17 Ways To Write Better Emails To Your List
Having an email list can be intimidating.
You did the hard work of getting people to actually trust you with their email address. But now they’re expecting you to say something.
Not just anything, either. They’re expecting you to say something valuable…
Something entertaining…
Something they haven’t heard before…
Or just something they really need to hear right now.
And to add to that pressure — we’ve all heard about how much people hate getting spam in their inbox…
How junk email is the worst thing since pineapple on pizza…
(Just kidding. I like pineapple on pizza. Come at me.)
And how people have hundreds — even thousands — of unacknowledged emails sitting in their inboxes.
All that being the case…
Writing an email people will actually pay attention to can feel like trying to disarm a bomb at the Thanksgiving table while your aunt (the one with all the cats) tells you about this “cool new network marketing opportunity” she just got into and asking if you want to “get into her downline.”
(You don’t.)
Bottom line:
Writing good emails can feel overwhelming.
So, here are 17 ways to make it a little easier.
1. Tell a story.
This is the bread-and-butter of good email copywriting.
If you can tell a good story, then you will never run out of material for emails.
That’s because you can turn just about anything into a story for an email.
As an example, click here to see an email I wrote about ordering groceries on Amazon.
So, if you’re not sure what to write about, think about something that’s happened in your life recently…
Then think about how that story is connected to a lesson you can share or a product/service you want to sell.
Tell your story in the email, then make a transition at the end where you either share the lesson or include a CTA to your product/service.
(This is how I structure every email in my Welcome Sequence except the first one. Sign up for my list here if you want to see how these emails look in real life.)
2. Increase the tension.
I learned this recently while listening to Story by Robert McKee.
Basically, the idea is that tension is what makes a good story great.
If there is something at stake in your story, then your reader will be much more likely to read all the way to the end.
As an example, here’s a recent email I sent to my list about my sister’s dog escaping our house last Christmas.
The reason this story works is because there is something at stake:
If we do not find this dog soon, he might end up dead.
Those are pretty high stakes — especially for my dog-obsessed family.
So if you write a story email, but it doesn’t feel engaging, see if you can increase the tension.
You do this by highlighting what is at stake, by showing the reader what the bad outcome looks like.
3. Write shorter sentences (with shorter words).
It’s okay to have a long sentence every now and then. But if you want to write copy that resonates with readers…
Shorter sentences are usually better than longer ones.
You can get away with a long sentence every now and then. But as a general rule, make most of your sentences shorter, rather than longer.
Short sentences are easier to read. And they will keep your reader from tuning out.
Also use shorter words whenever you can.
When writing, ask yourself:
“Is there ANY way that my reader could misunderstand this?”
If so, re-write it. Make it shorter. Make it simpler.
4. Write shorter paragraphs.
Same as above. As a general rule-of-thumb, your paragraphs should be 3 (short) sentences, max.
And if you find yourself writing something that’s dragging on for a long time and you’re not sure what to do…
Just use an ellipses (…) to break up the paragraph…
And start a new one…
To keep your reader moving along.
Don’t over do this…
Because…
It…
Can…
Get…
Ridiculous…
After…
A…
Certain…
Point…
But it’s a good strategy when used responsibly.
5. Empathize with their pain.
Your subscribers probably signed up for your list because they have a problem — and they believe you can help them solve it.
Interestingly, one of the best ways to give your readers something valuable (and keep their attention) is not to solve their problems…
(Although you should do that)
It’s to show that you understand their problems…
That you empathize with their pain…
That they are not alone.
The best way to do this is generally not by saying:
“Hey, reader, don’t you feel shitty?”
It’s by sharing some of your own challenges, so readers understand that you’ve been in their shoes.
If your readers believe you understand their problem better than they do, they’ll be much more likely to trust your solution to that problem.
(Sidenote: Brene Brown has a great rule-of-thumb for vulnerability that works here:
Share scars, not wounds.
Basically, if something is still actively a problem in your life, it might be wise to keep it to yourself and work on it with close friends and/or a therapist.
But once you’ve moved past something and it doesn’t bother you anymore, it might be alright to share it in an email.
Ideally, whatever you share will be tied back to the reason someone signed up for your list in the first place.)
