How to Write Emails People Love to Read, Open, and Share

“Email is everything.”
“Your email list is the only platform you truly ‘own’ online.”
”If you’re not sending regular emails to your list, what are you even doing?”

If you’ve heard any of the above (and I bet big money you have), you’re in the right place.

It’s no secret emailing your list is important if you run an online biz. Email opens up a world of opportunities that social media just can’t. It’s literally a direct line to people who’ve raised their virtual hand and said, “Yes! I want to hear more from that person.”

It’s kind of a big deal.

Since it’s such a privilege to get a space in someone’s inbox, it’s important you do your part, too.

Here are my seven top tips for crafting click-worthy, binge-able emails your people adore (and will also score you more sales, too)


1) Craft Irresistible Subject Lines

Let’s start at the very beginning (which is, a very good place to start 😉 ): You need people to open your emails before you can engage, educate and/or entertain them inside – let alone make any sales from email.

Obviously, the way you get people to open your emails is with a compelling subject line. Attention-grabbing subject lines are worth the time and energy you pour into them.

If you don’t love your current open rates, here’s my tip: Give yourself permission to experiment and be creative.

Try different angles and hooks. Pique their curiosity. Tell them exactly what’s inside the email for them. Or flip the script and focus on the problem they’re facing. Anything you’d use as a hook or one-liner on social media or sales page can work well as a subject line with some tweaks.

Try different lengths, too (sometimes short, snappy subject lines will take the cake, other times a longer line will do the job).

Try subject lines with emojis – and without. Try subject lines with dynamic content (like the person’s first name).

Make note of the subject lines you tend to love – and try out a few of them in your own email marketing.

And if you’re ever unsure about which subject line to use, don’t sleep on your email marketing systems A/B testing feature. An A/B test allows you to pit two different subject lines against each other and collect clear data about which one worked best.


2) Create Engaging, Can’t-Stop-Reading Content

Once you’ve entice people to click on your email with a compelling subject line, you obviously need to keep their attention with intriguing content.

“Engaging content” is super vague, but at the end of the day, what’s engaging to your list might be different than what’s engaging to another.

You can try lots of different styles of emails to see what your peeps like most, from weekly newsletters or curated content to storytelling, personality-packed emails to persuasive sales emails – or all of the above. (As for sales emails, trust me when I say you can absolutely write sales emails that are crazy-valuable and fun to read for your ideal clients – even if they’re not buying what you’re selling at the moment.)

You can even send emails that are purely educational (like, “5 Tips for Writing Subject Lines that Get Clicks”) or inspirational.

And here’s a pro tip for ya, in case you feel a bit rusty in the email department: Practice writing emails every day and you’ll get better at it over time.

Once you’ve proven your emails are worth opening, people will start to actively seek out (and yes, get excited about) your name popping up in their inbox. Pinky promise.


3) Use Personalization, Images and Your Own Flair

Personalization tags and other dynamic content has become super popular in recent years. Odds are you’ve received an email with your first name in the subject line (like, “Hey [Name] – this one’s for you”) or nestled within the body of the email.

You can also pepper other dynamic variables into your content, like the recipient’s location–or personalize their experience by segmenting your list based on previous purchases or interactions they’ve had with your biz.

Another way to add spice to your emails? Images. We’re visual creatures, and a well-crafted logo/header, mock-ups of your digital products and/or photos that accompany the story you’re telling (or even just a string of well-placed emojis!) can make all the difference in how “fun” peeps deem your emails.

Keep your emails easy on the eye, too – make super you’re not sending out crazy-long paragraphs, but shorter sentences that actually move the reader along.


4) Give Value

This sounds like another “duh” tip – but the truth is, it’s just as important as engaging content.

Making your email list a valuable place to hang is also important. What do I mean exactly? Your email list should offer subscribers something they can’t get from your social media or other spaces on the web. Whether it’s a more intimate look at your behind-the-scenes reality or lots of discounts unavailable on your regular website, think about ways you can make people want to stay a part of your inner circle.


5) Optimize Your Emails for Mobile

This one’s super easy to overlook, but it’s crucial to make sure your emails look good and read easily on mobile devices.

The truth is, most people check email on their phones, so be sure your design, copy and even (especially!) your subject lines show up the way you want them to on mobile before you hit send.

Because you know what really sucks? Wanting to read an email from someone you’re super inspired by, but not being able to read said email (or at least not easily) on your phone while you’re catching up on Love is Blind after the kids are in bed. (And what sucks even worse is being the entrepreneur who sent that email that never gets opened!)

So, take the time to make your emails mobile-friendly. Most ESPs let you preview your email in both desktop and mobile modes.


6) Include Strong Calls-to-Action (CTAs)

Effective calls-to-action are important in any email. But if you want people to share your emails specifically? Most of the time you’ll need to ask.

Of course, sometimes an email is just so juicy-good your audience can’t help but forward it instantly to their biz bestie (or whoever else will relate). Other times, they need a little incentive. So give it to ‘em! There are a few ways to do this:

  1. Add Share Buttons. Some email service providers (like Constant Contact) have this feature built-in, but you can also use a stand-alone service like “Add to Any.” These buttons will generally allow your subscriber to share your email on any platform and in any way you choose.
  2. Include a “Forward” Blurb at the End of Your Email. You can also add a “forward to a friend” message at the bottom of your emails. Something like, “Know someone who would benefit from this message? Forward this email to them and let them know they can sign up for my newsletter here.”

Why even take the time to do this, you ask? Well, think of someone sharing your email like a referral. Odds are, if that next person likes your content, they’ll sign up for your list and become a subscriber themselves. And – because the person who shared the email knew the content would speak to them, hence why they forwarded it in the first place – you’ll know the lead is already interested in the topics you create content (and offers) about.


7) Keep Your Emails Out of Spam

I almost didn’t include this one, but with new Google guidelines that rolled out in early 2024 around email marketing, I’d be remiss if I didn’t add this one not-so-tiny tidbit: Keep your email marketing in line with the latest guidelines and regulations and best practices to stay out of people’s spam and in their main inbox. I mean, your subscribers have to see your email to open, read and share it, right?

And that’s all, folks! Try implementing 1-2 of these tips in your next email marketing campaign & let me know your results below.

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