The Importance of Having a Good Hook When it comes to personalization and tailoring your emails to get your primary message out while also meeting the content needs of your followers—Emily reveals you need a good hook, something that will grab your subscribers’ attention. Emily explains it’s important to acknowledge your audience and their pain points. As an example, she suggests an email that recognizes when problems exist in the real estate market and highlights the actions you are taking to help meet those challenges: “Hey, I know that you’re struggling right now. Here’s the landscape of the real estate market. Here’s an example of that challenge, and here are things that I’m doing right now to help people overcome those challenges. Notice she begins the email by addressing the concerns of the email list subscribers first, demonstrating that the information they need is most important, then she proceeds to provide a list of resources being offered to give your contacts as much information as possible, and only then does she turn the spotlight on what you as an agent are doing to help your clients and community through the present difficulties. Structuring your emails in this order reinforces to your followers that your content is created for their benefit and that the topics they want to know more about are your top priority as well. Giving the people what they want first and foremost is what Emily is referring to when she uses the term ‘hook’ because she contends doing so grabs your readers’ attention and keeps them engaged or hooked “and they [will] keep reading so they get to the juicy part, which is how you’re going to help solve their problems.”
Marketing Consistency: When Should You Schedule Your Email Campaigns? When questioned about the importance of having a regular release schedule so your followers know when to expect new content from you, Emily confirms that with “any marketing consistency is always key.” She recommends sending out a new email every week, so people begin to anticipate your content on a certain day and time. She also contends adhering to a weekly release schedule at the same time “is a legitimate strategy” that can prove helpful to new content creators who are still getting into a routine of when they will write emails and what day and time each week they will release them. Emily recommends you find days and times that work well for you so you can set up and maintain a regular schedule without stressing over it. It’s also important to be flexible and open to trying less popular times for content releases which are typically evenings and weekends. Experiment from time to time until you find a routine that works well for you and gets you the highest open rate!
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