What Does Sending The Right Email Consist Of

Knowing what sending the right email will consist of is a colossal part of sending the right email to the correct person at the right time. Keep in mind to put your strategy in place there are some technical things you will need to know.

Every time you send an email allows you a chance to have a conversation with your customers & contacts, by allowing you to build trust, providing value, and giving you the chance to guide your contacts through your funnel to become a customer.

Here are three of the tactical aspects of sending the right email you should keep in mind.

  1. Setting Expectations
  2. Email Layout
  3. Personalization

Setting Expectations

The first thing is setting the expectations for your contacts. You will have to do some critical thinking about who will be receiving your emails and if they are expecting to even hear from you at all.

In other words, your first email, that you send out to your contact will set the right expectations of how often you will contact them. Whether you will be sending an email every day, once a week, bi-monthly, monthly, etc…

After a contact opts-in from your website onto your email list. The first email your new contact should receive not only needs to nurture that contact but also need to communicate how often you will be contacting them.

Just by adding some simple wording to the start of your email, you can accomplish this.


Thank you for (subscribing, downloading our free gift, etc…) I am so excited to have you here! You will be receiving further emails from me on (what it is they signed up for). If at any time you wish to update your subscription please click the link below.

Don’t forget to follow us on (Put your social media accounts here. Facebook, Instagram, Linkedin, etc…)

Letting your contacts know when to expect your emails, will go a long way with them. Put yourself in their shoes, what happened when you received an unexpected email. Once in a while, it’s a nice surprise because it is usually a nice discount for something really cool, but a lot of the time it is really aggravating & ends up in the trash.

Most of the time you have to tie their expectations to their permission. Do you honestly have permission to email someone that is not expecting to hear from you? Remember the main aspect of inbound marketing is to be helpful & human. By making sure to let your contact know what to expect and then following through on that is how you will send the right email and build trust.

Email Layout

The second thing is the layout of your email. This is more than what design or pictures you will use. This is more about what subject line, email address, and even the preview text you might use.

Do Not use a generic email address like admin@yourbusiness.com if at all possible for your conversation with your contact. You want to use a more personal email address like yourname@yourbusiness.com to make it more personal. This will also help your contacts to recognize your emails in their inbox. Remember at all times that an email is a communication tool and not a one-way communication street.

Using a personal email address will allow your contacts to put a face on the email making it a conversation.

You know that little bit of text you can read after the subject called the preview text? This text can be really powerful by providing additional context to persuade your contact to open your email.

With the ever-increasing use of mobile devices, the power of your preview text is even more important than before. In today’s world, people are relying more and more on their phones so by providing preview text that is optimized for mobile devices your contacts will know and understand the real value of your email.

These are just a couple of the tactical parts of sending awesome emails.

You need to also take a look at the structure of your emails as well. We will do this by using a model called AIDA to organize the structure of your awesome emails.

Marketers and advertisers alike use the AIDA model to structure and design content that helps their users to see the true value of their emails. Also, before I get started AIDA stands for Attention, Interest, Desire, and Action, a funnel, although you will see it more often represented as an upside-down pyramid.

Look at those emails you are getting from marketers, haven’t you ever noticed how you are funneled down the email as you read it? They start with getting your Attention (Subject line), Then they pique your Interest (with a mobile-optimized text preview & the start of your email text itself), Next is creating Desire (in the email text), The last part is getting you to take Action (they want you to click the link).

“The JOB of your emails is not to sell but to get people to click the link in your emails. The sales page that your link goes to has the job to do just that, SELL, not your emails.”

With that stated, let us take a better look at the AIDA model and how it will funnel your contacts from attention to action.

Let us start with the A in AIDA, Attention. You need to grab the attention and show the goal of your email to your contacts.

Your subject line is the first place you need to grab someone’s attention, with an interesting contextual message. The second place to use attention is in your email’s context, always tell a story to keep their attention.

Telling a story will help keep a Person’s attention therefore leading them down the email.

The Next part in the AIDA is I which is for Interest. You do this two ways first is by creating a mobile-friendly preview text, the second way is in your storytelling.

The first way of piquing someone’s interest is by using the preview text. An awesome way of doing this is making sure it is asking a question, people are hard-wired to answer or here the answer.

The second way of doing this is in the story you tell. After you ask your question your answer in story form needs to get their interest in what you are talking about. Don’t forget to make sure you are providing value as well.

There is also a third way of keeping someone’s interest and you did that work when you were creating your segments. You are able to send content to a segment that already is interested in what you are offering. This is how you will be proving value.

Next is D for Desire. In your email, as you are telling your story you will need to make sure to create the desire in what your link will lead to, whether it is a blog post, affiliate offer, etc…

Show the value of what they need to see and by doing this you are showing value and building desire.

Last but not least by no means at all and is just as important as the rest is A once again for yes you guessed it, Action.

Action is a clear message to a person to do what you wish them to do. You are asking or telling a person clearly that you want them to Click the Link.

In each part of the AIDA model works best if you have done your work when creating your segments from your contact database.

When using the AIDA model properly to organize your content, you will help your audience understand what you are communicating with them and what your call to action is.


Personalization is the last technical part of sending the right email and should be a part of everything you do with email. Once again treat your contacts like a real person and not just another number.

Email personalization is all about relevancy more than it is putting your contact’s name in the email. Giving your contacts the information that they want, with the context you are already using, is how you create a personalized email.


By combining the buyer’s journey with the life-cycle stages, plus your awesome information of value is how to send the right email.

You are able to create a solid foundation by bringing these best practices altogether, setting expectations, selecting and designing an email layout, and using personalization to send the right email.

I hope I was able to help you understand what sending the right email consist of.