I see a lot of emails everyday. From my three main email accounts I check to reviewing other Internet Marketers conversion funnels I can say with confidence I’ve pretty much seen it all. One of the biggest mistake I see marketers of all skills levels make is producing email copy without personality. If your email text sounds like a robot, chances are it’s not going to convert, and people are more-likely to unsubscribe from your list or ignore your message.
When I write my email sequence out for my lead generation arbitrage campaigns I think about the emails that I receive on a daily basis and pull tips from the ones I read and pay attention too. Let’s reiterate something really quick. People HATE to be advertised too. I’ve said this many times but I’m going to pound this in your head with a sledgehammer. People find ads annoying and intrusive. One of the biggest tips to becoming a successful marketer is don’t make your campaigns seem like advertisements.
Last night Ruck and I were driving downtown Kansas City when I read him two different emails. One had personality the other didn’t. I’m pretty sure he tuned out the one without personality within the first two minutes while he listened to the entire email with personality.
You don’t have long to capture a reader’s attention. If the first sentence in your email is weak the rest of your copy is doomed. Let’s take a look at two examples:
Hello Ryan, have you heard about how people of all ages are making hundreds of thousands of dollars online working from home?
Hello Ryan, I hope this email finds you catching a quick break in-between the busy 2011 Holiday shopping season.
The first example goes right into the per-qualifier. It does not get personal at all with the reader rather challenges them. The second example is not only personal but mentions a current event (2011 Holiday shopping season). Rather than starting with pitch or challenge right off the bat you want to make the reader feel special. You want them to think the email was crafted just for them.
Let’s expand on those examples again:
Hello Ryan, have you heard about how people of all ages are making hundreds of thousands of dollars online working from home? Internet Marketing Grind is training a limited amount of individuals teaching them how to get started making money online.
Hello Ryan, I hope this email finds you catching a quick break in-between the busy 2011 Holiday shopping season. I know it sure as heck been busy for me so I completely understand what you’re going through. Today I wanted to drop you a quick line to talk about an exciting new opportunity from Internet Marketing Grind.
Notice the difference here? The first one is what I see a ton of from beginners writing email copy. All they’re thinking about is the conversion when they’re not taking the individual person into consideration. The second example creates homophily. By nature people like other people that have similar interests. That’s homophily and it makes your copy more personable. If the reader feels like the email was crafted just for them it’s likely their response rate will be a lot greater than if they feel like your email was sent out to the masses.
How well are your emails converting? I’ve seen some of the best looking conversion funnels and lead generation arbitrage offers tank simply because the back-end is not being monetized properly. Don’t be the idiot that writes boring robot emails. Regardless of your email marketing strategy or goal, be personal with your list and you’ll elicit a much higher response rate.
Ryan Gray is the founder and CEO of NameHero, one of the fastest growing independent web hosts in the United States. Ryan has been working online since 1998 and has over two-decades experience in Internet Entrepreneurship.