Email Marketing

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Email Marketing Secrets

More Opens, Reads And Clicks From Every Email You Send
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So, imagine this for a moment…
You’ve done a good job building your list with the help of PerkZilla.
You’ve got this targeted group of subscribers who’re eagerly
awaiting your emails. And you want to turn these new subscribers
into loyal readers who’ll open every email you send.
Guess what?
This is where a lot of email marketers totally stumble and fail. They
build the list, but they can’t keep the list engaged. Maybe the
subscribers open the first few emails, but eventually they stop
opening them. They unsubscribe. And the remaining list is
unresponsive and as cold as an icicle.
Why?
Simply put, the emails aren’t delivering what the audience

wants.
Simple on the surface, but there are quite a few ingredients that go
into creating the perfect email recipe that will get your subscribers’
attention and keep them engaged over the long term.
And that’s exactly what you’re about to discover in this report. In

moments you’ll learn about the crucial ingredients of a good email,
from compelling subject lines to engaging content to the tech
factors that make a difference. Once you’re done with this report,
then you too will know how to get your subscribers opening and
reading your emails both today and for the long term.
So, grab your favorite beverage, put your feet up, get comfortable,
and read on…

Define Your Goal
Before you can even think about writing a word of your email, you
need to define your singular goal for that email.
Not five goals. Not three goals. ONE goal.
Because here’s the thing…
If you try to achieve multiple goals with a single email, you’re just
going to weaken your message. You’ll confuse your reader. And
when faced with too many options, your reader may just opt to not
take any action at all.
Sure, sometimes your email will inadvertently achieve more than

one goal. For example, a well-written sales message with a goal of
selling a product may achieve that goal. But just by virtue of sharing
your honest opinion about a product, that email also serves to build
better relationships with your audience. You get a twofer without
even trying.
That’s a happy accident. Nonetheless, you want to focus one just

ONE goal, and then make sure every word of your email serves that
singular goal.
So, what sorts of goals are we talking about?

Let me share with you some of the top goals:
• Generate sales of your own product or service. This

could come in several forms, including case studies,
directly promotional pieces, and similar items.
• Create sales for an affiliate offer. Here you promote

affiliate products with direct promotions, product reviews
and similar pieces.
• Promote / build anticipation. This is where you promote

something now, even though the immediate goal is not
to make a sale. For example, sending out pre-launch
promotions for a product builds anticipation today but
doesn’t generate sales since the product hasn’t been
released. However, the goal is to generate excitement
which turns into sales in the future.
• Get an opt-in. Here’s where you get your readers to sign

up for another list.
• Get traffic. This is where you send your readers to one of

your properties. For example, you might send your
readers to a blog page to read an article or watch a video.
• Send traffic to someone else. This is where you send

traffic to someone else’s page, even though it may not
be directly beneficial to you. For example, you might
send your readers to your joint venture partner’s blog as
part of an ongoing co-promotion agreement.
• Segment your list. This is where you ask your readers to

take some sort of action so that you can further segment

your list. You might simply segment based on who clicks
the link in your email, or you might ask your readers to
select which topics interest them the most.
• Build brand recognition. As part of this, you may build

your authority/expertise in the niche, such as by offering
solid articles or videos with information that your
prospects can’t find anywhere else. (Solving your
readers’ problems also helps achieve the goal of building
good relationships with them.)
• Promote an event. The idea here is to promote and get

signups for an event such as a live webinar or even a
contest.
• Make an announcement. Since building anticipation was

covered in an earlier goal, for this category we are
looking at non-promotional announcements. For
example, you might let readers know your website is
going to be down for a certain period of time for
maintenance.
• Get feedback. Here you can ask your readers for

feedback on most anything of relevance, including your
newsletter, website and products. You can also poll or
survey your readers to understand them better.
• Get the prospect to contact you. For example, you may

offer a free, no-obligation quote and encourage your
readers to request their quote.
These are some of the top goals that you’re likely to seek in an
email, but by no means is this an exhaustive list.

You’ll need to decide what your own goal is before you compose
an email. It’s a good idea to write your goal down – that way, your
email will be laser-focused on achieving that goal.
TIP: Whenever possible, choose measurable goals. For

example, if your goal is to generate sales, then you can look
at your clicks and conversions for an email to see if you did
indeed generate sales.
Obviously, it’s even better to attach specific numerical values to

your goals. That way, you can check your email stats (opens, clicks,
and conversions) to see whether your email did a good job of
achieving the goal.
For example, if you set a goal to “generate sales” (plural), then if

your email generates two sales that means you’ve achieved your
goal. However, if you have a list of 5000 people, then getting two
sales is actually an embarrassingly miserable conversion rate. And
I’m betting you’d be hoping for a lot more than two sales.
Point is, it’s a good idea to set concrete, measurable, achievable

goals – that way, you’ll know if your emails are serving their
purpose, or if you need to tweak and improve future emails.
Now let’s look at the next ingredient in our recipe for getting people
to open (and keep opening) your emails…

Create a Consistent Voice and Message
Sometimes email publishers have a tendency for their emails to be

inconsistent. The “voice” may be inconsistent. In some cases, the
messaging isn’t cohesive. Either way, readers get turned off… they
stop opening your emails… and in some cases they unsubscribe.
So, let’s talk about how to create consistency in both the voice and
message…
Voice
Your voice is the overall “flavor” of your message. This voice is how
you convey your message.
Think about different marketing messages you’ve seen, or just

browse through your email inbox. You’ll immediately recognize that
different marketers have different “voices.”
Part of this is just the marketer’s personal writing style. However,

the other part that makes the voice is a conscious effort to give your
brand a voice. So, you need to ask yourself: what sort of voice best
matches your brand?
For example, if you have a fun and light brand, then your messaging
voice should likewise be fun and light. Be conversational, inject a
little humor, have some fun with your readers.
Now consider if your brand is fairly serious. In that case, you need
your messaging to come across as professional, educational,
confident.

