Key parts in a professional email

Estimated reading time: 2 min

I got a question about what the four elements that comprise a “professional email”.  I don’t know why the questioner thought that there were four parts.  My best practice has three parts:

  1. Tell them what you’re going to tell them
  2. Tell them
  3. Remind them what you already said

Easy!writer, person writing, cop

Good email message structure

Slightly less flippantly, the structure of a good message is based around short sentences, simple sentence structure, short words and a clear indication about what you want the reader to do next.

If you can achieve all those things, that’s a great start.

More sophisticated messaging can come through with brand tone of voice, longer messaging plans over months / weeks and a mix of brand, educational and product/service messages. [Ask me how to plan your email marketing.]

Drafting and editing email messages

My personal method when creating EDMs is to work through these steps

  • What is the key message?
  • What is one thing I want the reader to do?
  • Then I start writing…. beginning with the LAST paragraph
  • Add in any context that explains the message (in case they are new to my list)
  • Remind them of benefits
  • Ask for the money / action
  • Add a PS.

Then I sleep on it overnight.  Always.

Because most of my messages can be improved and that only happens after time passes.  I think my brain matures the message and having a bit of time after having written it means I can move into editing mode.  That is a very different brain space and a different skillset.

Now I’m not a visual specialist so I get someone who is good at images to contribute here when I can.

Practice, practice

And then you just need to do it many times to improve your skill.

For examples of best practice copywriting for B2B marketing read on.

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