7 elements of captivating emails

10 Feb, 2017 | How to captivate | 1 comment

Creating headlines that make people open your emails is really important. But what happens after they open?

I’m interested in how to create captivating emails that people read and wait for the next one.

But I need to be clear: I don’t have a big list. It’s a tiny one, but this is not about quantity. Email is personal and should be written like that, from one to one.

A person replied to me saying “sorry for the late answer”. That’s when I knew I was into something. Even if you’re sending to many, write with that person you really care in mind.

This article is based on both observation and my beliefs about business and relationships.

Hi! New here?

Hi! New here?

I'm Laís

You love what you do and want to attract clients that love it as much as you do. My job is to help you to captivate your ideal clients through your brand and website so that they feel connected to you and trust you.

The number one rule to create relationships with customers and subscribers by email

It’s not about you. It’s about them. Your job is to get to what matters to them.

A persuasive headline can get people to open, but if the content isn’t captivating people stop reading. Or even worst: if the reader feels she’s being fooled she might unsubscribe or mark your content as spam.

No one wants to waste time on something that seemed valuable and end up discovering that it was just a bait.

“How to get people interested to keep reading?”

Know who you want to connect with. Who’s she? What are her beliefs, values, wants? What does she like? Where does she look for relieving the tensions of everyday life?

Writing to someone you know is so much more engaging than a generic message.

“But I have a broad audience” 

You won’t alienate everyone else by talking to one person. You’re just creating a stronger connection with the ones you want around.

Of course some people won’t like it. But those are the people who are least likely to be your ideal client. You can’t please everyone, right?

“But if it’s personal, shouldn’t I talk about myself?”

Sometimes yes, but with them in mind. Even if you sell products, email and social networks are places to build relationships. Make sure your ideal client feels that you are writing for her.

Think of it as a dialogue, even if few people reply.

  1. Use references about things they like or believe.
  2. Tell stories that your audience can relate to.
  3. Show empathy. Have you been in your client’s shoes? Tell her about it and use the magic words, “I understand” (only when you actually went through that and understand). Let her know that she’s not alone.

“How to sell to my list?”

We buy from whom we know, like and trust. Subscribing to your list doesn’t mean that this person loves you. Maybe she doesn’t even know who you are and just got interested in what you offered.

It’s like when you meet a new person. Introduce yourself, ask about her, give her some time to feel at ease with you. 

My rules are the following but it might be different for you:

  1. Urgency in selling can break trust, so don’t be pushy.
  2. It doesn’t mean you have to wait months to sell. You can do this early.
  3. How? Focus on the relationship and adding value first.
  4. Keep in mind the stage they are on learning about you about how you can help.

7 tips to create a captivating email marketing

  1. Say your subscriber’s name in unexpected locations.
  2. Use your hand signature.
  3. Have your photo in emails.
  4. Write the way you speak to make it friendlier.
  5. Invite them for the conversation. Ask questions and reply when someone answers.
  6. Close with a memorable phrase that encourages or inspires. What do you want to make them feel?
  7. Use a GIF when you want to emphasize something important. At the right time and place, GIFs can make people smile. Our vision is drawn to moving things. 
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3 headshot places for a  captivating  sales page that builds trust

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