Or what if your brand is all about helping busy people succeed? In
that case, you need to make sure your messaging is tight, succinct.
No fluff, no filler – just a meaty message that busy people can read,
absorb, and apply quickly.
Point is, take a moment and think about your brand. What one or
two adjectives describe your brand? And how will you convey your
brand in your messaging?
What you’ll want to do is write down the adjectives that best

describe the voice you’ll use for your messaging. E.G., confident…
sarcastic… serious… witty… professional… helpful…
informative… and so on. Then every time you sit down to craft an
email, you’ll want to check that your text matches those adjectives.
It’s also a good idea to create a style guide for your emails (and all
your messaging across platforms). This is especially important if
you’re not the only one creating the content. If you have business
partners, employees, or independent contractors creating content,
then you’ll want to be sure that you’re all writing with the same
voice.
You’ll need to consider lot of the finer points when it comes to

writing, as all of these little details contribute to your messaging
voice. You’ll need to define your voice in terms of these details, and
then write them down in a style guide.

For example, consider these questions:
• Do you use a lot of exclamation points, very few, or none

at all? If you use some, when do you use them? (Give
examples to illustrate when you’re likely to use them.)
• Do you use industry jargon and acronyms? If so, when

do you use them? Do you explain them when you use
them?
• Do you use swear words in your emails? If so, which ones

are acceptable? What context do you use them? How
often do you use them? (E.G., sparingly or generously?)
• What is the overall format of your content? Long form?

Short tips? Step-by-step how-to information with links to
additional resources? Graphics or no graphics? (And if
you do use graphics, what kind?)
• Stylistically, what sort of writing style will work for your

audience? For example, should your content always be
grammatically correct? Or do you prefer to sometimes
break the rules purposely, such as by having a sentence
fragment for impact? If you break the rules, when is it
acceptable to do so? (Give examples/be specific.)
• What level is your audience at with regards to the niche?

E.G., beginner, intermediate, advanced?
• What else do you know about the reader that will help
you create content that resonates? (Give this topic a few
moments of thought now – then later in this report you’ll

learn more about creating content for your ideal
customer avatar.)
As you can see, there are a lot of details to consider when

developing a style guide. You want to review your existing
(effective) content in order to determine what styles you’ve been
using so far that have been working for you. And if you’re
developing this guide for others, be sure to point to your existing
content to show examples of all the different points above.
For example, let’s suppose you’re defining when swear words are
appropriate in your content. You’ll want to first explicitly define and
explain when it’s appropriate to use this language. Then, to make
your point clear, you’ll want to show your partners and freelancers
examples of your content where you deemed these words to be
appropriate and even impactful (and content where you decided
there wouldn’t be any value to inserting those words).
In other words, don’t make people guess what you mean – instead,
show them examples so that they’re very clear on what you’re
seeking in terms of voice and style.
Now let’s take a looking at the topic of messaging consistency…

Message
At this point, you know how to create a consistent voice across the
emails you send (and across all other platforms). Now you need to
create a consistent message across your emails as well as your
marketing channels.
By message, we’re referring to both the branding message as well

as what you’re teaching your prospects and customers.
For example – if you start advocating for different (competing)

strategies in an area in which you’ve established yourself as an
expert, your prospects are going to take note of this inconsistency.
They’ll wonder why you’re wavering.
They’ll wonder why you seem to be all over the place. And they’ll
wonder why they’re following you, because you don’t seem very
confident in your recommendations (if you’re recommending new,
different and competing strategies every week).
Maybe to you it makes sense, especially if you’re an affiliate

marketer who tends to promote a lot of products. But you need to
sit down and determine if your messages are conveying your brand
and unique selling proposition – or stomping all over it?
Let’s take Google as an example. Their motto is, “Do no evil.” So,
any time someone in the company sits down to communicate with
customers, they need to be sure their messaging fits their motto.

They’d completely destroy their credibility if they did many of the
“white lies” that some marketers engage in, such as false scarcity.
Another example: Apple. They’ve positioned themselves as

industry leaders who develop cutting-edge technology.
Now imagine if Apple sent out messages to their audience about

technological advances that everyone else had heard about a
month ago. That sort of messaging would destroy their “cutting
edge” reputation.
Point is, think about your own branding and whether your emails
are consistent not only across time, but also consistent across your
other platforms. And if you have others writing your content (either
partners or freelancers), make sure they understand how you’d like
your brand conveyed across your messaging.
Which brings us to the next point…

Write for Your Ideal Customer
Let me give you the takeaway from this point right upfront: if you
try to write for everyone, you’ll end up writing for no one. That’s
why you need to write your emails for your ideal customer.
Let’s suppose for a moment that you have a list of subscribers who
are all looking to lose weight. And let’s further suppose that you
know you have a couple different audience segments.
Perhaps you have both “soccer moms” and 20-something men on

your list – and they’re all looking for weight loss tips and solutions.
Now if you try to write to both of those groups, you’re not really
going to resonate with either of them. And you’ll end up with both
of these audiences growing cold, because they’re going to search
for a marketer who seems to understand them and their needs.
Because think about it – these two groups have vastly different

motivations and reasons for losing weight. And their lifestyles are
different too, so your weight loss tips need to reflect that.
What you need to do is determine who your IDEAL customer is –

and then write for that one person.
Now, I know the fear here: if you write for one person, then you’re
going to turn off a part of your audience.
For example, if you write to the 20-something guy about getting his
body beach-ready so he can impress the women, that’s going to
turn off the soccer moms. And if you write to the soccer moms and
talk about creating quick, easy and delicious meals the whole family

will love, the 20-something guys will look at you as if you’ve grown
two heads.
So, what happens? When you write to one part of your audience,
you end up REDUCING your list. And that’s a good thing. That’s the
GOAL. Because when you reduce your list, you’ve drawn your ideal
customers towards you, while pushing away everyone else.
End result is that you have a very targeted and very responsive list!
With that in mind, here’s your next step…
You need to define your ideal customer.
This isn’t guesswork. You don’t base this off of your wishful thinking
about who you want your customer to be. Instead, you draw up a
customer avatar based on who your customer actually is.
In order to figure this out, you’re going to need to do some

research.
This includes:
• Listening to your prospects and customers to get a better

feel for who they are. You can do this by paying attention
to what they’re saying on your blog (or similar blogs), on
social media, and in groups or forums. You can also
interact directly with them to learn more about their
pains, desires and motivations.
TIP: A good way to better understand your audience is

to do what they do for a period of time. For example, if
you want to understand bodybuilders, then start leading

a bodybuilding lifestyle yourself, including going down to
the local lifting gym and interacting with the bodybuilders
there.
• Surveying your audience. You can start by surveying

your current list to find out who they are in terms of
demographics, as well as what they want, what they’ve
tried, where their “pain points” are, etc. You can then
branch out and survey your market segments in other
places, such as on social media and elsewhere.
• Research your audience. In some cases, other

organizations (such as the government, research
organizations, and universities) will share their research
with the public. This is one way to get demographic
information as well as attitudes and viewpoints (through
research such as Pew opinion polls).
The more you know about your audience, the better you’ll be able
to connect with them via your newsletter.
To that end, you should seek to answer the following questions

about your ideal customer:
• Gender?
• Age?
• Income?
• Where does he/she live?
• Rent or own?
• Marital status?
• Any children?
• Educational level?

