“Why waste a sentence saying nothing?” – Seth Godin
When it comes to email marketing, your main aim is to grab your audience’s attention, get them excited and then deliver a hard to resist call to action. So why waste content in your email marketing if it isn’t going to help you achieve this?
You might make an incredibly visually appealing email, but without the right focused content, it won’t achieve the conversion rates you are aiming for.
In order to help add structure to your emails, take a look at the inverted pyramid method - a design technique created to excite readers.
What is the inverted pyramid?
The main aim of the pyramid is to grab your reader’s attention and guide them to act. So it’s the perfect place to start when you begin writing an email newsletter.
The inverted pyramid should include a headline that will really grab your reader’s attention, funnel their attention down to exciting and informative details and conclude with a call to action.
Grab the Audience’s Attention
The first step is to draw in your customer by using a subject line / headline that will be very hard to resist clicking on.
What headlines could you use? Successful campaigns often use something shocking or controversial, or perhaps a “How to” or “Why you should….”
Another tactic to effectively stimulate interest is numbered titles - “9 Reasons Why You Should Shop In The Sales”. With titles such as these, audiences knows exactly what they can look forward to, making them want to click into the email to read further.
Get Them Excited
Once you’ve enticed your customer to open your email, next the pyramid brings them down the funnel by gaining their interest.
This is the place to add engaging, entertaining, exciting and informative information. Don’t go off-topic or too overboard on the main content, just include exactly what is needed to get your point across. Unnecessary ‘filler’ words will just cause them to switch off and stop them wanting to read more.
The Call to Action
If you have kept your email entertaining, exciting and full of information your audience will love, then you’ll have pointed them towards the final action you want them to take; your desired call to action - Buy Now, Read More Here, Sign up.
This is your final destination, where your inverted pyramid ends and your successful focused email begins turning those all-important leads into higher conversions.
When should I use this?
If you have a campaign with a single message, for example an announcement, or product launch, this method works extremely well. It helps you to really concentrate your focus on your key message, without you going off track, losing your focus and inevitably losing your audience’s interest.
Why choose this method?
The inverted pyramid is a proven method that works to encourage conversions. Alongside this, it’s great for helping tackle that overwhelming “Where do I start?!” feeling when embarking on a new email campaign. The inverted pyramid gives you direction and helps structure your thoughts on how to attack that next email.
So, following Seth Godin’s advice – ‘don’t waste a sentence saying nothing’. Use the inverted pyramid model to send your clients targeted and focused emails, which will help to turn those leads into conversions.
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