Observing web business email marketers over time reveals many types of consistencies. Over time a great many of them all seem to settle into a pattern. Early on they are hot and sending good emails, with content, and eventually there are only emails that are selling something. There are some powerful lessons in that for you if you want to do list marketing. The one thing that should be encouraging is that you can turn things around if you know what is going wrong. Consider that you have a business asset on your hands that is not performing well; so then you should decide to repair what is broken.
It's important to spend some time talking about the emails you send out for promotions instead of content and value because that's where things will get a little tricky. One thing that is really popular is the use of "the reason why" a particular email is being made. While it sometimes is a great idea to offer up the reason for your promotion but other times that reason will seem like little more than just a weak excuse. People on your list know you will be sending promotional emails. So make sure that you're clear about what you're doing and don't make excuses about the offer that you are sending out.
It is a great idea to occasionally send out a more personal email to your list without anything promotional in it. Or at least keep the usual promotions to the bare minimum such as restricted to your signature. You can make this about anything, but be sure to make a point and maybe relate it to business.
Always bring it back to the reason they subscribed to you, and that means making the moral of the story relevant. Just be aware of who is in your list as you do not want to cause offense because you do have a variety more than likely.
As you write these email masterpieces, try to remember all of the rules about writing good and informative articles and web content. You have the same copy devices available to you with your email copy even if you are using text only and not HTML format. For example, write your email copy so it can be easily skimmed and scanned. If it is appropriate, put bullet points and short lists into your emails. Then you can later expand on them to offer some extra clarity and help people understand them. If you want to send your emails in an HTML format, bold some of your words to add some emphasis.
Perhaps the most important thing that you need to think about when you want to build effective and successful email campaigns is the relationship that you enjoy with your subscribers. It's okay to step away from the standard conventions if they truly like and honestly value what you are offering to them. In a really great example, Matt Furey has been earning millions of dollars online for years now. If you've seen his emails you might not automatically assume that he's been so successful. He has a tendency to write incredibly long emails with super short lines but his subscribers, customers and fans love him to pieces. Furey has earned his reputation as one of the absolute best email copywriters to send email.
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