This year I attended the MECLab Email Summit. Here are some learnings I got.
Goal: Minimize the perceived cost for the Email Open
Justify the send
Can the subject line reference a recent action or behavior on any owned media? (Exp: Website, ad space, social media)
Does it have a customer serving tone?
Are there any words that seem ambiguous or full of hype?
Does it feel exclusive or unique to the customer?
Are the envelope fields specific enough?
Connecting to a problem
Can it highlight a recent issue or concern? (Exp: In the news, in their lives)
Can it connect to a lack of time, money and/or help the customer is experiencing?
Can it focus on aiding an inability or inadequacy in the customer?
Can it focus on clarifying a common misunderstanding or perception?
Goal: Maximize the perceived value for the Email Open
Does it synchronize with your list's reading and shopping habits?
Is it tailored to your list's common personality traits or set of interests?
Does the headline start with the primary point of interest?
Does it consider seasonal interests?
Does it stand apart from current competitor offers?
Can it connect to a physiological need?(Exp: Safety, Health, Provision)
Can it connect to a social need? (Exp: Belonging, Relationship)
Can it connect to an internal value? (Exp: Beliefs, Growth, Achievement)
Can it reference an impeding, market-driven event?
Can it reference an artificial, marketing driven deadline?
CALL TO ACTION
Does the CTA match the customer's stage in the thought sequence?
Does the copy focus match the customer's stage in the thought sequence?
Are there unnecessary redundant CTAs?
Upon opening the email, can a customer immediately understand what they can do and why they should do it?
Does the copy amount match the customer's stage in the thought sequence?
Is the content conversational in tone?
Are there too many competing, unrelated calls to action?
Is the primary call to action made too soon?
Do unrelated calls to action come after the primary message?
Does the headline start with the primary offer of interest?
Can it utilize a personal salutation?
Does the copy reference an existing relationship?
Does it reference a recent interaction?
Does it address a current pain, promise or desire?
Does it connect the offer with the above?
Does it provide an interesting angle?
Is the explanation minimal?
Does the copy tell enough to maintain interest in the offer?
Is the CTA focused on the next immediate step?
If including a post-script, does it intensify the need to click?