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How to Write Emails That Engage, Amaze and Sell

27 Aug 2018

One thing people often wonder about email marketing is how to write emails that get high levels of engagement.

 

A lot of people realise the importance of email marketing to their business and spend the time building a list and sending emails to them.

 

But, for many, their emails often fall short.

 

They do not see the results they hear are possible and either dismiss email marketing’s effectiveness or write it off all together for their business.

 

What if there were a magic formula that shows you how to write emails that get great engagement time and time again.

 

Instead of sending an email out and getting next to no engagement, you send an email out and receive open rates of over 30%.

 

8% of the people click on your email and 2% purchase your products or book a call with you.

 

Imagine being able to do this week after week.

 

What would that do for your business?

 

Email marketing has the superpower to get people to buy from you time and time again.

 

Let’s quickly go over some of the stats:

 

  • Email marketing has an ROI of 4400%. (Campaign Monitor)

  • Email is 40x more effective at acquiring new customer than Facebook or Twitter. (McKinsey)

  • 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. (Marketing Sherpa)

 

If you stick with me to the end of this blog post (the last point is the most important), I am going to show you exactly how to harness email marketing’s superpowers for your business.

 

Ready to learn how to write emails that engage, amaze and sell to your audience?

 

Then let’s begin…

 

 

Before you start writing

 

To write a really effective email, there are a few questions you should ask yourself before starting the writing process.

 

Answering these will help you understand how to write emails that gets results.

 

Why are you sending this email now?

 

Email marketing is the most effective marketing channel. However, you have to realise that it is a more disruptive form of marketing than other channels.

 

Especially, if you compare it to Search Engine Marketing (SEM) where you are getting in front of people who are actively searching for a solution.

 

With email marketing, you are getting in front of someone when they are not necessarily looking for the solution you are trying to sell.

 

In order to write emails that get results, you have to effectively communicate the reason you are sending someone an email now.

 

Once you have figured this out you can ask the second question…

 

Who would care about opening and reading this email?

 

Remember that this is a more disruptive form of marketing. People have to take time out of their day to open and read your email.

 

Likely, you are targeting people who are on your email list already and are aware of your products or services.

 

That means they have previously shown an interest in them and your business. So, many of them are likely to care about the information inside.

 

However, you should consider if it is suitable for everyone on your list?

 

The more targeted the email the more likely the people who are receiving it will get value from it.

 

This means the more like they are to take action from the information inside.

 

Once you have answered this, we can move onto the next question…

 

Why should they care about the information?

 

If you are sending an email promoting your content like a blog post, people would care about the valuable information they get from reading it.

 

If you are promoting a product or service, they would care about the benefits this can bring to them.

 

What value is this email going to bring to their lives?

 

You need to be able to effectively communicate this within the email, otherwise you are just disrupting people’s lives for no good reason.

 

Consider what their lives would be like before and after reading the email.

 

If you are sending an email about the latest nutritional supplement you are selling, consider the transformational effect it will have on them.

 

“Before using supplement X, you felt tired, after you felt like you could smash out a 4-hour gym session.”

 

Effectively communicating this in your emails will demonstrate the value you can bring to the people reading them.

 

Can you prove it?

 

Most emails are about promoting something.

 

Whether that be information from a piece of content, a product, or a service.

 

Whatever, you are promoting, you want to make sure that you can prove the value that it can bring to the reader.

 

Let’s take the previous nutritional supplement example. Do you have a testimonial from someone who has used it?

 

Include this in your email so people are more inclined to believe it can help them too.

 

If you are promoting a piece of content. Are there any good stats you can use to let people know why they should read the content?

 

Let’s take this blog post as an example. If I were to promote this via email, I would tell people that email marketing receives a 4400% ROI.

 

This is a reason why you should read this post because you will be able to see that sort of ROI from your emails if you use the information contained within.

 

After answering all of these questions, we can begin to write some superhero emails.

 

Subject lines matter (a lot)

 

 

Do you want to know the secret of how to write email subject lines that get high open rates? My top tip is to wait to write them until you have finished the email.

 

This will allow you to figure out why people should open and engage with that email.

 

The most effective subject lines are between 4-8 words long.

 

If you think about how people see subject lines, they are usually in a very small amount of space within an email client.

 

Often, this is made even smaller because they are viewing their emails on a mobile device.

 

Having longer subject lines that cut off half way through and force the reader to take an action in order to even read it will result in much lower engagement rates.

 

The best thing you can do with a subject line is to intrigue the reader.

 

From answering the earlier questions, you already know why people should open your email.

 

How can you create intrigue around this reason to get people to open it?

 

That’s all you are doing with a subject line, is getting people to open your email. Focus on this and let the rest of the email take care of the next action step.

 

Another tip to write excellent subject lines is to write at least 20 of them.

 

Seriously!

 

This simple task of writing many variations of a subject line will help you to uncover something that you would not have previously considered.

