How do you write great email marketing messages to promote an event or program? After your landing page is up, with your well-crafted sales copy, you must drive people to that page with email messages. This is the next writing task you’ll need to master if you want to successfully promote a program.

In this series of posts, we’re using our Law of Action 2.0 mentoring program as example. We sent out several email messages during the month prior to the event, most of them during the week before.

Email marketing messages are challenging. Everybody gets too much email, and each time you broadcast you get people who unsubscribe because they aren’t interested or are annoyed. But you must send out enough messages to remind people to sign up, especially at the last minute. Otherwise you’re leaving money on the table. It’s a balancing act of risking so many unsubscribe requests and so many last minute registrations.

You need your email recipients to:

1. Open and read your message
2. Discover something important they can benefit from
3. Convince them they need to learn more about this
4. Trigger their desire to click over to the sales page to read details and register
5. Realize the some sort of urgency so they won’t put it off and forget to take action

The most important thing you can do is to write naturally and with sincerity. If you come across as promotional, readers’ BS antennae will get triggered. The delete finger goes into automatic action when you use hype and fluff.

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