Email is the key to blog profits.
You need to get comfortable with email copywriting to unlock the profit potential in your list. I didn’t see any real growth in my business until I got serious about mastering email communications.
This article offers my most effective “best practices.” Use them to immediately improve the effectiveness of your emails.
One Idea – One Email
Make it easy to understand and act on your emails. Emails are post-it note sized prompts to to do something. Resist the urge to turn your email into a book. Focus your reader on one idea and move them quickly to a point of action.
Talk Like A Friend
Write like you talk. Act as if your reader is right beside you. Resist the urge to pad your email with corporate-speak and “The Queen’s English.”
Get to the Point
Email users scan. They don’t read unless they see something that interests them. You have about 30 words to make your case for more attention. Immediately get to point of your email and make it crystal clear what you want the reader to do.
Repeat your call-to-action at least 2-3 times. I recommend adding your call-to-action link within the first paragraph, halfway through your email message an in the P.S. Your readers will appreciate not having to hunt for your link when they are ready to click.
Not Too Fancy
Your goal is to get as many emails delivered, opened, read, and clicked as possible. HTML emails look great but it’s easier for them to get caught in spam filters. When you have a must see message, use a plain-text email. It doesn’t look as fancy but it will get delivered.
Use the Email Rapport Outline
Remember to keep your emails concise, compelling, and clear. I recommend using the Email Rapport Outline to keep your message on track.
- Why the person should keep reading
- What they can get with a click
- Thank them
- Remind them what to do (again)
- The Columbo P.S.
It looks like this….
I hope you are having an awesome day.
I’m writing to make sure you pick up your complimentary download of “My Fabulous Special Report”
I’ve put a few techniques and strategies in there that will help you: Benefit #1, Benefit #2, Benefit #3.
It’s a quick read that you’ll be able to use immediately.
Click this link to get it:
You’re awesome. Thanks for taking the time to read this short message.
I know how busy you are so go ahead and grab your report before you forget:
P.S. Oh, one more thing. The Special Report has a little surprise for you. Get it here [Link] to see what it is. Reply to this email if you have any trouble downloading.
The best part of this email is the Columbo P.S. Columbo was the eccentric detective in the long-running “Who Done It” show Columbo.
Columbo would interview the suspects of a crime with a disarming cordial style that put them at ease. He would end the questioning, head for the door, stop, slap his forehead and say “I almost forgot to ask – why did you take out a million dollar insurance policy before your wife’s murder?” Flustered by the abrupt question, the suspect always reveals a clue that leads to their ultimate arrest.
The Columbo P.S. works the same way. The casual “one more thing” catches the reader by surprise, allowing you to slip in an added benefit or one more call-to action.
Write to one person. Don’t ever say “All of you”, “My audience”, or anything else that lumps the reader in with the crowd. Your friend wouldn’t write this way and neither should you. Every email is a personal communication – even if it is sent to your entire list. Your job is to create the illusion of an intimate conversation.
Be a Tease
Your email has to capture the person’s interest and deliver them back to your blog or website. So, don’t reveal all of the information in the email. Tease your reader by explaining just enough to get their interest. Then include a link with the promise of more, detailed, information.
Paragraphs kill email readability. Long and dense paragraphs will send the message that your email is long, tedious, and difficult to understand. Avoid them if you can.
At most, use two sentences to make your point and then add a return/line break. Short 1-2 sentence statements keeps the readers eye moving rapidly through the email and sets up your link for a quick click.