 

For such a simple task, it works incredibly well.

 

Create an irresistibly intriguing hook

 

The best way to get someone to read your entire email is to use a hook, or, as it is sometimes referred to, an open loop.

 

All great writers use this, whether they are writing for TV, Film or Books.

 

Think about a thriller novel that doesn’t reveal who the killer is until the end. That’s a hook!

 

Or think about your favourite Romantic Comedy where the, will they won’t they, relationship isn’t solved until the very end.

 

Like the name suggests, this will get your reader hooked on reading your entire email until the end.

 

Once you have them, you can work on building the desire to take the action you want them to take.

 

Keep them really engaged with a narrative

 

 

To make your emails really engaging you should use a narrative.

 

Storytelling is the greatest tool in the digital marketer’s toolbox. You should really be using this tool for all the writing that you do.

 

Creating a narrative doesn’t just keep people engaged, it allows them to see how they can benefit from the value you are bringing them.

 

For example, you can create a narrative around how you deployed the information you are telling them to great effect.

 

Tell them about what you were doing before and how this all changed when you used the information contained within the email or content that you are promoting.

 

You can do the same for products and services. You can even use a customer story for this to really up the ante and include some social proof.

 

Creating a narrative will take people on a journey of discovery. After they have finished, they won’t be able to help but take the action you want them to take.

 

Sell the benefits 

 

 

This comes down to the age old saying of; people don’t buy products they buy solutions.

 

Instead of telling people the features of the product, service or piece of content; tell them what they can achieve by using or reading it.

 

At the end of the day nobody cares about you, your business, and its products. They care about what you can do for them.

 

You already have people on the hook, now it’s time to sell them the benefits of why they should be taking the action you want them to take.

 

My top tip here is to be specific.

 

If you save them money, how much money will you save them?

 

If your product gives them energy, what will they be able to do with that extra energy?

 

If you are going to make them more money, how much money can you make them?

 

It is the details that make benefits believable. If you are just making generic statements about the benefits they drastically lose credibility.

 

Sprinkle in some proof

 

 

Social proof is one of the strongest psychological sales principles out there.

 

People want to know that other people have used something before they take the plunge.

 

I recommend using social proof wherever you can when writing emails.

 

It doesn’t always have to be a testimonial, but they are great to use, if you think they fit into the email.

 

You can always take the route I explained previously of using a case study as part of your narrative.

 

If you do this, then adding a testimonial from your customer is the perfect fit for that email.

 

Social proof can also be in the form of a stat, like the one on email marketing (it gets a 4400% ROI).

 

Another example is, 5,345 happy customers can’t be wrong.

 

Again, be specific when using stats, don’t round up. Specificity is more believable.

 

It’s time to make them take action

 

 

This is one of the most important parts of your email.

 

You have laid the groundwork and brought people to this stage. Now it’s time to capitalise on the excellent email you have just written and get people to act.

 

The action will likely be clicking on a link to take them through to the product, service, or piece of content that you have been talking about in your email.

 

You can also get people to reply directly to an email or call you.

 

Whatever it is, you need to be clear and concise with the action you want the reader to take.

 

A lot of people take this part for granted and think just because they include a link that people will click on it.

 

In my experience, this is not the case.

 

A strong call to action can be the difference to getting a 1% click through rate and 8%.

 

Which side do you want to be on?

 

If you want to read more about crafting an excellent call to action, I created a detailed blog post on it.

 

You can read it here: The Perfect Call to Action (that makes people actually want to take action).

 

Now it’s your turn

 

By following the advice that I have provided in this blog post, you should now know how to write emails that engage, amaze and sell.

 

Remember, before you start, ask yourself these four questions:

 

  • Why are you sending this email now?

  • Who would care about opening and reading this email?

  • Why should they care about the information?

  • Can you prove it?

 

Once you have answered these questions, you are ready to write amazing emails. Just follow these six steps and you will do great:

 

  • Create a subject line between 4-8 words that intrigues the reader into opening the email.

  • Once opening the email, create an irresistibly intriguing hook that makes the reader want to read until the very end.

  • Use a narrative to keep the reader engaged and take them on a journey of discovery.

  • Don’t sell the features, sell the benefits of what people will achieve from the action you want them to take.

  • Demonstrate social proof to make the reader believe that your solution can work for them.

  • Create a clear and concise call to action that tells people exactly what they should do next.

It’s as simple as that.

 

Thank you for reading this blog post. I really appreciate you taking the time out of your day to do so.

 

Hopefully you will put the information to good use and see a huge ROI from your email marketing.

 

Do you want to learn how to use email to create an automated sales system in your business?

 

We recently released a free 7-part email training series to help you create an automated customer acquisition system in your business..

 

This shows you exactly how to put the information you have just learnt about creating excellent emails to work for your business in an automated way.

 

You can find out more about this free training here.

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