Do you use a frame for your emails?
Matt Furey says it’s important to have a frame for your emails and he uses time and place as his frame.
That is, in the opening of your email, you should have a setting and refer to a specific time.
Here are some examples from emails I recently wrote for clients:
“That car reminds me of one night back when I was a teenager. A friend of mine owned a yellow ‘69 Chevelle…”
“The other day I visited my favorite gadget store. It was the weekend so I had plenty of time and was not in a hurry. My wallet was flush with enough cash to make a decent purchase.”
“This is Susan and yesterday I watched the news about the stock market just like you did, I’m sure.”
“Mark Twain said he could live two months on a good compliment….I’m still living on a compliment a store clerk gave me 14 months ago.”
This won’t work for every single email you send to your lists, of course. But the more often you use a frame like this, the better your chance of connecting with your reader.
Filed under: Email Copywriting
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Anita Ashland is a direct response copywriter specializing in email copy. Sign up free to get fun stories about email copywriting and more!