6. Paint a picture of a better future.
Make no mistake, while emailing your list is one of the more vulnerable and intimate forms of marketing…
It is still marketing.
And in marketing, one of the most powerful things we do is sell the hope of a better future.
(That’s why working with brands I believe in is so important to me. We’re playing with powerful stuff here, so let’s use it for good.)
In your emails, don’t be afraid to paint a picture of a better future for a reader — as long as you can actually help them achieve that better future.
You can do this by telling your own story of success…
Highlighting one of your clients who has succeeded…
Or even just talking about certain aspects of your life that other people would consider “successful.”
(Stefan Georgi is great at this. He is wildly successful and isn’t afraid to talk about the fact that he flies private or goes shopping at Armani regularly. But he does it in a way that is humble and still relatable to the reader. That’s the key.)
7. Go on a rant.
This is becoming one of my favorite ways to write emails.
It’s simple, but powerful.
Find something related to the topic of your email list that you’re passionate about…
Get on your soapbox…
Tap the (metaphorical) microphone to make sure it’s on…
And let people know what you really think about XYZ.
One thing I learned recently from Ben Settle’s Email Players newsletter is the idea that, as a personal brand, you have to stand for something.
You have to plant your flag in the ground and stand behind your opinions.
A rant-style email is a great way to do that.
Some people may disagree. Some people may unsubscribe. But the ones who stick around are true fans.
(Quick note: Don’t overdo this style of email. Otherwise, you risk coming off as the weird guy in the neighborhood who won’t quit yelling at cars to slow down and kids to get off his lawn.)
8. Respond to a question or comment.
(Credit to Chris Orzechowski for this idea.)
Once your email list reaches a certain size, people will likely start responding to some of your emails with questions.
One super easy way to write an email to your list is to simply respond to their question publicly.
Reply to their email and say something like:
“Hey can I use your question in the next email I send out to the list? I think it would be helpful for other people too, so I’d love to share my thoughts with everyone.”
You can also do this with random comments you see on Facebook or articles too. But if you go that route, I would keep things general, rather than copy-and-pasting the person’s question or comment.
I would go for…
“I saw a comment on Facebook the other day that said something along the lines of ‘blah blah blah…’”
And not…
“Suzy Andersen left a comment in XYZ Facebook group the other day that said ‘[DIRECT QUOTE FROM SUZY].’”
I’m honestly not sure what the “rules” around this are. But if I’m not going to directly ask someone for permission to use their quote, I tend to keep things anonymous.
9. Keep a list of ideas.
Sometimes, you just can’t decide what you should write an email about. That’s where keeping a list comes in handy.
Keep a note on your phone with a running list of potential emails topics.
Write these ideas down as they come up.
That way, when you’re staring at a blank screen trying to come up with something to write about…
You have a secret weapon that can help get the keyboard clacking.
10. Create a writing routine.
Aside from a pen and paper, a routine is one of the best things a writer can have.
Once you’ve reached a certain level of experience, it IS possible to write on-demand. This is how journalists are able to hit such tight deadlines.
They’ve put in the time to hone that skill.
But for the rest of us, one of the best things we can do is dedicate a certain time of day and place to our writing.
Give your brain subconscious cues to let it know that it’s time to write.
This is something even legendary writers like John Grisham do.
And if it’s good enough for Grisham, it’s good enough for me.
11. Follow a template.
I’ve always been jealous of people who could smoke a joint and then paint a masterpiece or go out on-stage and play a wicked guitar solo.
That’s not me.
I’m a bit neurotic, and my brain likes order.
In copywriting, this is a good thing. Because there are proven structures out there for getting people to:
Pay attention to your writing, and…
Actually click a button or buy something after reading your writing.
You don’t have to be ultra-creative or artistic. You just have to be a little creative and have the ability to follow directions.
So if staring at the blank screen to write an email intimidates you, fear not:
Just click here to learn a proven (and simple) process to write emails people love to read.
Also, check out this article for a TON of copywriting formulas and templates.
12. Never forget the “golden question” of copywriting.
“So what?”
If you want to write emails that people pay attention to, you must constantly keep this question in mind.
Why should your reader care about what you’re writing?
