Success! You’ve written and email and your subscriber has opened it. In most cases the most difficult part is to get people to simply open your email. However, once they have your message open it’s also important to make sure they read enough of it to follow through on your call to action.

What happens once your prospect opens your email?

  • Do they read it?
  • Do they scan it?
  • Do they read the headline and hit “delete?”


Here’s a few ways to get your reader to ACTUALLY read your email

Emphasize the Point

What’s the core message or takeaway? Make sure that it is highlighted, literally. Use formatting like bold lettering to call attention to all content that supports your point. Keywords and

Use formatting like bold lettering to call attention to all content that supports your point. Keywords and phrases for example can be called out. Additionally, you can set key phrases and questions apart from the rest of your content with spacing.

For example, if the point of your message is to identify three mistakes people make when they make coffee at home then you want to make sure each of those three mistakes is separate from one another. You also want to bold or highlight the three specific mistakes so a reader can scan your message make their way to your call to action at the bottom of your email.

Pique Interest or Make a Promise

Your subject line needs to be interesting enough so that your readers want to open your message. Remember, you’re competing with all of the other emails in their inbox so it needs to be good. There are two primary methods to create compelling subject lines.

Pique interest by asking a question or use interesting and unusual phrases.

Or make a promise. For example, learn how to become your own barista and make great coffee at home.

Be Personal

Everyone already receives an abundance of formatted and cold email messages. Be personal and share your vision, experiences, and interests with your reader. Get to know them and allow them to get to know you a bit too. A personal touch to your emails will make people more interested in reading them rather than simply scanning them. Tell stories and write in your unique voice.

Ask the Question

Finally make sure to have a clear and easily identifiable call to action in your email message. Make sure your reader knows exactly what they should do next. Many people will skip right down to the call to action at the bottom to establish the goal of the email. If the goal is clear and easy to understand they are more likely to go back and read the content, and respond to your call to action.