Before you even start to write up your emails, ask yourself these three questions :
- Why am I writing anyway? What’s the purpose? What am I trying to achieve? Is it to have the reader click a link to something? To deliver content to the reader after they signed up for something? To build a relationship by following up on a conversation? Decide what your purpose in writing is and that will give you a clue as to where to start and finish. Oh, and always provide a link – to a sales page, a blog post, a website, a download or whatever. You want to train your readers to click on those links so make sure they are worthwhile.
- Who is your target reader? Who are you actually writing to? Is it an interested prospect or someone who has already bought from you? Be clear about whom you are writing for, make sure the voice for each is consistent over time and think of the reader as one person so write to your typical email recipient on that list.
- How are you going to get the reader to click that link? Is the email part of a content based series like an e-course? Then write to them as an eighth grader and deliver good quality content. Make sure it is actionable so they can use it right away. Make it is easy to understand.
Become the go-to person by writing smoothly and on-purpose to a targeted audience. For a prospect follow up series be personal and transparent. Avoid trying to be their best friend and too familiar. They need to learn to like and trust you – be the friendly person at the coffee shop who just chats.
If you’ve only got ten minutes you might only be able to write and set up one email. Better to carve out an hour at a time and do a half dozen emails and set them up to drip out.
Once you get in the swing of it, you’ll find it much easier. Start and improve. That’s better than not starting at all!