• Income?
• Career?
• Hobbies?
• Problems?
• Paint points/challenges with regards to niche.
• What sort of products/solutions the prospect has tried.
• Why haven’t those products worked?
• What sort of blogs, niche publications, etc. does the
prospect read/follow?
• Is the prospect a beginner, intermediate level or expert
in the niche?
• What does the prospect want?
• What motivates them?
• What do they fear?
… And anything else that you can learn about your prospects that
will help you connect with them.
Let’s go back to the “soccer mom” example. Let’s suppose you do

a little research and find out that most of these moms are really
busy. They work full time. They’re raising an average of two kids
who are now in school. And they spend a whole lot of time ferrying
these children to practices, games, appointments, events, etc.
This mom wants to lose weight, but she doesn’t have a whole lot of
time. She certainly doesn’t have time to cook two meals – one for
herself, and something “tastier” that her family will actually eat. And
she also doesn’t have a whole lot of time to devote to going to the
gym.
For this ideal prospect, you could connect by empathizing with how
busy they are. E.G., “I know what it’s like to be a busy mom – seems
like all you do is chauffeur the kids to events, clean up after them,

and help them with their homework. You want to lose weight, but
sometimes it feels like you just don’t have any time or motivation
left over…”
You can also offer solutions that fit their busy lifestyle. E.G., “These
low-calorie recipes are so delicious that the whole family will love
them, so no more making two meals. And they’re quick, with each
one taking an average of 15 minutes of prep time.”
Once you understand your ideal customer, then you’ll be able to

create content that really resonates with them.
However, you’ll also need to learn how to create content that hooks
your readers and keeps them reading…
... which the next factor we’ll examine.

Create Emails People Want to Read
This is a big umbrella issue that’s actually composed of several

different factors. Let’s take a look at what goes into creating emails
that people want to read…
Build Good Relationships With Readers
One of the big keys as to whether subscribers open, read and

respond to your emails depends on your relationship with them. In
short, do they know, like and trust you?
There are a lot of sub-issues that affect this factor. Let’s take a look
at them separately…
Stay in Touch
Think about your offline relationships.
One of the keys to developing this relationship is that you frequently

talked to the other person.
The same works for your relationships with your subscribers. If you
want to build good relationships, then you need to commit to
sending emails on a regular basis (at least weekly if not more). This
not only helps you build relationships; it also helps you build top of
mind awareness.
TIP: The good news is that you can do plenty of relationship-

building with your autoresponder. Just be sure that the emails
you’re uploading are evergreen. That means that you avoid
any references that will date the content. Any solutions or
products you mention should also be evergreen – meaning

they are relevant and useful today, and they will be relevant
and useful in a year from now too.
Next…
Give Readers What They Want
Another way to build good relationships with your readers (and

increase open rates) is by giving your readers what they want.
There are three ways to figure out what they want. It’s a good idea
to use a combination of these three methods, rather than relying
entirely on just one method:
1. Research your market. Check with your competitors to see

what sort of content they’re both giving away for free and
selling. Then provide something similar (yet better).
2. Ask your subscribers. Survey them to find out more about

their pain points and challenges so that you can address them
in your newsletters. You’ll also want to directly ask them what
sort of content and solutions they want.
3. Test and track your campaigns. Keep track of what sort of

content your subscribers respond to really well, so that you
can give them more of the same.
Take note: this not only refers to the topic, but also the overall
format. For example, how do they respond to a long-form
article versus a short tip? How do they respond to a direct
promotion versus a product review? You’ll want to keep track
of their responses over time in order to start uncovering
patterns to identify what your audience wants.

Here’s the next way to help build good relationships…
Offer Actionable Content
Yes, you should provide a variety of content, including solutions

that will help your readers over the long term. However, you’ll also
want to be sure to offer actionable content. This is content that your
readers can put to use right away, and start seeing results in a
relatively short amount of time.
Let me give you an example…
Losing weight tends to be a long process for most people. If

someone loses just one pound per week, it will take them six
months to lose 24 pounds. Your content and solutions should help
them with this ultimate goal. However, you should also provide tips
and solutions that provide immediate results.
In this case, you might suggest to your readers that they go for a
10 or 15-minute walk with variable intensity (jogging for a minute,
walking for minute, jogging for a minute… and so on).
This is easy to do because they can do it in as little as 10 minutes.

It’s the type of activity that supports their long-term goals. And yet
it also provides short-term benefits. Most people who engage in this
sort of activity feel energized and their mood improves. They’ll feel
productive too, and happy that they’re taking steps towards their
goals. As such, they get to enjoy benefits immediately after they
complete the task.

