There are many terrible emails out there, and many amazing ones. After creating campaigns for almost 10 years, I've been able to dissect simple patterns that win.
Here is a quick and easy way to make a newsletter that your audience wants to interact with: the content sandwich. 🥪
Quick Email Tips
Section 1: Content
The first paragraph or section should be non-threatening, non-salesy content. This could look like an update on something you've done in the community recently or a blog post that helps to educate your market on questions related to the products you sell.
Email Section 2: The Salesy Stuff
This is where you want to put your promotional materials. Whatever you most-want your readers to do: put it here. This is your spot to get salesy. Put the savings, the thrust, the incentive, the deal in this middle section.
Ensure that the call-to-action [CTA] is clear in what you want them to do: make it tempting.
Section 3: Content Again
Put another blog post or non-offensive content here. This could also look like a "____ of the week" where you feature user-generated content like photos, social posts, or pets. Other ideas include news from your industry or community, staff highlights, vehicle highlights, or other casual content.
This section is here to act as padding to the sales stuff.
Why Does the Content Sandwich Work?
The content sandwich works because it doesn't make users feel like they're being sold.
Ironically, the most-clicked sections of newsletters in this format is always the salesy section.
By using content that is casual and not-sales driven, you're welcoming readers. You're making them feel like they're being given something (valuable content), not just having something taken away: their money.
By placing this content on both sides of the sales-driven content, you're padding the message. Human brains focus to what is in the middle of a group when offered choices. That's what you're taking advantage of here.
Try the content sandwich next time you're crafting an email newsletter and let me know how it goes!
In my experience, it improves CTR by over 10% compared to traditional messaging.