How To Get People To Open And Read Your EmailsWe had a really late night, quite a late night again in the office last night. I’ve been running a bootcamp all week with our Certified Partners, basically teaching them and going through a brand new traffic system called Fuel. It’s basically a completely revolutionary approach to driving traffic and doing online advertising to get prospects leads and sales.

Today I want to talk about emails. So right now, when I get into the office, one of my big jobs that I’m working on today, and probably the next few days at least, is writing email sequences for our new sales funnel. Mainly what I’m going to be focusing on is the customer sequence. So, what happens, what gets sent out to a customer, what events take place to a new customer once they’ve ordered our upcoming new training called The Perfect Offer?

So I want to give some advice actually, because I study a lot to do with email, copywriting and all things like that. Because ultimately, your ability to get somebody to take an action based on the written word is probably…

One Of The Most Valuable Skills You Could Ever Learn

There’s a famous saying, “When you can learn to sell, you’ll never go hungry.” And obviously, a huge asset, or one of the most valuable access in any successful internet-based business, is your email list.

And so, having the ability to develop rapport and build trust and develop a relationship with your subscribers, with your customers, that is one of the keys to having a successful business, you know. Positive cash flow when you’ve got customers.

And so I want to give you a good tip here, because this is one of the things that I’m kind of weaving into all of my emails, or all of this campaign, is this particular tactic – this particular strategy.

How To Get People To Open And Read Your Emails - The Drive E14So the whole purpose being here, is that when we’ve got a new customer in our business and on our email list, we want to engage with that person. We want to almost, when we first get them on our list, set the scene, engage with them and have them basically looking forward to receiving our emails.

A lot of people write their emails and they’re very generic, they’re very boring, they’re very monotone, you know, they’re very neutral almost. And one of the best things that you can do with your audience is to be polar, you know – polarize. I’m not talking about – you’ve got kind of a scale – you’ve got like boring on one side and then you’ve got…

Completely Ridiculous And Unbelievable And Crazy!

…and then you want to be kind of somewhere in the middle, where you’re polarizing – you’re not afraid to speak your mind, you’re being yourself, you’re letting your audience actually get to know you.

So I want to share the strategy of how I get people, or how I have my audiences, my subscribers through my automated email follow-ups that we’re building into our autoresponder sequences.

How you get people to keep opening your emails. How you have people literally waiting, excited, looking forward to the time that your name shows up in your in their email inbox. It’s one of the most important things that you could do right now, because you’re fighting for the attention of the inbox.

So what we do…

I Call Them ‘Cliffhanger Campaigns’

Okay. Now what a cliffhanger campaign is – you know if you ever watch any TV shows, any soap operas, or any kind of TV shows that on let’s say once a week or once a month, you know, once every in a few days, twice a week. You’ll notice that these TV shows are the absolute best at doing this.

How To Get People To Open And Read Your Emails - Thumbnail

Let’s just say you’re watching a TV show and it’s approaching a commercial break, okay, so the the infomercials are about to come on at the midway point of the TV show.

You’ll notice that there’s always something that happens that makes you not want to leave the sofa.

So it might be something like, you might say like, “Oh my gosh, look what he’s doing over there!” and then like it cuts to the ads.

And it’s like, your left as a viewer thinking, what is he doing over there?

The Brain Has To Complete The Picture, Right?

So it’s like you can’t go anywhere because you fear missing what’s coming up, because they’ve left you with this cliffhanger. They’ve left you with this kind of open loop. And that’s what it’s actually called – it’s actually called opening the loop.

And so this is what we do with our emails. So we’ll say something like, so we’ll have this email and we’ll say whatever we’re saying in the email, but throughout that email or even sometimes right towards the end, we’ll drop a cliffhanger in there. So we’ll say something like, “Oh my gosh, you’re not going to believe what happened to me yesterday! It involved a video camera, a crazy lady and a mailman. I’ll tell you all about it in tomorrow’s email. For now check out this…”

That’s maybe not the world’s greatest example there, but can you see what I mean? I’ve opened this loop, I’ve dropped this cliffhanger. It’s like the curiosity in that person’s mind now that’s reading this – is consuming the email that you just written – but now they’re also awaiting the next email so they can find out what on earth happened.

