Email is an ATM Machine if...

Step 1:  Philosophy:  Email is not designed to SELL, your objective for email is to Educate, Inform and Inspire.  Know, Like and Trust which lowers the guard of your audience.   

Step 2:  Aesthetics:  How easily it reads is a determining factor to whether it is consumed.  No paragraphs of emails are more than 3 lines.  White space pulls the eyes in, line after line after line of copy is heavy and causes your reader to abandon. 

Step 3:  Headline:  You gotta get it opened. Here are 3 options that work really well.  1.  Ask a question that your audience wants answered 2.  Make a bold statement that is relevant to your audience 3.  An incomplete sentence that is completed in the first line of your email.

Step 4.  More on structure:  Lose the greeting at the beginning of your email.  I want you to see your email like a news article.  The subject line is the headline and the first sentence is the sub headline.  You must grab your audience from go so that they are compelled to read your copy. 

Step 5.  Frequency:  Launch your first email and wait for 36 hours to measure your open rates.  If you are above 35% then mail a second time that week.  The ideal framework is to send Monday and Thursday at 6 am. 

Some simple framework that can dramatically change the game, increasing answer rates when you call your database and increase appointments set.