Read time: 4 mins…

Welcome back folks 🫡

This week’s Hyper Growth Blueprint covers:

Let’s go… 👇

I was away on a little “staycation” in the British countryside last week.

In between paddle boarding around…

I had plenty of time to think about stuff.

Three things were on my mind:

That last one was my inspiration for this weeks newsletter…👇

How to write emails that build relationships & drive action

Email marketing should be one of your most profitable marketing channels.

If it’s not… then you might be doing it wrong.

We send hundreds of thousand of emails a week for our clients, so this week I want to share my playbook on how to create a great email.

To start with, let’s do some inverted thinking and imagine what would make a TERRIBLE email…

❌A boring subject line so few people open it

❌No hook, just dive immediately into an average offer

❌No reasons given as to why the reader should care about this email

❌Sent at a time of the day when people are likely inactive (e.g. 2am)

❌Littered with spelling mistakes & grammatical errors

❌Tiny font size to make it difficult for people to read

❌Signed off by a business name (e.g. The Team at Sony), not an individual human

And I could go on.

Now to create GREAT emails, we can begin by doing the opposite…

In my world emails can have only one of two primary objectives:

A) Build a relationship

B) Drive action

Ideally, you want to strive for a minimum ratio of 3:1 of A’s to B’s.

The more A’s you do… the more powerful your B’s are when you deploy them.

The best email content is relevant, insightful, and entertaining.

I find the best way to achieve this is through stories.

This is because they enable you to tap into the Golden Intersection…👇

You can create stories from:

Or you can just make them up to better articulate a point.

(As long as you then don’t try and sell them as truth…!)

The first sentence they read once they open your email is critical.

The hook serves two purposes:

We need to hook them in and then give clear expectations as to what the rest of the email holds.

To double down on the relevancy… we use AI to create the content specifically to an ICP that we have created.

This means we can always use the most relevant examples and build the stories around the pain points they actually have.

We want the reader to think that we really understand them…

…because we do.

Nothing kills a good email like multiple CTA’s.

We always have 1 single action but we will link to it at least 3 times.

I’m also a big believer in ‘clickability’.

I.e. don’t ask me to click a link here.

I know I mentioned use AI…

…but the minute you sound automated is the minute the special bond between you and the reader is destroyed.

Be conversational.

Be authentic.

Be YOU.

We ALWAYS edit whatever the AI produces to make it more human.

You need people to read your email in order for it to be effective…

…so don’t rush this.

Powerful subject lines do one (or multiple) of these four things:

I always do this last, to make sure my subject line is congruent with the email I have created.

Misleading subject lines are a great way to alienate your readers.

P.S. Whenever you’re ready, there’s three ways I can help:

Use this prompt to create a first draft of an email that incorporates all of the seven steps I have outlined above.

(NB: All you have to do is refer 2 people to this newsletter using your special link below & you will unlock permanent lifetime access to this newsletter segment.)