Spring Fling Series: Laura Tuck, Tide Studio
INTRODUCING
Laura Tuck –
Tide Studio
Laura is a beach-loving sauce enthusiast who appreciates the good things in life… like a clever pun, a smooth glass of pinot or a heated grammar debate.
She also writes strategic + conversational email and website copy for brands that aren’t afraid of a little personality.
She writes words your dream clients want to read. Words that make them fall in love with your brand.
CONNECT WITH LAURA
Website: tidestudio.co.nz
Instagram: @tide_studio
Facebook: tidestudionz
Sick of sending emails out to what feels like a big, black hole in the universe?
You spend hours writing them, thinking of subject lines, adding images and fiddling with the layout… so there’s nothing more frustrating to realise no one’s actually opening them.
Here’s a harsh reality: people are busy, their inboxes are overflowing, and nothing makes them scramble for the ‘unsubscribe’ button faster than boring or salesy emails.
You know the ones I’m talking about. Those emails that aren’t personalised or relevant. They’re not entertaining or informing. They don’t give the reader any reason to want to open them, let alone read them or take action.
But here’s another reality (a good one, this time!): email has the potential to be one of your best sales tools.
The people on your email list have signed up for a reason – they’re curious about you! They’re warmed up and ready to learn more, which means they’re more likely to become paying customers… if you can earn their trust and offer them something of value, that is.
Below you’ll find 6 practical tips that’ll help you write better emails, score higher open rates and build better relationships with your digital community.
Let’s go!
Choose a good subject line
The subject of your email is often what dictates whether it’s opened (yay) or sent to the trash (not so yay). So put some thought into it!
It needs to relate to the content in your email, but don’t be afraid to make it punchy/interesting/unexpected. Novelty goes a huge way in piquing curiosity.
Want an example? The subject of one of my emails with a super high open rate was ‘Did someone say eggcorn?’ Yup, I know this seems random at first glance, but the email itself was all about eggcorns (words commonly mistaken for something else, like for all intensive purposes vs for all intents and purposes. LOVE me a good eggcorn!). This subject worked well because it was novel and playful, but it didn’t leave the reader hanging (no one likes clickbait).
Start by testing a few different styles out and compare open rates. You’ll soon discover what sort of subject lines work for your audience.
Extra tip – emojis can be great in some subject lines, but don’t overdo them. They act as punctuation, so if you wouldn’t use 3x exclamation points (!!!), don’t use 3x emojis.
Offer a confident, concise & personal message - one that’s helpful to the reader
Let’s break this down real quick:
· Be confident: I’ve said it before and I’ll say it again, DON’T open an email with ‘just wondering if’ or ‘just letting you know’. The word just has no place in your emails (or any other form of communication). See why it’s killing your vibe here.
· Be concise: People are busy, so deliver your message in the clearest, most concise way possible. Short sentences are strong and punchy. Don’t waffle.
· Be personal: Use first names (if your email marketing platform allows you to personalise the name field), speak directly to your reader using the word ‘you’, ask questions, and write like you talk.
· Be helpful: Make sure you have a good reason to send an email in the first place – don’t do it for the sake of sending content. If you don’t have anything helpful or valuable to share, wait until you do.
Have a consistent brand voice
Brand voice & personality are at the heart of any successful email marketing strategy!
Embrace your brand voice (whether it’s sassy, caring, smart, quirky - whatever) and let it dictate your language choices. Relationships and trust are built on emotion, so find a way to connect by humanising your conversation as much as possible.
If you haven’t figured out ‘who’ your brand is yet, it pays to get concrete on these foundational aspects ASAP. As long as you’re being authentic and consistent, you’re on the right track.
Make it visually appealing
No one wants to read a giant block of text.
Use bullet points, sub headings, white space, imagery, numbers or gifs to make your content scannable.
The more visually appealing your email is, the higher the chance of it being read.
Have a clear call to action
Don’t assume people will know what to do next.
Do you want them to buy the product you’ve just introduced? Get in touch? Visit the website? Take a survey? Make a booking? Eat a whole jar of Pics PB?
Whatever it is, tell them how to do it! Make it super easy to take the next step - and explain clearly what’s in it for them when they do.
Make your sign off count
Don’t forget your sign off! It’s one of the easiest ways to connect with someone on a super personal level.
Whether it’s ‘much love’, ‘until next time’ or ‘sayonara suckers’, anything is better than kind regards. Just remember to stay true to your brand voice.
Pssst! If you want some sign off inspo, make sure you sign up to my list to grab your free ‘100 email sign offs’ download.
Writing emails that get opened, read, and clicked is a skill, but it’s one worth working on because email offers you the most direct line of communication with your target audience.
A BANGER of an email has the potential to boost your relationships, your reputation and your bottom line. And unlike your social media following, your email list is something you own. It can’t be taken away from you at any given moment - so show it some love.
Ok, it’s your turn now! Go forth with these tips and smash your next email out of the park.
Stay gold, ponyboy
Laura x
