Reach by Becky Robinson

Author:Becky Robinson
Language: eng
Format: epub
Publisher: Berrett-Koehler Publishers

Give Your Email Recipients a Personal Connection to You

The more personal an email is, the more likely someone is to respond. Since email marketing is one-way communication, the more real you can become to your audience, the more they will want to hear from you. What can you share that will both help people learn and help them get to know you? How can you invite people into an ongoing conversation with you? What question can you ask to invite them to reply?

Whitney Johnson is skillful at offering people a personal connection to her as she shares valuable information through her newsletter each week. She started her newsletter around the time of the launch of her first book, Dare, Dream, Do (2012), and is still sending a weekly newsletter nearly a decade later.

“I think the real challenge for me is that when I write, I don’t want to be salesy, and I don’t want to be blatantly marketing. Somehow those feel like a bad thing. What I am really saying when I say that is I don’t want people to feel like I’m using them,” Johnson says. “For me, it was a matter of overcoming that and getting to the point where I would say, ‘Okay, I have something that I feel like it’s important that I want to share.’ When I started, I didn’t want to do a newsletter that was all about me. I wanted to do something that adds value.”6

Chris Brogan wrote this advice as part of his regular Sunday newsletter: “From the very moment I start the letter with your name, to the way I talk as if we’re midway through a conversation and not at the beginning, building an email is about seeking a response or action. The action I’m seeking today? A reply.” At the end of his message, he returned to that initial focus, “So many people end their letters poorly. It leaves the reader not knowing what the sender had intended for them. ‘What should I do next?’ Never let people feel that. What I want you to do: Hit reply, especially if you haven’t in quite a while (or ever!), and tell me that you saw this letter. Tell me what you think. Or what you’re working on. Or anything. The goal with this letter is simple: replies. Please reply and tell me this was useful (or not!).”7

When you send email to people who have asked for it, when you send the content they are expecting and hoping for, and when you infuse your own unique personality into each message, they will open it and engage with what you send.

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