How can you make your emails more shareable?

The Morning Brew is one of the most successful stories of a regular newsletter nowadays. It's like having your Financial Times translated for Millenials and GenZ's. Their daily newsletter arrives every day with a subject line that consists of the ?? emoji and a simple one or two words that illustrate the major news of that issue. That's... it! Why is that effective? Because people recognize their style, and it's easier to spot within a sea of email "noise". Those one or two words are enticing enough for us to open and see what it is all about. Now, for this to work, you need to deliver on the promise that if I open your email, I'll love your content. It's that consistent delivery of value that will make me open your emails.

Catchy subject lines are built with catchy words that are limited as a number and everybody uses them. When everything becomes special then nothing is special. Instead of forcing my creative limits for the subject line, I would deliver the value that people subscribed to receive. Use the best practices when creating the subject line but what matters is sending the content you promised when people subscribed to your newsletter.

Your subject line might be the only chance you get to grab a reader's attention. So if you want them to share your email campaign, it starts with grabbing attention. Balance intrigue, interest, curiosity and attention-grabbing in your subject line copy.

Using a catchy subject line is crucial in email marketing because it grabs the recipient's attention, increases the likelihood of the email being opened, and sets the tone for the content inside. A compelling subject line entices the reader, enhances open rates, and ultimately contributes to the success of the email campaign by encouraging engagement and click-throughs.

You can do this by using buttons that share your email on social media or WhatsApp. Instead of promoting your own social media, use those buttons to spread your email, offer, or service or product proposal.

Shareable emails are: >Relatable >Entertaining >Educational >Insightful >Unique If you try to copy other brands, you'll have a hard time turning subscribers into loyal superfans. Use your voice. Use your insights. This is how you'll stand out.

Many times, you've seen articles and people talking about delivering value. But if you want to really use valuable content to create a shareable email, you also need to understand the psychology and mechanics behind what makes us share that with others. We often see valuable content, but there's no incentive or "hint" to share it. To change that, we need to think of two things: 1. Understand the channel. If we want them to share on Facebook or X, the link to share the newsletter should be optimised. 2. Encapsulate your content into shareable snippets. For instance, the icon or the shareable link should make a graphical snippet of the central topic/insight you produced. Not the entire email. Psychology meets tactical tools.

Make your readers look good. Ben Meer says "Stop trying to look good. Engineer content that makes your audience look good—if they share it." You can do this by educating, inspiring action, or entertaining.

If you address to beginners in a certain domain then providing "value" is easy. Because elementary stuff is easy to find and now with chatGPT is even easyer. The challenge comes when your audience is educated, they know the basic stuff and the value you should provide has to be something new for them. Something that is not out there. If it's not out there then where it is? It's "inside" your experience. So the real value come from your expertise and experience in time.

If you want your emails to be shared, almost EVERYTHING hinges on whether your content is valuable. Think about who you are writing to. - What do they want to read? - How do they prefer to consume content? - What problems do they have that you can solve? - Or at least, what will they find interesting? Don't try and be everything to everyone. Know your audience and write just for them.

Just like with CTAs, if you want people to share your emails, then make it obvious what action you want them to take. Be careful not to ask the readers to do too much. Be specific. A great way to do this is to add share buttons. If you really want to target shares - don't make it an afterthought. Bake it into the strategy of the campaign.

Share buttons should be seen as clear CTAs (Call-to-Actions). Think about it. Why should I click this button to share your email? What's in it for me? Creating a simple snippet explaining what they will get if they share your content can work wonders. For example: "Click here to easily share this exclusive infographic explaining X problem with your network". It's also wise to create a referral/loyalty program where you can produce points for every social media or email forward registered. After X amount of points, they can receive a badge or even some real prize related to your business.

Integrate Share Buttons: Embed share buttons seamlessly into your email design for easy sharing. Optimize Visibility: Place share buttons prominently within your email layout to increase discoverability. Ensure Accessibility: Test share buttons across various devices and platforms to ensure compatibility. Offer Variety: Provide different types of share buttons, including social media icons, email forwarding links, or referral program invitations. Track Performance: Monitor the effectiveness of share buttons through analytics to refine placement and design.

Using Sparkloop, you can create referral incentives. Think of this like affiliate marketing for email subscribers. It will track home many new subscribers come to your list via their link, which is unique to the subscriber. Then based on how many new subscriber they send, your "affiliate" will get rewarded.

In order to share the content of an email, that email has to have a web page where people that click your sharing link will land and read. I see email more intimate than Social Media and a bit decoupled. So sharing something from my private space to the public it has to be something exceptional and something the majority of my connections in that social media network would enjoy reading.

All emails should have a call to action and ideally should be only one. You can add some links here and there but one call to action for the most important action a reader should take should be enough.

People like little hints. If there's something we all learn from the internet and digital marketing, it is that people are led through guided steps. Click here, go there, download this, share that. It seems obvious, but people need alerts and suggestions actually to do something. A simple P.S. at the end of the email or a personal request from the author can do wonders to spark their interest in sharing your newsletter with their network. You can catch a few ideas from the previous topic.

