How your DTC Brand can create High Converting Emails

The First Edition

Author

Michael Rathman
February 12, 2024

Welcome to The DTC Letters. It’s Michael from AdSumo Digital.

Before you read, be sure to download this free training I wrote on How We Generated a DTC Brand $175,000 in EXTRA Revenue in just 74 Days Through Direct Response Email Marketing And how they'll add $1 million in ARR because of it (link)

In today’s newsletter, we will go over:

  • The top Ecom Email of the week

  • What I think is the most important part of a high converting email

  • A bunch of good Twitter posts and threads on monetizing your email list

And much, much more.

Email of the Week

These email instantly grabs your attention with a BIG and CLEAR headline that’s also engaging. Their copy is the total opposite of boring.

After clearly showing the product that was left behind, they have a bright orange CTA that’s eye catching and says “GRAB’EM NOW” rather than your typical shop now button. This uniqueness is what will get your list coming back to read more emails because they WANT to hear from You and not just because of a clickbait subject line.

Underneath that CTA button they dive straight into reminding you of your 20% OFF discount on your first “sud”scription (they missed a punny opportunity there. They paired that reminder with a design block showcasing the USP’s (unique selling proposition). This is another way they separate themselves from their competitors and become more appealing.

That’s a wrap for this Email of the Week. I’m willing to bet this email is printing cash from their Abandon Cart Flow.

Take some notes and use them for your brand!

  • A great example of a weekly campaign that’s isn’t boring (link)

  • Here are 6 different offers to test in your pop-up forms (link)

  • A 2 minute video I recorded on why your brands email list is a 100x more valuable than all your ad accounts combined (link)

  • A great book for DTC brand founders looking to grow a profitable brand that lasts 100 years (link)

  • How this multi 7 figure DTC Brand added $175,000 in extra revenue through their email list in just 74 days (link)

Deep Dive

We’ve all read at least one marketing email in our life that stopped us in our tracks and made us think “Damnnnn that’s pretty cool.” But did you stop and think “What about this email made me put down my coffee and actually scroll to see more?”

Me analyzing every headline I see in the morning as I sip my coffee

To be honest, this doesn’t happen often. Why? Because most brands don’t send emails to their list frequently, let alone send them at all. And the ones that do, well, lets just say their emails tend to SUCK.

That begs the question

Why do most emails suck and what makes a high-converting and eye catching email?

Most emails suck because of 3 reasons:

  • You can’t tell what it’s about

  • The hero section is boring

  • There’s not CTA button in the ATF section

When you open an email, you should be slapped in the face with the purpose and intention behind it. Is it meant to offer something?a Is it meant to make you curious?

Whatever the goal is, you should be able to understand it all before scrolling the email.

This is called Optimizing the Above the Fold Section aka the part of the email that you see before scrolling when you open the email on mobile or desktop.

Secondly, the image used should make you feel some type of way. There’s nothing worse than seeing an ugly image or an image that makes you go “Why’d they use that?”

I know you’ve seen those before…

You want to conjure emotion with this ATF section and create a sense of curiosity that leads the readers eyes down so they click the CTA. And if not, than hopefully to the read the rest of the email content.

Most of your time creating the email should be focused on this ATF Section. Writing a killer headline and conjuring some sort of emotion.

To wrap this weeks deep dive up, lets end it with a quote from one of if not the greatest advertiser and marketer to ever live:

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

―David Ogilvy

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How I Can Help

  1. I have over 7,000 tweets on scaling and monetizing your DTC brands Email List (link)

  2. I will be posting free weekly training videos on my Youtube channel (link)

  3. If you are looking to better monetize your DTC brands email list, we have worked with brands in several niches from Health & Wellness to Luxury brands and helped Country Life Natural Foods increase their email list revenue by 97% in just 61 days. (Apply Here)