I started my first email Newsletter back in 2008, but I sucked at writing good emails.

However, one year later, I received a message from one of my subscribers: "WTH, when are you going to send the next email?"

I was surprised when he asked for the next email. After all, most emails get deleted before they're ever opened.

You see, I had been working on a series of emails for my Newsletter, but life had gotten in the way, and I'd let my writing schedule slip.

What made this particular person so eager to read my next email?

I started using a powerful framework to write my emails.

It's one of the best writing frameworks I've ever seen, and you're about to learn it in this edition of the HENDO letter.

Pay close attention to the third part of this framework. It's the key to keeping your readers engaged.

But first, in full transparency, I did not create this framework. I first learned this framework from a legendary marketer named Andre Chaperon.

At the time, I was going through his course because I was struggling to come up with engaging ideas for my newsletter.

Once I understood and started to implement this framework, everything became easier, and my email open rate went through the roof.

Get ready because after you finish reading this guide, your writing will get 10x better.

Here is the 4 part framework for writing irresistible emails.

Storytelling: At the heart of this framework lies the art of storytelling.

Don't bombard your subscribers with bland, salesy content. Instead, weave captivating stories into your emails.

Why? Stories engage, entertain, and create an emotional bond with your audience.

Think about it: when was the last time you were completely engrossed in a novel or a movie? Chances are, it was the storytelling that drew you in and kept you hooked. The same principle applies to writing emails.

To craft compelling stories for your newsletters, draw from your own experiences, share anecdotes from your journey, and don't be afraid to get personal.

Your subscribers want to know the person behind the brand, so let your personality shine through.

For example, at the start of this post, I shared the story of how I learned this method for writing better emails.

The Indoctrination Sequence:

When you joined my Newsletter, you got a 3 part "welcome sequence." It was my indoctrination series to welcome you to my world. If you go back and read that series, you will notice every part of this framework being used.

When someone new joins your email list or newsletter, you want to welcome them to your virtual family.

An "indoctrination sequence" is a pre-written series of emails designed to introduce your brand, your story, and the value you will give your readers.

Think of it as a warm welcome. It's a chance to make a great first impression and set the stage for a long relationship.

Your indoctrination sequence should give new subscribers a taste of what they can expect from you. It should show your personality and values and provide immediate value.

This is your chance to stand out from the crowded inbox. You can make a strong connection and get your subscribers excited and eager to read everything you write.

Open loops:

Now, here's where things get interesting.

Do you remember at the beginning of this post when I said, "Pay close attention to the third part of this framework?" I was using an "open loop."

Open loops are a fancy way of saying "cliffhangers."

Like a TV show that ends an episode with a jaw-dropping twist, open loops can be used in emails. They create a sense of anticipation and curiosity.

For example, you might end an email with a teaser about an upcoming product launch, a surprising revelation, or a valuable lesson you'll share in the next installment. The key is to leave your readers wanting more and eagerly awaiting your next email.

Be careful not to overdo it!

You don't want to frustrate your subscribers by constantly leaving them hanging. Strike a balance between satisfying their curiosity and keeping them intrigued for future emails.

Soap Opera Sequences:

Imagine your email sequence as a gripping soap opera. It has ongoing storylines, plot twists, and cliffhangers that keep your audience hooked. That's the essence of the "soap opera sequence" concept.

Instead of sending separate emails, you create a series of emails. They build on each other, telling a larger story step by step. This approach keeps your subscribers engaged and invested in your brand over time.

To create your own soap opera sequence, map out your overarching storyline and break it down into smaller chapters or episodes.

Each email should advance the plot, reveal new information, and leave your readers eager for the next installment.

Not every email needs to be a soap opera sequence, but anytime you can use them, they are a powerful way to keep your readers engaged.

It takes time and consistency to become good at writing, but this skill will pay you back repeatedly.

In your first year, you will likely write a lot of bad emails, but that's the price you must pay to get good. Use this framework and just start writing daily.

One last tip: Before you send out any email or publish anything long-form, have someone read it and give you feedback.

Jeremy Henderson

P.S. You don't want to miss next week's Newsletter; I may have a surprise announcement for you...