Get your emails buzzing with excitement by adding a snazzy call to action (CTA) that sparks action! Craft a specific, lively prompt that aligns with your email's vibe and purpose. Whether it's urging subscribers to share the love, forward to a friend in need, or snag a bonus by inviting pals, make it pop!

Craft Specific CTAs: Tailor your call to action (CTA) to encourage sharing by using clear and actionable language. Align with Goals: Ensure that the CTA directly corresponds with your email's objective, whether it's sharing, forwarding, or inviting. Highlight Prominently: Place the CTA prominently within your email layout to draw attention and prompt action. Provide Incentives: Offer rewards or bonuses to incentivize subscribers to engage with the CTA and share the email. Test and Iterate: Experiment with different CTA phrasings and designs to optimize effectiveness, tracking performance through analytics.

When using social proof in your email marketing, feature user-generated content (UGC) to show validation and authenticity. Including real-life experiences and perspectives not only makes your messages more persuasive but also encourages engagement and sharing. This approach not only increases social proof but also creates a feeling of community and belonging.

Social proof as a tactic to entice more people to share your newsletter comes with two outcomes: 1. It assures the people reading that you're the real deal and that others have found your content valuable enough to promote it. They'll not be the first ones to do that. 2. It will spark their desire to be featured next time you showcase what people say about your content on all of your channels. It's a win-win situation.

Adding social proof to your email marketing campaigns can significantly increase their shareability, as it taps into psychological principles and influences consumer behavior. You can build trust and credibility with your subscribers by showcasing customer testimonials, user-generated content, awards, and other forms of social validation. By leveraging social proof, you can create a more compelling narrative for your brand, leading to increased engagement and sharing of your emails. Of course, it is a win-win for both you and your audience!

Here's a question for the ages. What is social proof? In my experience, it relates to content or visual cues that are associated with some relative third-party source of authority, i.e., not you... Why is that important? Simple. Self-promotion is arrogant. Nobody likes arrogance... Least of all, someone, you are working so hard to buy your product or service.

Showcase testimonials, reviews, endorsements, or statistics to highlight the positive experiences others have had with your content, products, or services. Authentic and relevant social proof builds credibility and trust, enticing subscribers to share your emails with confidence. Keep it genuine, verifiable, and tailored to resonate with your audience, fostering a sense of community and reinforcing your brand's value proposition.

Segmenting your email list based on lead magnets, interests, and other factors allows you to deliver targeted content tailored to each segment's preferences. By dividing subscribers into smaller groups, you can increase relevance and engagement, leading to higher open and click-through rates. Segmenting based on lead magnets helps deliver follow-up content aligned with initial interests, while considering interests, purchase history, and engagement levels enables personalized messaging and offers. Demographics can further refine targeting. This approach fosters stronger relationships and better results from your email marketing efforts.

Segmentar tu lista de correo electrónico es una estrategia eficaz para hacer que tus correos se compartan. Al dividir tu lista en grupos basados en características como intereses, comportamiento de compra, o datos demográficos, puedes personalizar tus correos para que sean únicos para cada segmento. Esta personalización hace que el contenido sea más relevante y atractivo para los suscriptores, aumentando la probabilidad de que lo compartan con otros que tienen intereses similares.

Offer an incentive for sharing. it's really sometimes that simple. Here's 2 ways: Referral Programs: Create a referral program where recipients can earn rewards or discounts for sharing your emails with others. This incentivizes sharing and helps expand your audience. Contests and Giveaways: Run contests or giveaways that require sharing the email or its content as a condition for entry. This can significantly boost the share ability of your emails.

A good example of shareable email marketing is "Clark from InVision". This case is from 2016, yet still relevant today! People even asked about him on X/Quora. Isn't this a success in terms of buzz? Maybe it was an awesome PR campaign created by himself ???? Anyway, from what I can see, to achieve this level of brand awareness where people create and share memes about your emails, you need to: - Humanize the sender: Clark is a real person, the CEO of InVision, and his initial photo had an amateur feel. - Reveal your name: Establish a connection between the person and the content. - Stick to a schedule: Develop a predictable pattern. - Craft catchy subject lines and valuable content: Encourage people to stay interested.

I'd say apply copywriting 101 here - what's in it for the person you're asking to share? If the answer is "nothing" then they probably won't share. So how can you incentivise the share?

The easiest way to share an email is to forward it. Cater to this by encouraging your current subscribers to forward and give recipients an easy way to subscribe. Consider adding a CTA at the top of your emails (this is a great A/B test opportunity), something like: Did someone forward this to you? Click here to subscribe (make an effort to tailor it to your brand voice). This approach signals to subscribers that they could forward and gives subtle social proof ("other people find these worth forwarding").

2 things that will make your emails sharable. -Controversy (people can't help but share this with others whether they support you or hate your take) -Fun, entertaining emails also get shared with people too Other things like constant contact with your target audience will make them share your emails with more people. Bringing in new leads for you.