People often ask me if I follow a certain formula when writing email copy for my clients.

For clients who want a set number of plain text autoresponder emails for a series, I follow a certain structure most of the time:

* Begin with a story or interesting description and make the first paragraph very short, if possible.

* Include three links in the body.

* Precede each link with a question, if possible, or at least a short sentence.

* Include a P.S. that mentions one bonus or benefit that wasn’t mentioned in the body and also include a link to the website.

*The word length is usually 300-500 words.

For websites where the emails are an ongoing thing (i.e. broadcast messages), and not limited to a series, I don’t follow a set structure because my focus is on building a rapport, not on pitching something every single time. Sometimes the emails are very short. I mix things up to keep the reader interested.

By the way, I think it’s very, very smart to send broadcast emails on a regular basis because you can include events and news of the day and make them very timely. It’s the real way to build rapport with your clients and customers.

If you’d like to outsource that to an email copywriter, just holler. I have monthly retainer arrangements for situations like this and would be happy to help you out.