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Two words: Email Marketing

Today I’ll be talking about email marketing, specifically relational emails. These emails are intended to build a better relationship with your reader.
Sidenote: these are NOT intended to promote a product or confirm a transaction. I’ll touch on these two topics in further detail in future posts.

First, let’s address this burning question:
Why Email Marketing?

Email averages a mind-blowing 4,300% return on investment. Compare that to Adwords’ 301% average.

With little overhead – your only real expense is your email service provider (Mailchimp, ActiveCampaign, InfusionSoft, etc) – your dollar truly goes a long way if you use email marketing effectively.

I get tons of emails myself and I just delete most of them. How do I know my emails won’t just get tossed in the Spam folder?

It’s all in the subject line! If you can get your reader to at least open your email, you’ve won half the battle. We’ll address this below.

Great. So why should I focus on email vs. blogging or creating video content?

Just as a baseball pitcher wouldn’t have only one pitch or a professional chess player wouldn’t move only one piece on the board, you need to use all these tools effectively.

They all complement each other.

Let’s break down the anatomy of a great email:
  1. A captivating subject line
  2. Great, flowing body content
  3. A clear, direct call-to-action
You’ll also need to make sure you include the following:
  1. URL tracking on all your email’s URL links
  2. A/B testing capabilities

The Anatomy

Write A Captivating Subject Line

  • Keep it short – stick to 10 words or 25 characters
  • Grab attention with appropriate emojis
  • Use the reader’s first name
  • Keep a little mystery to spark curiosity

The goal is to get them to open your email! The greatest written email in the world means NOTHING if you can’t get your reader to open the email in the first place.

Write great, flowing body content.

Each sentence’s ultimate goal is to get you to read the NEXT sentence.

Your email should flow, be conversational, be inviting! Sentence one should lead to two. Sentence two leads to three. Etc.

It’s VERY simple; don’t overdo it by going off on tangents and ideas. Make it a lean, mean email.

Write a clear, direct call-to-action.

Tell your reader exactly what they should do next.

“Want to learn more? Click here to read all 50 tips.”

“Visit our website at to learn more about our services.”

“Watch the full interview by clicking here.”

A deliberate call-to-action is key – your reader does not want to think more than they need to. The easier you can make it, the more likely they are to click and continue their journey, and the better your email content will be in their mind.

This invites more opens the next time you send them an email.

Bonus Tips

Keep it fresh; don’t overuse the same words over and over.
Avoid heavy jargon.

Remember that, in today’s mobile-heavy world, your reader will probably read your email on their phone while on the go. The easier it is to understand, the longer they’ll stick around to the end of your email.

Make it easy to understand by running your copy through a readability test.

The easier it is to understand, the more your reader will consume. Paste your copy and run the test here. Make any adjustments necessary to get your score under 8.0 for max email marketing effect.

Use active tense.

“Get your copy now.”
“I managed my stress.”
“Bob ran through the door.”
Click here for more great examples.

Avoid negative language.

It won’t help you. You want to create a positive impression in your reader’s mind. Complaining or being negative will drag you 10 steps back. Just don’t do it.


Email marketing is one of the most powerful tools available to you today. It’s never been easier to reach someone directly. If you can improve your email marketing efforts, I promise you that you’ll see results fast.

Tony Alvarez

Tony Alvarez

Founder | Marketing Director & Consultant

A former audio engineer & radio director, I'm proud to say that today I've built a reputation for building and marketing brands and small businesses.

Have any questions? Feel free to email me anytime at – consider me a valuable resource!