Some Top Tips On Writing Emails To Your List

  • Sumo

Why write to your subscribers?

To sell some stuff and make money, stupid.

Actually, no that’s not the right answer – or at least, not the right mindset. Your mindset should always be, What solutions can I offer my subscribers, whether they buy from me or not?

Be generous

That’s right – giveaway stuff. Lots of it. Maybe 80% of your emails should be giveaways and tips, 10% an affiliate offer, or your own product. The idea of writing regularly to your subscribers is to get them to like opening your emails and like what they see when they click on your links. It’s an exercise in training them to click your stuff, not the next guy’s stuff.

Write a compelling subject line

It all starts with the subject line. Should the subject line sell to the prospect? Actually no, it shouldn’t. It should do no more – and no less – than persuade someone to open the email.

Hey {firstname_fix} check out this crazy video…

You’ve gotta see this… I was shocked…

If you haven’t seen this, you’re missing out….

That last one was probably the strongest of the bunch. Because it played on the fear there’s something out there that’s good and desirable and it’s about to pass you by.

It helps to sound friendly and even familiar. Like –

Re: tomorrow’s thing – it’s all set up and revving to go…

Re assumes you are on the same page as your reader – instant identification. It can give the reader the sense that if he opens that email, he can be part of the gang.

You can disguise salesy lines by adding emoticons. Like –

How to lose weight fast

In each and every case, your subject line wants to sound urgent.

Test your subject lines with a friend

Write out a bunch and email them to a friend and ask him or her, What you think? Which one grabs you, in which order? Especially useful if you were pitching an anti smoking product, for instance, and your friend was trying to give up. Chances are the line he picks is going to appeal to your target audience.

Be concise and simple

When it comes to the email itself, be concise and simple. You can be way more repetitive on a sales letter than you can in an email. Which leads me to possibly the most important point about emails:

You’re not selling the product here; you’re selling the link to the sales page or squeeze page.

And that’s it. Don’t pique their interest too soon. Tease, cajole, then leave them your link. Let them feel they are exploring these possibilities you are just hinting at.

Simplicity is important because a confused mind doesn’t buy. A confused mind doesn’t even click on your link.

Be their friend

Put yourself in their shoes, their mindset. Write as if you were a friend – you have their best interests at heart. They’ll play along, even though they know you want to sell something to them at some point down the line, as long as they feel your judgment is trustworthy and you aren’t about to sell them short. And as long as you’re providing value. Remember, they’re always thinking, What’s in it for me?… (and ‘I don’t want to feel like a chump’).

You can use emoticons and a little humor as long as you’re not too flip.

Vary your content

I don’t know about you but I unsubscribe from people who always pitch the same thing – even free stuff – because it just gets boring, like one note struck again and again on an out-of-tune piano. I mean how many free downloads does a person need in one day? So mix it up a little: load up your aweber so it spits out: one about your primary business, the next one a link someone sent you that goes to a page or video with some useful tips, the one after that a Clickbank product (relevant to your list)… and so on.


I like to send out the occasional broadcast. And when you do, it can add color to the message if you refer to something going on right now – like The World Cup (when if was on) a bit of current gossip on the news, that kind of thing. Most of us know that emails from internet marketers are pre-written, so it helps obscure the robot from view when you write something that is definitely of the moment.

2-3 links and a PS – as standard

If you possibly can, put in your first link early – above the fold – a third of the way down the page, then again near the bottom. And if you can think of one, write a PS – again, it looks friendly.

Call To Action (CTA)

Unlike an ad, your CTA should be chatty -’check this out’ ‘watch the video’, ‘go over there and tell me what you think’ – and always focused on getting them click the link, not purchase anything – unless you’re offering a list of bonuses. Whatever it is, make it easy to understand what they should do.

OK, that’s it. I may be back to add a few more thoughts, but hopefully that’s some food for thought.

Oh, nearly forgot 🙂

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