Skip to main content

Writing Emotionally Engaging Emails

Lesson 9 of 12

How to Make Your emails More Digestible

Melissa Cassera

Writing Emotionally Engaging Emails

Melissa Cassera

Starting under


Get access to this class +2000 more taught by the world's top experts

  • 24/7 access via desktop, mobile, or TV
  • New classes added every month
  • Download lessons for offline viewing
  • Exclusive content for subscribers

Lesson Info

9. How to Make Your emails More Digestible

Lesson Info

How to Make Your emails More Digestible

Now, how to edit your emails to make them more digestible, quotable, and shareable. All right, just so you know, I know I brought this up earlier, but screenwriters make (scoffs) a lot of edits. When we write a first draft, there are usually like seven or eight drafts sometimes more before we get to that final shooting script. That means rewriting a 120 page script all those times, right? Now, I don't expect you to do that for emails, because that is a lot of work and we would never have businesses, and we would never get anything done. I want to just give you some really quick tips on how to make your emails sound better by doing some of the passes I do for my scripts, and also for my business writing. The first one is a dialogue pass. Super easy pass, you know why? Because all you have to do is read your email out loud before you send it. This can be for all emails, by the way, not just newsletter-based, but let's just say you're writing an email to a colleague or a client. Read it o...

ut loud. You will be amazed at how many things you trip over and that's because you wouldn't actually say it that way. Just the simple notion of reading out loud helps so much. An Imagery Pass. We keep talking about vivid language here, using your business thesaurus. This is a great pass to go through where you have your list of words here, and you have your email here, and then you just say okay, are there any words or phrases I can swap out for something better? It may not be a lot. It may not be every sentence. Maybe it's only three or four words, but even just doing a few will make all the difference, just to really make it pop. You'll get better at this as you go, so don't feel stressed the first couple times you do it. If you can only swap one word, fine, right? You get better as you go. Movement Pass, so this is about the whole piece moving things forward as opposed to keeping you stuck. The big tip in this is that you don't want to keep repeating yourself. Now understand that there are times when we use repetition to sink a point in, so we might say something three times, 'cause we like really wanna hit it home. But make sure if you do that, there's true intention behind it. If you're like, I need to say this one thing three times, 'cause I know my clients won't get it unless I do, fine, do it. Otherwise, go through and see if you're repeating yourself. A lot of times we say the same thing over and over, and we just wrap it in new, flowery language. If you, you might find three paragraphs where you're like this says the same thing. (laughing) I can really chop this down. Again, this is something that takes work. Don't stress if it doesn't happen the first couple times.

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