Recap of Pop-Up Workshop Co-Hosted with Erica Walter of Email Mavens

By Amanda W. Higgins, enhanced by AI

On Thursday, March 7th Full Cup Solutions had the honor of hosting Erica Walter of Email Mavens as a guest presenter at our first-ever Pop-Up Workshop where she unveiled her wealth of knowledge and expertise on captivating emails that drive conversions. Erica's passion for email marketing shone brightly as she shared her proven formula for crafting subject lines that maximize open rates and ignite curiosity. Our session, titled "Creating Emails that Convert," resonated with our attendees, leaving them armed with actionable strategies and insights to transform their email campaigns into revenue-generating powerhouses. Erica generously shared her "W.H.A.M." formula, a four-step process that unravels the secrets of writing subject lines that command attention and compel recipients to take action. By brainstorming a diverse array of subject lines, incorporating hints that pique curiosity, making explicit requests for action, and emphasizing the tangible benefits of opening the email, Erica's formula provides a roadmap to crafting subject lines that resonate with recipients and entice them to delve deeper into the content. We extend our heartfelt gratitude to Erica for sharing her wisdom and illuminating our path toward email marketing mastery. Her guidance has left an indelible mark on our collective understanding of this powerful marketing tool, and we look forward to incorporating her insights into our future endeavors. Together, armed with the knowledge gained from this exceptional workshop, we embark on a journey toward crafting email campaigns that not only captivate and engage but also fuel our businesses with unprecedented success.

If you are interested in crafting effective email campaigns that drive revenue and improve brand visibility and customer loyalty keep reading – we’ve summarized the key learnings from our workshop, just for you!

The Most Critical Element of Any Campaign is WIIFM (What's in it for Me)

There's a saying in marketing: "People don't care about your product or service, they care about what it can do for them." This is especially true when it comes to email marketing. If you want your emails to get opened and read, you need to make sure you're providing your readers with something of value. This could be anything from a helpful tip or piece of information to a special offer or discount. But it's not just about sending out valuable content. You also need to make sure that your emails are well-written and engaging. If your emails are poorly written or boring, people will quickly delete them without even giving them a chance. So, how do you create emails that provide value and are also engaging?

Here are a few tips:

- Start with a strong subject line. Your subject line is the first thing people will see when they receive your email, so make sure it's attention-grabbing and relevant.

- Personalize your emails. Addressing your readers by name and using personalized content can help make your emails feel more relevant and engaging.

- Keep your emails concise. People don't have time to read long emails, so keep your messages short and to the point. - Use visuals. Adding images or videos to your emails can help make them more visually appealing and engaging.

- Test your emails. Before you send out a campaign, test it on a small group of people to make sure it looks and works the way you want it to.

Typical buyer motivations…

Need, acceptance, fear, health, impulse, pleasure, financial gain or aspiration. When it comes to understanding what motivates people to make purchases, there are several key factors that businesses should consider. These include the following:

1. Need: This is the most basic motivation for any purchase. People buy things because they need them to satisfy a basic requirement. For example, someone might buy food because they are hungry, or they might buy a new car because their old car is no longer reliable.

2. Acceptance: People are also motivated by their desire to be accepted by others. They may buy certain things to fit in with their peers, or they may buy things that make them feel more confident. For example, someone might buy a new outfit for a special event to feel more attractive and accepted.

3. Fear: Fear can also be a powerful motivator for purchases. People may buy things to protect themselves or their loved ones from harm. For example, someone might buy a home security system to protect their family from burglary, or they might buy a life insurance policy to provide financial security for their family in the event of their death.

4. Health: Health is another important factor that can motivate people to make purchases. They may buy things to improve their health or the health of their loved ones. For example, someone might buy a gym membership to improve their fitness, or they might buy a new mattress to improve their sleep quality.

5. Impulse: Impulse buying is another common motivation for purchases. People may buy things on impulse because they are feeling bored, stressed, or emotional. For example, someone might buy a new pair of shoes because they are feeling down, or they might buy a new gadget because they are feeling excited about a new technology.

