Email Content

When writing your email campaigns, it’s important to remember that simplicity matters. Studies have shown that writing emails at a 6th-grade reading level helps more people understand your message. Many readers don’t have time for long or complicated emails, so keeping things clear and simple ensures more people engage with your content.

Why Write for a 6th-Grade Reading Level?

A lot of people skim their emails. If your message is too hard to read or has too much information, they might not take the time to finish it. Writing at a 6th-grade level means using short sentences, common words, and focusing on one clear idea at a time. This approach helps ensure that your message gets across quickly and clearly, no matter who is reading it.

Pro tip: Write how you speak. Avoid academic or overly formal tones in your emails. Your email voice should mirror the way you talk to your friends or clients in person.

Follow this strategy:

The “Double-Open Strategy”

The Double-Open Strategy, revolves around resending emails to subscribers who didn’t open the first one. However, here’s the twist: change the subject line to something different and more compelling, targeting curiosity.

• Start with:

  • Send email 1 with a strong subject line but simpler content, aimed at drawing interest.
  • If unopened within 48 hours, resend the email with a new subject line that taps into curiosity or urgency.
    • Use phrases like “John, here something special just for you” or “You won’t believe what’s inside”. Short, simple, to raise curiosity.
      Combine these with the subscriber’s name for added personalization: “John, you’ll want to see this.”

Frictionless Call-to-Action (CTA)

One advanced but less talked-about trick is minimizing the friction in your email CTAs. Many marketers place CTAs that require too much thought or steps to complete. A frictionless CTA is about making the action so simple, even a 6th grader could do it without thinking.

• Formula:
  • Use one direct CTA (like “Grab yours now” or “Shop in 1 click”) rather than complex language. Ensure that clicking the button immediately leads to a single action page (e.g., a checkout, product page).
• Why it Works:
  • Reducing steps and cognitive load is critical for conversion, especially for mobile users.

The “Post-Purchase Thank You + Cross-Sell/Up-sell Combo”

Many email campaigns stop at the purchase, but you must know that a thank-you email is an opportunity to Cross/Up-sell again. Keep the tone light and the content simple to maximize effectiveness.

• Send a thank-you email right after the purchase. Use a friendly tone (“Thanks for your order, [Name]! We’ve got something else for you.”).
• Suggest 1-2 highly relevant products based on the original purchase.
• A thank-you email feels natural, and by subtly introducing another offer, you’re more likely to convert while keeping the tone conversational and approachable. 

Subject: Don’t Miss Out on Our Special Offer!

Hi [Recipient’s Name],

I hope you’re having a great day! I wanted to let you know about a special offer we have right now. For a limited time, we are offering a 20% discount on all our products. This is a great chance to save some money while getting the items you love!

If you’re interested, just click the link below to grab the deal before it ends. Feel free to reach out if you have any questions or need help. We’re always happy to assist!

Thanks for being a valued customer. Have a wonderful day!

Best,
[Your Name]

Add a little twist:

Subject: John, Here’s a Surprise Just for You!

Dear John,

I hope this message finds you well. As a valued customer, I’m excited to offer you an exclusive 20% discount on all our products. In addition to this, we’ve included a special surprise with your order. Simply use the code below to unlock both the discount and your gift.

To claim your offer, click the link below and apply MYSTERY20 at checkout. This promotion, including your surprise gift, is available for a limited time, so be sure to act soon.

Thank you for your continued trust in us. If you have any questions or need assistance, feel free to get in touch.

Best regards,
[Your Name]
[Your Position]