Another example: building a business is a long-term activity.
However, you can give your readers actionable tips that take five
or ten minutes to implement yet provide quick results. One specific
example is a tweak to a headline that’s likely to boost conversions.
Another specific example is a post on social media that’s likely to
generate viral traffic.
Point is, when people take action and get good results, then they’re
going to feel really good about your newsletter. So be sure to mix
in actionable content that’s likely to produce good results for your
readers.
Here’s another tip for building good relationships…
Promote Right from the Start
Some marketers with newsletters get the mistaken impression that

they need to “nurture” their list before they can start promoting
anything. In other words, they feel like they should “give” before
they “get.”
That’s noble. But the reality is, you’re just training your subscribers
to expect 100% free content and solutions if you don’t start
promoting something as soon as your subscribers sign up. If they
know what to expect (that you’re going to offer them both free and
paid solutions), then they’re not going to be upset when you
recommend products.
Now here’s the other thing you’ll want to take into consideration…

Your prospects joined your list because they’re looking for you to
provide good content and solutions to them. They’re going to
naturally assume that you’re going to recommend only the BEST
solutions. So why on earth would you ever withhold a solution
simply because it costs money?
Let’s take the example of someone with a painful medical problem,

such as sciatica. Let’s suppose the very best solution you know of
costs money. Are you going to let your readers suffer with
excruciating pain by not telling them about this solution, simply
because you think you should “nurture your list” before you
promote anything?
That would be a huge disservice to your readership. That’s why you

should start promoting from day one, because to do so otherwise
means you’re very likely withholding the best solution.
Here’s the next tip for building good relationships with your
subscribers…
Be Honest and Build Credibility
It seems like this should go without saying, but plenty of marketers

tend to overlook this idea: you need to be honest and professional
when it comes to your readers. Because as soon as they detect that
you’re not being straightforward, trust will be broken. And from
there on out, you’re going to struggle with getting people to open
your emails (much less respond to them).
Now heads up…

There are a few people who are going to read this bit about being
honest, roll their eyes, and say, “Duh! But of course I’m honest!”
Except here’s the thing…
Some marketers have gotten into the habit of telling “white lies.”
They think that exaggeration is part of the marketing game.
For example, plenty of marketers use false scarcity tactics. They

swear up and down that the special offer is ending at “midnight.”
Except it doesn’t. If you go back tomorrow and check the offer, it’s
at the same price. And maybe now the countdown clock has reset,
and again it’s saying the special offer ends at midnight. But the
astute prospect realizes the countdown clock always resets, and
the offer never changes price.
That’s an example I’m sure we’ve all seen. And you know? That sort
of stuff ruins your credibility, breaks trust, and harms future sales.
TIP: Promoting shoddy products is another way to destroy

your credibility. Don’t try to put lipstick on a pig just to make a
quick buck. If you’re doing product reviews and something
genuinely stinks, then tell your readers why you think there
are better solutions out there for them.
The point is, make sure you’re being absolutely straightforward with
your subscribers, because any little “white lie” or exaggeration can
come back to bite you in the backside.
As you can see, there are plenty of little factors that go into building
good relationships with your prospects, all of which can boost your
open rate.

Now let’s look at the next factor that gets your emails opened…
Establish Your Expertise
Imagine for a moment there are a set of prospects who’re all

interested in golfing. Half of these prospects get a golfing email
from “Joe Blow.” The other half get an email from Tiger Woods.
Now which email do you think these prospects are going to open
up and devour first?
That’s right, they’re going to read the golfing tips that come from a
known expert: Tiger Woods. They may not even bother opening the
email from Joe Blow, especially if they don’t recognize his name as
being a golf pro.
You see, people like to follow known experts. They’re actively

seeking authorities in the niche to follow. And that’s why you’ll want
to be sure you establish your own expertise. In essence, you need
to become the “Tiger Woods” of some segment of your niche,
which will naturally lead to more people following you.
So, how do you build your expertise?
Check out these tips:
• Show readers you are an expert. The #1 way to

establish your expertise is to simply show your readers
consistently and over time that you know what you’re
talking about. In other words, provide great content that
readers can’t find anywhere else, and they’ll naturally
look to you as the expert in the niche.

• Highlight your credentials. If you have some sort of
credentials to help prove you’re an expert, then
showcase them. This doesn’t mean you drone on and on
about yourself (as you need to create content centered
around your readers, not you). However, you should take
time here and there to tell people why they should listen
to you.
What sort of credentials are we talking about? This

includes:
- A degree in a relevant field. For example, if you’re

writing about getting rid of back pain, then share if you
have a relevant degree such as nursing.
- An established work history in a relevant field. For

example, if you’re teaching people how to sell their
homes for more money, then you might tout your
credentials as spending 25 years as a real estate
agent.
- Proof that you can provide results (for yourself and

others). For example, if you’re serving people who
want to lose weight, then show your “before” and
“after” pics of clients who’ve lost weight under your
training.
- Awards and recognition in the field. For example, if

you’re teaching people how to write bestselling
novels, then show people the writing awards you’ve
won.

… And similar items.
• Get people to interview you. Sometimes marketers

work on landing other experts as guests on their
webinars. That’s beneficial for other reasons. But if you
want to be seen as an expert in your niche, then you need
to be the one giving the interviews on webinars,
podcasts, talk radio and similar.
TIP: If seeking out interviews isn’t working for you,

then ask a friend to interview you. You might even
do this on a regular basis, such as every month.
Once others in your niche listen to your interviews,
they’ll start approaching you about being their
guest too.
• Write a book. Here we’re talking about a physical book

on Amazon. You don’t even need to find a publisher, as
you can self-publish it using CreateSpace.com. But the
point is, people tend to view those who’ve published a
print book as experts.
• Do guest blogging. If your content shows up on a lot of

different (popular) blogs in your niche, people are going
to naturally view you as an expert.
In short, people want to read emails from people they perceive to

be experts. So if you work on building your expertise, your open
and response rates will go up.
Now the next factor in creating content people want to read…

Build Anticipation
Every email you send should seek to build anticipation, preferably

in both of the following ways:
1. The email should build anticipation for what’s coming up in

that email.
2. The email should build anticipation for what’s coming up in a

future email.
And here’s one more factor in creating content people want to

read…
Create Entertaining, Engaging Content
It’s not enough to create useful or even novel information. Because

here’s the thing…
If prospects find that reading your content is as boring as watching

paint dry, they’re not going to read it.
It doesn’t matter if you’re sharing the holy grail of your niche. It

doesn’t matter if you’ve done a bang-up job of establishing yourself
as an expert. If your content is dry, your open rates and response
rates are going to be poor.
That’s why you need to create edutaining (educational +

entertaining) content.

