Email strategy & mobile development.
Utilize inverted pyramid model. Centered focus on call to actions below the value prop.
Emails following this new model start with a succinct headline that highlights the key message of the campaign (know as the value proposition), before presenting supporting information and imagery to help convince readers of the benefits of clicking-through.
The reader is then presented with a prominent call to action button that makes it crystal clear what they should do next.
This new model encompasses best practices from the Behavioral Finance team and their findings. Thoughtful use of imager, call to actions and ease of use.
Location
Connecticut, USA
Services
+ UX & UI Design
+ Mobile first
+ Coding & Development
+ Integrate into Sales Force
+ Templatized new framework
+ Use BeFI best practices
+ Retain digital standards.
+ Desktop & Mobile tested.
+ Rethink the canvas.
Inverted Pyramid Model - Mockup
Grab Attention.
Build Anticipation.
Call to action.
The inverted pyramid is important because it helps direct the reader’s mind and eyes in the direction that you want them to take instead of having them simply skipping around to different areas.
The inverted pyramid model works particularly well for campaigns with a single message and a single call to action, but what about email campaigns that contain multiple messages and calls to action, like a newsletter?
The Inverted Pyramid Method works beautifully in onboarding emails, welcome emails, lifecycle emails, behavioral emails and promotional emails.
It also pairs nicely with the 1-2-3 method, which is another way to structure emails for maximum impact.
Design & methodology put in to practical use case.
Below is an example of a traditional marketing email and a side by side of its counterpart design using the inverted pyramid method. The first email was sent out to an audience and the open rate was 3%, the same email sent with the pyramid method saw an increase of open rates going up from 3% to over 30%.
By Simplifying the design to Grab Attention. Build Anticipation. Call to action.
Example email.
In this example, the length and the content is initially a barrier to the goal of the email.
Users to engage and review their account and gather metrics on when a user clicks login and gather a data set.
Same content, new design.
Applying the pyramid method, we have eliminated the intro text, and bring the user straight to our message and goal.
Everything in this email leads the recipient – both intellectually and visually – to the CTA button.
Additional examples & various layouts.
Regardless of the layout, invest time in minimizing distractions and honing focus. It’s a surefire way to improve the effectiveness of every email you send. The Inverted Pyramid Method is a template designed to help you create great emails by eliminating distractions.
In this method, the entire email builds towards a call to action. By the time the reader gets there, they are eager to click.
There is nothing else to do but click.
