Improve Your Email Results with This One Technique

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Hello, and welcome back to another edition of eCommerce Alchemy - your one-stop destination for everything related to ecommerce growth.

Ever found yourself talking about an email days after you received it?

After running numerous experiments with eCommerce brands, I’ve discovered that the peak and the end of an email are what people remember the most. Imagine an email that features an exciting high point and concludes with a strong, memorable closing note. These are the key elements that make an email truly unforgettable.

In this newsletter, I’ll share how you can use this insight to craft emails that leave a lasting impression on your subscribers long after they’ve hit “send.”

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What Is the Peak-End Rule?

The Peak-End Rule is a fascinating psychological phenomenon where people remember an experience based on its most intense moments (the "peak") and its final moments (the "end"), rather than the average of the entire experience. Think of it like this: if you watch a movie with a thrilling climax and a satisfying ending, you're more likely to remember it positively, even if the rest of the film was just average.

Here’s a simple breakdown:

• Peak: The most intense or emotional moment of the experience.

• End: The final moments of the experience.

How to Apply the Peak-End Rule to Your Emails?

In email marketing, the Peak-End Rule can help you understand how people will remember and respond to your emails. By focusing on creating memorable peaks and positive endings, you can make your emails more engaging and effective.

Here’s how you can apply the Peak-End Rule to your email campaigns:

1. Create Memorable Peaks

Highlight Big Promotions

Your biggest promotions should be front and centre in your emails. Use bold visuals and clear, compelling language to make these deals irresistible. Here’s a look at how major e-commerce brands excel in this area:

• Amazon’s Prime Day Sales: Amazon knows how to showcase their top deals with eye-catching graphics and urgent language. Their promotions are hard to miss and designed to grab immediate attention.

• How You Can Implement This: Place your biggest promotions prominently in your emails. Use large, vibrant images and bold text to highlight your offers. Phrases like “Limited Time Only” or “Don’t Miss Out!” can create a sense of urgency and drive action.

Engage with Exciting Content

Share content that captures your audience’s interest and excites them. Whether it’s a new product launch or a special announcement, make it something memorable:

• Apple’s AirPods Pro Launch: Apple’s email for the AirPods Pro launch is a great example. They emphasise the sleek design and features of the product, using clean visuals and concise information to make a strong impact.

• Why This Works: The minimalist design and sleek imagery put the product in the spotlight, encouraging users to learn more and make a purchase.

• How You Can Implement This: When announcing new products or special offers, ensure your content is visually appealing and packed with details. Use high-quality photos and engaging descriptions to capture your audience’s interest.

Personalise Your Emails

Tailor your emails to each recipient to make them more relevant and engaging. Personalization can boost engagement significantly:

• Netflix’s Personalised Recommendations: Netflix excels at sending personalised recommendations based on users’ viewing history. This approach makes their emails feel special and relevant.

• Why It Matters: Personalization helps cut down on search time for users and keeps them engaged with your platform or product. By recommending products based on previous preferences, you provide a better shopping experience.

• How You Can Implement This: Use data from past purchases or browsing behaviour to personalise your email content. Address recipients by name and suggest products that match their interests to make your emails feel more relevant.

2. End on a High Note

Include a Clear CTA

Wrap up your email with a straightforward call to action (CTA). Make it easy for recipients to understand what to do next:

• Sephora’s CTA: Sephora often ends their emails with a clear “Shop Now” button. This simplicity helps readers take immediate action.

• How You Can Implement This: Use a prominent, action-oriented CTA button in your emails. Ensure it stands out and clearly directs the recipient to the next step, whether that’s making a purchase, using a discount code, or exploring your website.

Finish with a Positive Note

End your email on a positive, uplifting note to leave a good impression:

• Nordstrom’s Emails: Nordstrom’s holiday campaigns are more than just sales pitches—they’re heartfelt thank you notes. They use special occasions to send warm, personalised messages, making customers feel appreciated.

• How You Can Implement This: Express gratitude or enthusiasm in your email’s closing. Thank your subscribers for their support or show excitement for future interactions to build a positive connection.

Offer a Special Deal

Include an exclusive offer or deal at the end of your email to create a lasting impression:

• Asos’s Exclusive Discounts: Asos frequently adds exclusive discount codes or special offers at the end of their emails, encouraging readers to act quickly.

• How You Can Implement This: Consider adding a special, time-limited offer or discount code at the end of your emails. This creates a sense of urgency and provides an extra incentive for readers to take action.

Example Email Structure

Here are more examples of how you can create memorable peak moments and strong endings in your email campaigns:

Peak Moments

1. Limited-Time Offers:

   • Flash Sale! 24 hours only – Get 40% off all items!

   • Exclusive Early Access to our Black Friday Deals – Shop Now!

2. Exciting Announcements:

   • Introducing our New Summer Collection – Fresh Styles Just for You!

   • We’ve Just Launched a New Feature – See What’s New!

3. Personalised Recommendations:

   • Handpicked Just for You – Based on Your Recent Purchases

   • Your Favourites Are Back in Stock!

4. Compelling Story or Testimonial:

   • How Jane Found Her Perfect Outfit with Us

   • Customer Spotlight: Why [Customer Name] Loves Our Products

5. Unique Content:

   • Top 10 Tips for a Sustainable Lifestyle

   • Behind the Scenes: How We Create Our Eco-Friendly Products

Strong Endings

1. Clear Call to Action (CTA):

   • Shop Now and Save Big!

   • Discover More – Click Here to Explore Our Collection

2. Exclusive Offers:

   • Use Code WELCOME10 for 10% Off Your First Order!

   • Get Free Shipping on Orders Over $50 – Shop Today!

3. Positive Closing Message:

   • Thank you for being a part of our community. We appreciate your support!

   • We’re excited to continue this journey with you. Stay tuned for more exciting updates!

4. Loyalty Rewards:

   • Earn Double Points on Your Next Purchase – Just for Being a Loyal Customer!

   • Refer a Friend and Both of You Receive 20% Off Your Next Orders!

5. Next Steps or Upcoming Events:

   • Stay Tuned for Our Upcoming Webinar on Sustainable Fashion!

   • Join Us for a Live Q&A Session Next Week – Don’t Miss It!

By focusing on these elements, you can create emails that are more likely to be remembered positively by your recipients, increasing engagement and driving more conversions for your e-commerce brand.

Happy emailing!