If you’re telling a story in your email, they care because you’ve created tension…
Highlighted the stakes of the story…
And they want to find out what happens.
If you’re telling them to click a link or buy a product, then they should care because the product (or link or whatever) should help them solve a problem.
With every email you write, make sure you’re continually asking yourself:
“So what? Why should my reader care about this?”
If you run into a bit of copy that has no relevance to your reader — meaning that it is neither entertaining nor valuable…
Then cut it.
13. Highlight your personality.
One of the great things about having an email list is that it gives you a free space to express yourself:
If people like it, they’ll stick around. If they don’t, they’ll leave.
(Maybe they’ll send a nasty email back to you first. But eventually, they’ll disappear.)
The point is:
Don’t be afraid to highlight your personality in your emails.
This tip might seem like a minor thing, but after talking with my friend Patrick Kenney earlier this year…
I actually believe that leaning into your personality will soon become a vital element to your business’s survival.
Patrick’s perspective looks something like this:
There’s a lot of information out there on the internet. And people can find a lot of valuable stuff for free.
In fact, there’s almost too much information out there now.
So throwing as much information as possible at your reader isn’t actually valuable anymore.
Instead, what’s valuable is the insight you can provide on that information. It’s your ability to filter out the signal from the noise.
I’ll put a slight twist on this and say that it’s not just the insight you can provide on information that’s valuable…
It’s the personality you use to present that insight.
When given the choice between paying attention to someone they like and find interesting versus someone who is boring and dry…
People are almost always going to choose the person they find interesting.
So, loosen up the tie…
Let down your hair…
And talk to your subscribers like a real person.
What you share is important… but what’s really going to make people stick around is how you share it.
14. Build your own world.
I think this is something I learned from Laura Belgray.
Basically, when you start sharing stories from your life in your emails, you are inviting people into your world.
There will be recurring characters, themes, and events. Keep this in mind as you are sending emails.
Most people on your list will not know you personally, so you’ll have to fill them in.
You don’t have to give people your whole life story in one email…
But recognize that you ARE slowly, but surely, building your own little world when you email your list…
So pepper in details to help people get a clearer picture of who you are.
15. Read good emails from other people.
Sometimes, good ideas come out of nowhere.
They hit you in the forehead like a dirt clod and leave you with a clear initiative to take action. (Like tackling the person who threw dirt at you.)
But other times — the ideas don’t come at all.
That’s why reading good emails from other people is important. It keeps you inspired. It’s a consistent reminder of topics you could write about or what good emails could look like.
Doing creative work is a bit like making goulash. You throw in a bunch of random ingredients and spices…
Stir them and let them simmer…
And after a while, you end up with a proper meal.
You can’t make goulash without any ingredients.
And you’re unlikely to write good emails if you’re not feeding your brain with good writing on a regular basis.
16. Look for email topics in daily life.
Once you start writing emails to your list on a regular basis, you’ll start to look at the world differently.
Events in your life are no longer just events…
They’re stories. They’re material. They’re subject lines. They’re calls to action. They’re money in your bank account.
When you look for email topics in your daily life, writing will immediately become easier.
(This is also where your list from Tip #9 comes in handy.)
17. Always provide value (but not like that).
I think you should always provide value to your audience, but not in the way that you’re thinking.
To me, “providing value” is NOT dropping knowledge bombs constantly.
The reality is that nobody has time for that shit. In fact, if you continually overload people with new information, they’ll tune you out.
For a while, they’ll say “Oh, I’ll read that email later…”
And then they’ll never read it.
Once they become aware of the fact that they’re not reading your emails anymore — because they’re too long or too dense…
They’ll unsubscribe.
So, to be crystal clear:
You are NOT doing anyone any favors by writing ridiculously long, info-packed emails.
Don’t give your readers an entire roasted chicken and expect them to eat the whole thing all at once.
Instead, give them a little nugget every few days.
It’ll be easier on them — and easier on you.
This is the part where I’m supposed to come up with a clever way to end the article, but…
I never know what to write here.
Look, this article is over. Done. Fin.
I hope it was helpful.
And if you want a heads up the next time I publish an article (along with free instant access to my subject line copywriting handbook, Subject Line Shortcuts)…