Create emails that convert with the inverted pyramid method
"How do I create an email that drives conversion?"
It is one of the most frequently asked questions we get from our clients. In general, we give the advice to keep email design simple, with a to-the-point and clear message, no matter what is your goal. Whether you want to inform people, drive them to your website or want them to buy your products.
The inverted pyramid method is an often used model that can help you in creating emails that work.
While the average attention span of adult people is not more than 8 seconds when opening an email, you need to make sure that you get their instant attention. That’s why your emails needs to contain 3 important elements: grab subscribers’ attention, build anticipation and a clear call-to-action. This is also referred to as the inverted pyramid method.
The inverted pyramid model can be used for all sorts of email campaigns where there is action imperative. In this model, the pyramid point towards a call to action. This is 90% of the time a button, where people can click through towards your landings page or e-shop. While using the inverted pyramid method you drive clients to click on that button, to convert.
Canva is a great example. They use the inverted pyramid method is almost all their emails. The mail usually consists of a clear headline that communicates their message, followed by an attractive image or animated gif, leading to a brief explanation and a call to action button. In the button, there is even an arrow that highlights what to do next: click through!
The inverted pyramid method works well for similar campaigns, while they consist of a single message and one call to action.
Same is true for the LinkedIn example. The entire image gets your attention together with the title. The ‘exclusively for you’ text builds on anticipation of the reader. A simple ‘get started’ button is the only call to action to get started.
Both example have a simple design, are to-the-point and with contain a clear message. In the end our final advice is that less is often more in email messages. Choose a topic, highlight it and provide more information on your website. The inverted pyramid method helps you in designing it to your call to action.
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