Here are tips and tricks for making your content more entertaining
and engaging:
• Tell relevant stories. These are not only entertaining;

they also engage your reader on an emotional level.
• Inject humor where appropriate. But be careful, as

humor as subjective and even differs among cultures.
You’ll need to understand your audience in order to
make this really work for you.
• Write as if you’re speaking to a friend. Toss out those

big $100 words and use a more casual way of writing
instead.
• Use curiosity keep people reading. E.G., “In just a

moment I’ll tell you the little-known trick that can double
your conversion rates. But first…”
• Spice up your writing with analogies, metaphors and

similes. For example, don’t just tell your readers that
something is “dry.” Instead, say it’s as dry as a piece of
sand in the Sahara Desert.
• Vary your writing style. Sometimes you may use

longer, “lazier” sentences. At other times you may create
short three-word sentences to build tension. (Hint: read
fiction novels to get a sense of how to put this strategy to
work for you.)

So, there you have it – that’s how you create emails that people
really want to read. And now let’s take a look at the next major
factor that’s going to influence your open rates…
Differentiate Yourself from Your Competitors
If you want your readers to religiously open and actually read your
emails, then you need to make them worth reading. And that means
you need to offer information in a unique way. I.E., you need to
differentiate yourself from your competitors.
Think about it…
If new subscribers pop open your first few emails and reads content
that he can find anywhere else, how long do you think he’ll stick
around? Hint: not long. Why should they, if you’re not offering
anything new?
Now, offering something new doesn’t mean every email needs to

be chock-full of earth-shattering strategies that no one in your niche
has ever heard of before. Sure, it’s awesome when you’re able to
pioneer strategies in your niche – and you should strive to do that
– but it’s not a requirement for getting people to consistently open,
read and respond to your content.
So, here’s what you need to do…
First, you need to subscribe to all your competitors’ emails and read
them regularly. And while you’re at it, you can check out their
content on other platforms, such as on their blogs and social media
pages. You’ll also want to check out their products if they sell
information products (such as books, videos, etc.).

Your goal in reading all of this content is twofold:
1. You want to find out what’s popular in your niche. If several

competitors are sending out information on a specific topic in
your niche, that’s a clue that the topic is popular. And of
course if you check out social media pages, you can check a
post’s “likes,” “comments” and “shares” to get a feel as to
how popular a topic is. These popular topics are the sort you’ll
want to talk about too.
2. You want to find out HOW your competitors are talking

about/teaching the topic. That way, you can teach it in a
different way.
Here’s where the differentiation and novelty come in…
Now that you know what your competitors are saying, your goal is
to say it in a different way.
Teach it differently.
But heads up: you’re not out to compete with everyone else in your
market on every email you send. Instead, focus on being different
and consistently striving to do better. Compete with yourself, and
just worry about your own numbers to see if you’re doing well.
(More on that in just a bit.)
At this point you may be wondering how, exactly, do you teach

information in a new way?
If you look at what others in your niche are doing, you’ll see a lot of
straightforward “step-by-step” articles.

Here are ways you can make your content more unique (without
having to pioneer completely new strategies):
Coin New Phrases
One way to make your content unique is to create new words or

phrases for things.
Take the example of your typical opt-in (lead) page. No one really
had a good name for it, so people often referred to it as an opt-in
page. That was descriptive and it worked. Then one marketer called
it a squeeze page, and that terminology took off. And you can bet
that marketer’s reputation was elevated in the niche, and plenty of
subscribers became loyal fans.
Next…
Create Formulas/Acronyms
If everyone is teaching step-by-step information in your niche, then

see if you can fit this “how to” information into a formula.
Let me give you an example you’re probably familiar with the

copywriting acronym AIDA. Instead of saying things like, “Step 1:
Get People Interested in Your Offer,” one clever person created
the AIDA formula. This acronym stands for Attention, Interest,
Desire and Action, and it perfectly describes the basic structure of
a sales letter.
Now think of your own niche and topics you teach. What sort of
formulas or acronyms can you use to set yourself apart from others
in the niche?

Apply Ideas from Other Niches to Your Niche
As mentioned before, it’s great if you can pioneer new strategies

and share them with your subscribers. But if not, look at what other
niches are doing and ask yourself if you can apply those strategies
to your niche.
For example, let’s suppose you’re involved in dog training. You

might look at other animal trainers (such as those working in zoos)
to see what they’re doing, and to see if any of their training
strategies might work with dogs. You can take the most promising
strategies, field test them, and then report on your tests to your
niche.
Alternatively, you can simply provide a twist on an existing method.

For example, both the South Beach Diet and the Atkin’s Diet are
low-carb diets. However, they are sufficiently different from each
other that the creators could present them as “new” diets (when
they are really just tweaks on existing diets).

Provide Case Studies and Test Results
If you look around at your niche, chances are you’ll discover that
quite a few email publishers focus on how to content. If that’s the
case, here’s another place where you can differentiate yourself. If
you take the extra step and test strategies in your niche and report
back on the results (whether expected or unexpected), you’ll
develop a following of people who are hungry for this sort of
information.
For example, if you’re catering to a weight loss crowd, then put

dieting strategies, exercises, and supplements to a rigorous test.
Don’t just say “the food in this diet is delicious and helps you lose
weight.” Instead, recruit neutral subjects to follow the diet and
carefully track their weight, measurements, mood, hunger levels
and so on. You’ll be able to provide the sort of data that very few
others in your niche are providing, and you can bet that will make
you stand out.
Now here’s one more way to stand out…
Offer Tools
A lot of email publishers focus on providing the instructions for

completing a process, but they don’t offer tools (other than paid
products) to make the process easier. You can set yourself apart
from your competitors by offering tools that enable people to take
action and get better results.

These tools include:
• Checklists
• Worksheets
• Mind maps
• Cheat sheets
• Templates
• Swipes
• Lists (such as gear lists)
• Planners
• Calculators
• Apps
… and similar items.
For example, if you teach copywriting to people, then you might

include tools in your newsletters such as:
• An audience profiling worksheet.

• A sales letter checklist.
• A sales letter template.
• A collection of swipes (headline swipes. P.S. swipes,
guarantee swipes, etc.).
Or if you’re helping people lose weight, then you might include tools
such as:
• A calculator for determining how many calories to eat.

• An exercise planner.
• A set of meal plans.
• Shopping lists.
• A template journal.

