A Guide to Writing Attention-Getting and Result-Oriented Emails

So You Can Build Relationships With Your Subscribers

Writing attention-getting and results-oriented emails

Marketers will tell you that “the money is in the list” and they’re not joking. It’s true. 

In fact, according to McKinsey & Company, email marketing is almost 40 times better at new customer acquisition than Facebook and Twitter combined. The Direct Marketing Association reports that marketing managers, on average, earn an ROI of 38 dollars per every 1 dollar spent on email marketing.

If you’re thinking that social media is still better, here’s another statistic: 90% of emails reach their intended destination, but only 2% of a business’ Facebook followers see the particular company’s post in their news feed. (The Manifest)

When you have a healthy, targeted email list where you promote relevant products and services, your income will continue to grow. However, you need to learn to write attention-grabbing, result-oriented emails that are opened, read, and acted upon.

In this guide, you’re going to learn how to:

  • Get your audience to open your emails
  • Write effective email copy that your audience wants to read
  • Create results-oriented calls to action
  • Use strategic copywriting to enhance your messages

The good thing about succeeding with email marketing is that you don’t have to reinvent the wheel. You can follow the steps that have already been proven to work and write effective emails. 

Let’s start with getting them opened.

How to get your emails opened

How to Get Your Emails Opened

Before you can get good results from email marketing, you need to secure something first—

Your list needs to be full of highly targeted audience members. Then the next focus is getting your emails opened. 

Let’s explore the different ways in which you can entice your audience to open emails.

1) Build Trust and Relationships 

From the moment they provide their email address and join your list, it’s time to use every opportunity to establish trust, promote your expertise, and build a relationship with each member of your list. You can accomplish this by understanding the process your prospect goes through once they provide their information. Then use each step of that process to reinforce what you’ve promised to list members. 

Let’s look at this more closely:

  • Thank You Page – Depending on how you have set up your system, your audience may be taken directly to your thank you/download page to get the opt-in. This page not only provides info, but shows appreciation to your subscriber, which is important for building a trusting relationship. Along with giving them the download instructions, this is where you explain what they can expect from future email messages. 
  • Double Opt-in Message – If you’re using an email system that requires a double opt-in, you can begin to build trust by explaining that you use the double opt-in for their safety and security as well as to verify that they want to receive the info requested.

  • First Email – Once someone opts-in (or verifies the opt-in), you will need to send the first email, also called the “welcome” email. Although you may have given the reader all of the information needed, it’s important to remind them of the info and download links with an “official” message. Be sure to thank them and let them know when to expect the next email. (These first messages are often part of an autoresponder series.)

Remember, when you make promises to your prospects you need to stick to them. So, don’t blow smoke. Tell them exactly what to expect, when to expect it, how it will work, and then follow through. Let them know how often you’ll send emails, the type of information they will contain, and other pertinent information. 

The next thing that helps get emails opened is the subject line.

2) Create Actionable, Personalized Subject Lines

If your subject line doesn’t resonate with the person receiving it, they’re not going to open it. These tips will help you create subject lines that make sense to your recipients and ensure that more emails are opened, which means your audience is getting value, and will be more likely to answer your calls to action. 

  • Be Clear Not Clever – When you create an effective subject line, ensure that it considers both your audience and your goals, while also conveying a sense of urgency. The more you can personalize the subject line the better. Avoid the use of puns, unless it really works with your audience. 
  • Ensure Your Subject Line Matches Your Email Copy – Don’t try to trick your email recipients into opening an email with a subject line that doesn’t match the copy of the email. What is the email about, who is it to, and what is the benefit for them to opening it? Try to express that in the subject line. 
  • Use a Friendly Reply Email — Don’t use a “no reply” or try to look too corporate with your reply email address. When possible, use your name. People are more likely to open your email message if they feel it came from someone they know. You want your audience to be able to hit reply to send you a message if something in the email resonates with them. It builds trust.

Email subject lines that are actionable, personalized, and relevant are more likely to be opened than emails that use trickery to get people to open them. Sure, we’ve all been fooled by an interesting subject line that tricked us to open it, only to find information that was not relevant. Tricks are not a good practice for a business owner who wants to earn money through email marketing.


3) Keep Your Audience’s Interest

How would you feel if you joined an interest group and the leader talked about subjects that were not relevant to the topic? If you signed up for information about coloring but heard more about knitting, you’d likely not be too happy. 

To ensure that you stick to your niche follow these guidelines:

  • Know Your Audience – When you get to know your audience, you’ll be able to match your skills and products to their needs. While it’s true that your audience may have other interests, those other interests aren’t why they signed up. They signed up because they want information regarding the niche you marketed to them. They signed up because they thought you’d provide a solution to them about specific pain points.
  • Know Your Products – It doesn’t matter whether they’re products you’ve created, or ones that you promote via an affiliate program, you need to know and understand how they fit in with your niche. It’s imperative to know what the products do for your audience and how they can solve the pain points that your ideal customers have. 

