Email marketing receives the highest ROI of any marketing channel in today’s world. Are you creating email marketing campaigns that are capturing your audience’s attention, getting across your core message and encouraging them to convert? If not, don’t worry we are here to help! When designing and implementing an email campaign, the key is to capture the subscriber’s attention and get them to convert. This is where the Inverted Pyramid Email Designs come in.
Research has been carried out which indicates that an adult’s attention span is on average eight seconds, meaning people aren’t reading word for word and instead scanning the page for key pieces of information. This means we have less than eight seconds to make an impact and draw in the ‘scanning readers’.
The inverted pyramid is the perfect framework for composing a simple, yet effective email campaign without any distractions. Research shows that we process visual imagery 60,000 times faster than text, meaning this highly visual method of marketing to your subscriber, is perfect!
The inverted pyramid method is made up of 3 key elements:
- Key Message
- Supporting Information/Visuals
The ‘Key Message’ is your chance to grab your readers eye straight away. The ‘Supporting Information/Visuals’ needs to enrich your subscribers with why they should click through. Then finally, a prominent CTA which makes it crystal clear what the subscriber needs to do next.
The inverted pyramid model works particularly well for single message campaigns with single call to actions, for example an offer or announcements etc. However, it also works well for welcome programmes, lifecycle programmes, behavioural programmes and also promotional activity.
Make sure you are enriching your customers and not bombarding them with too much information, too often. Be consistent and engaging and make it obvious to your subscribers what the end goal is; the click-through.