So many emails go unread. And, of the ones that are actually read, it’s difficult to get a response or reaction.
But, to be honest, the blame is to be mostly put on the writer of the email rather than the reader.
If the email is difficult to read, or too dense, or confusing, or not pertinent to the needs of the reader, then they’re right to ignore you.
Here are two things that I use in nearly every email to ensure that my emails are opened and responded to.
The Gist
In every email, I summarize the entire thing in one (maybe two) bullet points at the top, underneath a section titled “The Gist.”
This allows people to quickly check the relevance of the email’s content to them.
I’ve conditioned my readers to know that this “Gist” section will always be there. So, they know that they’ll get the content of my email in 1-2 sentences if they’re pressed for time.
Adding a “Gist” section has increased the open rate of my emails substantially.
Do This One Thing
Don’t make people guess or try to interpret what you want.
Ask them plainly and frankly. And, make it easy for them to locate your request.
This is typically where I put my call-to-action.
This is what drives audience engagement, click-through rate, and responses.
This is also what connects me with my audience. It’s a simple and consistent way to solidify that I am their leader.
The request can be larger (like, “Follow me here,” or “Buy this now”) or simple (like, “Check for my email tomorrow.”)
But, it’s essential to condition your followers to expect some sort of direction from you.
Add a “The Gist” and a “Do This One Thing” section to your emails and blog posts.
