, but to send emails in an organized manner. Stick to a schedule, so that the email reaches him either once a week, or twice a month, or something that you plan. Don’t make the emails too frequent, or too rare.
Check the email body. A perfect example of giving your subscriber with something more every time. Since the email might be a weekly one, it promises to provide more of fun to the subscriber interacting with it.
While sending emails, opt for an email automation plan, so that the email service is not interrupted even if you are busy with some other urgent work.
Moreover, you must adhere to the quality of content you are providing through the emails. Do not compromise on the content or the quality that your emails provide. You can switch to different modes of content, but, the overall quality should be consistent with your style.
3. Greed: Satisfy the needs of people
When people become your subscriber, have you ever thought about what prompted them to do so primarily? If you look at the reason, it will come down to a single thing: Greed.
With your emails, you are providing them something that they did not get from anyone else. That is value for their time and interest. Even if someone did give them something, you are doing it better than your competitors. You mainly satisfy your subscriber’s needs better than anyone does.
When you send out your emails, you are primarily trying to get the maximum leads so that you can sell your products. However, if you make an attempt too apparent, then the subscribers will feel intimidated. So, tell them why your product is more superior to some other product, but do it subtly.
Do not make your pitch too visible. Do not over-promote your products in the expectation that people will buy whatever you sell. Guide them through a process where you explain the importance and the need for having the product in their kitty. Remember, you have to show them that you can provide more as they increase their engagement with you.
Just look at the email below. You will find that the email is providing you with something that others is not giving you. But they didn’t pitch it too hard to their subscribers. It shows you the value you might lose out on unless you take action.
So, add selling point in every email you send, just don’t make it too apparent. It is okay if your subscribers take time in deciding if they want to add the product to their basket. Keep telling them about the product on a constant basis, so that they are inclined to acquire the product at any cost.
4. Sloth: The Lazy ones
If you go through your subscriber’s list and check out the actions, judging from the open rates and clickthrough rates, you will find that many subscribers are not very active. They may postpone opening your emails as they wait for the best time or a spare time to open them. Unfortunately for you, that auspicious time seldom comes.
However, you know that you cannot put the subscriber into the dead list because they are not acting as fast as you would have liked. So, how do you deal with them?
To deal with less active subscribers, plan an email campaign which is more interactive. Use powerful subject lines and content that compels the recipient to open the emails. Since you know that the chances that they are less likely to open the email in the first attempt, break your content into several smaller parts. Don’t rush with your emails, instead, inspire them with these smaller pieces of information to keep the creative juice flowing. In no time, you will see that they are engaging with you more frequently than you expected.
The email below provides a perfect example of one such email. It provides a distinct buy now process so that he can buy the product in a single click, rather than looking for the store or the product they sell.
To make matters easier for them, you can send them such emails which speak about making a certain task easier for them. Therefore, if you want your subscribers to take an action that does not require much effort, make provisions for one-click CTAs, or easy sign-in options along with compelling contents. Easy access to get their hands on the product they desire to have will be quite effective in boosting your email campaigns.
5. Wrath: Be angry
While writing emails for your marketing campaign, always be fluent in the language. It is okay if you don’t use formal language all the time. Write the contents so that they don’t seem boring to your subscribers.
To do this, you must incite some anger or wrath in the subscriber’s heart. Use power words in the subject lines, and the preheaders. Include some habits that you know your subscribers are angry about and want to get rid of it. Invoke the anger in them while showing them what they are missing out if they are not engaging with you.
Check out how the senders of the following email have used his anger and frustration to grab the attention of the readers. He has used smaller sentences, but it is evident that the person is angry. And he has used that anger to narrate a story that might be similar to the situation that the subscriber can relate to. So, he would be able to convince the reader about taking action on the email much better than anyone else.
Showing a bit of anger in your email content is alright, but never make the feeling too strong. Also, stay away from swear words, or curse words, as they might backfire on you. Remember, the email you send is not for provoking them. It is to make them realize their small inefficiencies that they can easily take care of interacting with you.
6. Envy: Make them special
When people subscribe to your emails, they primarily do it because they find your services or products superior to the others. When people start showing their trust in you, living up to their expectation essential.
Use envy as your ally here. Make sure you treat your subscribers well and provide them with relevant services everytime they decide to interact with you. Make them feel special and explain the unique factors about your brand, that makes it so different from others. Everyone wants to be a part of something “cooler” and “grand.”
You must also provide your subscribers with few products which are exclusive or are not easy to receive from any other place. People love boasting, and they need something which anyone else does not have to make the latter jealous. Even adding a great preheader to your emails can do the trick.
See how this particular email appeals to my envious self. It tells me about exclusive deals based on my past journey. As they kept track of my previous journey, then he also must know about my spending habits during a tour. Also, it mentions that the deal is available only to the travelers having a previous association with the sender. Thus, I will be inclined to feel privileged while checking out their email to find the right offer for myself.
Use variations of the subscription form to make your subscribers feel special. Check for the mobile version of the email as well as the subscription form so that people checking emails from mobiles do not miss out on opportunities to interact with you.
If you can make your unique, they will, in turn, help you to grow your business with their loyalty.
7. Pride: Be proud
The seventh sin tells you to be proud. Yes, contrary to popular belief, you are allowed to feel proud of your business, products, and subscribers. But you need to pass on these feelings to your subscribers. So, let them feel free to boast a bit about your business, it’s achievements, and the uniqueness it provides.
When your subscribers know that they are a part of an exclusive group, they can give you more exposure as people will flock to you when they know about you.
As an example, see the subject line of the email I have received from Grammarly. It informs me that I am a part of an exclusive group now. The pride will compel me to open the email to check out if it has some other insights for me as well.
Now, just look at a screenshot of another email from the same emailers. They have shown me the status of the achievements, and the progress I have made in the last three weeks. These are enough to boost my ego as they are rating my performance as compared to other Grammarly users, and shows me how well I do. So next time they send me some similar email, I will be anticipating some more data, which lead to opening the email in future too.
However, you must remember that even a small mistake is not taken lightly by people, especially when your business stature grows. So, ask for feedback from your subscribers, and try to apply few of their suggestion as the situation demands. Ask about factors which you can incorporate that will maintain the exclusive nature of your business. It will make your subscribers more empowered and will help you to consolidate your position as the thought leader.
Food for thoughts
Every one of us has some predominant emotional thought mechanism that affects the decision-making process. If you cannot arouse those emotions in your subscribers, your email campaigns will not be useful in generating much impact.
When you speak about the seven sins of email marketing, you need to go through the pros and cons of each sin to understand their effects. You also need these professional email tips to understand them to the core.So even if your subscribers can resist one of them, the others will definitely compel the subscribers to take action on the emails.