Creating emotional ties with your readers builds brand loyalty and can increase engagement rates with your content. Think about it this way; would you be more likely to read a lengthy email from a friend, or from a business? Probably the friend (I hope, for the sake of your friends).
Give your readers incentive to keep scrolling down the page by adding personal elements throughout the email body. A little humor doesn’t hurt either. Have a point of view, so you’re not just another special lead cookie cutter business showing them a product they may or may not want. Make them see the humans behind the business.
Chubbies consistently does an incredible job at this. From their header, all the way down to their unsubscribe text at the bottom, (“Never wanna hear from us again? Dang, that’s harsh, but if you must, you can unsubscribe here.”) their emails ooze personality. There are no generic CTAs or long, dull paragraphs of copy to be found. At every point throughout the scrolling process, the reader will find at least a hint of their playful brand voice; but if they don’t scroll at all, the Cliffnotes version can be found at the top.
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