This year I attended the MECLab Email Summit. Here are some learnings I got.

 

SUBJECT LINE

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

         Increasing relevance

 

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?

 

Increasing Importance

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)

Increasing Urgency

Can it reference an impeding, market-driven event?

Can it reference an artificial, marketing driven deadline?

 

 

CALL TO ACTION

 

Goal: Minimizing the perceived cost for the Email Click
Minimizing Conflation

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? 

 

Eliminating Content

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?

 

 

          Goal: Maximize the perceived value for the Email Click

 

          Arrest Attention

          Does the headline start with the primary offer of interest?

          Can it utilize a personal salutation?

 

          Build Connection

          Does the copy reference an existing relationship?

          Does it reference a recent interaction?

 

          Build Problem

 

          Does it address a current pain, promise or desire?

          Does it connect the offer with the above?

 

          Build Interest

 

          Does it provide an interesting angle?

          Is the explanation minimal?

 

          Build Suspense

 

          Does the copy tell enough to maintain interest in the offer?

 

          Transfer Momentum
          Is the CTA focused on the next immediate step?

          If including a post-script, does it intensify the need to click?