Lots of people struggle with email marketing.
I’m guessing you probably pack your emails with flashy images and bright colors to try to get your TikTok-brained audience to click before they get bored.
And how’s that working out for you?
There’s a better way, and it involves the old-school method of actually using your words to get people to buy.
A company that’s doing it the right way is &Liebe.
This company makes leather accessories for fountain pen enthusiasts.
Here’s one of the emails they send out to their subscribers:
The subject line “What &Liebe Hopes to Bring You” is good because it puts the focus on the person reading the email.
It’s human nature to be self-absorbed.
People naturally spend their every waking moment thinking “me me me how does this effect me what is this doing for me me me me me me”.
It’s obvious, but why do so many marketers fail to take this into account?
Because that same human nature applies to you as a marketer as well. Since you’re human, you naturally want to put the focus on yourself.
That’s why you see cringe marketing where the company brags about how much work they put into something or the awards they’ve won.
NO ONE CARES.
Customers only care about what you can do for them.
Another good thing about the beginning of this email is how the author introduces himself right out of the gate. It personalizes things and make you feel like you’re reading the thoughts of an actual person and not an anonymous corporate drone.
Also note the first-person writing style. The more “I’s” and “you’s” you include, the better.
Writing from the third-person perspective feels cold and boring.
Avoid it at all costs.
Again, note how the copy briefly talks about what the company does…but always brings it back around to the reader.
It also does a good job of using words to create a mental picture in the reader's mind: