How To Write An Email That Gets Response

by Brian on March 24, 2010

What’s the point of sending an email if you don’t get a response?

Writing sales copy in an email is completely different than using sales copy on a sales page or any other type of advertisement.

Because email has been completely abused by spammers and scammers, everyone’s BS alert is typically set on high when we see an email from an unfamiliar source.

Keeping that in mind, our goal with sending an email IS NOT to sell them anything or give them pricing on anything.

There are 3 goals with bulk email marketing.

  1. Get the reader to open the email.
  2. Get the reader to read the email.
  3. Get the reader to click on a link in the email, which directs the reader to a landing page or offer. (Click Through)

We covered how to get the reader to open the email yesterday. Today we are going to talk about how to write an email that gets response.

There are 3 types of messages for writing bulk emails.

  1. Banner Advertisements
  2. Long Sales Copy
  3. Short Sales Copy

Banner Advertisements

Banner advertisements are great for established brands. One that pops right off the top of my head is Walmart. When they send out a bulk email to their list, their goal typically isn’t so much to drive people to buy on their site, as it is to drive people to go purchase things at Walmart.

A lot of young businesses like to put up a banner advertisement in their bulk email marketing campaigns, but I’m not a proponent of it.

There are 2 problems with banner advertisements:

  1. They are commonly associated with spam.
  2. Most email applications are starting to ask readers if they want to download the message/ images. So even if the open rate is high, it’s an inflated number.

Long Sales Copy

There is a place for long sales copy. This typically works best for your self generated opt-in list.

This example is assuming you have a self generated opt-in list and you have a product like a report or an ebook you can give away. (There’s always Private Label Rights for those who don’t, but that’s for another day.)

And this would be for an affiliate offer you were trying to sell.

Now here is the exact formula I use and advise my clients to use. It’s no state secret, it’s just what works best.

Hi (first name),
Until (date) you can get the entire
(affiliate program name) with a copy of
my (special report/ ebook) for FREE.
That’s a $XX value.
Here’s where you can
grab your copy:
(Use a service like “Pretty Link“)
I’m giving you a FREE copy of my (special report/ ebook) as a way
to say THANK YOU to all the people who read
(Your Site/ blog Name)
Here’s where you can grab your copy:
Not to mention you will also Get THREE ADDITIONAL
FREE Bonuses!
If getting a FREE copy of my (special report/ ebook) isn’t enough.
The (System Name) also comes with these additional
– Bonus 1: (2 sentence description of the bonus)
– Bonus 2: (2 sentence description of the bonus)
– Bonus 3: (2 sentence description of the bonus)
And all of those are FREE
Go here right now
and claim your copy before they’re all gone!
Have a great day!
(Your Name)
P.S. If it was up to me, I’d keep (affiliate system) open forever,
but it’s not my system.

Almost every product or system comes with free bonuses aside from the one you are throwing in. In the example above I showed 3 bonuses… If there were 10 in the offer, I’d throw all of them in there.

Short Sales Copy

For purchased opt-in email lists, regardless if they are from a single-offer landing page or multi-offer landing page… I try to be short and to the point.

In this example we are going to assume you have a landing page and a free series of reports to solve X problem.

Hi (First Name),
Have you ever wanted to (pain point of the subject.)
The answer to your question is here
in these 7 FREE REPORTS
The reason I’m sharing this with you is
you are one of the few people who ask
for help when they need it.
There’s nothing to buy and everything to gain,
Get your 7 FREE REPORTS right now
I’ll see you on the other side,

(Your Name)
P.S. (their first name), don’t let the opportunity
to join us pass you by.

So there you have it.

Obviously these get changed up to match the product or service, but this should give you a great starting point and it’s a good format to follow.

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