… and similar items.
So, you get the point—if you can get your email readers to take
action, they’re bound to get good results. And when they get good
results, they’re going to become very loyal readers who open every
email you send.
Now the next factor that will boost your open rates…

Test and Track Your Campaigns
In the last section I mentioned competing against yourself. And the

only way to truly do this is to test and track your campaigns. In other
words, let the hard data drive your decisions (not your “gut
feelings”).
When you find something that works, do more of it. When you
discover that something has promise, tweak it to see if you can
make it better. And if you learn that something isn’t working at all,
then dump it and try something new.
Generally, many of the major email service providers offer some

built-in statistics that you can use to track your campaigns.
The two actions you’ll track include:
• Open rates.
• Click rates.
Now, there are a lot of factors that are going to influence these two
actions. Let’s take a closer look at some of the top factors.
Take note that some of the open-rate and click-rate factors overlap.

Open-Rate Factors
Let’s start with the factors that influence whether someone opens
your emails or not…
The Email Subject Line
This is one of the most important factors. Have you created a

subject line that captures the readers’ interest and compels them
to open your email?
Your subject line not only needs to be captivating; it also needs to

be succinct. Most email clients truncate the subject line (usually to
around 50 characters), so you need to be sure your email subject
line packs a big punch within these limits.
You’ll learn more about what makes a good subject line just a bit
later in this report. For now, let’s turn our attention to the next
factor…
The “From” Field
One factor that comes into play with regards to your from field is
whether the reader recognizes your company name (or your name,
the brand name, or whatever else is in the “from” field).
In other words, have you done a good job of branding? Have you
stayed in touch with your subscribers on a regular basis? Have you
kept your “from” field the same so that subscribers don’t get
confused?
Here’s another factor that’s related to the “from” field…

You Relationship With the Reader
Your reader may recognize the “from” field, but that doesn’t mean
that he’s going to fall all over himself to open it. If you haven’t yet
developed a good relationship with your readers, they may just
trash your email rather than open it.
Earlier in this report we talked about some of the factors that go into
developing a good relationship, including providing content they
can’t get anywhere else, being honest with your subscribers, and
seeking to solve their problems.
Whether the Email is Something the Reader Expects
Another factor rests with what sort of expectations you’ve created

in your readers. Whether you’re doing it intentionally or not, you
HAVE created expectations. In some cases, you may have created
them on the lead page (where you described what the reader would
receive), you may have created them in your initial emails as you
described what to expect as a subscriber of your newsletter, and
your past email patterns also help create these expectations.
What sort of expectations are we talking about?
These:
1. The frequency of your email. If you promised to send one

email per week and you start sending one per day instead,
that’s going to affect open rates since readers don’t expect it
(and it’s not what you promised to them upfront).
NOTE: The actual frequency itself does NOT matter, as

long as that frequency is what your readers expect. You

can send two emails per day and that would be perfectly
fine… as long as your readers expect it. Point is, pick
your mailing rate, and then let your readers know what to
expect.
2. The content of the email as summarized in the subject line.

Again – are you sending emails that your readers expect? Or
have you repurposed your list for some other reason? (Hint:
repurposing your list is bound to tank open rates.)
For example, let’s suppose you started your list based on

promising to deliver product reviews to subscribers. And let’s
suppose you decided to change your newsletter purpose to
offer “how to” information instead.
Guess what happens? All the people who joined to receive

those promised product reviews are going to stop opening
your emails. In some cases, they’ll unsubscribe.
Point is, be sure you define your newsletter purpose upfront

for both yourself and your audience. And then don’t repurpose
your list because you feel like doing something else. (Unless,
of course, your tracking and testing data tells you something
different.)
Next…
Day/Time Email Was Sent
It’s a good idea to send out emails on days and times of day when
your readers are active, online, and have the time to click on your
emails.

What time is that?
Only testing and tracking can tell you for sure what the best times
are for sending emails. However, as a guideline and place to start,
take a look at your statistics to see when the bulk of your newsletter
subscribers joined your list.
If a lot of them joined at 9:00am weekdays, then you can start

testing those times to see if your readers are indeed responsive.
TIP: If you have a lot of subscribers in different parts of the

world, you may consider segmenting your list by location. That
way, you can determine what time of day works best for each
segment, and then schedule your emails to go out at times
that are best for those in different locations.
For example, maybe 9:00am EST works best for your United
States subscribers, but your UK subscribers aren’t as
responsive at that time because it’s mid-afternoon. You can
find out when UK subscribers are responsive (perhaps it’s
9:00am their time), and then send emails accordingly.
Now let’s look at the factors that affect click rates…

Click-Rate Factors
At this point, your readers have opened your emails. Now the
question is, will they actually read them and then click on your
links? Here are some of the factors that will influence your click
rates…
Mobile-Friendliness
Chances are, a lot of your subscribers are going to open your

emails on the go, from their phones. If you’re using HTML-based
emails, then you need to be absolutely sure that they are mobile
friendly (AKA responsive). If a reader opens your email and finds it
difficult to read because the HTML is messed up on their phone,
you can bet your click-rate is going to be low.
Your Ability to Engage the Reader
Your opener (the first paragraph) is going to be the most important

factor – because if it doesn’t hold your reader’s interest, then he’s
going to close the email and move on. However, the rest of your
email needs to be equally engaging.
Think of your email as a greased slide. Every word is designed to

get the reader to read the next word. Each sentence is constructed
to engage the reader and keep them hooked and reading.
We talked about some of the factors that help engage the reader
earlier in the report (such as novel content, emotional engagement,
etc.), so refer back to those factors and work on improving your
writing. Think “edutainment” – educational yet entertaining. Be sure
to use a light, conversational tone, and you may consider injecting
humor where appropriate.

