In many cases, this has created a dysfunctional relationship between a business and its list, which is a shame because email has the potential to be an incredibly powerful sales medium. Of course, the silver lining is that if you can nail your emails, you will stand head and shoulders above your competition and create a far stronger bond between your brand and your prospects.

These three hacks will completely change how you approach your email marketing:

1. Data is everything

In order to establish a strong bond between you and your list, you first need to understand who it is you’re sending out emails to. It sounds laughably obvious, but so many businesses underestimate this crucial first step and rush into writing emails, unaware that they could well turn off their customers for good.

You will need to learn How to Analyze Email Marketing Data in order to create the right message for your audience. To provide a basic example, while humor will work wonders with some lists, it may be inappropriate for yours. The better you understand the people receiving your emails, the easier it will be to write powerful emails that generate sales every single time.

2. You shouldn’t worry about un-subscriptions

Having said this, you shouldn’t worry too much about people unsubscribing from your list. While no one wants to turn off vast swathes of potential buyers, as long as you’ve done your due diligence and are writing emails that the majority of your list will respond positively to, you shouldn’t worry about the few who don’t enjoy it and turn their backs on you. You can’t please everyone, and nor should you, for this only leads to bland, middle of the road emails that no one wants to read over their morning cereal or after a hard day at work.

You should approach your list like you would approach anyone in the ‘real world.’ Be fun, polite, value-giving, and unperturbed by the odd person who doesn’t like you.

3. Write as if you’re talking to a friend

This is a big one. You want to forget that you’re writing for a brand and all the commercial boxes you have to tick, and just remember that you’re talking to another human being. While of course, it’s important to remember what you’re selling and your brand voice, this should not come at the cost of engaging content. No one wants to read dry, corporate speak. It defeats the entire purpose of you sending emails in the first place.

Confide in your list, engage with them and yes, speak to them as if they were a valued friend. You’ll be amazed how quickly your writing loosens up and becomes easier to read, and how doing so can impact your conversions and sales.