2. ♥
A
♥
Tell how your business
started. Share your personal
story – why you started
company – and emphasize
how you uniquely serve your
customers.
A

3. 2
♥
2
♥
Share your company’s
mission statement; what it
means to your customers
and your employees or
team.

4. 3
♥
Introduce employees or office
staff, especially people on
your team who are likely to
interact personally with your
clients, like Customer
Service, Client Care or
Booking.
3
♥

5. 4
♥
FAQ’s: Proactively answer
your customers’ most
commonly asked questions.
Engage new customers by
removing any lurking
mental roadblocks. Address
these questions so that
prospects feel comfortable
working with you or making
a purchase.
4
♥

6. Customer testimonials are
the best advertising you can
get. No need for clever
copywriting! Use the actual
words of your delighted
customers. Reveal why
people love doing business
with you. Include their
pictures to make the
testimonials extra personal
and real.
5
♥
5
♥

7. Customer case studies
demonstrate your value and
enliven the imagination of
your customers. Use actual
examples of your product or
service at work. Show how
you solved a problem for
one of your clients in a
unique way.
6
♥
6
♥

8. Highlight current trends and
newsworthy items. Use of a
hot keyword in your subject
line boosts engagement
because it piggybacks on
what people are already
talking about. Join in the
conversation and establish a
dialogue.
7
♥
7
♥

9. Share your favorite
products… complementary
products that “go” with your
business. For example,
a weight loss business might
discuss food scales and
measuring cups for portion
control. Refer your customers
to sites where they can find
products that "complete or
perfect" your products or
services, and show them how
to use them.
8
♥
8
♥

10. Draw attention to best-
selling products from your
website or local shop:
9
♥
9
♥
• Popular items of the
season.
• Customer favorites.
• “What’s HOT now.”

11. Debunk a commonly-held
industry myth, what people
think about your business or
industry, and why it’s false.
Reveal “the common
misconception” and how
your company corrects these
matters.
I0
♥
I0
♥

12. J
♥
Link to some recent blog posts
or the most popular post on
your website, especially one
with lots of comments. Some
email or blog readers may be
sitting on the sidelines just
waiting for the opportunity to
engage.
Invite them into another social
media site or a different way of
consuming your content, like
your Instagram or Facebook
videos.
J
♥

13. Q
♥
Share recent tweets or other
social media content. Content
that is re-tweeted or widely
shared will probably be
interesting to your email list or
blog readers, too. This doesn’t
even have to be your own
original content. You can used
content you’ve curated; just be
sure to credit the original
source.
Q
♥

14. K
♥
Highlight people you
respect in your industry.
Discuss an interview you
heard or share bullet points
from a speech you
admired. Establish yourself
as a thought leader by giving
your opinions as well.
K
♥

15. Tell of the future of your
industry, or suite of services.
What should your customer
expect in the coming year?
how is your industry
changing?
“Where we’ve been and
where we’re going”
projections and predictions
make for entertaining New
Year emails.
A
♦
A
♦

16. 2
♦
Reveal the lighter side of
your business. Show the
humor that your customers
generally don’t see. Don't be
afraid to let your "wonky"
side peek through; but don't
assume everyone will
immediately get it. Tell a
story to bring them into the
joke.
2
♦

17. Invite email recipients to
engage with you on your other
social sites. You should always
provide opportunities to
connect on Facebook, Twitter,
Linked In, Pinterest, etc. in a
passive way -- little icons
available for clicking. But
every now and then, make a
point of highlighting the unique
offers or content available on
your other sites.
3
♦
♦3

18. Report on industry
tradeshows, products
you’ve tested, and related
vendors who are
revolutionizing your
industry to benefit your
customers. This
shows you stay current within
your industry and are not
simply working in your own
little bubble.
4
♦
4♦

19. 5
♦
Describe different regional
considerations for your
customers in other parts of
the country or world.
Location may affect people
within your market, so share
this information when
appropriate.
5
♦

20. 6
♦
Send birthday greetings.
You can easily collect
birthday information
(your customer's or their
children's) when they
sign up to your list. Set
your email service to
automatically generate a
greeting or coupon on
their special day. Be
creative: a carpet cleaner
could offer a discounted
floor cleaning after their
customer’s 5-yr-old's
birthday... people love it
when you remember their
kids or pets!
6
♦

