Thread by @ecomchasedimond

There’s one metric that most people don’t quite understand when it comes to email.

But if you master this, your conversion rate WILL go up.

Let’s talk about some intelligent ways to increase your click-through rate & make 5-figures on your next campaign.

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I want to quickly reiterate what the function of an email is.

Emails are not for closing. They’re meant for increasing engagement and pre-selling the lander.

The KPI to nail is CTR. The higher the CTR, the better a job you’ve done for your brand.

This ultimately comes down to the basic principles of curiosity.

- Purposefully leaving out important information

- Intimating a potentially absurd idea

- Allowing the audience to imagine their own storyline

Here’s an example of curiosity marketing in a tweet.

But how does this work in an email?

Here’s a great example from Public Goods, but I’m willing to bet I could’ve doubled their CTR here.

When you take out the “we wanted you to know” section, your audience panics.

“What’s back???” “Why don’t I know???”

With curiosity comes FOMO. You’re essentially restricting their dopamine when they’re missing information.

All of a sudden, they click your CTA and they get that delayed rush of dopamine all at once.

Now you just associated your brand with a dopamine rush.

That may not mean that they’re “addicted” right away.

But if you use this technique enough, you will train your audience how to feel/act when they get an email from you.

An email audience is the most “trainable” audience you can own.

You can leverage this.

Here’s how your email copy can increase CTR

- Less is more. This isnt a DR sales letter. This is an email!
- Before writing, say this out loud: “The audience WANTS to click my CTA”. It’ll change your intention for the copy.
- Be vague. Your email can b 2 words long. Try it out.

How your design can increase CTR:

- Use blurry or incomplete images.

- Make the audience guess what the image is supposed to be. Make it clear enough so they’re not confused, but curious instead.

- Same as above. BE VAGUE. The email can be just a hero section.

How you can prepare for this in Klaviyo:

Tease the audience with a “get ready” email two days before.
Don’t go broad. Not everyone will care about this. 30 day engaged (or purchased) is good here.
A/B test two curious subject lines. Find what works, and use it again next time.

When to use this:

- Launching new products. Treat it like the special occasion that it is.

- Massive sales/deals.

- This works especially well for brands that don’t do launches or discounts every week. Make. It. Special.

Shoot for the stars on this one. You will never lose anything because you optimized for CTR>CVR.

The landing page will sell the product better than your email. It’s your job to sell the click.

Deliverability will also increase once Gmail realizes how engaging your emails are.

If this thread helped you in any way, please share this!

There’s enough for everybody when it comes to email marketing.

Anyone can use this to increase their results.

Happy sending!

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