Day 20: Write Emails People Want to Read
For 20 day, I've been sending emails!
TWENTY DAYS.
This challenge started with over 700 nonprofit marketers and fundraisers who want to learn about growing your nonprofit's email list.
Guess how many have unsubscribed?
20.
Twenty out of 700+ people…that 👏 is 👏 it 👏.
It's less than 3%.
Which brings me to my point: When you send emails that are valuable—that people look forward to receiving—they not only open your emails, but they engage with your emails.
Write emails that people actually want to read—and your list will grow. Trust me.
🛠️ How to write emails your subscribers want to read
Step 1: Go grab a piece of paper and write down three to five answers to this question.
“What does my subscriber actually want to read about?”
Note: This is a very different question compared to, “What do I want my readers to know?”.
The truth about writing a great email that people actually want to read is by thinking about what your reader wants—not you.
David commented on my most recent LinkedIn post to sum it up perfectly:
Step 2: Once you have your three to five ideas—you can get to work writing.
If you're really struggling with what to write—here are some universal ideas after writing over 1,000 emails on behalf of my clients.
A Day-in-the-life email (EXAMPLE)
A Loop Back Email (TEMPLATE)
A “What's Keeping Me Up at Night” Email
A Storytelling Email (preferably with a story of transformation)
An email that connects a recent/relevant article/podcast/pop culture moment back to the work you do
Step 3: If you really want to go the extra mile—survey your readers and ask them—what do they want?
100% of my clients who begin working with us tell us feedback they get in replies or in person about their newsletter with comments like, “I LOVE your emails!” or “I really enjoyed that story about XYZ in your newsletter.”
If you're not receiving any acknowledgement about your emails—it's probably time to shake things up.
💡 Why it works
I'm not going to pretend that inboxes aren't full. They are.
With the rise of AI—it's gotten out of control. The slop is borderline unbearable. 🫠
But there is an opportunity.
With so many emails doing it poorly—your emails can shine through. YOU can stand out as the email people look forward to and want to read while everything else gets deleted.
📊 Results
Immeasurable. But truly—it doesn't matter how large you grow your email list because if your emails are bad—it won't matter.
🧰 Tools Needed
A deep brainstorming session
Your own creativity
Your email service provider
🗣️ Last thought
This may be the most important piece of audience growth that not enough people are talking about.
Yes, you can put out any-old-boring emails, but if they aren't getting read—what is the point?
Send emails that people actually want to read and watch your audience grow.
Make sure you add your name to the new Grow Better Together Waitlist to get first dibs at joining for a limited-time Founding Member price.