What’s in it for me, that’s what your customer is going to be thinking. But before you even get that far, why are you sending the email? What is the purpose? So, I’ve mentioned newsletters a bunch of times. What’s the purpose of sending a newsletter? Newsletters are generally company news or information on the company. But ask… what’s in it for me, from a customer’s point of view? They don’t care. They don’t want to know.
So the approach that I want you to have, is this: why are you sending the email?
What is the purpose? There’s got to be a pre-defined goal. Are you looking to increase engagement? What is it that you want people to do? So always start with why. Don’t just send an email for email’s sake. It’s a Thursday, it’s the 10th of the month, we’ve always sent an email on a Thursday or the 10th, we’re going to send an email to the same people at the same time every month without fail. No. Mix it up. Why are you sending this email, ask, are people going to be bothered by what you’re sending an email about?
So, it’s a twofold thing, two lessons in one, why am I doing this and why shouldn’t people care?
So, I want you to start thinking about that. Ask why, always ask the why, be like a three-year-old child who’s always asking why, why, why. Just ask that question over and over again. And you really want to kind of get to the crux of we are sending this email, and this is the reason we want to generate X sales. Why should the customer care? So, think of the two things:
Why are we sending this?
Why should people care?