You’ll also want to keep in mind that the way you format your email
is going to influence read (and click through) rates.
For example, long blocks (walls) of text are incredibly hard to read
– and a lot of people simply won’t expend the effort.
That’s why you want to format for easy readability, which includes:
• Using short words and short sentences. Use a lot of white

space to make your content easy to read.
• Using bolded subheadlines to break up long emails. This

also helps draw skimmers back into your content when
you drop a juicy, benefit-driven, curiosity-arousing
subheadline in the middle of an email.
• Using bulleted lists to break up long paragraphs. This list

is an example. ☺
• Inserting graphics to break up the content and make it

more aesthetically pleasing. This works particularly well
in long emails, and/or those with data-heavy text (as you
can use an infographic to make the text easier to read
and understand).
Next…

Relevancy/Interest to the Reader
Sometimes you can completely engage a reader in your opening

paragraph, but the reader’s interest may decline as they learn more
about what you’re offering.
Here’s the key: you need to offer the right product at the right price
to the right audience.
If any of these factors are off, your click-through rates are going to
suffer.
In order to determine the right product at the right price to the right
audience, you need to do two things:
1. Do your market research. Find out what the bestsellers are in

your niche. This data will serve as a guide as far as what sorts
of products you should develop and test.
2. Track and test offers. Use your email service provider’s built-
in testing tools to randomly split your subscribers into groups,
and then send out identical emails with different products or
different prices. This is the only way to know for sure what
types of offers are the best match for your audience.
Now the next factor that may affect your click rates…

Your Relationship with the Reader
We addressed this in the previous section on open-rate factors, but

it’s relevant here too. Basically, it boils down to this: does the reader
know, like and trust you?
If not, then they may open your emails – but they may not trust you
enough to click on your links.
Call to Action
The first thing you need to check is that your email as a whole was
created with one goal in mind, and that your call to action supports
that goal. In other words, is your email focused and targeted in a
way that it naturally leads to your call to action?
Next, you need to look at the actual call to action itself. Is it specific?
And where possible, do you generate a sense of urgency around
this call to action?
E.G., “Click here to watch this video – and do it now before this offer
disappears for good!”
Day/Time Email Was Sent
Sometimes your open rate may be high at a certain time of the day,
but the click rate isn’t high. That’s because a reader may have time
to open your email, but not necessarily take action on it.
For example, let’s suppose you’re sending emails off at 9:00am.

People are just getting to work, and they check their emails one last

time before starting their tasks. Yes, they have time to open and
read your emails… but they forgo taking any action until they get
home in the evening. And by that time, they may forget about your
email.
Point is, you need to look at both open rates AND click
through rates when you’re trying to determine the best time
to send emails.
What Should You Test?
As you can see, there are a lot of factors that determine whether
people will open your email and click on your links. However, only
some of them are directly testable (such as subject lines), and those
are the factors you’ll want to focus on.
NOTE: The other factors (such as developing a relationship

with your readers) are something you can strive to improve
upon with each email you send, but it’s incredibly difficult to
directly test the factor. However, if you’re struggling to
improve your open or click rates despite testing things like
subject lines and offers, then you’ll need to consider whether
you’ve built a trusting relationship with your readers.
So here then are the main, testable factors to focus on:
• Email subject line.
• Email opener.
• The offer (product and price).

• Call to action.
• The postscript (as skimmers sometimes skim right down

to the end of the email to get the gist of it).
• Days and times you send emails.
Remember, when you’re testing and tracking, be sure to focus on

just ONE factor. That way, if the conversion rates change, then you
know that change is attributable to the factor you’re testing.
Let’s suppose you’re looking at the impact email subject lines have
on your open and click-through rates. In this case, the ONLY
difference between the emails you send should be the subject lines
and nothing else. All other variables should be held constant.
For example: if you send half of your emails out at a different time
of the day, then you just introduced another variable. If your
conversion rates differ between the two testing groups, then you
won’t know if it is due to the differing subject lines… or the two
different times of day that you sent the emails.
Point is, hold all variables constant so that you can be more
confident about your results.
As mentioned above, creating a compelling email subject line is a

huge, influential factor when it comes to getting people to open
your emails.
That’s what we’ll look at next…

Craft Attention-Getting Email Subject Lines
We’re not going to sugar-coat this: if your email subject lines stink,
so will your open rates.
Sure, you can overcome a poor subject line to some degree by

developing really good relationships with your subscribers. But
even if you have that, you STILL want compelling subject lines,
simply because it will boost your open rates even more.
Which brings us to the question, what makes a good subject line?
There are several factors that compel people to click, including…
• Curiosity. This is like creating an itch that your

readers need to scratch, and the only way they can
scratch this itch is by opening your email. E.G., “The
#1 fat-loss secret no one is telling you…”
• Urgency. Basically, this boils down to a fear of

missing out. E.G., “This is your last chance to join the
webinar…”
• Freebies. People love free stuff, and “free” is even a

powerful trigger words. E.G., “FREE nutrition
consultation if you act now…”
• Solutions. This is a subject line that simply promises

a solution to a prospect’s pressing problem. E.G.,
“Housetrain your puppy in 72 hours?”

• Personalization. Sometimes it’s really powerful to
include your reader’s name in the email. E.G., “Jim,
here’s your coupon code…”
• Name dropping. Here’s where you name a famous

person (dead or alive) to attract attention. E.G., “Even
Warren Buffet doesn’t know this investment tip…”
Which brings us to this…

10 Winning Subject Line Formulas
Time to apply what you just learned about. Check out these 10
winning subject lines that you can use in any niche. Feel free to
swipe and modify them for your own use…
1. The Quick and Easy Solution Subject Line.
As you learned above, people will open emails that promise them
solutions to their most pressing problems.
But you know what? They don’t want just any solution. I mean if you
tell people they can lose weight, but it will take them three years to
do it, they’re going to trash your email. Or if you tell them that
solving their problem is going to be hard, they’re going to look for
something easier.
See, people are looking for solutions that are both quick and easy.
That’s why templates like this work:
Here’s the quick and easy way to [get some benefit] …
E.G., Here’s the quick and easy way to get rid of cellulite…
Here’s another template using this formula:
The easiest way I know to [get some benefit] fast.
E.G., The easiest way I know to lose 10 pounds fast.

2. The Curiosity-Arousing Subject Line.
The key here is to create a subject line that’s RELEVANT. For

example, a subject line that says “SEX!” may create curiosity about
the content of your message. But if the subject line doesn’t match
the content within, your readers are going to bail on you (and be
unlikely to open future emails from you).
There are quite a few ways to arouse curiosity in your subject line.
Let me give you a few example templates:
[The common thing] that [does something amazing].
E.G. This common herb skyrockets your metabolism!
[Some amazing result]?
E.G., “Lose weight without exercising?”
3. The Personalized Curiosity Subject Line.
Here’s where you combine personalization with curiosity to create

something click-inducing.
[First Name of Your Subscriber], do you know this [type of] trick?
E.G., “Sally, do you know this conversion trick?”

