Email Time: Day #27
Originally published: July 12, 2019
I had an emergency I had to deal with yesterday, so this fell through the cracks. But I’m going to make up for it by posting twice today. No article for this one. I’ll get an article for the next one.
Scott’s Cheap Flights
Subject line: 🍺 Prague — $600s (RT, basic economy) Oct — Apr
Love the beer mug emoji. Really shouldn’t be surprised that exists. It even has foam 🙂 All of these subject lines have been direct and to the point which is what they promised. The value they’re delivering is flight deals and they are delivering that. I do wish there was more variety. I also feel like their emails are a bit hard to read. There are blocks of text and not many nice images. Especially when it comes to vacations, pictures would play a huge role in selling. There’s a mention of best credit cards, but it feels out of place in this email. I think it should be separate. They do include a travel tip, but I wish they had a list of great things about the destination they’re talking about.
Subject line: A magical story of ConSensual Sales
This newsletter is about business consulting for other life coaches. I think, for this reason, I might not see the appeal of this subject line. It confuses me more than intrigues me. Although, I suppose the confusion could prompt someone to open the email. She does tell a great story though. The call to action isn’t until the end which normally I would say is bad, but again it depends on what your audience likes. It does make sense to not want to interrupt your story with buttons, but I worry not everyone will read it. That’s why I encourage multiple calls to action.
EF Ultimate Break
Subject line: You don’t have Early Access to our biggest sale
I like the subject line because it draws on the fear of not being included in something. There seems to be an error with text that looks like “Semi‐Annual Sale”. Not sure what happened there. Maybe someone didn’t preview it or maybe they did but missed it. I like the extremely succinct bullet points and then the call to action. Again, it’s not that text can’t be great but you have to make it short and interesting. If there’s another way to convey the information without a bunch of text, do it. I like the second call to action: “60% of travelers sign up solo, 0% travel alone”. It speaks to a great benefit of their service in an effective way.
Subject line: We’ve got the good stuff
Okay, so I feel like I’ve ragged on their emails a lot. I think I understand after 27 days the problem I have with these emails. The problem I have with them is that they don’t follow a fundamental copywriting principle: people buy based on emotions, not logic. The emails from Ritual rely on logic and people aren’t persuaded by that. Logic is used to justify a decision after you’ve already decided. Now, I understand selling vitamins requires you do a lot of research. I’m glad that they clearly invested a lot of research into this product, but with the sales copy you have to be strategic about how you use your research. Let’s think for a minute: Why would someone buy a vitamin? They might be health conscious and concerned their diet doesn’t give them adequate nutrition. They might be an athlete. They might be pregnant and concerned their unborn child isn’t getting enough nutrition. They might want to eat well, but find it difficult either because of their distaste or for lack of access through either money or location. Health is an incredibly emotional issue for humans. We want to preserve our health because of our intense fear of death. Of course, let’s not put that in an email but you have to understand the emotional underpinning of someone’s decision to buy a vitamin. It’s not medical research, it’s not a bunch of nutrients they can’t pronounce. It’s because of the fear of their health decaying and the impact that will have on their lives. I don’t feel like Ritual understands that. They don’t persuade me because they don’t seem to grasp why anyone actually buys a vitamin. Explain to me the emotional reason I should buy and then give me facts to help me justify my decision to trust you and your product.
Alright, so I’ll post again later today and there will be an article that time.