Email, Marketing Copy

Back To Resources

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

February 16, 2023

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.