21. Holiday greetings are a no-
brainer. You can also take
advantage of lesser-known
holidays to come up with
creative content ideas. For
example, “Talk Like a Pirate
Day” on Sept. 19th
or
“National Coffee Day” on
Sept. 29th
. Do you know of
any that relate to your
industry?
7
♦
7♦

22. Teach best practices:
How to implement your
products for success, or
how to make the most of
your company’s services.
Customer involvement
(investment of time and
interest) leads directly to
more sales.
8
♦
8♦

23. 9
♦
Provide some history of
your products or services.
Show how the evolution of
your industry has
benefitted your customers
over time. This content
could piggyback with the
anniversary of your
business, another highlight
to share.
9♦

24. I0
♦
People consume video
content more than any other
medium on the web! Share
videos with your email
readers. Create a still image
from the video and include
that in your email, linking
to a webpage where the
video is hosted. Add some
editorial copy about the
video to encourage click-
throughs.
I0
♦

25. J
♦
Hold a contest. Reward the
best answer to a question, or
the first five responses to a
Facebook post, etc. Get your
email recipients to engage
and offer a discount or
coupon in return.
J♦

26. Q
♦
Promote the "Customer of
the Week." This email
topic prompts prospective
customers to imagine
themselves as if they were
already your customer or
client. It invites people to
picture themselves in that
customer’s shoes while
building community and
loyalty among your
current customers.
Pictures are a must for
maximum engagement.
Q
♦

27. What books are you
reading now? What
movies have you seen
recently? Would your
customers be interested in
those topics? Share the
ones that affected your
business outlook, product
development, customer
service policies, etc. You
can even talk about books
that have nothing to do
with business or your
industry; readers enjoy
reviews of all kinds, and
your personal touch will
be appreciated.
K
♦
K♦

28. Identify targeted
segments: make use of
your email service
provider’s ability to
collect information at
the time of sign-up.
Also take into account
the responses you
receive from previous
email sends/shopping
cart abandonment, etc.
Then send specific
emails based on
preferences (topic,
sending frequency,
etc.) as well as past
behavior. A
♣
A
♣

29. 2
♣
Send a “Last chance” email.
Send an email asking
subscribers to update their
preferences if they haven't
opened or responded in
over six months. Some may
not want to be on your list
anymore, so offer them one
last chance to re-engage;
then clean your list! Do not
lament losing subscribers
who never engaged with
you. Focus on serving the
ones who do.
2
♣

30. 3
♣
Address the most common
problems people have
within your industry. Share
common (and not so
common) solutions. You
know what they are because
you see them every day.
Bring subscribers into the
fold by showing that you
know what they're going
through; you understand
their pain.
3
♣

31. 4
♣ Address that thing you
dislike about your industry
that your customers are not
even aware of.
Give ‘em the dirt: your
information will connect you
with your customers and
make them feel like insiders.
A moderate “rant” now and
again also shows you’re
passionate and opinionated.
Sometimes it's worth
losing a few fence-riders
to gain an enthusiastic
following.
4
♣

32. 5
♣
Inspire!
Give your customer
something to dream about.
Paint the picture of the
benefits of doing business
with you. What would their
life look like if…? This is
where your heartfelt copy
will really connect with
people. Craft it with power
and creativity.
5
♣

33. 6
♣
Ask for referrals; offer a
discount for the subscriber
who refers a new customer.
Remind your reader that your
information, product or
service could benefit a friend
or colleague. Give them an
incentive to share their best-
kept secret – YOU!
6
♣

34. 7
♣
Emailed discounts and
special offers get high
open rates! Send “Print
this coupon” offers
periodically. You could
also ask customers to
repeat a unique phrase
(given inside the email or
post) at your local
business or use a hashtag
on social media. Then
provide a special code for
an online purchase. Just
remember that if you do
this all the time, your
customers will take for
granted that you always
send discounts, so there’s
no need to open your
email or read your posts.
7
♣

35. 8
♣
Has your business
contributed to a local cause,
donated to a charity, or won
an award? Send an email
telling your subscribers all
about it.
8
♣

36. Similar to different localities
affecting your business,
seasons and cycles affect
most business people and
consumers in some way.
Does the month of the year
affect your customers and
how they utilize your
offering? Talk about that.
Provide tips for maximizing
high-volume seasons as well
as downtime.
9
♣
9
♣