So then the next email arrives and it’s like, “So I mentioned telling you about what happened the other day. So here’s what took place; blah blah blah.” And then we’ll open another loop. We’ll drop another cliffhanger…

We Keep Opening These Loops

How To Get People To Open And Read Your Emails - The Drive

Sometimes we open a loop for longer than one day. So we might say in one email something like, “The craziest thing just happened to me when I went to the store. I was there in line and there’s these two people in front of me, and it absolutely went wild. And you’re not going to believe what they what they did to me! I looked an absolute mess by the end of it. I’ll tell you more about it over the next few days. But for now I just want to mention X Y Z”

So we kind of open these loops where it’s always, like, the person is eagerly awaiting the answer to that loop that you opened up. And I call them cliffhanger campaigns. And so what I’m about to write today is a sequence of cliffhanger campaigns that our new customers, when they come in through this new sales funnel, will start receiving – where I’m giving value, I’m getting them to take necessary actions, I’m sending them things and directing them places that I want them to go to ascend them up my sales funnel, through my line of products.

But in doing so as well, so that they enjoy reading my emails, so that they don’t feel like I’m just selling to them because that’s not my intention. My intention is to educate, build trust, develop rapport and of course ascend people up my sales funnel. But do so in a way…

That’s Fun, That’s Engaging, That’s Entertaining

…that has them looking forward to when my emails land in their inbox.

So I’m not just another one of those guys – instead I’m that guy that they’re excited to receive messages from, because they’re getting so much value. But they’re also just loving reading my emails because they’re entertaining, they’re engaging, and they’re doing this cliffhanger approach where they can’t wait to see what happens next.

It’s like a soap opera, a movie, a TV show, you know, your favorite TV show. Start to monitor, if you do watch TV, every time before a commercial comes on, the ad breaks come on, or every time at the end of the show when you know there’s another one in the next few days or the following week. Start to notice, because these tricks that you pick up will be killer for your email copywriting.

So hope you enjoyed that tip. That is the cliffhanger campaign approach for emails. So it’s time for me to get in the office and start writing. So with that said I shall see you in My Thoughts On The Media And News As An Entrepreneur – another episode of The Drive. Take care, have a great day. This is Dean Holland signing out.

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  1. Janice Wald says:

    Hi Matt,
    I am intrigued by your method! I’ve never heard of this. I hope you don’t mind if I ask a question.
    In your subsequent email do you really discuss the crazy lady and the bag?
    In another subsequent email do you really discuss what happened at the store with the video camera?
    If yes, another question– do those things really have anything to do with the content of the article you’re sending them? I hope you don’t mind my asking. I’m trying to learn. Thanks,
    Janice

    • Matthew says:

      Hi Janet

      Thank you for that great comment!

      The psychological mechanism of “opening the loop” with cliffhangers in every email, creates an ongoing, endless (soap opera style) narrative, keeping subscribers curiously opening your emails and they get to know, like and trust you.

      How you relate your cliffhanger stories to your offers, or whatever you’re linking to, is down to your creativity, wit and humor. They could even be completely unrelated! For instance, simply closing with; “…Oh and by the way… this really caught my attention today (click here). Let me know what you think.”

      Once you have subscribers enjoying your little day to day stories and the lessons they may teach, their like of, and trust in you will naturally make them more likely to look at whatever you choose to link to in your emails. If you can relate these little stories to the content or offers you’re linking to in some creative or comedic way, so much the better of course.

      All the best
      Matt

    • Matthew says:

      To some extent this depends upon what email subscribers expect when signing up. If it’s just to get hold of a free lead magnet using a single opt-in list, then I’d suspect there’d be a higher unsubscribe rate regardless of the content. However, if new subscribers are made aware of what they’re signing up for (eg. daily emails of a conversational nature with tips and some recommendations) and double opt-in is used, unsub rates would likely be much lower. But if anyone gets mad with the content / link relationship (or sometimes lack thereof), their unsubscriptions are welcome and helpful for maintaining a clean, responsive list.
      Matt

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