Very often we see some magnificent email messages dropping by. There are e-marketers that swear by e-newsletters that are charged with figures and where one message follows up the other, far in the inbox. Others like to use a nice visual, but limit their message to one single core. Such an example we have put up today in our blog.
One often says that people – certainly when it should be done quickly – can only process one single message at a time. Subject two and three are simply not recorded. There is even no use in adding a fourth. Consciously choosing one single commercial objective already speaks of courage. But that doesn’t implicite that your message should be limited to one single sentence. Have a look at how they are dealing within this example.
Step 1 consists of two parts. The general idea they want to get through the head of the reader in the shape of a title with some frills on the sides. They clearly move from the white long rectangle in which everything has to fit. And a photo of the product with a “complementary card” attached makes the opener complete. At a glance it’s clear what it is about. The logo of the firm that mostly precedes is processed in the picture here. Step 1 is clearly the attention phase!
Step 2 is the motivation phase. Here the principle of “fruit at work” is explained by a short text. This is the narrating part of the email message. They create an atmosphere according to the tradition of the story tellers. And a promotion is also illustrated, in word and image. Also pay attention that the label ‘for free’ has a notable shape and colour. It caches the eye. The motivation phase ends on a Call-To-Action. The ones that are persuaded already, shouldn’t read the rest of the message anymore!
Step 3 is the argumentation phase. Where in phase 2 they are anticipating to our feeling, phase 3 will mostly carry the logical arguments. Because we are obviously dealing with an interested reader here, but one that doesn’t easily fall for he story with the free blender. He receives three concise arguments, each time with an image and one sentence of explanation. Who still isn’t convinced after ‘quality’, ‘advantage’ and ‘choosing yourself’, will not press the big CTA at the bottom either.
In brief we have a perfect example of how you can create a valuable newsletter with one message. While creating the message, you should take into account these three phases:
Attention phase
Motivation phase
Argumentation phase
With which you build up the story gradually. In the sequentiality, it’s also important that you let the CTAs grow such as here: from none to a little one to a bigger one. Also pay attention to the diagonal between the three, the natural shape of reading. After all, you can see enough whitespaces have been incorporated. Which creates peace and supports the message!
