Content is king, and while much of our success here at Happy Grasshopper is owed to our content, we’d be remiss to overlook the driving force behind a successful email. It’s not always what you’re sending, as much as it is who you’re sending it to. Identifying your audience and messaging them appropriately is the real reason behind a high open rate…and we’ll tell you how to do it.
The first thing we ask our customers to do when they join Happy Grasshopper is to separate their database into two groups: People you know, and people you don’t. Sure, this seems simple (and, in truth, it is), but the results can be very, very powerful. Answer us this: Do you speak to strangers on the street the same way you do with friends, family, or the people you work with? Probably not.
Wow. John’s letting you know what he does for a living (you already know), and trying to secure you a home loan (he already did). The only new information being conveyed is that he doesn’t take the time to acknowledge his own clients. He doesn’t value your time.
Instead, send a message like this to the group of people you don’t know. You haven’t worked with them in the past, and you’d like them to know what you can do for them.
Much better, right? You didn’t treat the recipient like a stranger, and you provided them with an interesting article to read that is relevant to the upcoming holiday. Not only is this more likely to be well-received, but your chances of getting a referral, email, or phone call is that much better.
With the holidays in full swing, knowing your audience is even more important when messaging your database. If you follow these tips, not only will you provide interesting and engaging information to those you email, but you’ll avoid offending your contacts and losing subscribers.