Great emails are like a pair of warm thermal socks.
Like flannel pajamas. Like a cozy sweatshirt right out of the dryer. They’re a steaming cup of green tea with a drop of honey on a blistering-cold evening.
Great emails are so accommodating that it’d almost be shameful not to read the entire message.
Unfortunately, they’re also few and far between. Not necessarily because they’re hard to write, but because many see it as unconventional in a business setting.
This is great news for the rest of us, as it makes it that much easier to cut through the noise and come across as relatable. Here are some of my favorite emails, right out of my own inbox, that will have you feeling all warm and cozy inside.
Writing Conversational Email Copy
Be uncomfortably honest
First up is this email I received as part of Noah Kagan’sEmail1K course.
As you can see in the screenshot below, it takes him a few paragraphs to even get into the topic at hand: growing your email list.
First he tells me about his current – and pretty unfortunate – situation. Immediately I feel connected and sympathetic. (Man, he’s in for a looong coastal flight.)
Eventually he ties it back to emails, but by now, I’m bought into the message. He’s given me a quick glimpse into his life, and by doing so, created a sense of empathy. Most of us have been cramped on an airplane before. It’s not fun. But this email sure is.
Don’t take yourself too seriously
Leave it to Ann Handley to prove that even automated emails can sound warm and conversational.
After subscribing to any blog or newsletter, we all expect some sort of follow-up email. It’s standard. What Ann manages to do is transform this usually mindless procedure into an opportunity for creating a genuine connection with her followers.
Notice the bits of self-deprecation.
(Note to Ann: It’s no "modest” thrill to see your name in our inboxes each morning.)
Not only has she won your email address, but she’s also won your heart in the process.
Keep it real (and sometimes uncensored)
Emails are sorta like first dates and job interviews in that they’re a misrepresentation of how we really are.
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About John Bonini
As the Marketing Director of IMPACT from 2013-May 2015, John lead the IMPACT marketing team. He also wrote for the HubSpot Blog, Social Media Examiner, and Convince & Convert among others. In his free time, John enjoys playing guitar, high-fives, and anything with marinara sauce.