  • Use the Right Vocabulary – When you really know your niche and audience, you’ll be able to use the right vocabulary in your email messages to engage with readers. 

Remember why people signed up for your list and stick to that topic. For the best response, keep it narrow and on point. If you get off topic, your audience will likely unsubscribe, because they’ll believe they’re on the wrong list.


4) Send Emails on a Regular Basis

Knowing the right number of emails to send to your list is critical to your success. Too many emails and your subscribers will get irritated and unsubscribe. Too few and they may forget about you and unsubscribe when you finally do send something. It seems like it’s hard to do this right, but it’s not. 

Here are some tips for knowing the right number of emails to send:

  • Train Your Audience – Whether you plan to email them daily or weekly, it’s important that they know this in advance and that you stick to that schedule. You may need to test your audience to find out how often they’ll accept emails. For example, I was sending weekly emails to my list, when my coach suggested sending more often. So I notified my list that I was going to be sending them more value 3 times a week, and then started sending email 3 times a week. I didn’t get any complaints, and very few unsubscribes.
  • Have a Reason – The reason you email should be focused on the audience’s needs, not yours. Of course, you want to make money and sell something to them, but from their point of view, they want emails that benefit them, and they don’t really care if it benefits you or not.
  • Include Occasional Valuable Benefits – Make at least three of every four emails a non-promotional or resource-based email. The reader is more likely to open every single email when they feel your emails aren’t all about getting their money. 

If you’re not sure what to send to your list, study your audience more. For example, you could send out a survey. Otherwise, send resources such as, worksheets, checklists, cheat sheets, short videos, sneak peaks, and exclusive opportunities. Or offer your subscribers a behind the scenes look at what you do every day. The more exclusive your email list feels to them, the more likely they are to open and act on the emails you send.

How to write an effective email

How to Write an Effective Email

Once you get your subscribers to open the email, you want to ensure that your message helps your list member. When you focus on delivering value, you’ll not only ensure that your audience is happy with your message, but you’ll ultimately make more money too.

  • Immediately Show Relevancy – To make sure that the audience sees that the message has something to do with the subject line, show that relevancy within the first sentences and paragraph. This will help develop trust that what’s in the subject line is inside the message.
  • Ignore Your English Teacher – When it comes to writing copy for an email message, it’s important to use words like YOU, YOUR, and YOUR’S. Make the copy focused and personal to them. Use a combination of 1st and 2nd person in all your email messages. “I know you’re going to love this.” Instead of, “This is loveable.” 
  • Benefits Over Features – When you discuss anything about a product, service, or idea, always focus on how it benefits your readers and not its features. For example, if you are promoting a “Goal Setting Workbook”, make them want to click through and buy it by explaining how goal-setting will help their business, rather than telling them that they get a 20-page document, checklist and a video, and how easy it is to use.
  • Keep it To the Point – Emails should not be long. Know who you’re sending the email to, know what you want to convey to them, and make it actionable. If you have a lot to tell people, it may be best to put it into a blog post rather than an email. Emails should not require a lot of scrolling. People are often reading them on smartphones, and it’s easier to read if it’s not too long.
  • Be Authentically You – Finding your business voice is important because it’s going to be a lot easier getting to know people if you are yourself. People can’t get to know, like, and trust you, if you’re trying to be someone else. You are your brand. Only you can do what you do. 
  • Include an Actionable Call-To-Action (CTA) – You don’t have to sell something in every single email, but it’s important to include some call to action. Whether it’s clicking through to read a blog post, clicking through to grab a coupon, a freebie, or to buy something, putting a CTA in every email is important.
  • Include an Attractive Button – An effective way to present a CTA is to make an attractive button that stands out. Make it big enough to stand out. However, remember that most people are reading your messages via mobile device so make sure it fits.
  • Use the Right Words on the Link or Button – Whether you use a link or a button, the words on the link or button matter a lot. Instead of putting things like “click here” or “buy now” or “sign up” or “submit”, put something actionable like, “Yes, I want to change my life right now.”

Writing effective emails means that you need to know who your audience is, why they subscribed, what their pain points are, and how you are the right person to help them with their problems. Then present everything in a way that is easy to digest by keeping each email short and to the point while also engaging your audience. 

Let’s talk about writing effective CTAs. 

How to write result-oriented calls to action

How to Write Result-Oriented Calls to Action

Consumers are smart. They know when you’re not being authentic. That’s why it’s so important to learn how to craft effective calls to action. A well-crafted CTA will help encourage your subscribers to take the action that you want them to take. Let’s look at some tips for writing effective CTAs.

Type of CTA

Within an email, there can be two types of CTAs. They can be either: (1) hyperlinked text; or (2) an image-button that is linked to the landing page you want them to go to. Whether you choose to use an image-button or hyperlinked text depends on the type of emails you send. 

