How To Write Awesome Emails
How do you write emails that get opened and clicked? Here’s my best advice for emails that your subscribers will love…
I just had this question come in from Marcella Huresburger, and she asked, “How can we create appealing emails to get people to open them, and actually click on the link?” It's a great question, and it's one I think a lot.
I've sent a lot of emails in my career. It's been over 20 years, and I've sent way more than 10,000 email broadcasts, and I've seen… I've had great success and I've had some that didn't work so well.
The number one thing you have to do is, you have to deliver value. Even if you're selling something, you have to deliver value. When people have joined your list, you basically have a contract with them. You said, “I'm going to send you something.” When they joined your list, when they came to your opt-in page, to your squeeze page, and they enter their email address. There's an implied contract that you are going to give them what you promise them, and what you promise them – there's probably some amount of value there.
So, when people first join your list, that's when they're most likely to open your emails. And so, those first few emails, you really have to worry about delivering that value, and when they click on something, that the click delivers value. Don't try to entice them, or trick them into opening an email, or clicking on a link, and then giving them something different. Don't do a bait and switch because you will only be able to get away with it one time, and then they're not gonna open your emails anymore. So, that just scratches of surface, of course, there's huge amounts there.
It’s all about copywriting, – it’s what we're talking about. First of all, there's the subject line to get people to open. That's your headline, and then once you get them in the email, it's get them to read, and get them to take action. But at the end of the day, the most important thing is following through on that implied contract that you said, “If you give me your email address, I'm gonna give you something.” And, probably implied in there is, “I'm going to give you some value.”
It doesn't mean you can't sell. It doesn't mean you shouldn't sell. I sell all the time. I sell millions of dollars of my products, and other people's products through emails, but you have to build that relationship when they opt-in. You have to give them what they opted-in for, and you have to do it in a way that builds trust, that builds authority, that builds rapport.
There's no shortcut to this.I mean, you can go… there's email subject lines you can put in there that’ll get a huge open, but they're fundamentally dishonest, or untruthful, or disingenuous. If you do that, you get one click, you're not going to continue to get the clicks. It's just like any relationship really, like if you have a relationship, and you continue to build value within that relationship, that relationship will flourish. Same thing with your emails.
There you go. How to get your emails opened, and clicked.
I'm Jeff Walker, wherever you're watching this, scroll down. Leave a comment for me, and let's go ’em this week.