Among all the different channels and technology out there, email remains one of the most vital. Sure, it’s not sexy like emerging martech. It’s a workhorse. People use it. And people rely on it. That means it can be invaluable to your brand — if you give it the love it deserves. That means paying attention to these three maxims.
1. Do one of these two things
People are busy. They are inundated with messages. You need to provide something that is empathetic to their situation. That means:
If you’re using the opportunity to hype your offering or to talk about your latest accomplishment, you’re going to lose them. You need to be serving them. Providing real value to their lives. Look at the intent of your email. Can you reframe to either help people solve a problem or take advantage of an opportunity that will make their lives easier or provide a little joy? Do that and you and your email will be valued.
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2. Make sure your lead connects with your brand purpose
Let’s say your purpose is to help people make more confident decisions about their money. But you lead with language that exploits their fear of missing out like “Is your money missing out…
