Emphasise benefits throughout. Do not be afraid to repeat the benefits of your product or service throughout your email. Just as repetitive contact is effective in converting prospects into buyers, repetitive reminders of benefits can reinforce everything they stand to gain from a purchase. Do this in an informative, entertaining and interesting way throughout.

Put the most important information at the beginning of the email and the least important information at the end. Get right to the point early and be brief. The first screen of your email is the prime area for starting your sales process, unless you are sending a content email, so use it wisely.

Write with passion. Let your passion show through in your emails. Mention those aspects of your product you find particularly fascinating and give them a personal endorsement. You must enthuse about how good your product or service is.

Promote yourself as the expert. If you are sending a series of content emails then establish yourself as the ‘go to source’ for information in that niche, promote yourself as ‘the expert’.

Avoid using ALL CAPS, excessive punctuation, or too much colour in your email as this shouts ’spam’. Do not use a large font and do not make excessive use of colours like red. Most of your message should be in the same font, size and colour (black). By doing so, you will avoid your messages appearing to look like spam.

Never use the word ‘free’ anywhere in the body of your email, find another way to say the same thing.

Use a little colour, bold fonts, and italics sparingly for added effect, particularly for headlines and sub headlines where you introduce main benefits. Remember the 3 second rule - you have just 3 seconds to keep them reading and selective formatting will help achieve this.

Communicate in a friendly way. Write the way you would speak if you were face to face with someone. That’s how people want to read an email. This is not school. You are not writing an essay for an A grade! Do not write too formally. Make it look like you are writing to one, individual person, whom you like, although you may be sending the same email to 100,000 people. Be personal.

Imagine you are the guy on the bar stool. Take the friendly approach and develop the relationship over time. When you have created trust between your subscribers and you, you will generate more sales and more of a following.

Write in a conversational, informal manner so that your message reads the way a conversation in a restaurant would sound. Use short sentences and keep it straightforward and direct. Don’t be afraid to use contractions instead of the more proper two word phrases. Do, however, make sure your spelling and grammar are correct. You want to seem friendly but not sloppy.

We all like to receive emails from people we know. These emails tend to be warm, friendly and personal. These are emails that our brains are programmed to respond to.

Take time to craft your own email copy. Write in your own writing style. You will get far better results than trying to pitch your list some standard copy. Remember, your personality is what makes your mailings unique.

Do not use a sales pitch in your email. This is NOT the place for your sales message. Remember, you are endeavouring to get the click through to your website or blog where your sales message can be read and acted upon.

A good length is between 600 and 700 words. It is a good idea to vary the length. Sometimes all you need is just a few lines to direct people to your website, other times you might want to use as many as 900 words which should be your absolute maximum length.

Focus on a single message so that you can lead your reader down your intended sales path. Trying to present multiple messages in an email when most people have short attention spans is not a sensible marketing strategy.

Work with the end in mind. You want your story to link directly with their want, need, desire or problem. Sandwich your sales messages amongst quality content or a story. Do this in a subtle way if you can.

Do not exaggerate the benefits of your offer. People will soon get turned off because you are not being sincere or honest.

Include three links to your website or blog in your email body, in an appropriate position. The first link should be positioned quite early on, a second link can be placed in the middle of your email, and the third link can be placed towards the end, or in your P.S. if you have one. Use keyword rich text in the links if you can, and place them so they merge naturally in with the text wherever possible.

Tease with details of your next email. At the end of each email in a series, let your subscribers know when they will receive your next email by including a teaser of what you will reveal in that message. You want to leave them looking forward to getting your next message with anticipation.

Use Testimonials that are relevant to specific benefits - they offer social proof. If you say something, you are making a claim. If your customer says something, it becomes a fact. Incorporate some kind of proof with every claim.

Social proof is a powerful psychological mechanism by which we look to others to guide our own actions. “If everyone else is doing it so can I”.

Testimonials are a great way to build confidence in your product. Evidence from other people who have purchased the product and are satisfied with the results goes a long way toward generating sales.

Finish your email with timely bonuses towards the end. When you offer additional free bonuses of considerable value when promoting a product you often get the click through to your website because people respond positively to extra purchase incentives.

Include a strong, clear call to action. This is critical. You must give precise instructions within the email with the sole purpose of leading the reader to take a specific action. You must lay out exactly what you want the recipients of your message to do. Don’t assume anything. Tell them to “Click here to watch this amazing video now”.

Describe your money back guarantee or risk reversal policy, only if you are promoting a product or service in your email. You want readers to feel comfortable about clicking through to your website to find out more.

The clearer, stronger, and more detailed the guarantee, the more credibility and impact it will have on the buyer. This will eliminate the feeling of taking some kind of big risk if they purchase.

Occasionally include a P.S at the end. Do not always use the P.S. at the end of your emails to avoid being too predictable. When you do use it, make the most of it. Repeat the biggest promise or benefit you made in the body of the email in a different way because sometimes different wording can result in a different emotional response.

This information has been taken from my new ebook on creating a money making website.

Adrian is an internet marketer, business consultant, and personal development coach. FREE eBook “The eEntrepreneur Success Mindset”, FREE audio recording “The 7 Secrets to Success”, and brand new 190 page eBook on creating a Money Making Website: Fast Profit Growth