Promoting your new content is an important part of a good content marketing strategy. One easy way to do that is to send your latest post to your email subscribers. They’re your target audience and already care enough about your company to share their email, so they’ll likely enjoy reading your new posts, too.
But sending your subscribers a “new post” notification email isn’t an effective strategy. It’s boring, and boring emails don’t get read even if the post you’re sending is full of value.
Instead, you need to write a creative email with an enticing subject line that gets subscribers interested enough to open it. Which is exactly the kind of email we’re breaking down to examine today.
This email from Archer & Olive (a stationery company) caught my attention when it landed in my inbox. As an email copywriter, I couldn’t resist taking it apart to see how it worked and sharing my findings with you. Let’s dive in.
Archer & Olive New Post Email Breakdown
Subject Line
The subject line immediately catches your attention. Who doesn’t need a little inspiration? What kind of inspiration are they offering? It also says the email provides value to the subscriber rather than sell to them, which we love.
Preview Text
The preview text continues to hint at the content inside the email. It provides more clarification about the kind of inspiration you’ll find inside, but without giving away specifics.
Headline and Image
When you open the email, a large headline and a colorful picture of a planner meet your eyes. It’s on-brand and aligns with the subject line. The image especially catches your eye and gets you to keep scrolling.
Blog Post
This email doesn’t beat around the bush. Right below the image is the title of the blog post and a CTA button to read it. There’s no extra copy to distract you from the email’s purpose– reading the post.
New Product Alert
The email ends with a simple graphic about an upcoming launch. It’s the name of the collection and the launch date, nothing else. It doesn’t ask you to take action. It simply reminds customers to get excited about the new products.
How to Write an Email Like This (And How to Improve It)
This is a great email. It’s clean, simple, and gets to the point without any extra fluff. But there are a few things it could do better. So let’s look at a few of those dos and don’ts so you can write top-notch “new post” emails your subscribers love.
Do: Keep It Short
There’s no need to write a million words of copy and include a thousand images about your new blog post in your email. At that point, you might as well share the whole post. Simply tell the reader you have a new post and what it’s about, then ask them to read it. You can do that using a headline, one paragraph, and a button.
Don’t: Make It Too Short
While I love the simplicity of this email, it’s a bit too short. It doesn’t sell me on reading their new blog post or telling me that’s what the email is about. Including a few more lines of copy introducing the post and what they get out of reading it would be great.
Do: Write Compelling Subject Lines
This email initially caught my attention because of the subject line. Non-sales emails are rare, which makes it stand out. Plus, it opens a curiosity loop by asking a question that requires clicking on the email to learn.
Without a good subject line, no one will open your email. So, take the time to write an intriguing, on-brand subject line without resorting to clickbait. That’s a great way to flush subscriber trust down the drain.
Don’t: Double Purpose Your Emails
This email should only be about their new blog post, not their upcoming launch. The final graphic is distracting and confusing. It doesn’t tell me anything about " Nostalgia ", assuming I read about it in another email (which I didn’t). Why would I be interested in when it releases?
They should remove the part about the upcoming launch and put it in a separate email. Subscribers don’t want to be confused. If they are, they won’t take action. If you want to promote your new post effectively, you need your email to focus entirely on that.
Sending new posts to your subscribers is a great way to get a lot of eyes on it quickly. You just need a good email to catch their attention and convince them to read it.
Do you need an email copywriter to help write emails like this for your e-commerce or B2C business? I’d love to work with you! Click the button below to set up a free discovery call today.
Comments