The Three Act Structure Of Emails

The Three Act Structure Of Emails

STEP 1 OF 3

From now on, every email you send out will consist of 3 Acts. This is a structure that can  be modified to fit ANY type of email or newsletter you’re writing.

And it’s very simple. Every email you write can be broken down into THREE ACTS. 

The Three Act Structure: 

Act I: Introduction/Reason Why 

Act II: Content 

Act III: Call To Action/Sales Copy 

I’ll go into each of these acts in detail…

Act I: 

The first act of your email will comprise the “opening” of the email. In other words, this  will be the first thing your readers see when they begin reading. 

In this sense, it is the introduction of your email. 

You’ll want Act I to begin by addressing the reader. In most autoresponder systems,
you can actually set it up to include the reader’s name in the email. 

So something like:

Hi (FIRSTNAME),

Should begin the act. 

The introduction should comprise the first couple paragraphs of your email. But most  importantly, is should have REASON WHY copy in it. 

What do I mean by this? 

Well, “reason why copy” is basically sales copy specifically designed to tell the reader
WHY they should be reading, why they should care, and why they should take a desired action. 

It is VERY powerful. 

Starting your email with a good “reason why” is the best way to ensure people will actually read the whole email. 

So something like:

Hi {FIRSTNAME), 

I want you to read this email very carefully, because the survival of your golf
game could very well depend on what you’re about to learn…

…would be a good first act. It addresses the reader, and gives them a strong reason
why they should read the email in the introduction. 

To draft your introduction, just ask yourself “Why should my readers read this email?”  and then work the answer to that into the opening...

STEP 2 OF 3

Act II: 

The second act of your email will contain your content, and will comprise the bulk of
your email. 

Now, what I mean by “content” could literally be anything. 

It could be a story, an article, a testimonial, whatever. It’s basically what your reader
will be reading, and the point of the email. 

So let’s say you’re writing an email about how to knock a few strokes off your golf
swing. The second act of your email will be all about how to do this. Simple, right? 

So maybe your email now looks like this:

(ACT I:) 

Hi {FIRSTNAME), 

I want you to read this email very carefully, because the survival of your golf
game could very well depend on what you’re about to learn… 

(ACT II:) 

Here’s how you can actually shave 2-3 strokes off your golf swing! 

I was out the other day with my cousin Bernie, and we saw a PARAPELIGIC on
the course who was actually swinging his golf club with his TEETH! 

Now, normally, this would be a site to see on its own – but this guy was actually
sinking drives ONE AFTER THE OTHER. 

After watching in awe, I offered to buy the guy a beer if he agreed to teach me
his amazing “no hands” method of golf. 

It’s actually quite simple… 

AND it’s guaranteed to drop 2-3 strokes from your golf game!

So as you can see, we told a story that has some benefit to our reader in Act II. It could just as easily have been a testimonial from a customer, or a step-by-step action guide. 

Now we get to the final part of your email…

STEP 3 OF 3

Act III: 

The last act of your email is where we throw in our “sales pitch.” We do this by trying
to convince our reader to take a desired action (hence our “call to action”). 

This is where we realize our “intention” of the email. 

In this section, we’ll be using sales language to convince our reader to click a link. We
can do this by utilizing concepts like scarcity, act now, bribery, P.S.’s, and anything else we can think of. 

So with the third act in place, our email may now look something like this:

(ACT I:) 

Hi {FIRSTNAME), 

I want you to read this email very carefully, because the survival of your golf
game could very well depend on what you’re about to learn… 

(ACT II:) 

Here’s how you can actually shave 2-3 strokes off your golf swing! 

I was out the other day with my cousin Bernie, and we saw a PARAPELIGIC on
the course who was actually swinging his golf club with his TEETH! 

Now, normally, this would be a site to see on its own – but this guy was actually
sinking drives ONE AFTER THE OTHER. 

After watching in awe, I offered to buy the guy a beer if he agreed to teach me
his amazing “no hands” method of golf. 

It’s actually quite simple… 

AND it’s guaranteed to drop 2-3 strokes from your golf game! 

(ACT III:) 

But the technique is so amazing, I can’t explain it to you in this simple email. If
you want to learn it, you have to visit this special web page right now:

%Affiliate URL% 

Seriously, this will give you the competitive edge in your golf game that will
ensure you EMBARRASS all your friends and SHAME them off the greens. 

But this technique is so freakin’ powerful, I’ve decided I shouldn’t sell it for too
long. (After all, if everyone knew this, we’d lose our advantage!) 

So you better get it while you still can. Unless you don’t care about having three
extra strokes added to your game – in which case, this is DEFINITELY not for you! 

That link again is: 

%Affiliate URL% 

But you better hurry. I don’t know how long that site will be up. 

%Your Name% 

P.S. Did I mention I’m also GIVING AWAY three free DVDs about how to avoid
sand traps, eliminate your slice, and get away without tipping your caddie? 

It’s true! But you can only get them here: 

%Affiliate URL%

See how easy that was?

I just plugged the appropriate content in the appropriate act! And before you knew it, we had a freakin’ email finished! 

Now are you starting to see how powerful structure can be?






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