How to Turn Curiosity Into Clicks (and Clicks Into Money) in Every Marketing Email You Send | Income Tips & Side Hustles
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Key Takeaways
The best advertising emails don’t attempt to close the sale in the inbox — they earn the click on and let the touchdown web page do the promoting, which adjustments how you write every half of the electronic mail from the subject line to the CTA.
Curiosity is the highest-leverage tool in electronic mail advertising, however only if it’s a contract: open the loop in the subject line, maintain it via the physique and close it on the touchdown web page — because a click on that leads nowhere destroys the trust your next open is determined by.
The effectiveness of every advertising electronic mail you ship comes down to 2 issues: the subject line and the physique. Miss on the subject line and the reader never opens the electronic mail. Nail the subject line however miss on the physique, and the reader never clicks the hyperlink.
But most electronic mail advice will get each mistaken in the same approach — it tells you to be clear, be direct and get to the point. That advice will get your electronic mail deleted.
The best-performing advertising emails I’ve written don’t attempt to close the sale in the inbox. They do one job: earn the click on. The touchdown web page does the promoting. When you perceive that separation of duties, every thing about how you write the electronic mail adjustments — the subject line, the opening, the physique, the call to action.
Here’s the framework I’ve used across health, SaaS and service-business electronic mail campaigns, and how you may apply it to yours.
Start with the subject line, because nothing else issues if that fails
If your subject line doesn’t earn the open, nothing else in the electronic mail exists. So the subject line is the place I spend a disproportionate quantity of time — often more than the physique itself.
The single most efficient lever I’ve discovered is curiosity constructed on a particular, surprising fact. Not obscure intrigue like “You won’t believe this,” however a concrete hook the reader can’t guess the reply to.
A SaaS onboarding electronic mail may use “The one Slack setting that cut our team’s meetings in half.” An company e-newsletter may go along with “Why our best-performing client stopped running Google Ads.” An e-commerce launch may land on “The material we almost didn’t use in this jacket (and why we’re glad we did).” A coach or service supplier may strive “The question I ask every new client in the first 10 minutes.” Notice what they’ve in frequent: each one references one thing particular, guarantees a payoff and refuses to present it away. That’s the loop.
Write 10 subject line variants before you compromise. Pick the two or three punchiest, and A/B take a look at in case your platform permits it.
Open the loop in the first line
The opening line has one job: affirm the promise of the subject line and pull the reader deeper.
Three openings constantly work for me. The first is a direct query, such as “Did you know most of your churn happens in the first seven days?” It’s low-friction and positions the reader as somebody who won’t know the reply. The second is a credibility lead, such as “According to a Stanford study on decision fatigue,” which works when your declare must be believed before it may be acted on. The third is a short story, such as “Last week a customer told me something I’ve been thinking about ever since.” Slower, however highly effective when you’ve got a particular anecdote that illustrates the point.
Whichever opening you select, preserve it short. One or two sentences most before you get to the substance.
Keep the physique punchy and keep in the loop
Once the reader is in, the job of the physique is to not clarify every thing. It’s to build enough curiosity and credibility that clicking the hyperlink feels irresistible.
That means short sentences and short paragraphs. It means no jargon and no industry acronyms the reader has to decode. It means supporting any declare with a particular quantity, a named source or a concrete instance — not obscure authority. And it means addressing the apparent objection (“does this still work today?” or “does this apply to a business like mine?”) before the reader thinks it.
Critically, don’t close the loop in the electronic mail. If the reader can get the full reply from the electronic mail alone, they’ve no purpose to click on.
The call to action is the payoff, not the pitch
Your CTA is the place most emails disintegrate. Writers both get too intelligent (“Discover the secret inside”) or too transactional (“Buy now”).
The best CTAs I’ve written point instantly at the payoff the subject line promised — nothing more. “See the Slack setting.” “Read the case study.” “See the full framework.” Simple, particular and still inside the curiosity loop.
What this seems to be like in observe
Here’s a stripped-down instance of the framework utilized to a SaaS retention electronic mail. The subject line is “The one onboarding change that cut our churn by 40%.” The physique reads:
When we began, most of our new clients churned in the first two weeks. We tried longer trials. We tried more emails. We tried a live onboarding call. Nothing moved the quantity. Then we modified one factor about how we requested clients to set up their account in the first 5 minutes. Churn dropped 40% the next quarter — and it’s held.
See what we modified: The five-minute setup change
Every line does particular work. The opening establishes the downside. The center proves we tried the apparent fixes. The payoff hints at a particular change without revealing it. The click on is the only approach to close the loop.
The one rule that retains this trustworthy
Selling the click on only works if the touchdown web page retains the promise. If your subject line hints at a 40% churn drop and the web page delivers a obscure product tour, the reader learns to not trust you — and your open charges on the next electronic mail pays the price. The curiosity loop is a contract. Open it in the subject line, maintain it via the physique, close it on the web page. Every time.
If you get that proper, the click-through price takes care of itself.
Key Takeaways
The best advertising emails don’t attempt to close the sale in the inbox — they earn the click on and let the touchdown web page do the promoting, which adjustments how you write every half of the electronic mail from the subject line to the CTA.
Curiosity is the highest-leverage tool in electronic mail advertising, however only if it’s a contract: open the loop in the subject line, maintain it via the physique and close it on the touchdown web page — because a click on that leads nowhere destroys the trust your next open is determined by.
The effectiveness of every advertising electronic mail you ship comes down to 2 issues: the subject line and the physique. Miss on the subject line and the reader never opens the electronic mail. Nail the subject line however miss on the physique, and the reader never clicks the hyperlink.
But most electronic mail advice will get each mistaken in the same approach — it tells you to be clear, be direct and get to the point. That advice will get your electronic mail deleted.
The best-performing advertising emails I’ve written don’t attempt to close the sale in the inbox. They do one job: earn the click on. The touchdown web page does the promoting. When you perceive that separation of duties, every thing about how you write the electronic mail adjustments — the subject line, the opening, the physique, the call to action.
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