Her Email Was Great. So I Swiped It.


Last week, I subscribed to a great email newsletter by Ann Handley.

I immediately received a thank you email from Ann that’s so good, I swiped it for my own biz.

In that email she:

  • Thanked me for subscribing.
  • Told me what she will send and when.
  • Shared some examples of archived emails.
  • Shared simple instructions to help get the emails to my inbox.
  • Asked for some feedback.

That last point is key. She wrote: “Why did you subscribe to my newsletter? What do you hope to learn here? Your answer will help me to know you a little better, so that I can offer you real value in return.”

I love that.

The more you know about your email subscribers, the more value you can provide.

So I rewrote the email I send to new subscribers. It now checks all the boxes that Ann checked, and I write:

“Why did you sign up for these emails? What do you hope to learn/accomplish here? Please email me at [email protected]. I truly want to know. You see, these emails are for YOU and the rest of the subscribers. I want to offer real value. The best way for me to do that: LISTEN to you and my other subscribers.”

You can do this, too.

Treat new subscribers (or social connections) like a new friend. Begin a dialog. Demonstrate the value you offer.

There’s another important lesson in this story: Implement. When you witness a great tactic, don’t bury it in the “Good Idea” file. Swipe it. Adopt it.

I created my own version of the Ann-inspired email just minutes after I received hers. By “swipe” and “adopt,” I don’t mean “steal.” I wrote an original email that implemented the key ideas from Ann’s, but it didn’t copy her email.

More on swiping and implementation in an upcoming email.

Whenever you’re ready…here are a few ways we can help you become a storytelling stand-out so you’ll land more clients:

1) Follow Tom Ruwitch on LinkedIn and Facebook and (if not subscribed already) join our email list.

2) Attend our free training: “How to Harness the Magnetic Power of Storytelling…” Discover how to transform marketing from a confusing, resource-draining hassle into something that’s simple, fun AND productive. Details and registration here.

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Tom Ruwitch

Tom Ruwitch is the founder and CEO of Story Power Marketing. For more than 30 years, he has helped businesses grow by delivering powerful stories using a variety of different media.