- What's the difference
between an email that gets a ton of opens and clicks
and one that goes straight to spam?
The difference can actually be very small.
That's why I wanna go over the elements
that can contribute to a high performing email.
Let's get started.
I'm in the MailChimp account for Hansel & Petal
and what you see here is an email that I've setup.
This specific email campaign
is promoting their Mother's Day special.
You can see the big logo at the top
and this really grabs your attention.
This helps customers recognize the brand Hansel & Petal.
Below that is a large header
and that captures their attention to continue reading.
It's giving them a little bit of a teaser.
It's letting them know
that there's only five days until Mother's Day
and that they need to take action.
Below that is my offer.
It's that they can receive 25% off all Mother's Day orders.
And below that I share some images
of the floral arrangements
that they could potentially buy for mom.
This is really important with a product like flowers.
People need to see what you're talking about.
Notice the call to action buttons inserted in the email.
This makes it really easy for the reader
to act upon this email and place their order
while claiming their 25% off.
Notice the shop for mom big blue button
and below we'll have the view similar products
and shop the sale call to action.
Now if I scroll back up top,
you'll see that there is no big storytelling
or blog post in this email.
Instead it's a quick hey you better get your flowers,
order for mom right away
and as an incentive here's 25% off
because you're a trusted customer.
Now that the content has been entered for this email,
let's take a closer look at a subject line
and see how we can really create something special with it.
I'm going to exit out of this preview and select back.
It's here that I can edit the subject line.
Currently I have the subject as
five days until Mother's Day,
here's 25% off your next order.
I could also do something like five days until Mother's Day,
do you have your gift?
But another great way if you're unsure of what to create
is to use the subject line researcher tool.
If you click into it,
MailChimp is gonna let you know
what subject terms do the best.
So I'm gonna go ahead and enter gift.
Let's see how that performs.
I can see here that using the term gift
performs really highly and that's quite obvious
because probably in your email inbox
are a lot of subject lines
saying that people have a gift for you.
If I scroll down,
I kinda like the special gift for
so I could say here's a special gift for mom
or do you have a special gift for mom,
something like that and most likely that subject line
would perform fairly well.
Now another way to determine your subject line
is to take a look at your subject line performance.
It's here that I can see how the subject lines performed
for the past emails that I've sent out.
This is great because I might be able to identify a pattern
or keywords that perform really well for my audience.
I'm gonna exit out of there and I'm gonna cancel here.
Now I wanna take you back to the preview mode.
This is gonna give you a really good snapshot
of how your email is going to look.
Below is the header information
and this is where we can see the more nuanced details
like who it's going to be to and how that's gonna look,
how your from looks, your subject,
as well as your preview text.
This is really what I want you to pay attention to
is how it's gonna look on desktop as well as mobile.
On mobile especially it's important to have the offer
or call to action above the fold.
Basically that means that the person reading your email
can see what it's about
without having to scroll down further
and here you can see that this email is really concise
and does happen all above the fold.
You'll also be able to see how it appears in the inbox.
You have to upgrade for pro in order to see this,
but it's fairly simple.
All you have to do is send yourself a test email
and you'll see how it appears in the inbox.
In the beginning, take your time crafting your emails.
Approach it methodically,
ensuring you have a clear objective
and making that objective crystal clear
in your email itself.