6 Steps to Write Emails That Get Opened and Read
▼ Summary
– The average American has over 1,000 unread emails, which often causes stress for many people.
– An effective email requires a relevant subject line to grab attention and a preview text that reinforces timeliness.
– Every email should have one clear objective, such as prompting an action or building a relationship, which all elements must support.
– Creating an email-specific brief covering operational logistics and messaging helps structure the content and prime readers for the objective.
– The email writing process involves outlining with a copywriting framework, drafting, and thorough editing to ensure it supports the objective and includes a congruent call to action.
How many unread messages currently fill your email inbox? If you’re anything like most people, the number is probably overwhelming, some estimates suggest the average person has well over a thousand unread emails. Despite this constant flood, certain messages still grab your attention, stir your emotions, or prompt you to click. So how can you craft emails that consistently earn opens and engagement?
Effective email communication hinges on a clear connection between the subject line, preview text, and body content. While many believe the subject line’s only job is to stand out, its real purpose is to signal relevance. Messages that feel timely and important get opened; those that don’t are ignored. The preview text, or the opening line in a cold email, should strengthen that sense of relevance. Finally, the email body must fulfill the subject line’s promise with a focused, persuasive message that guides readers toward your call to action.
Here’s a step-by-step process for writing emails that get opened and read.
Step 1: Define Your Objective
Every email should have one clear goal. Do you want recipients to schedule a call, sign up for a webinar, or watch a video? Decide what action or feeling you want to inspire before you write a single word. Every element of your email, from the subject line to the closing, must align with this objective. Even newsletters, which may include multiple links or topics, should serve one overarching aim, such as building stronger customer relationships.
Step 2: Identify Key Metrics
Once your objective is set, determine how you’ll measure performance. Will you track unique opens, click-through rates, or replies? Don’t overlook unsubscribes, maintaining a clean, engaged list is valuable, and losing uninterested subscribers isn’t always a bad outcome.
Step 3: Create a Detailed Brief
Develop a brief tailored to your email campaign, covering both operational and messaging elements. The operational side includes logistics like target lists, audience segments, call to action, links, creative assets, sender details, and where to find performance data. The messaging portion prepares readers to act by outlining your unique solution, key promises, background story, testimonials, scarcity elements, subject lines, and preview text. Not every component will be used, but the brief helps structure your message and keeps your content aligned with your goal.
Step 4: Outline Your Message
With your brief complete, move on to outlining the email. Choose a copywriting framework that fits your message and objective. If you’re addressing a pain point, try the Pain-Agitate-Solution or AIDA (Attention-Interest-Desire-Action) models. For emails focused on aspiration or mindset, frameworks like Desire-Obstacle-Solution or Picture-Promise-Prove-Push can work well. Start by placing your messaging elements into a simple outline, subject line, preview text, body copy, then adjust as needed.
Step 5: Write the First Draft
This is where you expand your outline into full sentences and paragraphs. If you use AI tools, ensure they’re properly trained to reflect your brand voice. A strong structure, supported by stories, testimonials, and relevant assets, makes drafting much smoother.
Step 6: Edit for Impact
Editing is arguably the most critical phase. It’s not just about fixing grammar, it’s about improving how well your content performs. Review your draft and ask: Does it support the main objective? Does it stir the right emotions or build a convincing case? Is that emotion backed by proof or relatable stories? Is the call to action consistent with what the reader expects? For example, if you’ve promised pricing details, include them. If you’re promoting a webinar, display the registration form clearly.
When executed thoughtfully, this process yields emails that feel relevant and compelling. A strong subject line taps into what your audience cares about, the opening builds on that interest without repeating it, and the body addresses a real challenge before guiding readers toward a logical next step. While the final result may look effortless, it stems from a disciplined, structured approach. Give these steps a try and watch your email performance improve.
(Source: MarTech)
