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:Marketing / Email marketing

The ultimate guide to writing every email you need for your online business

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Business email writing can be tricky. Do you hear that? It’s the sound of millions of emails being deleted every day. But what if that email linked to a course launch? How about if it actually included an amazing new tool? What if that email was yours?

Every successful entrepreneur will tell you that email is the backbone of their business. It’s essentially your audience — the list of people you can talk to, sell to and form a community around. Yet, we read our email with thumbs over the delete key. That’s why what we’re about to tell you is so valuable.

With welcome emails from Marie Forleo and Nathan Chan, our favorite newsletters from 200 new emails a day and launch email sequences from Amy Hoy and Laura Belgray, this will be your go to guide showing exactly how to write the next email that will impact your business.

Writing a welcome email

A welcome email has a 42% higher than average read rate (Campaign Monitor) with a 91% open rate (, which makes this the one email your audience is going to open.

Furthermore, it’s extremely high leverage setting the tone for your relationship with your new subscriber. Additionally, can set expectations that ensure happy readers or alienate new members.

So how do you write it?

Answer the 5 Ws

  • Who are you, what company do you write for, what’s your style?
  • What you do, what’s your logo, tagline and what kind of content will you be sending?
  • Why your audience should stay subscribed — highlight your competitive advantage
  • Where they signed up for this new email and link to your online properties
  • When you’ll be sending another email

Get the mailing address

It must also include a legally required mailing address. For my favorite examples, download The Ultimate Email Example Guide. It’s free of course and my new go-to resource.

In the first section, you’ll find welcome emails from:

Moreover, if you’d like additional explanation around writing your welcome email, check out this post: The Welcome Email: Best Examples & How to Write Yours


As you build your email list, it’s crucial that you stay connected to your audience by periodically emailing them with new content and updates. Therefore, when you want to sell something you’ve already given week’s and week’s worth of valuable content.

Surprisingly, most Google results for “How to Write a Newsletter” are pretty lame. As if Inc. knows your audience better than you.

So screw backlinks. Here’s our personal advice after sending 1 email a week, every week to our audience of over 35K. Probably how you heard about this post in the first place.

  1. You can adapt copy from Dan Kennedy’s Ultimate Sales Letter in the chapter on “Get it Read”
  2. Who else wants
  3. how_ made me_
  4. Are you_?
  5. How I
  6. How to
  7. If you’re_ you can
  8. Secrets of
  9. Warning:
  10. Give me _ and I’ll _
  11. Ways to _
  12. Special shout out to including “secret” in any subject line. It’s so clickbaity, but it actually stinking works. As long as you’re giving away value on the inside of your newsletter – I’m ok with it.
  13. Write in a unique voice tailored to your audience
  14. Keep it under 400 words
  15. Keep your main link, your CTA, above the fold
  16. Don’t include too many CTAs, including 2 divide traffic and any more decreased clicks
  17. Keep consistent
  18. Remember the goal of the email: Is it to get people to click? Write that way
  19. Visuals help but make sure they look good on mobile

More examples

For examples of my favorite emails, and truthfully, these are, check out the resource guide.

We collected the copy by searching my inbox for the emails we remembered off the top of our head after reading thousand of newsletters over the past 9 months. They stood out. The were remembered. They were a cut above the rest.

This Hubspot post is great if you’re just getting started.

Launch Email Sequence

“But HOW do I launch my course.”

Launching is a vague verb that makes me ask our Head of Growth, “but HOW?!”

The answer varies in whether you’re launching with a presale, conversion event, with a partner or simply just a few emails. The one consistent thread needed in all of these is…an email sequence.

Please, do NOT launch with just one email. If you were selling your product in person and someone walked into your store, you wouldn’t just scream at them BUUYYY THE BIG TV.

No. You’d let them peruse. Maybe ask if you could help, give details on the product, push a discount…you get our drift.

But how to do that through emails?

Check out the resource guide for the entire launch emails from Amy Hoy of 30×500.  She specializes in launching herself.

AND Laura Belgray. These emails are hot off the press as B-School launches. Laura’s emails around the event are THE GOLD STANDARD of using storytelling to convert.

We also strangely like this video series by Ryan Diess on using a Gain – Fears – Logic email sequence. Don’t judge the suit.

Consider something like this: a launch sequence from Jeff Walkercreator of Product Launch Formula.

Every email includes a link to buy your course or product. But addresses a different kind of psychological barrier.

Here’s a general go-to sequence that you can adapt to your audience.

  1. Anticipation Email –

    An email about your new course and what it is that generates excitement.

  2. Anticipation Email –

    Another email building excitement. You can include a video or personal story to humanize your launch.

  3. Common Questions –

    Answer questions potential students have that may prevent them from buying.

  4. Urgency Email –

    This email starts to build a sense of urgency. You could also offer a bonus for students who buy now rather than later.

  5. Course Close –

    Another urgency email giving a 24-hour course close warning.

  6. Last Call –  

    Just what is sounds like.

Use our 22-day email roadmap to launch your course

We’ve put together a time-tested “ultimate guide to course creation” so you can launch your online course with confidence. Get it free today.

Your "ultimate course creation guide" awaits

Launching your online course is arguably the most exciting part of the whole course creation process. It’s the moment when all your hard work starts to pay off. If you’ve never launched an online course before, don’t worry; this timetested email roadmap will take you through each day of our recommended launch strategy.

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Emails for Before and After a Webinar

At Teachable, we’ve found webinars (they are a great way to make money!) to be incredibly effective for growing our business. Which is why we recommend them so often to you.

For advice on how to these events up, check out how Mariah Coz creates a webinar. Mariah is a course creator making 6 figures A MONTH from her online business. Her live events convert around 30% – the highest number we’ve ever heard of.

Both Mariah and the team here at Teachable use a relatively similar email sequence. It looks like this:

High Converting Webinar Email Sequence

  • Send a confirmation email after someone signs up
  • Push a 24-hour reminder before the event
  • Send a 4-hour reminder
  • Push a 5-minute reminder

Event Happens

  • Send the webinar replay and offer that night
  • Send the replay + offer 24-hour after the 1st email
  • Push a last chance email 48-hours after

Author: Ashley Hockney, Ashley Hockney is a Content Marketer and Writer. Her background is in food & beverage PR i.e. she wants to talk to you about single malts.

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