Was Goldilocks being too nitpicky when she complained that one oatmeal was too hot and the other too cold, and that one bed was too hard and the other too soft? Perhaps. But she was ultimately able to find the food and bed that were “just right” for her. Now your leads may not be outlandish lassies with golden locks, but like most modern-day customers, they more often than not want their products to be just right.
Creating desirable content applicable to hundreds or thousands of people is an art that you, along with countless other marketers, should consider mastering if one of your goals is to boost open rates. Think about Goldilocks. Or better yet, think about picking up that cute person who has been eyeing you for the past twenty-odd minutes. Now that you’ve already drawn their attention, how are you going to keep them clicking? Try these methods:
Familiarity: Have We Met Before?
Once a lead has opened your email, the content’s presentation is in play. You can personalize your emails to your customer. Identify what their interests are and use that to make them feel comfortable and eventually develop a sense of familiarity.
Compliments: Nice Shirt
Try being nice and start email content by saying something kind. Believe it or not, the smallest compliment can inspire someone simply by brightening up their day. You can also try to make them feel special. Turn them into protagonists. Center the email around them and make the product a side kick awaiting their orders.
The Classic: May I Buy You a Drink?
A direct and clear message is liable to do the trick in situations where the lead already wants what you may have to offer. They want what you have. You want what they have. A little authenticity could spell for a budding new relationship. In such cases, remove as many distractions as possible and give a to-the-point presentation.
Be Funny: I Should Call You Google Because You Have Everything I’ve Been Searching For.
Most people enjoy a little positivity and can appreciate even cheesy attempts at humor. Well-placed jokes and catchy phrases in your email content can lower the guard of wary leads and draw them in. If you can make them laugh, why wouldn’t you also be able to provide them with something else they might like?
The Shining Star: You’ve Lost That Lovin’ Feelin’
You’re Tom Cruise in Top Gun. Your customer is the uptight piloting instructor who’s been giving you a hard time all week. You spot her at the local bar after class. What do you do? You sing her a Righteous Brothers ballad of course.
While your aim isn’t necessarily to impress your subscriber via email, it may be helpful in certain situations to include references, glowing testimonials, or a respectable background within or at the end of your email content. People like to know they’re in good hands. And some people like to be sung to.
Creating solid email content is critical to increasing your click to open rate. Think about what the majority of your clients are looking for and find a way to offer it to them. Whatever your method of choice, try to make it “just right.”
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