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Last month, I wrote an email with the subject line, “The one big thing that'll solve almost all your email marketing problems.” Long story short, the email was about learning how to write better emails so you’ll solve your low open rate, deliverability, and engagement problems rather than focusing on the less important things like figuring out the best time to send emails, split testing subject lines, using demographic data. I even posted the content on LinkedIn to get more eyeballs on it, and someone decided to give their two cents. And I’m going to paste it below, so don’t mind if I don’t. ---------- I hear you, but the data is also valid. You can write better emails but they shouldn’t go to everyone in your database because where one person is on the customer journey isn’t the same as another. And mass blasting quality content can be annoying for those whom the content doesn’t apply. So split testing or dividing the list will help with open and engagement rates. It’s been tested and proven by email specialists over and over again. ---------- I think one mistake I’m slowly starting to realize I’ve been making for the past almost two years of writing emails is that I haven’t been doing a good job of providing context. Well my friend, that is going to change today. So here’s the context I should’ve given a month ago. I am not strictly against things like taking advantage of data, split testing and list segmentation. I do believe they have their uses. And the way I preach about writing emails isn’t a blanket solution for everyone, just like every other solution in life. As far as my observation goes, there are two ways a business goes about emails, and neither of which are wrong. 1. They use email to purely sell and squeeze as much revenue as possible from their subscribers. 2. They use email as a long term relationship building tool. For example, There are big companies out there that heavily use copywriting to sell their products. They have a team of copywriters who constantly split test subject lines, hooks, and images because their goal is to simply sell products and make money. If you’re familiar with the space, then you may know the companies I’m talking about. But if you’re the face of your business, if you are your business’ brand, then, in my opinion, my ways of writing emails may be more suitable for you. And you can learn more about that in How to Become an Email Titan. https://EllisenWang.com/email-titan-sample About the author: Ellisen Wang is an email copywriter and the author of “How to Become an Email Titan.” You can read the sample chapters of the book and learn how to write email copy that your subscribers will never get enough of and will make them want to buy from you by opting in at EllisenWang.com. When you opt in, you’ll also get daily copywriting, email marketing, and business tips sent straight to your inbox. If you don't want to optin, you can also read through the blog and listen to the audios for more marketing content and training.
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