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Email Marketing: How To Write Email Messages That Get Results


While your primary objective with ANY email message is to make sure
that it gets opened, that’s only half of the battle.

Your message still has to get read.

email marketing
You see, a surprizing number of email messages never get read after thet are opened.
I have heard a figure of close to 66% that are not fully read!!


Why, you ask?

I am going to provide for you some KEY components of engaging email messages
that perform their purpose.

Don’t forget, EVERY email must have a purpose.

#1) Get to the “point” QUICKLY

You “invited” your reader in with a provocative subject line,
now it’s your job to deliver the goods. Let the reader know
immediately how the content of the message matches the subject
line of the email.

For example, if your subject line reads, “Mike, This is YOUR
lucky day!”

In the very beginning of the message, you MUST inform Mike why
today is his lucky day.

If you don’t let him know right off the bat, Mike stops reading
and goes on to his next email.

email marketing
Email marketing should be part of your marketing mix.

#2) Write short sentences, brief paragraphs, and maintain
a narrow width to your text.

People don’t “read” content, they skim it at about
500 m.p.h!

But that’s actually o.k., because you wants them to arrive
at your “call to action” as soon as possible.

By keeping your sentences and paragraphs short(paragraphs
should be no longer than 2 or 3 sentences), and keeping
a narrow width to your text, you keep your reader’s eyeballs
moving down the page.

#3) Write like you speak

NOTHING is more boring than writing like you wrote in 10th
grade English.

Write in a style that fits your personality. It should be
“conversational” in style, and slang is more than welcomed.

Write in the second person, as if you were speaking directly

Ask frequent questions, then provide the reader with

#4) Have several “calls to action” throughout the message.

If you goal is to have your reader click on a link, provide
him the opportunity in the beginning of the message, in the middle,
and at the very end of the message.

People have differing levels of impulse, and you need to
cater to impatient readers. When they feel the impulse,
your link has to be available to click.

Hopefully these tips on writing effective emails has
been helpful, because if you continue to write b-o-o-o-r-i-n-g
emails, you’ll continue to get b-o-o-o-r-i-n-g results!


  1. J.J. Garza says:

    Michael- REALLY interesting stuff! No wonder nobody opens and
    reads my emails. Thank goodness I only have a small list, so I can begin doing this stuff right while my list grows!


    • Mike says:

      Great to hear from you, J.J! You’re smart to be continually learning “on the fly”, that way you’ll always be improving. Thanks for your input!
      Have a productive day!


  2. Melba says:

    Hello Michael!
    I only have a teeny tiny list, but it’s growing! How often should I send them emails? I don’t want them to feel bombarded- know what I mean?


    • Mike says:

      Melba- GREAT job at starting to grow a list! The key element is not necessarily how often you send out emails, but to make your emails valuable, and be CONSISTENT in how often you send them. I like to send mine once a week, or so.
      Hope that helps!


  3. Great tips Mike and great job getting people to open your email – I love the subject line you used. One of the most important things I keep in mind when I’m emailing my list is to continually add value. It could be in the form of an article, free teleseminar, video training, etc.

    The key is to constantly build value and establish trust with your readers. It’s about building a community, not just a list.

    • Mike says:

      Hi Cindy- I am on your list, so I am well aware of how must you care about the people on your list, and how much value you provide. It’s one thing to “talk the talk”, but it is another to “walk the walk.” You definitely are “walking” along very nicely, thank you!
      Thanks for your input!


  4. Cathie Heath says:

    Like your suggestions, Mike.

    Good list writing habits from the start
    makes writing those emails much easier
    as time goes by.

    • Mike says:

      Hi Cathie,
      You’re so right, if you do things right from the beginning, it makes things ALOT less complicated down the road! Thanks for your input!

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