Emails are one of the most powerful and effective marketing strategies that marketers have come to love. It is little surprise then, that the average person receives about 126 business emails daily according to a Radicati report. With so much information vying for your target audience’s time, grabbing it at the first chance you get can go a long way in helping your marketing strategy become a success. Therefore, a good email introduction is key to win customer attention. Many people are busy, and a long, boring email is just not what they would like to devote their time to.
So why should they care about yours?
The art of emailing is not a hurried one, but one that is carefully structured such that every element of the email is reeling your reader in and building up the effect you wish it to have on them.
One essential aspect of your email is the email introduction. In this article, we will show you what makes up a good email introduction and why you must nail yours.
What is an email introduction and what is it not?
An email introduction is the first part of an email that contains what a reader will get out of reading the rest of the email. It typically should be conversational, without fluff, and contain value or interest to the reader.
This is vital in piquing their interest and sustaining it. A good email introduction is concise and goes straight to the point. It uses techniques like questions, stats, interesting one-liners, or relevant images to get the readers’ attention and build a connection with them.
Once the connection is established, it helps to carry the reader through the rest of the email and gives them a good idea about the main message quickly. An email introduction is not boring, vague or disjointed. It does not beat around the bush.
5 Essential reasons why you must nail your email introduction
If your email introduction is not convincing enough, you may lose your reader before they get to your main message. It doesn’t matter how interesting the rest of the email is, building a connection from the introduction will keep them wanting to read more.
Here are five reasons why you have to nail your email introduction.
1. To connect with your audience
Creative and well-done email introductions help your readers connect with you. Whether it’s a one-liner lead or useful statistics that gets them thinking, connecting with them allows them to create a deeper bond with the brand.
This helps them to open up their minds to anything else the rest of the email has to offer. Some email introductions can be so great, that the reader reads the entire email and searches their inbox for other newsletters they have missed.
This is one of the goals email marketing aims to achieve; to leave a lasting impression on the potential customer, such that they look forward to your content and offers.
2. To sustain interest
A killer email introduction gives people a reason to continue reading your email. Usually, email campaigns have a boring old pattern that users get tired of seeing time and time again.
With a superb and out-of-the-box email introduction, you set yourself apart from the rest. The reader is interested in the email that uses a different approach from the norm in their inbox and takes a look.
Once you are able to hook them, then they can settle in and take in the message that is being passed. They see that there is some value to gain within your email, and the interest is heightened further, causing them to continue reading.
In an email introduction, every line counts, and if done properly, would have the desired effect on the reader.
3. To spur them to take action
From the email introduction, you can get the reader ready to take action. You can show them what they are missing without your offer, where they can get it, and how they can get it.
While a your email introduction may not necessarily have a call to action button, it can excite them enough to look out for it at the bottom of the newsletter. A good email introduction can be so convincing, that the reader knows what they have to do next after reading it.
See this introduction by Myrtle below. Although it doesn’t directly ask the reader to buy the dress, the dress description coupled with the style image tells an interested reader all they need to know about whether they would like to shop the look or not.
4. To build a lasting relationship
Email introductions can be the start of a long and lasting relationship with the consumer. From the spark of interest to the connection that is built as the reader progresses in the content, a reader will most likely know whether the brand is one they would like to do business with.
This email intro by An Indigo Day addressed readers as though they were together in a “Braided Hair Sisters Meeting.” The personal tone the fashion blogger adopted likely created a bond with ladies who shared a common interest with the blogger’s niche (hair braiding).
5. To provide value
One of the main reasons you should send an email at all to your subscribers is because you want to provide some value to them. An excellent email introduction would convey this message as soon as your reader opens your email.
If the email intro offers value to the reader, they will not likely want to pass that up. Instead, they would look for more ways they can benefit from the brand and may even refer it to a friend. Customers are loyal to brands they value, or brands that provide value to them
This entire customer journey begins from how captivating the email intro is.
Components of a good email introduction
If you’re wondering what it takes to keep your readers hooked and how to nail your email, then you must learn the components that make up a good email introduction. We will list four of them below.
1. It must get to the point
One thing email readers do not like is an email that is full of fluff. Readers will not wait around trying to know what you have to offer them because they have so many other emails to read. If yours is not telling them what they’re reading about in the shortest time, they lose interest.
Get to the point early on in your email. You can do this right from the subject line. A catchy image can also get this covered. As brief as your intro is, ensure that it remains “above the fold,” so that your reader doesn’t have to scroll to get the message.
2. It must be personalized
Personalized newsletters often win more readers’ hearts than plain old, general emails. Studies show that readers are 26% more likely to open emails with personalized subject lines than those without.
If you want your email introduction to be outstanding from over 120 other emails in your readers’ inbox, then you have to make it sound like you’re talking to them, and not just filling their inbox with bot messages.
Use pronouns like I, us, you, instead of formal and frigid third-person pronouns.
See these email introduction examples below:
Hi Sally, if you’re a professional baker, then you should…
Hi Sally, as a professional baker, you’d like to know…
Sally would likely open the email that knows she’s a professional baker, rather than one that is attempting to make a wild guess. Why? Because the second example sounds like it knows her personally.
3. It uses lead questions
When used accurately, lead questions evoke thought and concentration. It draws their attention to the email body and what would come next. However, if you misjudge your audience and use it wrongly, the emotion you should incur may be lost on them.
Close-ended questions may not be the best fit for email introductions because they can cause the reader to lose interest fast. Consider this:
Email Lead Question: Are you looking to buy a house in Miami?
And then they close the email.
Now take a look at an open-ended question that evokes thought:
Email Lead Question: How would you like to own a slice of luxury?
Now imagine this question accompanied with a background image of a luxurious property in Miami. It not only makes the reader stop and think, but also piques their desire for what the email is offering.
4. It has irresistible subject lines
Subject lines are like the introduction to your email introduction, and if you don’t get it right, they won’t click your email in the first place. This is why you have to make it irresistibly convincing.
Subject lines make a huge difference in whether your emails will be read or not, and the catchier they are, the better chances you have of them being opened. Usually, subject lines are created to be “clickable.” You create them to make your readers want to click them.
Here are some fine examples you can modify:
Nailing your email introduction is vital to building a relationship with prospective customers as well as your existing customer base. This article highlights all the essential components of a good email introduction with examples that show you how you can nail it every time.