How to Structure the Perfect Email


Structuring the perfect email is not rocket science. In fact, with a little practice, you can become an expert in creating email content that sells. Whether using an email template or creating messages using a word processing program, there are several ways to quickly improve the structure of your current email messages to increase sales and provide subscribers with an enjoyable reading experience.

Open with a Catchy Subject Line

Instantly capture reader attention with a catchy, but honest subject line. Use words like FREE, READ NOW, LIMITED TIME ONLY if offering a new product or service. Phrases like WOULD YOU LIKE TO KNOW or 3 WAYS to… are great to use when sharing important information.

Consider subject lines as your first point of contact with subscribers. Take your time when crafting subject lines to ensure people open your messages.

Get to the Point

Whether sharing important information or introducing a new product or service, let subscribers know immediately what the email is about in the first paragraph. Not only does this show you respect the reader’s time, it also allows you more chances to mention the name of the goods and services you sell throughout the email. When creating sales messages use the name of the product or service three times throughout.

An important tip about paragraphs:

Keep them short – no more than one to three sentences long. Subscribers tend to scan instead of read every word in bulk emails so getting to point in as few words as possible is best.

Present Your Offer

In most cases, you will write two types of email: sales and informational. While the goal of both is to sell goods and services, sales emails are more blatant about it while informational messages provide valuable information with a small sales message at the end.

When writing a sales email, mention the product or service two times in your opening paragraphs and then once more in your closing. It is at this point that you should let subscribers in on potential discounts, free gifts with purchase and other incentives for buying what you have to offer. Don’t be shy about letting people know what you want them to do – which is to place an order.

Informational email contains a series of short paragraphs about a specific topic. Don’t mention products or services in the first few paragraphs. Save the sales pitch for the closing paragraph. Even then, close with a ‘soft sell.’ For example, instead of putting a time limit for placing an order like you would in a sales message, simply mention the product and where subscribers can place an order.

Closing Your Email

Always end email with a polite ‘Have a Good Day!’ or ‘Talk Soon.’ Being courteous throughout your email will instill trust and remind people that you are a professional business owner who should be taken seriously.

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