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Your emails all have ONE purpose no matter who you are or who you’re writing to:

To get people to take action!

It’s the single most important thing for any business looking to drive engagement and revenue.

If you don’t get people to act on your emails, you’re doing something wrong.

How to get your readers to take action

You need to tell people what to do, and you need to do it more than once throughout your email copy.

Email copywriting is different from writing a blog post, for instance, because you have to invite people to take TWO actions::

  1. They need to open your email, and
  2. they need to click-through to your target page.

That’s why it’s important that email copywriting isn’t limited to the email copy itself. It includes everything from the subject line, to your call-to-action (CTA), and your PS.

When it comes to the copy of your email, there are many different ways to write and there’s no one way of doing it.

Email copywriting has been (and still is for many) about writing a short email where each sentence has earned its place and supports the CTA of the email.

However, something many marketers forget is that there’s a way to sell without making every sentence a sales pitch…


The concept of storytelling isn’t new, and you’re probably already doing it if you’re writing blog posts or other types of long-form content.

You can use storytelling in your emails, too, making the content of your emails the value, and your CTA the “second” value, almost like a PS.

The idea here is that if your emails are valuable and relevant to your audience, they’re more likely to click your CTA, even though it isn’t the focus of the email.

A great example is Ben Settle, who sends an email to his prospects EVERY day with the same CTA to subscribe to his physical newsletter “Email Players Newsletter”, but with a different story each day.

Ben uses the concept of “infotainment” to promote his product, and his purpose is to get people addicted to his emails—more than he wants them to buy his product because he believes the first matters most:

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