6. Pleasure: People may also buy things simply because they want to enjoy them. They may buy things that please them or that make them feel good. For example, someone might buy a new book because they love to read, or they might buy a new piece of art because they appreciate beauty.

7. Financial gain: Finally, people may be motivated to buy things to make money. They may buy things that they can sell for a profit, or they may buy things that will help them save money. For example, someone might buy a new property to rent out, or they might buy a new energy-efficient appliance to reduce their utility bills.

8. Aspiration: People make purchases that are made based on how a consumer wants to feel or the type of person they aspire to be.

Conclusion: Understanding the different factors that motivate people to make purchases can help businesses develop marketing strategies that are more likely to be successful. By appealing to these motivations, businesses can increase their chances of converting leads into customers and boosting their sales.

The foundation of your email campaign lies in the four pillars of the "Copy Core": subject line, preview text, headline, and call to action. Each element plays a vital role in determining the success of your campaign, influencing whether your emails get opened, read, and acted upon. The subject line serves as the gateway to your email's content. It's the first thing recipients see and often determines whether they open your email or send it straight to the trash. Craft your subject lines to be clear, concise, and attention-grabbing. Personalization can work wonders, as it creates a sense of exclusivity and relevance for the recipient. A well-crafted subject line should pique curiosity, create a sense of urgency, and compel recipients to open the email. The preview text, is another opportunity to capture attention and entice recipients to open your email. It appears beneath the subject line and provides a glimpse of the email's content. Use this space wisely to offer a brief elaboration of the subject line or highlight a compelling incentive. Keep it concise, ideally under 100 characters, and ensure it adds value to the subject line. Once your email is opened, the headline takes center stage. It's your chance to make a strong first impression and communicate the core message of your email. The headline should be bold, attention-grabbing, and directly relevant to the subject line and preview text. It should also align with the overall purpose of the email campaign and provide a smooth transition into the body content. Finally, the call to action (CTA) serves as the driving force behind your email campaign, prompting recipients to take the desired action. Whether it's making a purchase, signing up for a webinar, or downloading an ebook, your CTA should be clear, compelling, and easy to follow. Place your CTA prominently within the email, ensuring it stands out visually and is easily accessible. Use action verbs and create a sense of urgency to encourage immediate action from your recipients.

Erica Walter shared her "W.H.A.M." formula for crafting effective subject lines that entice recipients to open emails.

Write 30 subject lines: Brainstorm a list of 30 potential subject lines. This forces you to think creatively and come up with a variety of options.

Hint at what's inside your offer: Give recipients a glimpse of what they can expect to find in the email. This creates curiosity and encourages them to open it.

Ask for action: Include a call to action in the subject line. Tell recipients what you want them to do, such as click on a link or make a purchase.

Make what's in it for me obvious: Show recipients how they will benefit from opening the email. Highlight the value of your offer and make it clear why they should take action. By following the W.H.A.M formula, you can create subject lines that grab attention, generate curiosity, and compel recipients to open your emails.

Here are some examples of subject lines that follow the W.H.A.M. formula:

"30% off your next purchase! Shop now!"

"New arrivals! See what's in store"

"Get your free copy of our new e-book!"

"Win a $100 gift card! Enter now!"

These subject lines are all attention-grabbing, hint at what's inside the email, ask for action, and make the benefits clear. By following the W.H.A.M. formula, you can create subject lines that will help you get more opens and clicks from your email campaigns.

The last piece of advice…

Send more emails! Many businesses make the mistake of sending too few emails, resulting in missed opportunities for engagement and revenue. By increasing the frequency of emails, businesses can nurture leads, build stronger relationships with customers, and drive more sales.

A special thank you to Erica Walter for sharing her insights, wisdom, and passion. If you’d like to learn more about Email Mavens check out her website www.emailmavens.com @emailmavens or her YouTube Channel.