HR Training and Development Experts

Writing Effective Emails To Build Rapport 

Building an email list is by far one of the most important parts of any online business. Your list can provide you with income on autopilot. However, there are some things you have to do within your emails to build rapport and a good relationship with your subscribers. Simply sending sales message after sales message without building rapport will only result in a lot of unsubscribes and spam complaints. 

So what do you need to do when writing emails in order to build rapport? The answer is very simple: storytelling. 

People love to read stories. This is how we really connect with one another. Otherwise, television, books and social media wouldn't be as popular as they are. People like to read stories, and they also like to relate. They want to relate to what you have to say. Although it might seem very tempting to come off as some kind of guru in your niche, that really isn't what we're going for here. 

Instead, you want people to be able to relate to you on a personal level. Sometimes, you might even want to entertain them with your emails. Other times, you want to inspire them with what you have to say. You know that you are doing a good job of this if people actually email you back, thanking you for your email. 

It's unfortunate that the online world has become a place of sales pitches for the most part. People are accustomed to getting a lot of sales emails and deleting them. What you want to do is create emails that allow people to know, like and trust you. That way, they won't delete your emails, but will read them instead. 

Recently, I was talking to another marketer who does this very well. She had sent out an email to her subscribers about information overload. Her email was long and inspirational. She talked about how she felt overloaded with information when she first got online. She gave tips on how to get over it as well. 

This marketer was astounded when she started receiving responsive emails from her list about this particular message. People were thanking her for giving them that information and letting her know that that's exactly how they felt. She had sent hundreds of other emails throughout the year, but this was the only one that people actually responded to. 

The next week, she crafted an email message about having a strong foundation in your business. She used trees as an example. At the time, she told me, she was watching trees blow back and forth in her yard before a storm. She was noticing how the trees with the strongest foundation would bend but never break. So, she decided to write an email relating that to business. Again, she got many responses from people thanking her for her inspirational words. 

It's very tempting to spend most of your time sending sales emails because we all want to make an income. However, over time you will find that connecting with your list will make you more money than simply sending out random sales emails. Build that trust, and your list becomes a sales machine for you.