If you’re having a tough time figuring out why people aren’t opening your emails, you’re not alone.
And although I offer email writing services for those who don’t have the time or simply don’t want to go through the agony of figuring out how to write compelling email copy, I want you to know that writing your own emails doesn’t have to be scary.
In fact, I would encourage people to write their own emails for at least a little while before hiring a copywriter to take over. Why? So that you can nail down your personal voice.
After all—and let me establish this right off the bat—your emails are NOT a corporate newsletter. You are a human being speaking to other human beings.
Email is simply the medium. Your words are the message. And the message is what’s most important.
So let’s unpack some of the most common reasons your emails aren’t getting opened. Shall we?
1. You’re writing emails to the masses instead of having a conversation with a friend.
I’ve heard several marketing experts say that when writing copy (whether for a blog or an email or social media), you should write to one person. Picture them in your mind and talk only to them.
One of my mentors suggested that I actually have a picture that matches my ideal client and stick it by my computer while I’m typing. That way, I’m imagining just writing to that one person who needs my help.
The reason this is so important is that although you may be writing to multiple people, your email is arriving in your subscriber’s personal inbox. That is to say, they don’t see you speaking to the crowd. The crowd isn’t around. It’s just them at their computer, reading an email from you.
So speak to that one person as if they’re the only one you’re talking to. Make it a conversation. And I promise that the person reading your email will feel a stronger connection with you and what you’re saying.
2. You’re filling your emails up with so much text and pictures that it’s hard to follow.
I believe that emails should be incredibly easy to read. When people open your email, they should know exactly where to look, what to read, and where to go when they’re done reading.
Think about your own inbox. How many emails do you get a day?
For me, it’s at least 50. Yikes, I know. So when I open an email that is way too busy visually, it stresses me out and, without even thinking, I delete it and move on to the next one.
Don’t create an email that sends your subscriber straight to the delete key.
The good news about this is that it actually makes it easier on you! You do NOT need the stress of feeling like you have to come up with an overwhelming amount of content and pictures.
Start by choosing a simple format on your email service provider. Design is fine and be visually appealing, but studies have shown that plain-text emails perform better than super duper fancy ones.
In fact, the founder of ConvertKit—who is a designer—doesn’t even include fancy templates in ConvertKit’s email options because his experiments have shown again and again that people prefer simple emails over heavily designed ones.
Does this mean you can’t add a little pizzazz to your emails? I don’t think so. But just don’t let your emails become visually confusing. If you add design, make sure it’s clear to the reader where they’re supposed to look.
That said, write an email in plain, simple language like you would talk to a friend.
Then, end with a very clear call to action. I would recommend limiting yourself to one call to action per email. So in one email, you might tell your subscriber to click to read your latest blog. In another email, you may tell them to take advantage of a limited-time discount your offering on a product.
By giving your subscribers one task to complete, you’re upping the likelihood that they’ll actually do what you’re asking.
3. Your newsletter isn’t adding tremendous value.
This is a hard one, I know. But really ask yourself if your emails are meeting a need.
Are you answering a big question people have? Or are you offering encouragement to a weary soul? Are you building camaraderie with someone who needs guidance? Or maybe you’re giving insider information to a hungry reader.
Every email you send should add value.
4. You’re not being consistent.
Nurturing relationships takes time and it takes consistency.
Your relationship with the Lord is a perfect example. If you’re not daily seeking Him, reading His Word and listening for His voice, it is much harder to nurture your relationship with Him into all it could be.
Don’t get me wrong. This isn’t a guilt trip; it’s just how it is. Abiding is so much easier as you continually nurture your relationship with God.
In the same way, engaging your target audience is so much easier when you’re consistently nurturing your relationship with them.
That includes talking to them, listening to them and asking questions regularly. Relationships must always take precedence over sales.
5. You’re talking to the wrong audience.
Whoops! If you’re doing all the things above and people are still not opening your emails, then you may have a bigger problem.
Maybe people signed up for your newsletter for all the wrong reasons, or they signed up thinking you would provide one kind of content and you provided something different.
If that’s what’s happening with you, it’s totally OK.
In cases like this, don’t be scared when you see people unsubscribe. Unsubscribes are really just cleaning out your email list for you of people who are unengaged and aren’t your target audience.
In fact, having an unengaged email list can hurt you in the long run and make it more likely that your emails will be flagged as spam.
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Did you know I offer coaching and writing services?
If you’ve tried my suggestions above and still aren’t seeing the results you want, schedule a call with me and let’s figure out a plan that works for you. Or hire me to write your emails for you! Reach me at jennyrosespaudo@gmail.com.
Click here for more information on the services I offer to help your business thrive.
Jenny Rose is a freelance copywriter and content marketer specializing in B2B marketing, real estate, and accounting. She's written for clients like AAA, Edward Jones, Flyhomes, Guild Education, and more. Her writing has also appeared in publications like Business Insider and GOBankingRates.
