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How to Write Emails that Get Opened, Read, and Acted On

Resource Description

A Simple Storytelling Framework to Supercharge Your Emails

 

Step 1: Write a Compelling Subject Line

  • GOAL — Get the reader to OPEN your email (that’s it).
  • State the MAIN BENEFIT they will receive by opening and reading your email.
  • Example headlines: 
    • 3 [Great/Quick/Easy/Practical] Ways to [Experience/Achieve/Gain BENEFIT]
    • How to [Gain the BENEFIT]
    • The Key/Secret to [Getting the BENEFIT]
    • Who Else Wants [the BENEFIT]?
    • What Everybody Ought to Know About [your topic]
  • Leave some mystery — give them a reason to open your email (and discover the “answer”).
Step 2: Tell a Quick Story

  • GOAL — Get the reader to keep reading (because most likely, they’ll scan it).
  • CONNECT with them by sharing a story that demonstrates you understand their problems.
  • Example problems: (Example of life group leader)
    • External: not experienced, not equipped, not enough time, not enough knowledge, difficult person in a group, a group not engaging/participating, on the verge of burnout. 
    • Internal: “Does my group like me?” “Do I have what it takes to lead?” “Am I doing a good job?” “Is what I’m doing making an impact?” “Does my life matter?” “If people aren’t coming, am I doing a bad job?”
  • If possible, describe how you’ve experienced the same issue (empathize). 
  • Position yourself as the expert (guide) who can help them overcome their problem.
Step 3: State the Benefits (of Your Event/Study/Plan/Meeting/Seminar)

  • GOAL — Get them to see how your event will help them overcome their problem.
  • Ask yourself these questions:
    • What’s in it for them? Why should they come? What will they gain by participating?
    • How will their lives be better if they do what I’m asking?
  • Use bullet points to CLEARLY call out the benefits. 
Step 4: Clarify Logistical Details (Date, Time, Location) 

  • GOAL — Highlight the most important details, even if they get nothing else from the email. 
  • Get creative to call out this important info — use bold, asterisks, italics, colors, etc.
Step 5: Give a Simple Call to Action

  • GOAL — Make it as easy as possible for them to take action immediately. Remove barriers. 
  • Example calls to action: 
    • “CLICK HERE to register” “REGISTER HERE” “CLICK HERE to learn more.”
Step 6: Give Your Final Sign-Off

  • GOAL — Remind them you’re here to guide them. Make them feel loved and cared for. 
  • Remember, you want what’s best for THEM. 
  • (If possible) Reaffirm your status as an expert/guide who can/wants to help them.