Secrets of Value Email: Build Trust & Rapport With Your Customers

A value email prioritizes delivering valuable content, building rapport, and strengthening a brand’s relationship with its audience.

This content may include entertainment, education, infotainment, or other engaging elements that provide intrinsic benefit to the reader.

While the primary focus is on offering value, these emails can include calls to action or sales messages.

No two people or businesses produce “value emails” the same way. Your value email must be unique delivering your brand voice and character.

Why do some businesses bother writing and sending “value emails”?

● They give people a reason to sign up for your email list. 

● They can persuade people to buy when you promote something (because readers have learned to like the business).

● They build credibility, authority, and rapport (sometimes called “indoctrination”).

● Differentiates brand from competitors and boosts brand loyalty.

● People get excited about reading this copy, which leads to them expecting these emails.

● As a result, this increases open rates.

● This also enhances email deliverability.

● And keeps you out of the Spam/Junk/Promotions folder!

Why should copywriters practice or get good at writing “value emails?”

It gives copywriters a chance to practice writing in another person or brand’s voice.

It sharpens many skills that transfer over REALLY well to long-form copy and content. (Like storytelling and delivering info in a fun/entertaining way.)

It allows you to practice different lead types, hooks, and angles. Many info-publishing businesses exist to publish info.

It’s less saturated.

ChatGPT/Claude is currently terrible at producing these (giving copywriters an edge).

If you can write a good value email, you can also write a good Facebook or LinkedIn post. They also translate well to blogs and video content.

“Guaranteed” retainers if you can do these well.

Conclusion:

You can start value email on a small scale and without bells and whistles. Once you start, you can find out what works best with your audience and how to pivot to new strategies.

Value email does not generate sales straightaway. If you need immediate revenue, they are not the best thing to do.

But if you are a long-term strategic thinker and you want to nurture your customers and keep them engaged, this is a great way to achieve that goal.