Already 5 minutes that you look at your screen, head elsewhere. What the hell are you going to be able to send to your audience today? If you’re practicing email marketing, then you’ve probably been there before. But maybe I have something that can help you …
If I count all of my email marketing sequences, I send several thousand emails every day.
Sales emails, more storytelling emails, content emails…
Over time, I saw what worked well, and not so well.
Here are 7 types of content to send by email that will always appeal to your audience.
1- Use feedback from your audience to build their know-how
I only started using this type of content a few months ago. And when I saw the results, I bit my fingers.
Using feedback from your audience has two benefits.
By showing the results of the people who follow your advice, you demonstrate your expertise. And as a reminder, proving that you are an expert in your field is a tremendous sales lever.
But on top of that, using your audience results will increase engagement. Just imagine: you follow a blogger about buying a classic car. One morning you receive an email ” your best purchases from last month“. Inside are listed the best purchases made by people following this blogger in question.
It slaps. This technique uses what is called in management the feeling of recognition. You feel valued by what a blogger with an expert reputation in his field to quote your purchase, or that of a person ” lambda“. He listens to you, takes the time to help you, and in addition, congratulates you in front of everyone when you have succeeded.
Here is an example of an email I sent based on this type of content. The subject of the email was ” Nawel’s testimony on the revision sheets“.
2- Show a failure that you have transformed into a life lesson
When was the last time you heard a web guru say he was wrong? Never, is it.
However, error is human. And showing your failure in public is a great way to get closer to your audience. You are not a robot. Simply a person like any other, who also makes mistakes.
Of course, it’s not about posting your failure in the public square without developing the lesson you learned from it. Because this is the sign of the winners: to fall, to get up better.
Here is an example of an email I sent about one of my errors:
My blog got hacked. Instead of railing against the hacker, I recognized my wrongs. I neglected the security of my blogs. The lesson I learned from it? I installed security plugins so that this mishap does not happen again.
This type of content is far more powerful than a point-by-point email explaining why you are the best.
3- Unveiling a secret that can change everything
People love to think that there’s something they don’t know, and that would make a difference if they knew it.
Please note, this type of content should be handled with care. The secret in question must have immense added value. If you just repeat a trick used by others, your reputation is sure to suffer.
An interesting variant is to associate a known personality to increase the credibility of the said secret.
Example: ” The secret of Magnus Carlsen to win his chess game in 30 moves“. (Magnus has held the title of world chess champion since … 2013)
4- Unveil the results of your last survey
No doubt one of the types of content that people love. As an online entrepreneur, you may have already done various surveys with your audience. Whether it’s to find out if your product idea will appeal, asking for their opinion on your YouTube videos, etc.
Well, know that people who follow you love to know what others think. Especially when the poll is about something that matters to them.
Seeking the opinion of your audience through a survey AND revealing the results helps boost engagement.
Those who follow you will appreciate that you ask their opinion. But they will appreciate it all the more if you share the results with them.
Here are the results of a newsletter I sent to present the results of a survey:
Result: 47.01% opening rate.
5- The “action plan” email
It is better to launch your product as quickly as possible and improve it over time, than to spend 1 year preparing the perfect product with the risk that it will not work.
This is the guiding idea of the book ” lean startup “By Eric Ries.
And that’s the state of mind that every entrepreneur has to have.
In other words, action takes precedence over design.
The theory is beautiful. But your audience expects more from you. She awaits tips, advice to take action and set up concrete steps.
Here’s why an action plan email will delight your prospects.
Do you have a profitable horse riding blog?
Why not ” My action plan in 29 days to prepare for my competitions“.
6- Share your results
Showing off your results is one of the most powerful persuasions there is. It’s no coincidence that you find them on almost all of the sales pages.
Sharing your results with your audience will demonstrate your expertise and above all, your credibility. Credibility is one of the founding pillars for success with your blog.
But on top of that, people love to see the performance of the people they follow.
Imagine for a moment. You follow a blogger in the theme of bodybuilding. One morning you receive an email ” Before / After: my transformation in 1 year“. All complemented by photos showing the physical evolution of the blogger.
What is going on unconsciously in your brain? You create a mental association, by visualizing yourself in place of the blogger in question. You envied him, sometimes positively, sometimes with a touch of jealousy.
This is what results sharing is capable of.
7- Ask your audience for help
” I need your help“. This is an email object that triggers curiosity.
By asking for help from your audience, you put yourself ” on the same level as them“. In other words, you show humility, and destroy forever the image of the blogger who took the big head.
If so, you know, the one who does not respond to comments on YouTube, messages on Instagram, and who thinks to proclaim the absolute truth.
” Yes, but why ask them for help, when my audience is waiting for mine? You say to yourself.
When I say ask for help, it’s vast. You don’t have to ask for anything sharp in your field.
One of the first emails I sent based on this process was for help because I ran out of video ideas.
So I sent them this email:
Simple and efficient.
Return to source
You can send high quality newsletters. Find email objects that attract clicks
If your email addresses are not qualified, you have lost in advance.
This is the first step in your funnel. And if the slider is set incorrectly, a large part of your email list will simply be useless. Because you attracted the wrong people. Those who will never be interested in what you have to say.
And your open and click rates will take a hit.
Little tip: every 6 months, I delete all the people who have not opened my emails for … 1 month.
So, I kill two birds with one stone:
- I only keep ultra qualified emails, offering very high engagement rates;
- I reduce the cost of my autoresponder, because the sizes of your email lists are not unlimited!
You will see, you will probably have a pinch in the heart when you click on ” delete these 1594 email addresses now“.
But it is necessary. Remove the emotional side. For once.