Audience: always start by focusing on one, then scale and tweak for each additional audience.
Design: ensure there’s lots of white space, and your sentences/paragraphs are short.
Tone of voice: the inbox is a sacred space, so be personal and friendly.
🧁Highlight a case study / use case
🧁Drive-to a marketing asset, like a blog post, white paper, webinar…
🧁Share tools and resources
🧁Show behind the scenes / personal stories
🧁Educate with FAQs, or challenging the status quo
Goal: this is not a vanity metric, like the number of emails opened – rather the actions taken.
Subject line: best practice is to keep it to 45-characters including spaces.
Preview text: 1-sentence that communicates what the email contains and hooks the audience in.
Immediately submerge the audience in your copy. For example:
🧁Say something controversial or challenge their thinking
🧁Ask a question
🧁Share a shocking statistic – “Did you know…”
State why you’re sending this email and why now – think of it like the email’s value proposition.
Distil and communicate a lot of key information quickly using the bullet point formula:
“It [FEATURE] so you can [BENEFIT], which means [VALUE].”
Think about using sub-heading(s) to communicate key information.
Don’t forget your call-to-action. Make it specific and easy for them to do.
Finish with your standard sign-off so the audience knows the email has come from you personally.
P.S.: don’t forget the stealth close – it’s the perfect opportunity to restate your proposition and get the audience to take action.