Learn to Think Inside the Inbox with Ann Wylie’s email-marketing-writing class
It’s Americans’ No. 1 online activity. The top sharing channel in the world. The preferred tool for business communications.
It’s email. And averaging a 4,300% ROI, according to the Direct Marketing Association, it’s all but certainly your most productive marketing channel, as well.
“I learned, I laughed, I became a better digital writer.”
– Gigi Zenk, communication & outreach director, Washington State Department of Licensing
Read more rave reviews
But the competition for attention in the inbox is fierce. And that return is an opportunity — not a promise. How, then, can you write professional emails, business emails, email newsletters and marketing emails that work?
In this email-writing training course, you’ll polish your email-communication skills. You’ll learn how to write emails that:
- Address the envelope. Recipients look at four elements — not just the subject line — to decide whether to open or delete. Are you making the most of each?
- Write Emails That Get Read. Master a structure that boosts readership, understanding engagement and more.
- Cut Through the Clutter in Email. Recipients spend, on average, 51 seconds reading e-zines and 11 seconds reading email marketing blasts. Now what?
- Lift Ideas Off the Email. Only 19% of people thoroughly read emails. How do you get the word out to nonreaders?
What you’ll learn in our email writing course:
Whether you write email newsletters or email marketing campaigns, in this workshop, you will learn how to:
Address ‘the envelope’
You’ve read the numbers:
- American professionals receive an average of 121 emails a day.
- That’s per inbox. Now multiply that by the several personal email accounts people tend to have in addition to a primary work account.
- No wonder 68% of those emails aren’t getting opened. And an average of 276 emails languish unread in inboxes at any given time. That’s an increase of 300% in just four years.
In this environment, what’s a communicator to do? In this session, you’ll learn how to grab attention in the inbox to get your email opened. Specifically, you’ll learn how to:
- Go beyond the subject line. Make the most of the four key elements recipients consider before deciding whether to open your message — or to delete it without reading further.
- Write email subject lines that aren’t too long. Chances are, yours is twice as long as the recommended benchmark.
- Avoid dropping the key element on your envelope. 24% of recipients check this before opening. Too often, senders forget to write it — or, worse, have never even heard of it.
- Tap the No. 1 technique for getting opened. Carnegie-Mellon researchers proved it … now it’s up to us to use it.
- Avoid 3 common subject line approaches that reduce opens. That trick you’re using to draw them in? It may be keeping them out.
“From the shock value of the mobile-reading statistics to the humor and incisive recommendations, this class changes the way we write.”
– Teresa McGaffic, senior copywriter, Golden I Credit Union
Write Emails That Get Read
Recipients read, on average, less than 100 words of each email newsletter they receive. Assuming the folks on your email list do open your message, what are the chances they’ll be paying attention to it?
You’ll learn how to:
- Tap the No. 1 reason people find newsletters valuable. And avoid the No. 1 reason they quit, which is responsible for 67% of unsubscribes.
- Decide when to personalize. Yes, slapping a name in the subject line may boost opens. But it can also creep readers out and make them worry about their privacy — unless you also do these two other things.
- Make it clever … but not too clever. Readers complain when your email isn’t clever, edgy, insightful or witty enough. They also complain if it’s too cutesy. Find the fine line between interesting and silly.
- Pass the 1-2-3-4 test to put your message where your subscribers’ eyes are. Tip: Try this simple test on your smartphone for best results.
- Stop sending email leads that squelch readership. Steal our four great email leads to try — including one fill-in-the-blanks formula that will change your life — and stay away from our four bad email leads to avoid. (Use these for your blog posts, too.)
“This is definitely a must for all digital communications professionals.”
– Chet Jechura, audience engagement manager, Bread for the World
Cut Through the Clutter on Email
Assuming your audience members do open your email message, people spend an average of just 11 seconds on each email they review. That’s enough time to read about 37 words.
No wonder the No. 1 piece of advice email recipients give a writer who sends emails is to keep it short. So how do you write concise emails that recipients will read?
In this session, you’ll learn to:
- Solve the Goldilocks Conundrum. Recipients are turned off by e-zines with too much information — and by those that don’t offer enough. So how much is just right?
- Pass the 1-2-3-4-5 rule for getting your email paragraphs read on mobile phones.
- Write sentences that readers can actually read in email. That’s real email etiquette!
- Choose between three “most valuable” e-zine formats. If you’re struggling with opens, click-throughs and unsubscribes, bring one of these formats to the rescue.
- Avoid the Mobile Paradox: The No. 1 activity for mobile users is wasting time. But mobile users get “visibly angry” at verbose e-zines that waste their time. How do you avoid enraging readers?
“Good tips and how-to’s for punching up your online content and getting the job done in fewer words.”
– Sara Stewart, account coordinator, Maxwell PR
Lift Ideas Off the Email
People skim 69% of their e-zines. They read only 19%. (That’s the good news. On mobile, they skim 74% of their e-newsletters.)
In this environment, how do you reach the three-quarters of subscribers who don’t read our paragraphs? Before you click Send, make sure your email messages:
- Avoid the worst link problem. It decreases accessibility, reduces scanning and cuts your chance of getting clicked.
- Pass the Squint Test. Because if your piece looks easier to read, more people will read it.
- Don’t get your head cut off. What’s the right length for email headlines that don’t get cut off by email apps, social media — or humans?
- Sidestep fat-finger/no-bars syndrome. Mobile email readers click 40% less often. And they click on fewer links than desktop or laptop users. Learn to optimize links and buttons for mobile.
- Avoid the Curse of the Smartphone. More than half of recipients have unsubscribed from brand emails because they don’t work well on mobile.
“This was a densely-packed training that offered expert guidance and real-time practice sessions on sharpening our skills. Every word that Ann uttered had value – there is zero wasted time.”
– Elizabeth Seaberry, communications specialist, Disability Rights Oregon
Choose from these formats for blogging courses:
- In-house training programs: Bring Ann in to train your whole team with on-site or online courses.
- Public Master Classes: Build your own email writing skills when you attend one of our writing workshops near you.
- Association workshops: Bring Ann to your conference or chapter for a keynote, breakout session or professional development program.
I’m ready to boost my email-writing skills!
I’d like to:
- Book Ann for an in-house or association workshop.
- Browse all writing workshops.
- Learn about our writing coach, Ann Wylie.
Questions? Contact Ann.