If you typically send text-based emails, you’ll need to use a long link that doesn’t always look great, but if you use a hyperlinked image, sometimes the image button will be blocked by the receiving computer, so it won’t show up. One way to fix both problems is to send text-based emails and use a shortening service like TinyURL.com, Bit.ly,  or a plugin such as Pretty Links Pro to create your links so that they look nice and aren’t too long. (This is especially helpful for affiliate links, which are usually long.)

For example, this long link: https://iaplifecoaches.org/wp-content/uploads/2022/04/Are_You_Ready_For_Templates.pdf

Can be turned into: bit.ly/3LzvJ6X with bit.ly

Tinyurl.com/template-ready with Tinyurl or

www.iaplifecoaches.org/ready with Prettylinks


Where you put your CTA in an email is also important. If your audience doesn’t see your CTA, they can’t take action. You can place your CTA early in the email, later in the body, and in the postscript of your email. 

Size, Color, and White Space

If you use a button, it’s important that you surround it with plenty of white space to make it stand out. Even with hyperlinked text, it’s important to make sure it stands out by using whitespace and color effectively. You can also make the hyperlinked text a little larger.

The point is to use the tools that will make your CTA stand out, so people see it and want to click through. Ensure that your colors match your branding.

Reduce Risk

It also helps to include copy that helps reduce your audience’s feeling of risk by clicking through to see what you’re offering to them. Mention any type of money back guarantees, or words that imply a lower risk to the customer. This type of wording will ensure that more people will click your CTAs. Remember not to blow smoke, and be honest (not hyped up or exaggerated) about the benefits and the risks.

When you take the time to create audience-appopriate calls to action, it’ll pay off by ensuring that more of your audience receives the benefits and stays on your email list. 

Another thing that will help you get the most out of email marketing is to understand more about copywriting.

Copywriting for email marketing

Copywriting for Email Marketing

Composing email copy is a type of copywriting. There is a science to copywriting, which will help you create effective messages. But you don’t need to be a copywriter to use their techniques. You can move the potential customer from curiosity to purchase, when you implement sound marketing and copywriting strategies. Here are a few:

  • Understand Your Product’s Benefits – Not only should you understand your product’s benefits, you should understand them from your client’s perspective. What problem does the email solve for your audience? Will it save them time, make them money, or help them with something else? 
  • Know Your Competition’s Messaging – It might seem strange to need to learn about your competition to create emails with good copywriting. However, looking at how your competition forms their emails can help you fill in the gaps and do even better for your own audience.
  • Answer the Reader’s Question: What’s in it for me? – Know the goal of the email message, and then frame the words to express what’s in it for the reader. How will the information make your reader’s life better? Will they save money? Will they get more time? Will they feel happier? 
  • Focus on the Reader – It’s tempting to use the word “we”; but, it’s important to focus on the person who is reading, so use “you” in your copy. Instead of saying “We all experience frustration”, say, “You may feel frustrated when …” so it’s clear that this is about that particular person.
  • Keep Some Things to Yourself – Effective copywriting lets the audience know just what they need to understand and no more. Good copywriting keeps unneeded details away, in order to focus the customer on the one thing you want them to know and do. Too much information just clutters the situation. 
  • Use the Right Words – Good copywriting uses concise language to get the point across. Learn the words that make your audience feel what you want them to feel. Using words like “you,” “imagine…,” and other words, can put a picture in your customer’s mind.
  • Remember Your CTA – Always include a well thought out call to action. The CTA is the entire reason for sending your email message. Whether it’s to click on a link, reply, or make a purchase, a good CTA creates urgency and provides instructions on what the reader should do next.

When you use the right words and phrases, you can calm their fears, excite their imagination, and compel them to follow through on your call to action. Copywriting takes practice, testing, and some prep work. Make sure that each email has a purpose, uses words your audience understands, and lets them know what’s in it for them.

Getting Started

You’ve learned a lot about writing attention-getting and results-oriented emails including:

  • Getting Your Emails Opened 
  • Writing Effective Email Copy
  • Writing Results-Oriented Calls to Actions
  • Copywriting for Email Marketing

Now it’s time to put what you’ve learned into action. Each email you send doesn’t need to be as long as a blog post, or as deep as a novel. Provide only relevant content, using words that resonate with your audience, and stay focused on what’s in the subject of the email. If you do this, you’ll be successful.

Download the PDF version of this guide HERE.

Plan out your email marketing campaigns with our “Email Marketing Planner.”  With the 23 worksheets inside this printable PDF file, you’ll have all the tools necessary to organize the growth of your list, plus create, monetize and send profitable emails to your subscribers. To find out more, CLICK HERE.

Email Marketing PlannerOr you may want to check out our “Email Follow-Up Planner: Turn Your New Leads into Customers in 7 Days” HERE.

"Email Follow-Up Planner: Turn Your New Leads into Customers in 7 Days"