Did You Read That Email?

Brian Basilico

Come On Feel The Noise…

How many emails do you get per day, per week, per year? My guess is too many. I get 100 per day and that’s down from 250 per day. I worked really hard to remove myself from email lists that I never subscribed to and others that have become irrelevant as of today!

Email is just one of the distractions we all deal with every day. Think about the messages you get via text, phone, and social media? Even though they may be distractions, some are legit client or supplier issues, while other are software updates and things you want to hear or see. Many others are just trying to get your attention, like Facebook ads, Google ads, and random email ads that are trying to move you from getting things done, to enticing you to go down their rabbit hole.

Now, let me turn the tables. What makes the emails you are sending any different than all that noise? Are your graphics better, offers more urgent, or are you just so important to your audience that they CAN’T ignore, delete or unsubscribe?

Balance And The De-noiser

I have been doing a podcast recently, and it brought me back to my roots when I owned a recording studio. We had tons of equipment and invested thousands of dollars to deal with noise. We had to balance the low end bass reflections, treble bouncing and standing waves with reverb to create as natural a sound as possible. Then, we had compressors, expanders, de-noisers, and other equipment and digital plug-ins that we paid lots of money and attention to to remove noise.

In the email world, these are called firewalls, spam blockers, junk folders, and delete buttons.

Who Wants To Read Your Emails?

That’s easy…people who care about you, your products, and your services.

How Do You Get People To WANT To Read Your Emails?

That’s simple…you care about your clients and their needs!

How Do You FIND People Who WANT To Read Your Emails?

That’s the hard part…they don’t need or want what you have until they need or want what you sell. You have to provide value with every communication, or at least link them to value, while waiting until the time comes that they need you. Here is what you have to do to keep them in the loop…

1. Define And Segment Audience – Too many of us try to lump people into a general audience, and then try to communicate to all of them at the same time. Don’t be afraid to have dozens of lists within your email program, and only communicate messages that resonate with specific audiences. Some have clients of consistent needs, while other have clients of situational needs. You have to match your messages to your recipients.
2. Make Your Messages THEM Focused – Most of us are so focused on what we have to sell that we forget whom we are selling to. Is your email talking with, or at, the audience? Are we focusing on solving their problems or needs or focusing on ours first? Do they feel emotionally attached or detached to our information? Make sure you read the message you are about to send from your audience’s eyes. If you were to get this from someone else, would you act on it, delete it or unsubscribe?
3. Value Relationships First – Talk to people as if they are your friends and valued customers. Make them feel wanted, and show them that you are caring for them, their needs and their business first. Be personal with each email and treat each person as if they matter. Tell them a story of how you or your product, service or offer will benefit them. Finally, make sure they feel recognized, valued and don’t over stay your welcome. Not every email is going to be equally accepted by each person, but let them know that you value their time and appreciate their attention!

I am as guilty as the next person when it comes to sending out emails. Sometimes, I am so excited about what I have to say and offer that I neglect to think about the end user receiving the email. Then, I go to my inbox and ask myself, “Do I really sound like this?” I mean that two ways, “Am I as sincere as this email about someone else’s business?” or “Am I selling as hard as this company?”

If you want people to keep receiving your emails, then give them a reason to remain subscribed. Give them something of value with each email and auto-responder to keep them interested. Then, when they do need what you have to offer, they call you, email you, or click and purchase. If they are so inclined to complete the purchase, make it easy to contact you before, during or after the sale, so they feel valued as a trusted member of your business (and not just another sale)!

I would love to hear your thoughts, feelings, and feedback on this post – comment away!

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