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We’ve all been there … You’ve carefully crafted an email. You’ve polished each sentence. You’ve racked your brain for the very best subject line. You hit publish with a sigh of relief. That’s done. But when you look at your email stats, you notice that the opens aren’t as good as you’d hoped, and the click-throughs are disappointing. It’s depressing. Does it feel like a big challenge to get people to open and read your emails? And then to go on to click through? Learn a simple trick to make your emails more engaging, more persuasive, and more seductive. Image credit slide 15/16: Image credit: http://www.shutterstock.com/pic-160851719/stock-photo-kurt-vonnegut-arrives-to-private-screening-of-the-door-in-the-floor-at-the-mgm-screening-room-in.html?src=csl_recent_image-2 Image credit slide 46/48: http://www.shutterstock.com/pic-96909298/stock-photo-author-stephen-king-at-the-los-angeles-premiere-of-the-manchurian-candidate-july.html
Citation preview
o p e n e d, r e a d
Howthat get
c l i c k e dand
write emailsto
o p e n e d, r e a d
Howthat get
c l i c k e dand
write emailsto
1simple trick
Henneke DuistermaatFeatured on:
Email marketersface a huuuuge
G A P …
We try to achieve this…
We oftenachieve this…
GA
P
How can we bridge the gap? GA
P
Your reader profilemay be something like this…
64% male 76% London
Income: £30k - £45k
Reader profile
Shoe size 7-9
Age: 19 - 35
64% male 76% London
Income: £30k - £45k
Reader profile
Shoe size 7-9
Age: 19 - 35
64% male 76% London
Income: £30k - £45k
Reader profile
Shoe size 7-9
Age: 19 - 35
x
You can’t visualize vague demographics.
You can only picture one person.
Write to please
just one person.
~ Kurt Vonnegut “Image credit: Shutterstock
If you open a window and make love to the world, so to speak, your story will get pneumonia.
“Image credit: Shutterstock
Create one ideal reader profileDemographicsFavourite websites,
books, social mediaDreamsStrugglesName
Create one ideal reader profileDemographicsFavourite websites,
books, social mediaDreamsStrugglesName
Create one ideal reader profileDemographicsFavourite websites,
books, social mediaDreamsStrugglesName
Create one ideal reader profileDemographicsFavourite websites,
books, social mediaDreamsStrugglesName
Create one ideal reader profileDemographicsFavourite websites,
books, social mediaDreamsStrugglesName
Create one ideal reader profileDemographicsFavourite websites,
books, social mediaDreamsStrugglesName
Click here to download a free form to create an ideal reader profile (no opt-in)
Your ideal reader will inspire you.
He’ll tell you what to write, and how to write it.
Sou
rce:
Pat
isse
rie V
aler
ie
Example 1/4
Sou
rce:
Pat
isse
rie V
aler
ie
We’re launching a new Patisserie Valerie Cake Club and as a valued customer and current subscriber to our email offers, we would like to welcome you to our new Cake Club Community. We look forward to sending you new regular updates, exclusive offers and news about Patisserie Valerie plus a little treat on your birthday.
Sou
rce:
Pat
isse
rie V
aler
ie
We’re launching a new Patisserie Valerie Cake Club and as a valued customer and current subscriber to our email offers, we would like to welcome you to our new Cake Club Community. We look forward to sending you new regular updates, exclusive offers and news about Patisserie Valerie plus a little treat on your birthday.
Sou
rce:
Pat
isse
rie V
aler
ie
We’re launching a new Patisserie Valerie Cake Club and as a valued customer and current subscriber to our email offers, we would like to welcome you to our new Cake Club Community. We look forward to sending you new regular updates, exclusive offers and news about Patisserie Valerie plus a little treat on your birthday.
Sou
rce:
Pat
isse
rie V
aler
ie
We’re launching a new Patisserie Valerie Cake Club and as a valued customer and current subscriber to our email offers, we would like to welcome you to our new Cake Club Community. We look forward to sending you new regular updates, exclusive offers and news about Patisserie Valerie plus a little treat on your birthday.
Sou
rce:
Pat
isse
rie V
aler
ie
We’re launching a new Patisserie Valerie Cake Club and as a valued customer and current subscriber to our email offers, we would like to welcome you to our new Cake Club Community. We look forward to sending you new regular updates, exclusive offers and news about Patisserie Valerie plus a little treat on your birthday.
Sou
rce:
Pat
isse
rie V
aler
ie
We’re launching a new Patisserie Valerie Cake Club and as a valued customer and current subscriber to our email offers, we would like to welcome you to our new Cake Club Community. We look forward to sending you new regular updates, exclusive offers and news about Patisserie Valerie plus a little treat on your birthday.
How to address your ideal reader instead…
Sou
rce:
Urb
anD
addy
Example 2/4
Sou
rce:
Urb
anD
addy
Sou
rce:
Urb
anD
addy
Sou
rce:
Urb
anD
addy
Sou
rce:
Am
nest
y In
tern
atio
nal
Example 3/4
Sou
rce:
Am
nest
y In
tern
atio
nal
Sou
rce:
Am
nest
y In
tern
atio
nal
Sou
rce:
Am
nest
y In
tern
atio
nal
Sou
rce:
Gia
nt
Example 4/4
Sou
rce:
Gia
nt
Sou
rce:
Gia
nt
Your ideal reader will inspire you.
(…) every novelist has a single ideal reader.
~ Stephen King
“Image credit: Shutterstock
And when Stephen King writes, he wonders…
(…) I wonder what he/she will think when he/she reads this part?“
Image credit: Shutterstock
Do your emails inspire your ideal reader to take action?
Want to receive more writing tips?
Get your free Snackable Writing Course for Busy People
© 2
014
by H
enne
ke D
uist
erm
aat
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