We’ve all been there … You’ve carefully crafted an email. You’ve polished each sentence. You’ve racked your brain for the very best subject line. You hit publish with a sigh of relief. That’s done. But when you look at your email stats, you notice that the opens aren’t as good as you’d hoped, and the click-throughs are disappointing. It’s depressing. Does it feel like a big challenge to get people to open and read your emails? And then to go on to click through? Learn a simple trick to make your emails more engaging, more persuasive, and more seductive. Image credit slide 15/16: Image credit: http://www.shutterstock.com/pic-160851719/stock-photo-kurt-vonnegut-arrives-to-private-screening-of-the-door-in-the-floor-at-the-mgm-screening-room-in.html?src=csl_recent_image-2 Image credit slide 46/48: http://www.shutterstock.com/pic-96909298/stock-photo-author-stephen-king-at-the-los-angeles-premiere-of-the-manchurian-candidate-july.html

1. o p e n e d, r e a d
How
that get
c l i c k e dand
write emails
to

2. o p e n e d, r e a d
How
that get
c l i c k e dand
write emails
to

3. Henneke Duistermaat
Featured on:

4. Email marketers
face a huuuuge
G A P …

5. We try to
achieve
this…

6. We often
achieve
this…

7. GAP

8. How can we bridge the gap?
GAP

9. Your reader profile
may be something
like this…

10. 64% male
Reader profile
Shoe size 7-9

11. 64% male
Reader profile
Shoe size 7-9

12. 64% male
Reader profile
Shoe size 7-9

13. You can’t
visualize vague
demographics.

14. You can only
picture one
person.

15. Write to please
just one person.
~ Kurt Vonnegut
Image credit: Shutterstock

16. If you open a
window and make
love to the world,
so to speak, your
story will get
pneumonia.
Image credit: Shutterstock

17. Create one ideal reader profile
Demographics
Favourite websites,
books, social media
Dreams
Struggles
Name

18. Create one ideal reader profile
Demographics
Favourite websites,
books, social media
Dreams
Struggles
Name

19. Create one ideal reader profile
Demographics
Favourite websites,
books, social media
Dreams
Struggles
Name

20. Create one ideal reader profile
Demographics
Favourite websites,
books, social media
Dreams
Struggles
Name

21. Create one ideal reader profile
Demographics
Favourite websites,
books, social media
Dreams
Struggles
Name

22. Create one ideal reader profile
Demographics
Favourite websites,
books, social media
Dreams
Struggles
Name

23. Click here to download a
free form to create an
ideal reader profile
(no opt-in)

24. Your ideal
reader will
inspire you.

25. He’ll tell you
what to write,
and how to
write it.

26. Source:PatisserieValerie
Example 1/4

27. Source:PatisserieValerie
We’re launching a new Patisserie Valerie Cake Club
and as a valued customer and current subscriber to
our email offers, we would like to welcome you to
our new Cake Club Community. We look forward to
sending you new regular updates, exclusive offers
and news about Patisserie Valerie plus a little treat
on your birthday.

28. Source:PatisserieValerie
We’re launching a new Patisserie Valerie Cake Club
and as a valued customer and current subscriber to
our email offers, we would like to welcome you to
our new Cake Club Community. We look forward to
sending you new regular updates, exclusive offers
and news about Patisserie Valerie plus a little treat
on your birthday.

29. Source:PatisserieValerie
We’re launching a new Patisserie Valerie Cake Club
and as a valued customer and current subscriber to
our email offers, we would like to welcome you to
our new Cake Club Community. We look forward to
sending you new regular updates, exclusive offers
and news about Patisserie Valerie plus a little treat
on your birthday.

30. Source:PatisserieValerie
We’re launching a new Patisserie Valerie Cake Club
and as a valued customer and current subscriber to
our email offers, we would like to welcome you to
our new Cake Club Community. We look forward to
sending you new regular updates, exclusive offers
and news about Patisserie Valerie plus a little treat
on your birthday.

31. Source:PatisserieValerie
We’re launching a new Patisserie Valerie Cake Club
and as a valued customer and current subscriber to
our email offers, we would like to welcome you to
our new Cake Club Community. We look forward to
sending you new regular updates, exclusive offers
and news about Patisserie Valerie plus a little treat
on your birthday.

32. Source:PatisserieValerie
We’re launching a new Patisserie Valerie Cake Club
and as a valued customer and current subscriber to
our email offers, we would like to welcome you to
our new Cake Club Community. We look forward to
sending you new regular updates, exclusive offers
and news about Patisserie Valerie plus a little treat
on your birthday.

33. How to address
your ideal reader
instead…

34. Source:UrbanDaddy
Example 2/4

35. Source:UrbanDaddy

36. Source:UrbanDaddy

37. Source:UrbanDaddy

38. Source:AmnestyInternational
Example 3/4

39. Source:AmnestyInternational

40. Source:AmnestyInternational

41. Source:AmnestyInternational

42. Source:Giant
Example 4/4

43. Source:Giant

44. Source:Giant

45. Your ideal
reader will
inspire you.

46. (…) every
novelist has a
single ideal
reader.
~ Stephen King
Image credit: Shutterstock

47. And when Stephen
King writes,
he wonders…

48. (…) I wonder
what he/she will
think when
he/she reads this
part?
Image credit: Shutterstock

49. Do your emails
inspire your ideal
reader to take
action?

50. Want to receive
more writing
tips?

51. Get your free Snackable
Writing Course for
Busy People
©2014byHennekeDuistermaat