37. Introducing something
new? Offer a trial offer, a
trial size, or a temporary,
disocunted offer.
Customers are more apt to
jump in if the stakes are low
and the risk is minimal.
I0
♣
I0
♣

38. J
♣
Speak to your customers'
pain points! Identify the ways
you can relieve your clients’
biggest headaches. What
keeps them up at night?
What’s that worried voice
saying in their heads? If you
can speak those words and
convincingly establish a
connection, you’ll increase
engagement and sales.
J
♣

39. Provide valuable resources to
your subscribers. Your own
content is helpful, but by
sharing your favorite online
resources related to your
industry, you also help your
customers. List the top 10 or
20 best online resources. You
use them, so why not share?
Q
♣
Q
♣

40. Highlight the main
difference between you
and your biggest
competitors. Show how
you’re different and
trumpet your best assets.
K
♣
K
♣

41. Tell why your business
doesn’t do something
everyone else does. Place
your personal stamp on
your offer and explain it to
your clients.
A
♠
A
♠

42. 2
♠
2
♠
Ask for a favor. Come on,
everyone needs a little help
occasionally. Ask for a
review for a book, ask for a
testimonial, etc. Knock and
the door shall be opened.
People like it when you
involve them, and many
enjoy giving back to their
favorite businesses.
Reciprocity creates powerful
communities.

43. 3
♠
3
♠ Pull back the curtain on the
worst thing about your
product or service.
Sounds scary, but be honest;
there’s something you either
can’t or don’t offer. Tell all.
Your honesty earns you
credibility, and there’s often a
flip side to the negative. For
example, your service may
not be the fastest– but the
quality is the highest in town!
It’s worth the wait for the
right customer.

44. 4
♠
4
People like doing business
with companies that have
fun. Share pictures and
stories from your company
picnic, party or recent
event.
♠

45. Share the story of
"The Problem You
Made Right" for one
specific client.
You're a hero to
someone... toot your
horn.
5
♠
5
♠

46. Share articles you found
interesting. Compile them on
your blog or from other sites
and blogs you read. You
could make this a regular
section of a weekly
newsletter, or compile top
stories once every quarter. Be
consistent and people will
look forward to your content
curation. Title it creatively to
attract regular readers.
6
♠
6
♠

47. Share comments from your
Facebook page or blog.
Show that you engage with
your customers by
responding. Create client
connections that matter and
invite others to get involved.
7
♠
7
♠

48. 8
♠
What does the future hold
for your business? Without
giving away your great
ideas, share how you intend
to meet your customers’
needs with your business.
Are you adding more
employees, or developing a
new product line to serve a
segment of your market?
Talk about your plans for
growth.
8
♠

49. 9
♠
Where others zig, you zag.
Show where you deviate from
current trends. Relate the
"brilliant ideas" in your
industry…and why they’re
way off base. Your
perspective is valuable,
especially if you have a lot of
experience in your industry.
Your customer needs to know
this information and will look
to you as an expert.
9
♠

50. I0
♠
Describe the customer least
likely to be happy with your
products or services. Finish this
sentence: “If you ,
then you don’t need us.”
Brutal. Honest. Effective. It
shows you know your clients
and are willing to evaluate a
“good fit” with discernment...
and vice-versa!
I0
♠

51. J
♠
Describe an essential detail
about your offer that your
customers may not know
about. As Mies van der Rohe
famously said, “God is in
the details.” Make your
customers aware of them.
J
♠

52. People love lists: List
exactly how your offer
will ultimately fulfill your
customer’s desire or need.
Assert specific details in
your claim.
Q
♠
Q
♠

53. People love pictures. Create
a Pinterest account and
direct your customers to
boards you think they’ll
like. You can even ask them
to contribute pictures to
your boards. This enhances
engagement between you
and your customers and
provides valuable feedback
about what your customers
want and need.
K
♠
K
♠

54. J
O
K
E
R
Ask your email
subscribers to take a
survey. Compile the
answers to share in a
future email.
J
O
K
E
R

55. J
O
K
E
R
Thank your customers
Send a genuine message
of apprecia- tion...for their
readership, their
engagement, their
questions, their feedback
and their business.
J
O
K
E
R