4. The Urgent-Freebie Subject Line.
Urgency (especially in the form of scarcity) is a powerful motivator.

This works like crazy to boost open rates on paid offers. But you
can even use it on free offers, too.
Here we combine the fear of missing out with a freebie:
[Get your free offer] before it’s gone for good!
E.G., “Download this free app before it’s gone for good!”
Another example template using this formula:
Get [item for free] while you still can – ends soon!
E.G., Get your free copywriting consultation while you still can –
ends soon!
5. The Social Proof Subject Line.
This is the subject line that suggests other people are getting a
benefit, and the reader will want to act (i.e., open the email) if they
want to get that benefit too.
Here’s a template:
Who else wants [a benefit]?

E.G., “Who else wants whiter teeth and a sexier smile?”
6. The “Here’s What Happened” Subject Line.
This is a subject line that hints at a story, and generally it also

arouses curiosity to get the click.
Check out this template:
[Did something of interest to the niche.] Here’s what happened.
E.G., “I ate nothing but fruit for two weeks. Here’s what
happened…”
7. The “Let’s Do This Together” Subject Line.
A lot of people feel like they’ve been struggling with their problem
alone. This subject line suggests that you’ll help them because
you’re in this together.
Here’s a template:
Let’s [get some benefit] together…
E.G., “Let’s boost your conversion rate together…”
Another template:
Let me help you [get some benefit]…
E.G., “Let me help you shake off those 10 stubborn pounds…”

8. The Special Offer Subject Line.
This not only presents a special offer (which is motivating), it can

also include an expiration to create urgency/scarcity.
Here’s a template without urgency:
Order [Product] now and [get something else free]…
E.G., “Order the fat loss guide now and get this meal planning app
for free!”
Here’s a template with urgency:
Your special [type of discount] ends soon…
E.G., “Your special 50% discount off all software ends soon…”
9. The Expert Subject line
As you already learned earlier in this report, people want to follow

experts and authorities in a niche. And you can use that fact to
increase your open rate with this subject line template:
What [some type of experts] know about [getting some benefit]…
E.G., What doctors know about getting rid of backpain.

10. The Story Subject Line.
The story subject line works because it uses curiosity to pull people
in. And once you actually start your story within the email, you’ll
engage your readers emotionally.
Take note that this can be a professional or personal story, as long

as it’s relevant.
Template:
[Some person] surprised me [during this activity or by doing this]…
E.G., “My grandma surprised me with this weight-loss tip…”
Now the final factor that goes into getting more people opening
more of your emails…

Use a Solid Email Service Provider
As mentioned a few pages back, you should use an email service

provider that offers built-in tracking and testing tools. Many – but
not all – of the major email service providers offer this feature. Don’t
sign up until you confirmed whether this feature is available.
The second factor you need to examine is deliverability.
Simply put: are your emails going to end up in your intended

recipient’s inbox?
Here there are two issues at play:
1. What sort of uptime does the email service provider (ESP)

have? If your ESP has a lot of service interruptions, then
you’re going to struggle with getting your emails delivered. For
example, if you’re aiming to send emails at a certain time of
day, you may be off by several hours if the service gets
interrupted.
2. What is the email service provider’s deliverability rate? The

good ESPs work hard to make sure your emails get into the
intended inboxes. Usually, the ESPs that value deliverability
will have dedicated staff working on this issue.

Parting Thoughts
As you can see, there are a lot of factors that influence whether
your subscribers open your emails or not.
Fortunately, none of these factors are particularly difficult.
Some of them take time (such as building a relationship with

readers) and others take practice (such as crafting awesome
subject lines).
But if you take consistent action each day to improve your open
rates, then you too will soon find yourself with a responsive list!

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Email Marketing Secrets

Any perceived slights of specific persons, peoples, or organizations are unintentional.

COMPENSATION DISCLOSURE: Unless otherwise expressly stated, you should assume

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Simply put, the emails aren’t delivering what the audience

And that’s exactly what you’re about to discover in this report. In

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Not five goals. Not three goals. ONE goal.

Because here’s the thing…

Sure, sometimes your email will inadvertently achieve more than

That’s a happy accident. Nonetheless, you want to focus one just

So, what sorts of goals are we talking about?

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• Generate sales of your own product or service. This

• Create sales for an affiliate offer. Here you promote

• Promote / build anticipation. This is where you promote

• Get an opt-in. Here’s where you get your readers to sign

• Get traffic. This is where you send your readers to one of

• Send traffic to someone else. This is where you send

• Segment your list. This is where you ask your readers to

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• Build brand recognition. As part of this, you may build

• Promote an event. The idea here is to promote and get

• Make an announcement. Since building anticipation was

• Get feedback. Here you can ask your readers for

• Get the prospect to contact you. For example, you may

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TIP: Whenever possible, choose measurable goals. For

Obviously, it’s even better to attach specific numerical values to

For example, if you set a goal to “generate sales” (plural), then if

Point is, it’s a good idea to set concrete, measurable, achievable

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Sometimes email publishers have a tendency for their emails to be

Think about different marketing messages you’ve seen, or just

Part of this is just the marketer’s personal writing style. However,

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What you’ll want to do is write down the adjectives that best

You’ll need to consider lot of the finer points when it comes to

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• Do you use a lot of exclamation points, very few, or none

• Do you use industry jargon and acronyms? If so, when

• Do you use swear words in your emails? If so, which ones

• What is the overall format of your content? Long form?

• Stylistically, what sort of writing style will work for your

• What level is your audience at with regards to the niche?

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As you can see, there are a lot of details to consider when

Now let’s take a looking at the topic of messaging consistency…

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By message, we’re referring to both the branding message as well

For example – if you start advocating for different (competing)

They’ll wonder why you’re wavering.

Maybe to you it makes sense, especially if you’re an affiliate

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Another example: Apple. They’ve positioned themselves as

Now imagine if Apple sent out messages to their audience about

Which brings us to the next point…

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Perhaps you have both “soccer moms” and 20-something men on

Because think about it – these two groups have vastly different

What you need to do is determine who your IDEAL customer is –

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