In Module 4 we’re going to talk more about the actual emails themselves. 

  • What makes a good email?
  • When should you email your list?
  • How often should you email?
  • What do you write in your emails?
  • How do you get people to open and read your emails?

What makes a good email?

As I mentioned in Module One, to get subscribers on your email list, you must provide something of value to them.  This is equally true (if not more so) to keep your current subscribers staying with you.

We want as few ‘unsubscribes’ as possible!  But how many should you be getting?

Well, that completely depends on the niche you are in as well as the content you are providing in your emails.

If you’re just sending a boring newsletter, you’re likely to get a lot more than if you were solving problems and creating engaging content.  It comes down to understanding who you are writing to and knowing what they need from you.

If I started emailing you about car parts, or decorating, you probably would unsubscribe from me pretty quickly!

When should you email your list?

Timing also plays an important role, but not as important as you might think!  If the email content is valuable, then they will stay on your list – but of course they have to be opening your emails first to know that.  If you’d like to know what the average open rate, click through rate, bounce rate and unsubscribe rate is for your niche / industry then grab my video training Better Email Marketing which goes over all that and more!

How often should you email?

It used to be that a monthly email was enough.  But not anymore.  Can you remember an email that someone sent to you a month ago?  I certainly can’t!

So, what about weekly emails?

That’s more like it!  Sending an email once a week isn’t going to irritate your subscribers as long as you follow the guidelines given to you in this course.

What do you write in your emails?

If you have something important to say, feel free to email more often, I think twice per week is fine, as long as you provide…value! 

If you have a webinar, course or product launch coming up, the frequency of your emails will need to change to suit, so there is no hard and fast rule.

Here a just a few ideas of what to write in your emails:

  • Create a 'Best of' List - best of products, cafe's, spa's, blog posts...
  • Celebrate an occasion - maybe it's 1 year since you started your business, or even 1 month!
  • Send seasonal emails - these could be quarterly or monthly
  • Socialise! - Invite your subscribers to join your Facebook group, or like & follow you on social media
  • Give them a 'sneak peek' in to the behind the scenes of your workplace or a new product line

The key thing to remember is to track your statistics within your email service provider and see which emails are getting opened, and what the click through rate is.

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How do you get people to open and read your emails?

The very first thing your subscribers will see is the subject line of your email.

The email subject line should be the most carefully considered part of your email.  If the subject line isn’t good enough, people wont even bother to open your email!

So how do you write a good subject line?

There are 7 Types of emails:

  • QUESTIONS - subject lines that ask a question
  • REPORTER - industry trending topics or headlines
  • FASCINATION - get them intrigued straight away
  • URGENCY - create a sense of urgency
  • CURIOSITY - peak their curiosity
  • BENEFITS - provide something of benefit to the reader
  • QUALIFICATION - target specific people to boost open rates

These subject lines use emotion, intelligence and intrigue to peak the readers' interest and will pretty much guarantee your email will be opened!

Tips For Writing awesome emails

Always personalise your email subject line. 

The number one thing people respond to most is their name.  Think about it for a sec.  You can be in the middle of a busy street and someone calls your name.  You turn around automatically to see if they were calling for you!

Count the Characters

Although there is no statistics that currently prove that longer or shorter subject lines are better, it is proven that 8 out of 10 people read emails on their mobile device only.  With this in mind, it’s best practice to use shorter subject lines to ensure they display fully on screen.

Use Emojis Sparingly

Emojis are pretty fun!  And if it fits your personality and brand image, then feel free to use them – sparingly.  Bear in mind that emoji’s don’t always render well on some operating systems.  You can see a pretty comprehensive view on what they look like on different systems here.

Test & Review

You can also test and review what subject lines your specific list.  Set up A/B campaigns and review the results to see which subject lines created a higher open rate.

Use Powerful Words

The words you use in your subject line will make or break you email.  Using powerful words can change everything.  Here’s a great example from

If this headline just said “21 Funny Sibling Stories”, you probably wouldn’t be that interested.  But “21 Cringeworthy Horror Stories?  What entertaining surprises this article must contain!

You can grab their free list of 401 Power Words here!


1.       If you really want to get one up on your competitors and become totally awesome at email marketing to continue to grow your email list, grab my Better Email Marketing video training here.  For just £17, I’ll give you:

  • The #1 reason why people aren’t reading your emails
  • What the only goal of your email is
  • The full set of email statistics for your industry or niche – how many unsubscribes, opens and click should you be getting?
  • I go into more detail about the 7 Types of emails that are guaranteed to get opened
  • 35 Email Subject Lines that you can use for your own emails!
  • The one resource within your email that you’re missing out on
  • 5 ‘done-for-you’ scripts to boost your click rate and engagement.

If don't have £17 for the in-depth training, but you have time to figure it out by yourself, that’s absolutely cool with me!  Start by writing down the 7 Types of Emails and come up with 5 subject titles for each type.  Remember to make them all different, engaging and enticing!

2.       Plan how many times per week / month you are going to email your subscribers

3.       Come up with content for the next months emails and schedule these emails in your email service provider