Do you struggle to come up with relevant, interesting, and engaging copy for your emails?
If so, thank goodness you’ve found the right place. We are going to teach you the exact formula that can help you master the art of crafting killer emails.
We’ll walk you through the entire process step-by-step so you can become more efficient and effective in your approach to email marketing. Let’s get started.
The Perfect Email Formula
To begin with, we need to establish what a perfect email should look like. To do this, we will examine a few emails that were considered perfect at the time they were written, and we will use those examples to shape the perfect email that you, too, can craft.
Looking for inspiration? Check out these example emails from AWeber.
The MashUp Email
This email is considered a masterpiece. It’s from Mashable, one of the most popular digital media companies in the world. They’ve merged social media with digital news to create a potent concoction. In this case, social media is represented by the trending topic #MashUp. This is a trending topic because it’s a combination of two or more popular hashtags (or keywords) which then displays up at the top of Twitter users’ feeds. Imagine how many people saw this and thought, “I need to send this to my followers.”
What makes this email so special is that it takes a topic that is normally reserved for celebrities and makes it relatable and even approachable to anyone with a social media account. The topic of #MashUp is something that anyone can relate to. It’s not like Lady Gaga’s social media platform, which is something else entirely. #MashUp is the kind of topic that you can use to connect with your audience and engage with them.
Let’s look at the anatomy of this email. It’s actually made up of two emails: one that goes out to all of your social media accounts and one that goes out to your email list. (Tweeting is a form of social media.)
The Social Media Email
An example of a social media email would be something like this:
Hi there! I saw your tweet about gluten-free baking and had to reach out. My grandmother is a celiac and I make a lot of gluten-free food for her. I’ve been looking for a way to make her life a little easier and came up with a suggestion: why not try making her own gluten-free baking mix? With ingredients such as rice flour, potato flour, and tapioca flour, it’s not like she’ll ever miss having homemade biscuits again!
This might seem like an obvious suggestion, but you’d be surprised how many people don’t think about it. It’s not like Lady Gaga’s grandmother needed gluten-free food because she had celiac disease. But for the average person, this would be a great idea. Not surprisingly, this email generated a lot of interest and engagement. People loved it because it made sense from a practical standpoint and it was a suggestion that they could implement right away.
The email following the social media email is the one that we’ve all been waiting for. Here’s what it looks like:
I hope you’re enjoying your spring break. It’s that time of the year when we get a long break from school and go on vacation. Mine was mostly a mental break, so I spent a lot of time thinking and working through problems. But it was definitely time well spent because I finished my novel early and got a lot of work done. (Plus, I met a lot of interesting people.)
So here’s the question: what do I deserve as a reward for all my hard work? Apart from the obvious answer – financial compensation – what else could I ask for?
To start with, I’m looking for some good quality content to appear in my blog. You see, I’m a freelance writer and my work has appeared in various publications, including The New York Times and The Washington Post. But I want more. I want my work to reach a wider audience. The problem is that I don’t have the time to write and promote a blog post every week. So in order to compensate for my lack of time, I’m looking for regular content – something that I can post every week or every other week.
I know what you’re thinking: “If he doesn’t have the time to write a weekly or biweekly blog post, how is he going to write a perfect email every week?” Well, let me tell you, that’s not the hard part. Being able to write a perfect email is pretty easy. The hard part is figuring out what you’re going to say in the email. That’s where the brain candy comes in. (No pun intended.)
When you sit down to write your email, the first thing you need to do is to choose your target audience. Why? Because you’re going to use the email to communicate with this audience. Once you’ve chosen your audience, you can start to think about what you’re going to say in the email. Is it going to be something you’ve never said before? Are you going to compliment someone’s outfit? Are you going to tell them that you liked a post that they recently shared? Are you going to ask a question?
Keep in mind that your email is not a monologue. You’re not going to read the entire thing to your audience. You’re going to have more than one sentence in your email, and each of those sentences needs to have a purpose. Otherwise, it’s just a big string of words that come out of nowhere.
Now, it’s important to find relevant content to include in your email so that it reads as though you’ve actually thought about what you’re going to say. For example, you might want to include a link to a recent blog post that is on the topic of your email – financial blogging, for example, could be a relevant topic. (Check out this post from Darren Rowse on effective email marketing.)
If you do decide to use content from a blog post, you need to make sure that the material is relevant to your email topic and that it doesn’t contain any broken links. (If you get a message saying that one of the links is not working, it probably means that it’s been blocked by your email provider. So, if you want to be sure that people click on the links that you include in your email, make sure that those links are working. Otherwise, you might as well not have bothered including them in the first place. Or, if you get a message that a link is broken after you’ve sent the email, simply email customer service and ask them to unblock the link. Then you can try again.)
Just like the end of a typical blog post, near the bottom of your email you’re going to want to include a call to action. In this case, let’s say that you asked a question in your email and you want your reader to go to your contact page and fill out a form there. You could write:
Thanks for getting in touch. You can find my contact information here.
Or, if you want to continue the sense of community that was established by your email, you could write:
If you’ve enjoyed this article, you may also be interested in
- attending a local vegan potluck
- volunteering at a shelter
- signing up for a cooking class with celebrity chef
Thanks for taking the time to read this far. I hope that you’ve found it helpful. If you have any questions or comments, please feel free to reach out. I’d love to hear from you.