Writing Effective Email Campaigns

There are so many poorly done newsletters/email campaigns. As someone who turned an organization's newsletter w/ 15-20% open rates (quarterly) into two weekly newsletters each with consistently 65-70% open rate for years, I've learned a lot of lessons. Here's how to make your email something your audience can't wait to read: -Find the anti-pattern -5x value rule -Get over yourself, focus on delight -Trash compactor mindset -Only serve your fans What these mean: 1. Find the anti-pattern Figure out what your audience is craving for, that difference that would be so refreshing they would exhale when they learn about what you write. When I worked my first VC job, most VC fund newsletters were self-congratulatory announcements about portfolio company raises, investor press mentions, and occasionally a thoughtful piece. Pattern: Self-promotion in service of fund promotion. Anti-pattern: Zero self-promotion, only pure value given. Figure out what everybody does that is bad, and flip the script. 2. 5x value rule A lot of writers lack the humility to consider the fact that their idea/message/offer is simply just not as valuable as they think. When marketers/writers ask me for feedback, I tell them to consider what they think would be enough to get someone to care about their writing. Then 5x that bar. Make it so high a bar for value that it would be an "of course" decision for someone to read/respond/share about your stuff. 3. Get over yourself, focus on delight. It is obvious when newsletters are written with a KPI/explicit transactional goal in mind. Impress LPs to get them to invest. Convert those customers to subscribe for a plan. Get people to request meetings with you. If you provide delight in their experience of your product, the results will come. What would you do if you only want to make them as delighted as possible by your email every time they read it, without any conversion needed? Do that. The conversions will come. 4. Trash compactor mindset Remove the excess volume from your emails. I don't just mean concision in terms of length. Every marginal word you write should provide something of value - learning, insight, engagement, social proof, etc. If the next sentence doesn't raise or maintain the average value per word of your piece, don't include it. That might mean segment your audiences with different versions. Every sentence is a chance for the reader to lean in, or for them to rationalize why this is the last one of yours that they will read. 5. Only serve your fans. Don't try to get people onto your newsletter for subscriber-growth-sake. Every subscriber should be on your distribution because they make the active choice to become an audience member. If you had to describe what you write about and someone wouldn't automatically sign up, don't do it for them. Make something that will be shared word-of-mouth that will get them anyway. Opt-out list building does not make up for a low bar for content.

An ecommerce company recently approached my team to do an email audit as they were facing challenges with low open and click-through rates. After analyzing their email account, here are our main recommendations to revive their email marketing channel: 1. Strategic Email Segmentation: Currently, your emails lack personal relevance due to a one-size-fits-all approach. This is a crucial area to address. Action Plan: Implement segmentation based on purchase history, engagement levels, browsing behavior, and demographic information. 2. Personalized Content Creation: Generic content won't cut it. Your audience needs to feel that each email is crafted for them. Action Plan: Develop emails specifically tailored to the different segments. This includes curated product recommendations, personalized offers, and content that aligns with their interests. 3. Subject Line A/B Testing: Your current subject lines aren't doing their job. You need to be implementing ongoing A/B subject line tests, as this is low-hanging fruit to improve your open rates. Action Plan: Regularly test different subject line styles and formats to identify what resonates best with each segment. Keep track of the metrics to inform future campaigns. 4. Mobile Optimization: A significant portion of your audience reads emails on mobile devices. Neglecting this is causing a decrease in your email engagement rates. Action Plan: Ensure all emails are responsive and visually appealing on various screen sizes. Test your emails on multiple devices before sending them out. Additional Campaign Strategies We Recommend: - Launch a Monthly Newsletter: This should include new arrivals, style guides, and user-generated content. It’s an excellent way to keep your brand in the minds of your customers. - Seasonal Campaign Integration: Tailor your campaigns to align with holidays and seasons. This approach can significantly boost engagement and sales during key periods. - Re-Engagement Campaigns: Specifically target subscribers who haven't interacted with your brand recently. Offer them unique incentives to rekindle their interest. Next steps: 1. If you found this helpful, please leave a comment and let me know. 2. If you own/run/work at an Ecommerce company doing at least $1 million in annual revenue, message me so my team can audit your email channel to see if there's a good fit for working together.

