A customer sees an HTML email:
“Alright, what are you trying to sell me today?”
A customer sees a plain text email with a hook:
“Wait. What’s this?”
The objective is the same: to sell products. But the reaction is completely different.
Today we’re looking at a one of those plain text emails from BRĒZ, a cannabis-infused beverage brand. What I like about this email is the simplicity. It focuses on ONE customer objection and handles it with strong direct response copy.
Let’s jump right in…
Key takeaways:
- Meta/TikTok ads comment sections and Reddit are sources for copywriting gold. Monitor those channels for customer objections.
- “When you put your headline in quotes, you increase recall by an average of 28 percent,” – David Ogilvy. Does this also apply to subject lines? I don’t know. But I do know that customer quotes as subject lines tend to perform well.
- Conversational copy wins. If you were to throw this email in Grammarly, it would come back as red. Ignore it and write like you speak.
- Use sensory copy to describe your product. “Lightly sweet, citrusy, with a bit of a bite” helps create the mental picture in the customer’s head.
- Metaphors like “Sprite for adults” can make ideas memorable and sticky. What metaphors apply to your product?
- Send emails from a real person. If you’ve been blasting your list with campaigns from your brand, mix it up and attach a name to the email.
- Always sell in the email and direct the reader back to your website.
What’s next:
Pick one main customer objection and handle it like a boss.
If you haven’t already, grab my 21 creative email campaign angles.
