How to Create a Successful Email Message


Of all the channels to spend your time optimizing, email is one of the best. Email provides the single most direct line of communication for conversion to sales. With an ROI of approximately 4,300% (according to the Direct Marketing Association), it’s also quite cost effective – virtually paying for itself. With proper relevance, cadence and frequency, email marketing can increase engagement with buyers and helps to shorten sales cycles.

In our last “How To” post, we laid out How to Create a Successful Conversion Page.

We use the same philosophy in creating a successful email message.

Though, with email specifically, there is a different heuristic to employ.

·   Eme = rv(of + i) – (f + a)*

Now, we don’t just make this stuff up. This heuristic was introduced to us by Meclabs and it works.

Nevertheless, it is up to us to define the various email “ingredients” that works for each of our clients and you’ll need to do the same.Only, we’ll help you with a quick run-down of those critical ingredients:

1.   Unique email headline
2.   Powerful introductory sentence
3.   Convincing content
4.   Call-to-Action
5.   Encouragement and/or affirmation
6.   Contact and related info

So if you’re not getting open rates above 30%, or if your click-through rates are below 10%, try implementing this method and see the difference.

Try the heuristic above and let us know how it works for you!

*© Meclabs


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his LinkedIn profile.

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