👉 Unlock the secrets of consumer psychology to enhance your email marketing effectiveness 📧 In the crowded space of email marketing, understanding and applying behavioral economics can significantly improve the effectiveness of your campaigns. By tapping into how consumers think and make decisions, you can craft emails that not only get opened but also convert. ▪️ The Scarcity Principle ⏰ : Utilize the Scarcity Principle in your email campaigns to create urgency. Informing recipients that a deal is limited-time only or that only a few items are left can significantly increase the likelihood of immediate action. For example, "Only 3 hours left to claim your offer!" or "Just 5 items remaining at this price!" ▪️ The Paradox of Choice ✅ : Simplify consumer decision-making by limiting the number of options. The Paradox of Choice teaches us that too many options can overwhelm and deter decision-making. Optimize your emails by providing one clear call to action or focusing on a single product or service rather than multiple. ▪️ Personalization and the Liking Bias 🙋♂️ : Leverage the Liking Bias by personalizing your emails. People are more likely to engage with content that appears tailored to them. Use data to address recipients by name, reference past purchases, or suggest items based on browsing history. This not only captures attention but also enhances the feeling of intimacy and relevance. ▪️ Loss Aversion 🔚 : Capitalize on Loss Aversion by highlighting what your customers stand to lose if they don’t take action. Phrasing like, "Don’t miss out on this opportunity!" can be more effective than simply presenting the benefits of an offer. 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐚𝐥 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲: Review your current email marketing strategies. How can you implement these behavioral insights to increase open rates and conversions? Test different approaches in your campaigns to see what works best with your audience. #BehavioralEconomics #EmailMarketing #DigitalMarketing #ConsumerPsychology #ServingMarketing #SirviendoMarketing

The inbox is a battlefield. Your email’s enemy? The ‘Delete’ button. Between promotions, spam, and auto-blasted sales pitches, your email has seconds—seconds—to stand out and survive. So how do you write an email that doesn’t get sent to the trash right away? You make it personal and valuable. Here are 5 battle-tested tips to craft personalized, high-converting outreach emails: 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝘁𝗵𝗲𝗶𝗿 𝘀𝘁𝗼𝗿𝘆, 𝗻𝗼𝘁 𝘆𝗼𝘂𝗿𝘀. Ditch the “Hi, my name is…” opener. Show them you’ve done your homework. → “I saw your recent post about [specific topic]—your perspective on [insight] really stood out.” Lead with them, and they’ll be more inclined to care about you. 𝗕𝗲 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗮𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝘃𝗮𝗹𝘂𝗲. Generic promises like “We’ll save you time and money” won’t cut it. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝘁𝗵𝗲𝗶𝗿 𝘂𝗻𝗶𝗾𝘂𝗲 𝗻𝗲𝗲𝗱𝘀: → “I noticed [pain point]. We helped [similar company] achieve [specific result]. Here’s how we can help you too.” 𝗞𝗲𝗲𝗽 𝗶𝘁 𝘀𝗵𝗼𝗿𝘁 𝗮𝗻𝗱 𝘀𝗸𝗶𝗺𝗺𝗮𝗯𝗹𝗲. Your email isn’t a novel. Busy people don’t have time to read paragraphs. → Use short sentences. → Break up text. → End with a clear ask (no more than one action). 𝗦𝗼𝘂𝗻𝗱 𝗵𝘂𝗺𝗮𝗻—𝗱𝗶𝘁𝗰𝗵 𝘁𝗵𝗲 𝗿𝗼𝗯𝗼𝘁 𝘁𝗼𝗻𝗲. If it reads like a template, it is a template. Write how you speak. 𝗕𝗲 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗮𝗻𝗱 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵𝗮𝗯𝗹𝗲: → “Hope this finds you well—saw your team’s new project, and I’m seriously impressed.” Make the ask easy to say “yes” to. Don’t overwhelm them with a big ask. 𝗦𝘁𝗮𝗿𝘁 𝘀𝗶𝗺𝗽𝗹𝗲: → “Do you have 15 minutes next week to explore this? I’ll make it worth your time.” Remember this: A great email isn’t about selling—it’s about starting a conversation. Show you understand their world, add value, and respect their time. --- Follow Michael Cleary 🏳️🌈 for more tips like this. ♻️ Share with someone who needs help with their emails #sales #emails #marketing

