Email Copywriting

Question 1

Email Copywriting Primer

Answer 1

Subject line = gets the OPEN action

Body copy = gets the CLICK

Landing page = gets the audience to take action — OPT-IN

Question 2

Subject Line Tip

Answer 2

Clickbait is okay in a subject line, as long as you deliver it!

Question 3

Email Tips

Answer 3

Short and precise, paragraphs are nice and short.

Always call out your specific customer avatar (DON’T say “Hi, everybody!”)

Teasing, opening a loop that keeps them interested and engaged in reading to the end

E.g. “I’m going to share with you something very special later…”

Use a “PS” at the end

Question 4

Types of Broadcast Emails

Answer 4

Indirection Promotion
Direct Promotion
Nurturing / Engagement

Question 5

2 Types of Multi-Email Sequence

Answer 5

1. Pre-purchase email sequence:

leading prospect from opt-in to purchase

2. Post-purchase email sequence:

nurture your paid customers’ post-sales experience

Question 6

Basic Structure of Pre-Purchase Emails

Answer 6

1. Introduce → Set Expectations
2. Educate
3. Sell/Offer → Content → Sell
4. Final Push → Urgency/Scarcity → Close the Offer

Question 7

The Purpose Of Post-Purchase Email

Answer 7

Customer Engagement / Retention, great of
subscription-based products

Upsell or cross-sell other relevant product that
complement the purchased product

Question 8

Tips for Writing Emails

Answer 8

Help your prospects get used to clicking your CTA

After a sale is made, your work is not done
yet, it’s the best time to do follow-up emails
(post-purchase email sequence) to either retain
engagement or provide new value with upsell/
cross-sell

Remember, you can do an upsell or cross-sell
during the post-purchase series.

Question 9

Email Sequence Story Arcs

Answer 9

The beginning, middle, end.

Question 10

What are the 3 stages in the hero’s journey?

Answer 10

Departure
Initiation
Return

Question 11

Departure

Answer 11

The Call to Adventure
Refusal of the Call
 Meeting the Mentor
 Crossing the First Threshold
Belly of the Whale

Question 12

Initiation

Answer 12

The Road of Trials
 The Meeting with the Goddess
The Woman As Temptress
Atonement with the Father/Abyss
Apotheosis
 The Ultimate Boon

Question 13

Return

Answer 13

Refusal of the Return
The Magic Flight
Rescue from Without
The Crossing of the Return Threshold
Master of Two Worlds
 Freedom to Live

Question 14

Open Loops

Answer 14

setting up an unknown that causes a desire to “close the loop” and seek out a conclusion, keeping your subscriber engaged.

Always close and deliver on the loop eventually.

A great way to implement an open loop is at the “PS”
section.

Make your prospect to form a habit of reading the
previous/next email with the open-loop method and
gradually they’ll register the concept that they have
to read all your emails in order to maximize their
takeaways/value from your email sequence.

Question 15

Single Open Loop Example

Answer 15

Email #1: … in the next email, I’m going to show you the
the exact system of how to xxx

Email #2: … here’s the exact system of how to xxx,
remember to refer to the previous email I’ve sent you
as there’s a tool you could use from that email to xxx

Question 16

Double Open Loop Example

Answer 16

Email #1: you open 2 loops here.

Email #2: you close 1 loop here, and leave 1 still open,
say something here to keep your audience engaged to
anticipate your next email to read the closing of the
another open loop.

Email #3: finally you close the 2nd open loop that you
open in the 1st email.

Question 17

What is the story structure of your email series/sequence?

Answer 17

1. Basic Structure of Pre-Purchase Emails

Introduce → Set Expectations
Educate
Sell/Offer → Content → Sell
Final Push → Urgency/Scarcity → Close the Offer

2. Apply the elements: Story Arcs, Hero’s Journey
3. Apply the open-loop tactic.

Question 18

Basic Structure of Pre-Purchase Emails 1.

Answer 18

1. Introduction

• Make 1st impression
• Show personality
• set expectations

Question 19

Basic Structure of Pre-Purchase Emails 2.

Answer 19

2. Educate

• Give free value
• Content is key
• Get them use to clicking

Question 20

Basic Structure of Pre-Purchase Emails 3.

Answer 20

3. Offer

• Sell, don’t be shy
• Clear and direct
• Get them use to clicking

Question 21

Basic Structure of Pre-Purchase Emails 3.5

Answer 21

3. 5 Find a Balance
   - At this stage you may consider adding 2-4 more emails that switch back and forth between “Educate” and “Offer”, depending on your price point and how much time you need to spend with your prospect in order to make the sale.

Question 22

Basic Structure of Pre-Purchase Emails 4.

Answer 22

4. Final Push

• Inject scarcity
• Give urgency
• Close the offer

Question 23

3 important concepts of a high-converting email sequence:

Answer 23

Story Arcs
Hero’s Journey
Open Loops