Optivision Blog

How to write the perfect email

Posted by Kaitlin Garcia on Nov 16, 2017 10:00:00 AM

Email is one form of marketing that may seem old and dated, but it’s definitely not going anywhere anytime soon. It is projected that email usage worldwide will top 3 billion users by 2020. Therefore, email marketing is an important piece to any successful inbound strategy. The benefits to email are as follows:

  • Law firms see high ROI
  • You can personalize the content
  • 99% chance it will end up in the recipients inbox if done right
  • Sharable
  • Reciprocity
  • You can segment emails through campaigns


Email is only one of a few ways that you can use content marketing in your inbound strategy. You can also use social media, blogging, and SEO, to name a few. Given that email is a tried and true method of inbound marketing, it is important to learn how to write a high-quality email that will be engaging and grab attention from your readers.

Focus on creating smarter content that integrates with all parts of your business. Content should be relevant and interesting.


One method that can be used to create a great email is the AIDA Model. The AIDA Model stands for attention, interest, desire, and action. Let’s discuss how you can implement each of these steps and learn how to write the perfect email!Attention:

The first thing you need to do is decide why you’re sending the email. Basically, what do you want their attention for?

Once you know that, set a SMART (specific, measurable, achievable, reasonable, time-bound) goal for the email.

Next, you want to make sure to create a subject line that aligns with your goal. When choosing a subject line, remember that people open emails based on factors such as: urgency, curiosity, an offer, personalization, relevance, timeliness, name recognition, and cool stories.


In order for the reader to be interested in your email, you must create relevancy for them. Relevancy is the quality of state of being closely connected or appropriate.

The first thing you should do to create relevance is segment your contact list based on your goal before even sending the email. For example, if the goal of your email was to attract new leads, you wouldn’t want to send the email to existing clients.

At this point, you should know your goal, have recipients that are relevant to this goal, and have a subject line that aligns with your goal, but most importantly, you still need to create relevant content.


At this stage, what’s inside the email matters. You want to add value through your emails, not ask for it. You can do this by explaining the benefits you have to offer in a meaningful way.

You want to answer these questions when creating your content:

  • Why do they want to take action in your email?
  • Why will they love it?
  • How will it help them find success?

If you think, with confidence, that your recipients will have great answers to all of these questions, then you are most likely creating desire in your email, so good job!


Assuming you grab attention, peak interest, and create desire, it’s now time to call-to-action! This will greatly depend on the goal of your email, but some examples would be free trial offers or a “Sign Up Today” button. The goal here is to lead your reader (and potential client) further down the Buyer’s Journey. If they are an existing client, use your emails to delight them even more.

 That’s it!

To summarize, a perfect email grabs attention, sparks interest through relevance, creates a desire to take further action, and includes a CTA. Email is not a form of communication that is going away anytime soon, and it can have tremendous results if done correctly. However, email is just one piece of a successful inbound strategy.

If you want to learn more about how to implement email and other marketing techniques into your inbound strategy, subscribe to our email list and check out this FREE E-Book, “Why Your Law Firm Needs Inbound Marketing”. Click below to download your free E-Book!

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Topics: Email, Email Marketing, AIDA Model



This FREE E-Book, “How To Use Inbound Marketing For Your Law Firm” will teach you the most important aspects of inbound marketing that can be used to attract qualified leads to you law firm.

It will answer the following questions:

  • What is inbound marketing
  • Why does your law firm need it
  • Why and how to use: blogging, social media, email marketing, and SEO.

 Download E-Book

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