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Writing Emotionally Engaging Emails

Lesson 8 of 12

How to Make the Content of Your Email Riveting

Melissa Cassera

Writing Emotionally Engaging Emails

Melissa Cassera

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Lesson Info

8. How to Make the Content of Your Email Riveting

Lesson Info

How to Make the Content of Your Email Riveting

Now let's dig into the content. So we have subject line, opening line, content. So first thing to consider, please stay focused. This is a good tip. Before you start writing your email now you may already be in this space but write down just on like a little scrap of paper what the point of your email is. So like what's the one thing you wanna get across and keep referring back to that. Because I can't tell you how many times and I've been guilty of this too, that we go off on tangents and now all of a sudden we have 27 different points in our email and then none of them land, right? So keep them simple, one thing, what's the one thing you want your clients to either know, feel or do from this particular email? So just have that, whatever that is, on a scrap of paper and then as you're creating your email keep focused. What's the conflict? So keep your audience on their toes, right? We want them to keep reading. So this is in screen writing, it would be like what will they face, like, ...

will they risk everything? And you know you've seen that in like previews all the time. So we want them to feel that way too, like what's the conflict in this story? So you can't just say hey I went and got coffee and everything was great and my life is awesome (laughs) so that's it. Of course you're not gonna do that but sometimes emails do come off that way, there's no like stakes or conflict built in. So you wanna have a journey there, right, if you're telling a story, it's gotta be like, I felt this way and then this, this, this happened and now I feel this way. Or my client felt this way, this, this, this and that way. So a journey, you need some kind of conflict rolling through not just like, one day I was this and then I was this. I don't know how it happened it was overnight (laughs) and that's it and so that's not gonna appeal to anyone, right? Vivid language, so again rolling back to that business thesaurus concept we talked about earlier, you wanna bring this in. You don't have to bring it in in rough draft, in your first draft that's fine but later you can put it in. So a stake to the heart, my thumbs fly across the keys. Whirl of conflicting emotions. They leached the vitality from me. My bravado dissolves, right? All very vivid language, may not work for you, these are all for my scripts (laughs) I just pulled out. But you know it just gives you an idea of, instead of just saying I was typing, right? It's much more vivid to say my thumbs fly across the keys. Now I'm putting stakes into it, energy, enthusiasm, right, or maybe like, maybe there's something darker going on. I don't know.

Class Description

When it comes to reaching people and converting them to clients and customers, nothing is more effective than email. And yet, many of the messages that businesses send out miss the mark—remaining unopened, unread or deleted from recipients’ inboxes.

This class will arm you with powerful email writing techniques that will take your email marketing campaigns to ever-greater heights. Business consultant and screenwriter Melissa Cassera will teach you the secrets to getting people to not only pay attention to your emails, but to respond to your calls to action.

In this class, you’ll learn how to:

  • Infuse personality and emotion into your emails.
  • Re-engage a list you haven’t reached out to in months.
  • Put readers at ease by sharing personal stories and life experiences.
  • Write captivating subject lines.
  • Master “movie trailer moments” in your opening line.
  • Edit your emails to make them more digestible, quotable and shareable.
  • Motivate people to take action without being pushy or sleazy.
  • Create a sense of urgency through “ticking clocks.”
  • Use email signatures to clinch the deal.


Stavroula Fotiou

This is an incredibly beneficial course. Not only is it great for individuals interested in improving their email marketing strategy, but also for those who are looking to improve their blog writing skills. Melissa does a great job of getting straight to the point. yet giving great examples and details in order for the viewer to understand her process and ideas. I recommend 100%.

Chris Humphrey

Really solid foundational course! No fluff, just meaty info with a few great surprising bits of brilliance.

Shannon Christy