As a nonprofit email consultant, I’ve seen firsthand how small adjustments to your email strategy can lead to big increases in donation rates. These are some of the strategies I’m actively implementing with my clients to help them engage supporters and drive results: 1. Focus on audience targeting: Segment your email list to send messages that feel personal and relevant. For example, a lapsed donor may need a different message than a first-time giver. 2. Lead with impactful stories: Stories that highlight the direct results of donations—paired with a clear, actionable ask—are incredibly powerful. “$25 provides a meal for a family” resonates far more than a general appeal. 3. Optimize for mobile: With so many emails opened on mobile devices, it’s crucial that designs are clean, buttons are easy to click, and content gets straight to the point. 4. Create a sense of urgency: Deadlines or limited-time opportunities like matching gifts can be effective motivators. I’ve seen significant lifts in response rates when urgency is baked into the message. 5. Test and analyze everything: From subject lines to donation ask amounts, I encourage my clients to test different approaches and make decisions based on the data. A small tweak can make a big difference. 6. Always follow up: A simple thank-you email after a donation not only builds goodwill but also lays the groundwork for future giving. I know every nonprofit’s audience is different, but the common thread is that thoughtful, intentional email campaigns can create meaningful connections and drive real impact. I’d love to hear what’s working for you—what’s been your most effective email fundraising tactic?

In the dynamic world of digital marketing, an effective email campaign is more than just a message—it's a carefully crafted experience that captivates, resonates, and drives action. Let's dissect the key elements that contribute to the success of an email marketing masterpiece. 🌐📧 1. Subject Lines that Spark Curiosity: 🔍📌 The gateway to your email. Craft subject lines that intrigue, inspire, or pose questions. The goal? To entice recipients to open the email and explore what lies within. 2. Compelling Content: Tell a Story, Solve a Problem: 📖🎯 The heart of your campaign. Your content should be a blend of storytelling and problem-solving. Connect emotionally, provide value, and address the needs or pain points of your audience. 3. Personalization for a Tailored Touch: 🤝🎨 Beyond just using a recipient's name. Leverage data to personalize content, recommendations, or offers based on user behavior and preferences. A personalized touch enhances engagement. 4. Visual Appeal with Eye-Catching Design: 🎨👁️ A picture is worth a thousand words. Incorporate visually appealing graphics, images, and layouts. Design should complement your brand and guide the reader through the content seamlessly. 5. Clear and Compelling Call-to-Action (CTA): 🚀🔗 The purposeful nudges. Your CTA should be crystal clear, compelling, and aligned with the campaign's goal. Make it easy for recipients to take the desired action, whether it's making a purchase, signing up, or downloading. 6. Mobile Optimization for On-the-Go Engagement: 📱💨 In a mobile-centric world, ensure your emails are optimized for various devices. Responsive design is key to delivering a seamless experience, no matter where your audience opens their emails. 7. A/B Testing for Continuous Refinement: 🔄📊 Don't guess; test. A/B testing allows you to experiment with different elements—subject lines, content, visuals—and refine your approach based on real-time performance data. Share your insights and let's continue to elevate our email marketing game together! 💬💌 #EmailMarketing #DigitalCampaigns #EngagementStrategy

