My Nurture Email Copywriting Process

I have written 40+ nurture story-based emails for my client and gotten hundreds of replies from the reader.

These nurture emails (aka engagement emails) is the most effective way to build connection with your list.

Here is my 9 step process to write engaging emails that can't be ignored.

Notes from client call

1. Get real stories from the client

The only way to make a genuine connection with your list is by sharing slice of life stories.

At the start of every month, I get on a call with my client. And we discuss specific topics they want to talk about in the coming month.

Plus I ask questions about recent activities. I will extract stories from this call and use it in my emails.

personal notes

2. My Personal Notes

This is an ongoing activity. Not bound by work but still an important element of writing. Every writer should keep notes.

And I keep lots of notes of interesting ideas & anecdotes in digital & analog form.

So if I'm writing on a specific topic (say creativity), I search for my notes related to that topic and I usually have something interesting lined up.

basic outline

3. Structuring The Outline

Make a quick outline of all the topics, I want to touch upon for the month.

Structuring The Outline

4. Add In All The Notes

I start populating my outline with bullet points I can use, expand or discard in the email.

It's an effective way to have something to work with and not be staring a blank page like a deer in the headlights.

Make It Quick

5. Make It Quick

The first draft has to be quick, why?

Writing is done with the subconscious mind. Once you know the topic, have all your notes, it's time to write (without judgement) in a flow state.

Readability Test

6. Readability Test

It's important to keep the readability of your content below 5th grade. And the best way to check that is by using the Hemingway App.

Slow Edit

7. Slow Edit

I let the draft marinate for a day or two, before coming back to it.

When editing, I try to trim the fat, look for grammar mistakes, and make the sentences exciting where possible.

Pro-tip: Read your text on a different screen.

I send a test email and read it on my mobile. I usually find something that got looked over.

Headline Has To Be Enticing

8. Headline Has To Be Enticing

It doesn't matter if you wrote the most engaging email unless it gets open.

My criteria for a good subject line is that it needs to have 2 out of 3 elements - curiosity, benefit, and proof.

email copywriting

Email Writing Process

9. The Reason To Have A Process

I documented my process because I needed one.

Every month, I have to write emails for my clients. Instead of wondering how I did it previously, I just documented my process, and now all I have to is follow it.

Recap of Email Copywriting Process

• Talk with the client and make notes of interesting ideas & stories

• Dig through your digital & analog notes

• Outline the topics & paste your references in a single doc

• Write the first draft fast

• Leave to simmer for a day. Then come back & edit slowly

• Repeat the process

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If you're writing nurture emails, it's good to have a process.

And if you want to write emails but don't have the bandwidth to do it, reach out and maybe I can help.

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