A. The Send from Email Address & Subject Line
- Send From: When you send out a email be sure to include your name or the name of your brand in the from section of the email.
- Subject line: The subject line should show the value the reader should get opening the email, so it’s best to avoid the generic and obvious titles.
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B. Pre-header & Key Components
- Pre-header: Many emails don’t have a pre-header since marketers or designers don’t know about them. Pre-headers feature the offer in the preview area of the an email reader.
Note: A Best Practice: Always include a pre-header in emails. Your pre-header should feature your primary offer, but don’t make it identical to the subject line – be more specific about your offer.
- Brand Identity: Always include your brand in the email to create a familiarity and visibility.
- Navigation: Add as many button and links as possible to your website, products, or services to give the reader a lot of opportunities to click on it as your emails directs them to.
- Value Proposition: Often the receipts won’t know you or vaguely remember you, i.e. what you offer, what you do, who and what make you different. Even if they do, it’s good for you to remind them.
The hero box is your main opportunity to get your message across and to encourage your reader to act. It’s effectively a ‘postcard email’ with several components. This what the email really is. It’s your Hero. It should be broken down into:
- Headline: The headline often repeats the subject line, but should have additional information to engage the recipient to scroll further. A common issue with a lot of designs is the entire Hero is a image that may be blocked and never read.
Best Practice: Ensure your Hero includes both images and text with your offer. Better still, the headline and copy writing should encourage readers to click through the email.
- Copy Hook: You need to catch your reader’s attention by adding to the subject and headline. The copy hook flow through into the initial “opener” which encourages the reader to scroll further. The copy hook is short and sweet, and explains the value proposition nicely. It should include a hyperlink to a product or service, as we’ve seen the first link in the email gets the most clicks. Mailchimp data analysis shows this to true regardless of the platform or email.
Best Practice: Include a text ‘CTA’ in body copy These often gain good click-through rates, perhaps since they seem to be less of an overt ‘advert’ compared to the button and they engage readers as they read.
- Visual Imagery: Images need the right level of quality to engage and should naturally be related to the offer. You can get great royalty free images and templates by using Canva.
- Primary Offer: A single offer will help you get your message across. Here’s some examples
- Free next day delivery
- Free download
- Free trial period
- Free service
- Call to Action: Asks or tells the reader to click a button, make a call, or do something to contact you or retrieve an offer. Every email should have at-least one call to action, but the more the merrier.
D. Middle – Value Proposition
- Brand Promise: All emails should have a promise on what value the service or solution will provide. Is going to make life easier, will it help someone do something faster, will it solve a problem, or will it make something safer. You have to tell them why your services or product is good for them.
E. Close and Sign-off
In some emails, the close could include a final paragraph and a sign-off by a named individual if that’s appropriate, but it isn’t needed in this case. A personalized sign-off is more often needed for B2B Emails.
- Secondary Offers: A secondary offer will usually increases response since it should complement the primary offer your made in the Hero. Make it appeal to people who aren’t interested in a bigger commitment like making a purchase right now. Give them a little taste of a lesser product or service.
- Include a PS with CTA: A reminder offer in a PS that includes a Call to Action at the tail end of the email will give you a final opportunity to engage the reader. Make the final Call to action simple. Ask them to sign-up for your newsletter or for future offers.
- Social Media Shares: The footer should prompt the recipient to follow you or your brand on your social media platforms. It usually doesn’t gain much traction, but for many companies it’s important to include to keep subscribers interested.
- Terms & Conditions: You have to keep things on the level and let all recipients know their rights through your terms and conditions. This is a essential requirement almost anywhere in the world.
- Unsubscribe and Preferences: Unsubscribe option is an essential legal requirement in most countries. You must give this option to the recipients. You can also include a preference center which gives the recipients opportunities to communicate their preferences to you, such as the products they wish to receive emails for and the ones they wish not to.
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