Recently, I worked with Darren on some sales content—including launch emails—for the release of a new product at DPS. That launch email was tested against another version written by a professional marketer in a split test before the launch. In (what was to me) a shock result, the email I’d written achieved:
- 7.3% more opens (39.5% to 32.2%)
- 4.8% more click-throughs (7% to 2.2%)
As we’ll see, this experiment busted five key sales email myths:
- Use call-to-action sales links in sales emails.
- We need to “sell” the customer on the product before they’ll click a link.
- A sales email should focus on a discount or offer.
- A sales email should overtly drive readers to action.
- Scannability is about bold font, bullet lists and subheadings.
First up, let's look at the email.
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Subject: Wish you could take Gorgeous Photos, Every Single Time? Now You Can
Body:
Wish you could take gorgeous photos, every single time? Now you can.
Photo Nuts and Shots is your comprehensive guide to creative photography. And for a limited time, you can get 25% off the cover price!
If you know your way around your camera, and you’re ready to harness practical techniques to take stunning, evocative images, this 100+ page ebook is for you.
Over 9 down-to-earth chapters, professional photographer Neil Creek will show you how to:
- harness light to convey emotion
- know the rules of composition … and when to break them
- take the sharpest possible photo every time
- adapt the camera’s exposure to produce the shot you want
- master the concepts of shot perception, planning, and execution — in any setting
- tap into your unique creativity to take evocative photographs that reach out to viewers
- be...
