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The Fail-Proof Formula of Emails
THIS is how your emails should look.
Emiel Dingemans
April 25, 2024 • Estimated Reading Time: 5 minutes
the email standard
Hey, Emiel here!
Welcome to The Email Standard.
In today's newsletter, I want to talk about the fail-proof formula of emails.
And I will share some really interesting links with you this week.
Let’s go!
The Fail-Proof Formula of Emails
When diving into my inbox, it’s those standout emails that really grab my attention and make me want to click.
I've scrutinized several exceptional emails, pinpointing what makes them click-worthy, and now, I want to share a fail-proof formula with you that we also use within our own agency.
Above-The-Fold Section
This is the most important section of your email because it will decide whether people want to continue reading or leave your email.
Attention-grabbing Headline
Start with a bang.
Your headline should immediately capture interest—forget the overused "CAT DAY SALE" or "LAST CHANCE: SHOP NOW"
Opt for something that intrigues, so it hooks your reader right from the start.
Supporting Header Copy
This is optional, but I link to add 1-2 sentences of body copy in the above-the-fold section.
Keep it short and sharp.
Just so it supports your headline message.
Prominent Call to Action Button
Make the call to action (CTA) button big and bold.
It should stand out so clearly that anyone scanning your email can’t miss it.
Center it, scale it up, and make clicking it the next logical step.
Body Section
So people have decided they want to read your email.
Now you’re going to write the body section, which contains the content you’ve hooked them with in the ATF section.
Peak Curiosity With Your Sub-Headline
Your sub-headline should further pull readers in.
It needs to make them hungry for more.
Use a line that encourages continuation, tying directly to the visual element above and/or below this sub-headline.
Body Copy
Now you’re getting into the main content of your email.
This should be easy readable, easy to skim, and easy to understand.
People don’t want to read essays. So make it as visual as possible.
Go beyond basic product images.
Include graphics that animate your product's advantages or applications.
For instance, use an illustrative graph or a dynamic scenario that places your product in everyday use.
Visuals like these can transform abstract benefits into something tangible and relatable.
Emphasize with a Strong CTA Button
Just like the first, your second CTA button must be large and in charge.
Ensure it's visually dominant so that it's not just seen but felt as a natural step after engaging with your content.
And that’s it!
The fail-proof formula of emails.
Using this structured approach can elevate your email campaigns from good to unforgettable.
Try it out in your next campaign and watch your engagement go up—it's a game-changer!
Top Links of the Week
Email of the week
Patagonia really nailed it with their latest email.
We’ve just gone over that unbeatable email formula, and it looks like Patagonia has it down too.
The header is clean and straightforward, setting the perfect stage.
The headline, “We're on a tear,” instantly grabs attention and sets the mood for what’s to come.
Their body copy hits the mark with, “For climbing too good to let go, we build gear you won’t let go of.”
It’s engaging and speaks directly to the adventurous spirit of their customers.
They've got a nicely centered CTA button, surrounded by ample white space, making it easy on the eyes.
Although, a larger button could have made an even stronger impact.
To cap it off, they showcase some of their standout products along with links to both men's and women's collections.
A solid effort from Patagonia indeed!
How I Can Help
Check out my tweets, which goes in-depth on email marketing on a daily basis (link)
Check out my free YouTube videos, with in-depth videos on Klaviyo, specific flows, and much more (link)
Are you looking for ways to increase the revenue of your eCommerce brand? Book a call with me now and let’s discuss our Email & SMS Marketing services (link)
or, you can just reply to this email.
I reply to absolutely everybody who replies back to me.
See you next time!
Emiel from The Email Standard