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The Subject Line: The only job of the subject line is to sell the open, not the product.
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Curiosity: “I made a mistake…”
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Benefit: “Double your leads in 3 days”
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Urgency: “Closing in 4 hours”
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The Pre-Header: The grey text next to the subject line. Use this to support the subject.
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Subject: “Your download is ready” | Pre-header: “Plus a surprise bonus inside.”
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The Body (Structure & Formatting)
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The “F” Pattern: People scan emails; they don’t read them. Use short paragraphs (1-2 sentences max).
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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.
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AIDA Model:
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Attention (Hook)
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Interest (Story/Data)
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Desire (The Transformation)
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Action (The Click)
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The Call to Action (CTA)
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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.”
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Button Text: Avoid passive text like “Click Here.” Use value-driven text like “Get My Free Guide” or “Claim My Discount.”