How To Email Anyone And Get A Response
Hello! This is the first of five lessons on mastering the fundamentals of outreach marketing: how to email anyone and get a response.
Over the next 5 days, you’ll receive one lesson a day in your inbox. Hooray!
What You’ll Learn
Over the next 5 days, you’re going to learn the secrets behind emailing anyone — friends, colleagues, past clients, prospects, leads, influencers, or people you just want to work with — and getting a response.
You’ll learn the practices that will help increase the open rate and your response rate on your outreach campaigns, and help you build relationships through email.
In today’s lesson, you’re going to learn three simple, fundamental ideas that form the backbone of writing emails that
get responses. Even if you just apply these three lessons to how you write emails — outreach marketing emails or not — you’ll come away from this lesson with a huge improvement to how you write emails.
Picking The Right People To Contact
There are always fewer ‘best buyers’ than there are ‘all buyers’ in a market. By focusing your marketing on just these ‘best buyers,’ you dramatically increase the effectiveness of your marketing.
Think about it: if your favorite café started advertising to everyone, they’d reach people who liked all sorts of different foods and had different needs in a café or restaurant. By advertising just to their ‘best buyers,’ people who match their ideal target market, they’re able to ensure that their marketing is reaching the right people rather than all the people.
When it comes to outreach marketing, you need to be conscious of the same principle.
You need to target your outreach — your prospect list — to just ‘best buyers,’ people who meet some qualifying criteria to be part of your campaign.
By being methodical about how you build a list of people to contact, who you include, and what personalization you include, you make your outreach precise and targeted while feeling human and natural, even if done at scale.
Writing ‘You’ Focused Emails
Your emails must focus on the value you’re providing to the recipient.
It’s too easy to write a ‘me, me, me’ email that poses no value to the person you’re emailing. Instead, you need to write ‘you’ focused emails that illustrate the benefit you’re providing to the person you’re emailing.
Including Clear Calls-to-Action
Your emails must have a clear next step for the recipient to take.
The default action that any email recipient will take with an email they don’t understand is ‘archive’ or ‘delete.’ This is called ’email inertia.’
By providing a clear call-to-action within your email, you make it easy for the recipient to know what to do next. They have a clear path to take. “Reply if…” or “Click here” or “Fill this out” or “Schedule an appointment”.
By including a clear call to action, you defeat ’email inertia’ and make it easy for the recipient to reply.
When each of these elements are in place, you will be writing emails that get responses.
Your email is personalized to your recipient (making it stand out from spammy, non-personalized emails).
What you’re presenting in your email is framed in ‘you’ focused language (specifying how the reader will benefit from a relationship with you).
Your email includes a specific call to action (telling them exactly what to do next — and what to expect after that).
With each of these elements in place, you make it so that your recipient can easily read, digest and respond to your email.
Tomorrow, we’ll take a look at a real life example outreach email I received and see how it measures up against these three elements.
Now, your homework: I have four questions for you about the emails you’ve been sending.
Are people not opening your emails? Are people opening, but not responding? Your answers to these four questions will help you determine how the biggest area for improvement with your emails (and you’ll be sent a copy of your answers).
You’ll get Lesson 2 in your inbox tomorrow morning.