Tanya Brody

Copywriter | Marketing & Optimization Consultant | Customer Advocate

How to Write Emails that Convert – Part 2: The Email Preview Text

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For the next few weeks, I’m writing a new series about how to structure and write emails that convert. I’ll go through each section of an email to show you how to make it stronger, so it gets your subscribers to take the next action you want them to take. Last week was all about writing a good subject line. Today, I’ll reveal the power of email preview text.

“What the heck is email preview text?” I hear you cry.

It’s an excellent way to extend your subject line and get people to open your emails.

And, it’s one of the most under-utilized sections of most emails.

So, if you start using it now, you’ll already be one step ahead of your competitors.

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How to Re-Engage Email Subscribers with a Simple Warm-Up Sequence

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My last several blog posts have been about why you need to re-engage email subscribers who have stopped reading your emails.

However, you can’t just throw people right back into your standard email sequence. Well… you can, but you might piss them off and cause them to unsubscribe, which means all your re-engagement efforts would go to waste.

Instead, take the time to set up an automated warm-up sequence to remind your re-engaged email subscribers why it’s worth it to be on your list. Deliver value before you start selling again. That way, your subscribers appreciate what you do for them and are more likely to buy.

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Do You Truly Understand the Value of Your Email List?

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“Build an email list, it will help grow your business.” That’s what all the marketing gurus say. (Okay, I say it too, but I’m not a guru.)

And yes, you should have an email list.

But if you don’t use that email list properly, it’s not going to help your business.

And you’ll have wasted a lot of time, money and effort building it.

Your email list has a lot of value for your business. More than you probably realize.

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How to Apologize to Subscribers You Haven’t Emailed for a While

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When was the last time you emailed your subscribers?

Last week? Last month? Last year? Never?

Trust me, I get it.

Emailing your list regularly can be hard.

It takes time. It takes thought. You have to figure out what to write.

And you have to do it over and over and over.

Here’s the problem.

If you stop, you’re wasting all the time, energy and money you put into building that list.

Don’t abandon those subscribers. Instead, apologize in a re-engagement email, promise to do better and move forward with a plan for a regular email cadence.

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Using Your Buyer’s Journey Funnel to Keep Your Hero Moving Forward

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Last week I introduced the concept of the mentor (as you) being the person who gives the hero (your potential customer) a gift.

Now, we move to the next stage in the buyer’s journey funnel, where you, as the mentor, guide the hero, your potential customer, along on their journey to find the solution to their problem.

How do you do this?

Through email.

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