The email formula that drives real results (and it’s simpler than you think). Email marketing can feel overwhelming, right? You don’t want to sound pushy, but you also want your readers to take action. Here’s the secret: Write for connection first, conversion second. When your emails feel human, the results follow naturally. Here’s my exact formula for writing emails that actually work: Step 1: Nail the Subject Line. Your subject line is your first (and sometimes only) chance to grab attention. → Make it personal: I made this mistake don’t repeat it. → Create curiosity: The 3 words that saved my business. → Speak to a pain point: Struggling to stay consistent? Read this. Simple, clear, and relevant. Step 2: Start With Empathy. I always begin my emails by showing my audience I get them. Example: “I know how hard it is to keep showing up when results feel slow. I’ve been there, too.” When you meet your audience where they are, they’ll keep reading because they feel seen. Step 3: Share a Story or Insight. People remember stories, not stats. → Share a personal struggle. → Highlight a client win. → Break down a lesson you’ve learned. For instance, I once wrote an email about how my client juggled to attain the authority in her industry. That single email sparked dozens of replies because people related to it. Step 4: Offer a Quick Win. Your audience doesn’t need long lectures, they need actionable steps. → “Here’s one question you can ask yourself today to clarify your goals.” → Try this 3-line email format for your next campaign. The simpler the win, the more likely they’ll take action. Step 5: Close With ONE Call to Action. Too many options confuse people. Keep it simple: → Hit reply and tell me your biggest struggle. → Click here to grab your free guide. → Let’s talk, book your free call here. One clear action. That’s it. Why Does This Work? Because it’s not about selling it’s about helping. When your audience feels supported and understood, trust builds naturally. And TRUST leads to ACTION. What’s your biggest challenge with email marketing right now?

There’s a golden rule we follow that’s quadrupled email revenue: “Tell stories, not pitches.” Why? People buy on emotion and justify with logic. Stories let you achieve the best of both worlds. This is how we write story-based emails that convert like crazy: 1) Make it Personal When you talk about relatable events and stories, people think, “Wow…this person gets me”. That opens the doors to influence. 2) Frame It Like a Conversation Reading something that doesn’t require much mental energy is much easier. Conversational writing is smooth to read and glide through, bringing you closer to the reader because it sounds approachable. Tip: Read your emails out loud before you send them. Make it sound casual, flowy, and natural. 3) What's In It For Me? Every great story has a moral, but your audience only cares if it benefits them. Before you write a draft ask yourself: - Will this give new insights to my audience? - Will this help them achieve a short-term goal? - Will this stir some emotion? - Will this offer a new perspective? The key is to avoid making it all about you or your brand. They don’t care. Customers are tired of the salesy “buy, buy, buy” emails. Emails shouldn’t be begging them to buy. Instead, they should touch readers emotionally and form deep trust with your brand. And you do that by framing your pitch as a story they can connect to. “Tell stories, not pitches.”

Don’t treat your email list like a one way broadcast. Think of it as a conversation: • They sign up → You welcome them. • They click → You guide them. • They buy → You thank them. Each email should feel like it’s written just for them. That’s how you turn subscribers into loyal fans. Building loyalty isn’t about sending generic promos to everyone. It’s about showing your audience that you see them, hear them, and truly value them. Here’s how to make your emails feel personal: • Use their name: everyone loves seeing their name in an email. • Reference their past actions: “Since you loved [Product X], you’ll love this too!” • Speak their language: keep it simple, clear, and conversational. Remember, you’re writing to an individual, not a crowd. When your emails feel like real conversations, people don’t just open them, They look forward to them. That’s how you create customers for life.

The one email marketing question I always ask myself... → “Am I truly understanding my audience?” Let me tell you why this question is a game-changer. I’ve realized that understanding your audience is the cornerstone of effective email marketing. When you really understand your audience, you can craft personalized, targeted campaigns that resonate on a deeper level. Here’s how to ensure you’re truly understanding your audience: 1. Segment Your List Group your subscribers based on their interests, behaviors, and demographics. 2. Analyze Data Use analytics to understand what content engages your audience the most. 3. Ask for Feedback Regularly solicit feedback from your subscribers to understand their needs and preferences. 4. A/B Testing Experiment with different subject lines, content, and send times to see what works best. The insights gained from these steps can transform your email campaigns from generic to highly personalized, leading to better open rates, click-through rates, and conversions. So, what’s the one email marketing question you’ve asked yourself? Let’s discuss in the comments!👇 P.S. If you found this helpful, please repost to share the knowledge with your network. Thank you!♻️