The Subject Line & Pre-Header

  • The Subject Line: The only job of the subject line is to sell the open, not the product.

    • Curiosity: “I made a mistake…”

    • Benefit: “Double your leads in 3 days”

    • Urgency: “Closing in 4 hours”

  • The Pre-Header: The grey text next to the subject line. Use this to support the subject.

    • Subject: “Your download is ready” | Pre-header: “Plus a surprise bonus inside.”

The Body (Structure & Formatting)

  • The “F” Pattern: People scan emails; they don’t read them. Use short paragraphs (1-2 sentences max).

  • Plain Text vs. HTML: Heavily designed emails (HTML) often end up in the “Promotions” tab. “Plain Text” style emails look like they came from a friend and often convert better.

  • AIDA Model:

    • Attention (Hook)

    • Interest (Story/Data)

    • Desire (The Transformation)

    • Action (The Click)

The Call to Action (CTA)

  • The Rule of One: Every email should have ONE primary goal. Do not ask them to “Read the blog,” “Follow on Instagram,” AND “Buy the product.”

  • Button Text: Avoid passive text like “Click Here.” Use value-driven text like “Get My Free Guide” or “Claim My Discount.”

 

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