7 Rules For Writing
Effective Emails To Your List
Regardless of the kind of sequence you’re writing, in the end
you’re going to be writing emails. These emails will be pre-written and then
sent on a schedule you specify.
It is really easy to get hit by writer’s block when you’re looking
at that email message screen. So, let me give you a few pieces of advice and a
few guidelines to follow.
#1 – Write In Your Own
First rule: Don’t overthink it. You should
write your emails just like you would any email to a friend of your’s. You
probably don’t get writer’s block when you write an email to somebody you know
– and it should be the same when you write an email to your list.
In fact, if you keep it natural like that, your emails will
usually get a better response.
So, first rule is to write as yourself. Don’t allow yourself to
get mind-numbed by a bunch of marketers’ rules that you think you need to obey.
Trust me, marketers LOVE to act like everything they do is so strategic and
that there’s deep psychological reasons for everything. And sometimes there
are. But, more often than not?… they’re shooting from the hip.
So, don’t play copycat. Just know what the email is for… and be
#2 – Plan Out Your
Sequence In Advance
The best email sequences are the ones which are congruent
throughout the whole thing. This way you can tease what’s coming, or refer back
to something in the last email. You can build anticipation this way, too.
So, outline your sequence in advance.
If you are working on a welcome sequence, then you know you’ll
need 3 or 4 emails. Outline the basic plan for those 4 emails. THEN sit down
and do the writing.
#3 – Pay Special
Attention To Your Email’s Subject Line
Your email subject line has one purpose: to get them to open the
Don’t try to get all fancy-pants and make the subject into a nice
summary of the contents of the email. The ONLY thing that matters is getting
them to open it. If they don’t open it, none of the contents matter.
#4 – Tell Them What To
It might sound harsh, but it isn’t. It is just human nature. If
you are going to have an audience which gets results, they have to do what you
say. If you’re going to have an audience which takes action on things, you have
to be the authority and take control.
So, take charge. Be exact on what you want them to do, and tell
them to do it.
You’re a benevolent dictator of your own list. Keep their best
interests in mind, but be very clear what you want them to do and why.
#5 – Never Forget To
Have A Clickable Call To Action
In general practice, you shouldn’t send an email to your list
which doesn’t tell them to click on something. You shouldn’t send emails which
just educate them and leave it at that. Even the purpose is just to give value
and not to sell anything, STILL make them click on something to get it.
The reason goes back to #4 above.
Think about your own life. Chances are, those people you respected
the most are people who took control of you in some fashion. Your parents, a
teacher, a mentor, etc. You did what they said because they took control.
Control is only bad when it is done for nefarious reasons or is very unclear
#6 – Use The P.S.
You’ve probably noticed how a lot of email marketers use PS’s
fairly regularly. And here’s why…
Many email readers will open the email and skim to the bottom. For
this reason, it is often a good idea to summarize the “big idea” of your email
in the PS and give them the call to action link to click on.
You can even use PS’s in your emails to give little “extras”, like
extra tips, etc. This “trains” your subscribes to actually read your PS’s, and
then when you use the PS for sales purposes they are more likely to view/click
#7 – Avoid Multiple
Calls To Action
Generally speaking, if you give people too many things to do,
they’ll usually respond by doing nothing at all. So, your most effective emails
are going to be the ones which only ask them to do ONE thing.
You might give them the same link several times. In fact, that’s
usually a good idea. Whatever link you want them to click, give it to them
toward the top, halfway down, then again at the bottom. But, each time, it is
the same link.
There can be exceptions, however. For instance, newsletters.
General email newsletters often contain links to many different things in the
same email. That’s fine, although this kind of email should really only be sent
to your “general list”, not as a followup sequence.
But, any email which is designed to get your subscriber to do
something, only ask them to do one thing at a time.