How to Make a Perfect Email

Author

Max Sturtevant
April 11, 2024

The Inbox Newsletter

Happy Thursday!

Welcome to The Inbox Newsletter.

Today, we’re talking about crafting a perfect email 🤌

And I’ll be giving you a free copy and paste outline :)

The Perfect Email Outline

I’ve been reviewing some of the perfect 10/10 emails I’ve received lately.

The types of emails that make ME click.

I’ve only received 3 perfect graphic-based emails in my life and all 3 of them have some VERY similar features.

So, I’ve created an outline for us to use so we can replicate them.

Here are the emails for reference: Perfect Emails

The email should go as follows:

Hero Section
Eye-catching headline
👇
2 Sentences of punchy copy that outline unique product/brand features
👇
Large call to action button

Body Section
Curiosity peaking sub-headline
👇
Simple to follow graphic with further information
👇
Large call to action button

Hero Section

The hero section is the most important part of your email since it’s the first impression.

And it’s what everybody will be viewing (not everybody will make it to the body)

We want to keep this section short and sweet so the customer can look at the email in 1-2 seconds and still understand the message.

Eye-Catching Headline

All of the perfect emails I’ve reviewed have an eye-catching headline.

Something that is different from the “last chance” or “Shop bestsellers” of the world.

Create a headline that intrigues the reader and forces them to keep reading.

Such as one of the examples “Tips to Last Longer” which is going to REALLY get the attention of the male audience haha.

2 Sentences Body Copy

We want only 2 sentences of body copy, not any more than that

It should support the headline and really pack a punch.

At the same time, it should outline unique product/brand features such as the example “Our Peanut Butter Dark Chocolate Nut & Seed Bars may taste like candy, but they come without the sugar rush!”

Don’t go too crazy with your body copy, when it doubt keep it short.

Large Call To Action Button

Make your buttons centered and make them BIG.

So big that even a blind person could click them!

Body Section

The body section needs to support the hero section.

There should be some simple graphic that someone can quickly look at and follow.

Curiosity Peaking Sub-Headline

You can go a lot of directions with the sub-headline, but you want to sell the customer on continuing to read.

Get them to check out the graphic you provided, like the example “Tips to Last Longer”.

Simple Graphic

Ideally, you want something more than just a picture of your product.

Include some visualization of your product’s benefits, how it’s used, or a unique picture of it in action.

Seed did this by showing the Earth and a timer alongside large numbers to show how much time you spend on the toilet.

Dr. Squatch did this by outlining 3 simple tips with photos.

Munk Pack did this with a 1g Sugar bridge and a simple product photo.

Large Call To Action Button

Just like the top button, we want a BIG bottom button.

Make sure it’s easy to see!

Voila!

Now you have a perfect email.

Here’s a Google Doc outline you can use: Perfect Email Copy and Paste Outline

PS - I made a 10 minute video breaking down all of the perfect emails I mentioned here.

Email Inspiration Of The Day

Brand:
Brez

Notes:
The only perfect 10/10 text-based email I’ve ever received.

So good for a few reasons…

  • From the founder

  • Had a personal touch, like you’re talking to a friend “Heyo!”

  • Addresses a common objection / FAQ up front (taste)

  • Create a strong visualization in your mind

  • Promotes the discount subtly

  • Has a “magic button”

Lots to learn from with this email.

Variation A (Top):
Spring collection email where we displayed 12 individual styles in a 3×4 table. The customer could click their favorite and buy from there.

Variation B:
Spring collection email where there was only a simple header and link to “shop the whole collection” rather than showing all products individually

Insights:
This test was a bit close and warrants further testing to be sure.

However, it looks like giving the customer less options right off the bat is the way to go.

The thing about the customer is the want options but they hate making choices.

When showing somebody 12 individual styles, it’s easy for them to get overwhelmed or second guess themselves.

Will be doing further testing on this and will keep you guys updated!

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max

PS - If you’re an ecom brand doing over $50k per month interested in working with my full stack email marketing agency, book a call here.