Have you ever gotten stuck with what to write in a marketing email?
Here’s a simple structure you can use to write a persuasive marketing email.
It’s designed to get people to take the next step.
All you need to do is answer three questions.
Question one: What are you offering?
This answer can be used at the headline in your email.
It’s job is to pique the reader’s interest and make them want to read more.
Question two: Why should the reader care?
The answer here becomes the short paragraph or body copy of your email.
The purpose is to give more detail and a reason why this offer would be helpful to the reader.
Question three: What should the reader do next?
The answer becomes the call to action of your email. Often times this is a button.
It’s job is to provide an action focused on the benefit they’ll receive for taking it.
So what would this look like?
Here’s an example of a promotional email:
Headline (What are you offering?): Don’t miss out on the best deals of the year!
Body copy (Why should the reader care?): This is the last day to get your [INSERT PRODUCT] by Thanksgiving! Order today to lock in sale prices, and for guaranteed delivery just in time for your gathering!
Call to action (What should the reader do next?): SHOP EARLY DEALS
And here’s an example for a non-promotional email:
Headline (What are you offering?): Digital tidying tips from Marie Kondo
Body copy (Why should the reader care?): We partnered with tidying expert Marie Kondo to help you easily organize your emails and files across Gmail and Google Drive.
Call to action (What should the reader do next?): Explore Marie’s tips
Now, if you’re in the nonprofit space, here’s a little modification to these three questions.
Why the modification? Because for nonprofits it’s all about activating a community around your cause.
Question one: What are you trying to accomplish?
Question two: Why should the reader care?
Question three: How can the reader get involved?
What would a nonprofit example look like?
Headline (What are you offering?): Volunteers needed this Thursday, DATE.
Body copy (Why should the reader care?): Want to join us for some painting and pizza? We’ll be at the theater from 10 am to 3 pm. Help us get the set ready for opening night. Let us know if you’ll be there.
Call to action (What should the reader do next?): Yes, I want to paint.
So the next you’re struggling, just answer the three questions to write a great email.