Email is used for everything. But, when almost 105 billion emails are sent every single day, it’s difficult to stand out.It’s completely do-able though.
So, what’s the trick to creating the "perfect" marketing email? You know, the kind that gets opened, gets read, and gets people to take action? Use the 3 E’s!
The 3 E’s are three things you should be doing for every single email you send out to your list. Because once you’ve nailed this framework, your open rates will soar and you’ll generate more leads and sales.
So what exactly are these 3 E’s? Let's dive right in and I'll tell you all about them!
The first E is very simple. You need to excite your readers.On average, people receive over 135 emails every day.
When someone’s inbox is getting flooded like that, they need to be excited about your email as soon as possible. Think about it: how many times have you checked your email, taken a quick scroll through, decided there’s nothing of interest, and deleted everything in sight?
It happens more than you think. The excitement needs to start the instant a subscriber sees your email land in their inbox, which means you should focus on a very specific part of your email.
Excite readers with your subject line
Your subject line is the key to exciting readers. Research shows that 33% of email recipients open an email based on its subject line alone:
The best subject line both attracts and entices your audience. If it doesn’t do that, they won’t open your message or read a single word you've written.
That’s a lot of pressure for a single sentence, right? Which is why it’s vital you come up with a subject line that packs a punch.
Here’s how to create exciting subject lines
Creating a subject line that’s hyped up, but not too hyped up is the best approach. Here are a few tips you can use for your own subject lines:
- Create more than one – it’s unlikely the first subject line you write will be the winning one, so it’s worth writing out a few (ten is a good start) and choosing the one that is the most enticing. Feel free to ask around to see which one people are drawn to the most.
- Split test – experiment with subject lines to see what words and phrasings get the best reaction from your subscribers. When you’ve found a winning formula, use it with every email you send.
- Personalize your subject lines – people like to feel special, and personalizing your subject lines has exactly that effect. In fact, brands can see a 37% increase in open rates on emails with personalized subject lines than those without.
Let’s take a look at some examples. In one of my own emails I piqued subscribers’ curiosity by pitching “Here’s how to make 20 visitors turn into 100… or 100 into 500…”
Refinery29 tapped into people’s fascination with the weird and wonderful with their “10 bizarre money habits making Millennials richer.”
Personal finance legend Robert Kiyosaki drew attention by inspiring action and offering something free in his email “Reject Passivity. Choose to take action or regret it. (Free Access to my Event)”.
What it boils down to is this: you want to make your subject line exciting enough to get people’s attention, but still be able to deliver what you’ve promised once they open the message.
Next up: you need to educate your audience.
But you need to know that educating isn’t just getting subscribers to understand what you’re offering.
You’re also warming them up to the idea of it first, and providing them with solid information about why they need it in their lives.
Email marketing is special, because it is one of the best ways to get warm traffic through your digital doors.
With our formula for the perfect marketing email, you’re teaching your subscribers information to turn them from cold or warm prospects into red hot ones.
Educate readers with the body of your email
The education piece happens in the body of your email.
This is where you teach your readers exactly what you need to in order to warm them up or educate them on the product, service or topic. You can do this in a number of ways, by creating content like:
- How to do X
- What X does
- Why you should do X
Here’s how to create a body that educates readers
Once you’ve figured out what it is you’re going to teach, it’s time to put those writing skills to the test in order to keep your subscribers’ eyes on their screens.
- Keep things short – people don’t have time to read really long emails. Keep yours to the point and your subscribers will love you for it.
- Engage with questions – have a conversation with your subscribers and ask them questions. It’s nice to feel like we’re valued and our opinions matter, right?
- Add a personal touch – people are subscribed to your list because they want to hear from you. As humans, we crave connections on a personal level, so throw in a few humorous stories about your life or a key lesson you’ve learned for good measure.
- Write in second person – the word you is one of the most persuasive words in the English language, so make sure you use it!
For example, The Middle Finger Project keeps emails short, but they include a piece of educational marketing advice to warm up their audience:
You want your readers to come away having learned something about your product, service or topic... something that will make them think “I need this in my life”.
Edify is the final piece of creating the perfect marketing email. This is the moment your email has been building up to. It’s the reason you’ve crafted 10+ subject lines, experimented with different variations, and put together a body that could win awards for its' educational content.
When it comes to edifying your readers, remember: the end goal of an email isn’t to get people to open the message and read it.
The goal is to get them to take the next step after that. So you need to instruct subscribers to click through and take action.
Edify readers with a call-to-action
Before you can write an effective call-to-action, you need to know what your goal is.
Whether that’s clicking through to a product page, signing up for a free trial, or something else, you need to be specific. And consistent.
These numbers are hard to ignore, right? So make sure you decide on one action and stick to it.
Here’s how to create a strong CTA
Once you know what your goal is, you can edify your audience with an eye-catching, powerful call-to-action. Here are some tips for creating a strong CTA:
- Use first-person phrasing – using wording like “start my free trial” can increase click-through rates by 90%.
- Use anchor text rather than a flashy button – by doing this, you can increase conversion rates by 121%.
- If you do use a button, adding an arrow to your icon can increase clicks by up to 26%.
Your readers should want to click through based on the powerful call-to-action you present. If you edify them effectively, they'll be excited for the next step!
Bringing Together the 3 E’s of the Perfect Marketing Email
The 3 E's ensure you’re not only delivering the perfect marketing email message, but also that you’re doing it in a way that’s engaging and exciting.
These tips bring together the three most important parts of an email – the subject line, the body of the email, and the call-to-action at the end. Together, they are a powerful trio that turn warm prospects into hot ones by leading subscribers down a specific path.
If you want to generate more sales, get higher email open rates, and build stronger connections with your subscribers, creating the perfect marketing email is the answer! So what are you waiting for?
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