In the past week, I had a conversation with a business owner about how to engage an audience in an e-mail campaign such that they will register for an event later in the year.

I took the business owner through the following process I use when drafting a promotional e-mail to engage my audience:

1. I set the scene in the opening sentences, by taking them to a place where their fears and frustrations occur . I do this by imagining I am seeing them at their lowest point and most in need of what I am promoting;
2. From there I talk about the frustrations and fears they want to move away from and to look at what they are moving towards with their wants and aspirations;
3. Next I will draw a straight line from their frustrations and fears to outline how coming to my event will help them resolve those fears and frustrations. This is done through including 3-5 bullet points of what they will get out of coming to my event; and
4. Finally, I provide a clear Call to Action, that includes a link to the booking page for the event. The Call To Action will also include a reason for them to take action to book right now.