Whether you’re new to email marketing or already know your way around, you likely have the same goal: to send emails that’ll keep subscribers engaged and in love with your brand.

But here’s the thing: it’s not enough to send a few emails every now and then to earn your subscribers’ love and affection. It takes much more to create a raving fan base who can’t wait to receive and open your emails.

In this post, we’ll share some simple tips to help you write and send emails that’ll make your audience fall in love with your brand.

If you’re just getting started, make sure to first watch our webinar on how email marketing can help your small business grow.

Give new subscribers a warm welcome

If there’s one email you should pay more attention to it’s your welcome email to new subscribers. Why?

Because users depend heavily on their experiences at the very outset of the campaign. By giving them a warm welcome, you will get your email campaign off to a lovely start.

So, make sure you take advantage of this huge opportunity to start building a new fan base of people who are going to love what you send them and open your emails (which is vital to email marketing success).

Then, when the time comes, you can ask them to share your content, refer you to other people, buy from you, or take whatever action it is you need your audience to complete in order to make your project a success.

Read our post for some great tips and examples of welcome emails.

Deliver on your promises

If you made a promise in your email sign up form, make sure to deliver.

For example, if you promised new subscribers a free resource at sign up, special offers and discounts once a month that are exclusive to your email list, or simply that you’ll only be emailing them once a week, stick to that promise.

This is a simple way to build trust with your audience as not only will they know exactly what to expect when they sign up to hear from you but also that they can trust you to stick to your promises.

Use a memorable and instantly recognisable sender name

The “From” field or sender name is usually the first thing people see when they receive a new email. And it can determine whether they’ll open it or ignore and send it to the bin or spam folder.

That’s why it’s important to pay attention to what you choose for your sender name. If you’re a solopreneur or small business, you could use your own name or experiment with the following formats:

• [Brand name]
• [Your name] from [Brand name]
• [Your name] @ [Brand name]
• [Your name],[Brand name]

Here are some examples:

The main benefit is that over time, your audience will get used to seeing your name in their inbox. And when your name becomes familiar, they’ll be more likely to open your emails knowing that they’re coming from you, and not a faceless corporation.

Stop sending emails from a noreply@ address

So many businesses state that they’re customer-centric and that they care about their customers’ opinions and feedback so they can provide them with a better experience.

But then, after earning people’s trust and convincing them it’s worth their time to subscribe to their email list and share their personal email address, they send emails that can’t be replied to.

Isn’t it a little ironic? You want to build a trustworthy and authentic relationship with your audience. You want to encourage them to share reviews and talk about your brand and products online, and engage with you on social networks. But then you send them emails that they can’t reply to.

Now take a look at this email:

They personalised the email and subject line with my name. Good.

They asked me a question in the subject line. Good.

They proved they care and talked to me like I am a real person. Great.

They encouraged me to reply back. Fantastic!

In some situations, a noreply@ email can’t be avoided – for example for very large email lists, or password reset emails.

But if you can avoid it, you should.

Bottom line, if you want your audience to fall in love with your brand, you need to encourage them to start a conversation and engage with your brand on every channel you’re on, whether it’s social media, email or live chat.

Personalise your emails as much as you can

Any piece of content you create – whether it’s a tweet, an Instagram ad or an email –  should speak directly to a specific reader.

An easy way to do that in your emails is by using your subscriber’s first name in your subject line and body text. This is such a simple technique to personalise your emails and boost engagement.

If you check your inbox, you’ll notice it’s being used a lot, and that’s because it works.

But what if you don’t know your subscribers’ names because, for some reason, you only asked for their email addresses at sign up?

Simple. Just ask them.

If you think it’s awkward, it’s not. Here’s an example of how you can do that:

Of course, you can and should do other things to personalise your emails aside from including subscribers’ names in your subject lines. That would involve getting to know your audience better.

Again, you can get all the useful information you need directly from your subscribers. How? Ask them what they’re looking for, what they’re interested in and how you can help.

Check out this simple example from Flywheel:

You can find a few more email personalisation tactics in this post.

Make your emails valuable and actionable

If you want readers to fall in love with your brand, it probably goes without saying that you need to send emails that are packed with great content, tips and offers.

It’s important to remember that emails don’t just have to be for sales messages or to generate clicks to your website. While the ultimate goal is to generate sales, you can do that without being salesy.

How? By using emails to inform, educate, delight and entertain your audience. By providing answers to their questions and fixes for their problems. By telling a story that makes them laugh or inspires them to do something they’ve wanted to for so long.

If you can do that and make your subscribers light up when they see your email popping into their inbox, you’ll hardly ever need to send another email sales message to your list. That’s because they’ll immediately think of your brand the next time they need one of your products or services.

Use a professional email marketing service

With a regular tool like Outlook or Apple Mail you’ll find it difficult and frustrating to create good-looking, mobile-responsive emails that you can schedule to send at the right time when your audience is checking their inbox.

If you want to deliver your messages effectively and ensure your email campaigns produce great results, using a professional service can significantly increase your chances of success.

Another key benefit is that you can also measure and analyse your campaign’s performance in real-time so you can easily plan your next move.

Wrapping up

Now that you’ve read all our recommended email marketing tips to make your audience fall in love with your brand, we hope you’ll get to work implementing as many as you can.

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