“Who even wants to read my emails? I feel like I’m just shouting into the void.”
Ever caught yourself thinking that? I get it—it’s a quiet but persistent voice that sneaks in when you hit “send” and then sit there, staring at your inbox stats, wondering if anyone even noticed. It’s not just about the numbers, though, is it? It’s deeper than that. It’s the gut-twisting feeling that your effort might not matter, that your words—your carefully chosen words—might be swallowed up by the digital abyss, leaving you questioning whether you should even bother.
Let’s pause for a second. Breathe. You’re not alone.
The truth is, this is one of the most common struggles people face in email marketing. That “void” you’re shouting into? It’s not as empty as it feels. There are people out there who want to hear from you—they just don’t know it yet. The challenge isn’t that you’re invisible; it’s that the connection between you and your audience hasn’t fully sparked. And that spark? It’s absolutely within your power to ignite.
Think of it this way: ever been to a party where you didn’t know anyone? Awkward, right? You’re standing in the corner, unsure if anyone’s going to come talk to you or if you’ll just end up scrolling on your phone, pretending you don’t care. That’s what sending emails can feel like when you don’t have clarity about who you’re talking to or what they need from you. But here’s the thing: at that party, someone always breaks the ice, and suddenly, it’s not so awkward anymore. That’s your job as the sender. You’re the icebreaker.
So, let’s shift that perspective. Instead of shouting into the void, what if you saw your emails as invitations—genuine, thoughtful invitations to connect, share, and help? Here’s how you can start flipping the script.
Know Who You’re Talking To
This might sound obvious, but stay with me. Knowing your audience isn’t just about demographics—it’s about understanding what makes them tick, what they care about, and what they’re struggling with. Imagine writing an email to your best friend versus a stranger. The tone, the words, the vibe—it’s all different, right? That’s because you know your best friend.
So how do you “know” your audience? Start by listening. Dive into the conversations happening in your niche—on social media, forums, comment sections. Pay attention to the language people use, the questions they ask, and the frustrations they vent. Then, reflect that understanding in your emails. When someone reads your message and thinks, Wow, it’s like they’re in my head, you’ve won half the battle.
Tell a Story That Sticks
Here’s the thing: people don’t remember facts—they remember feelings. And nothing stirs feelings like a good story. Stories make your emails less transactional and more relational. They take your reader on a journey, creating a shared experience that feels personal and meaningful.
Think about it: would you rather read a cold, bullet-pointed list of features or hear about how someone just like you overcame a challenge using the product or service being offered? Stories connect. They’re the antidote to that feeling of shouting into the void because they make your reader see you—and more importantly, themselves—in your words.
For example, let’s say you’re a fitness coach. Instead of sending a generic email about your latest program, share a quick story about a client who struggled to find time to work out but finally found their groove and started seeing results. Maybe sprinkle in a moment of vulnerability—like how you’ve skipped workouts too, but you’ve learned to get back on track. Suddenly, it’s not just an email; it’s a conversation.
Make It About Them, Not You
This one’s tough because, let’s be real, you’re excited about what you’re offering. You’ve worked hard on it, and you want people to care as much as you do. But here’s the kicker: people don’t care about your product, service, or expertise—they care about what it can do for them.
Every time you write an email, ask yourself: What’s in it for them? Are you solving a problem, answering a question, or making their day a little better? If not, why should they open your email, let alone engage with it?
For instance, instead of saying, “I’m excited to announce my new course,” you might say, “Struggling to write emails that actually get responses? Here’s how to fix that.” Same message, but one centers the reader while the other centers you. See the difference?
Don’t Be Afraid to Show Up Imperfectly
Here’s a myth we need to bust: your emails don’t have to be perfect. In fact, sometimes the best emails are the ones that feel raw, real, and unpolished. Why? Because they’re human. And humans connect with other humans, not polished, robotic-sounding pitches.
Think about the emails you love to open. Chances are, they’re from people who sound like themselves—quirks, typos, and all. So don’t stress about making everything flawless. Focus on being authentic, and trust that your people will appreciate it.
Invite Them to Respond
Here’s a little trick that changes the game: ask your readers a question. Seriously. Invite them to hit reply and share their thoughts, ask a question, or tell you what’s on their mind. It turns your email into a dialogue instead of a monologue, making that “void” feel a lot less lonely.
Sure, not everyone will respond, but the ones who do? They’re gold. They’re the ones who are most engaged, and their feedback will help you refine your approach.
Consistency Builds Trust
Lastly, let’s talk about showing up. If you’re sporadic with your emails—only sending them when you feel like it—it’s easy to feel like you’re not making an impact. But here’s the thing: relationships take time. Trust takes time. And trust is built when you consistently show up, even when it feels like no one’s listening.
Imagine you’re planting a garden. You don’t plant a seed and then dig it up a week later because it hasn’t sprouted, right? You water it, give it sunlight, and trust the process. The same goes for email marketing. Keep showing up. Keep adding value. The results will come.
So the next time you sit down to write an email, remember: you’re not shouting into the void. You’re reaching out, starting a conversation, and planting seeds for connection. It might not feel like it right away, but those seeds will grow.
And if you’re still feeling unsure? That’s okay. It means you care, and that’s the best starting point you could ask for. Keep showing up, keep being you, and trust that your audience—the right audience—is out there, waiting to hear from you.