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The Ultimate Guide to Email Copywriting — Part 4

The anatomy of killer emails

The anatomy of killer emails
Download the free PDF: 'The Ultimate Guide to Email Copywriting' and learn the exact strategies to get 1,000 email subscribers in the next 4 weeks, and the copywriting secrets behind emails that readers can’t wait to open.

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If you’re like most people, millions of questions run through your head when you think about sending an email to your readers: How long should it be? What size font should I use? Where should I put my graphics? Is this good enough to publish?

My advice?

Relax! These are minor details. Right now, there are just a few key things you need to think about when preparing to write an email.

Let me show you what those key pieces are.

To do that, I’m going to break down our most opened email of all time — one that was read, loved and shared by our readers.

Everything you need to create a killer email

Let’s take a look at one of my favorite emails and I’ll point out the key pieces every email needs:

Tap on the blue highlighted text for more information.

An intriguing or eye-catching subject line

That’s the first thing people see when your email comes into their inbox.

The job of a subject line is to get people sucked into the email. For example, look at one of my favorite examples of a subject line I wrote: REJECTED: Guy at farmers’ market shuts me down.

Even though it's one of the shortest pieces of your email, it's the one part that you should be willing to spend the most time on.

Get it wrong, go unnoticed.

Get it right, get it read.

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The personal greeting

My goal is for every email to feel like I'm writing to one person.

And one of the best ways to make an email feel personal is to include someones name in the opening line.

I mean if I saw you in real life, wouldn't I say — "Hey, NAME — how are you?"

So why should emails be any different.

With today's email service providers, it's easy to include. And it makes a world of a difference for the emails you send.

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The opening line

The first line is where people who opened your email decide whether or not to keep reading it.

There’s a reason opening paragraphs are often called “teasers” — they’re meant to show just enough to make the reader want to see more.

Take a look at my opening sentence: it's about a funny quote I heard from the CEO of Carl's JR. Aren't you curious what the quote is? Will you keep reading to the next line?

How often do you get emails like this?

Keep your reader engaged with every line of the email from top to bottom, and they’ll keep reading all the way to the very end.

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Stories that explain why you're writing

“Words tell, stories sell.”

Some of my best emails — even the ones selling something — start with a compelling story.

We all want to see how the story unfolds — and that’s precisely why so many effective sales emails and engagement pieces start with them.

Like this one where I talk about going to a local farmers marketing and being shut down.

If you’re not a natural storyteller, don't worry about that. I'll show you how to write in a way that connects with people in part 5 of the guide.

For now, just know that the same kind of juicy stories that you like to read or tell a friend are what go into making a great email.

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A call to action

All good things come to an end.

And when you've said your piece in your email, you need a strong call to action.

Whether it be to simply engage, click or to buy — you need to direct your audience to some sort of action with your emails.

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Personal sign off

This adds a personal touch to your emails. And even when you're sending them to thousands of people at a time, it will remind your readers that you're the one behind the message. You're the one trying to help them overcome key issues in their lives.

It's YOU — not some man behind the curtain.

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A good P.S.

Surprisingly the P.S. is one of the most valuable pieces of real estate for your emails.

When people aren't sure if an email is worth reading, they'll sometimes skip straight to the bottom to look for the pay off.

So if you have something really important you should stick it there.

Sometimes, we'll stick a tiny sales link in the P.S. of an email or link to register for a webinar. And that one link in the P.S. has been worth tens of thousands of dollars to our business.

So don't just treat this as a toss in.

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These strategies will work for your emails

Take a look at what one of our Zero to Launch graduates, Graham C. learned just from implementing a few of the strategies we teach in his emails:

Graham C. Went from food stamps to $460,000/year
Sales shot up 44% the next month… “I took what I learned, re-wrote sales pages and emails for my 3 most popular courses, wrote a brand new email auto-responder funnel based on his 5-day sequence, and sales shot up 44% the next month (and every month since).”
Check out the strange way Graham shot up his sales — without even having a product

Next, we’ll dig into one of the most important parts of getting your emails read: your subject line.

The personal greeting

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The anatomy of killer emails