The Art Of Crafting Effective Emails: A Step-By-Step Guide

Today, we will respond to a question raised by Aimee (not her real name). She said she’s a newbie email marketer and wants to understand how to craft compelling emails.

She said, “Coach Fred, sorry for the newbie question. But how do you write an effective email?”

So I decided to help those like Aimee who want to craft an email that gets read and prompts action.

If this is the same question that you have in mind.

This post is for you.

Here are the steps I use when crafting emails that work:

Include Multiple Links to the Desired Action

Why? Offering different phrasings or formats increases the chance one will resonate with the reader.

Example: If you're reminding customers about their abandoned shopping carts, you could use a bold "Complete Your Purchase" button and a more subtle hyperlink saying, "Forgot something? Return to your cart."

Minimize Calls-to-Action (CTAs)

Why? Overloading your email with different CTAs can confuse or overwhelm readers. Make it easy for them by focusing on one desired action.

Example: Instead of asking them to check out the cart, sign up for a webinar, and read your new blog post in one email, focus on one primary action — like Complete Your Purchase.

Show Abandoned Products or Visual Reminders

Why? A quick visual cue can instantly remind customers of their previous interests and reignite the desire to purchase.

Example: If a customer left a pair of shoes in their cart, display an image of those shoes with a note saying, "Still thinking about these?"

TIP: In your first reminder email, show the abandoned products. In your second, offer more information or help if they don't respond. Provide a small discount as a last resort in the third or subsequent emails.

Offer Help and Provide Useful Information

Why? You can make your support channel readily and naturally available if you like. This fosters trust and shows your commitment to the customer's experience.

Example: Add a line like, "Got questions? Call our 24/7 helpline at [number] or reply to this email. We're here to help."

Personalize Your Email

Why? Personal touches can make customers feel valued and build trust in your brand.

Example: Use the customer's first name in the greeting. Instead of a generic "Dear Customer," say, "Hello, Sarah!" Closing the email with a natural person's signature or headshot can add a personal touch.

Be Cautious with Discounts; Use a Discount Ladder

Why? Instant discounts might spike short-term conversions, reduce profit margins, and train customers to wait for deals.

Crafting effective emails is about clarity, helpfulness, and personal touches.

These steps can guide you in reclaiming potential lost opportunities and building stronger relationships with your audience.

If you want to create emails that make an impact.

Remember, I am always here to lend a helping hand!

Share your questions in the comment below.