Email designs are killing your sales

You spent 2 weeks creating an incredible email design.

Gradients, incredible photo assets, stunning visuals.

You generate 4 sales from an email to 27,000 subscribers.

Disappointment for everyone.

This is what I saw on my latest Klaviyo audit.

After 6 years in email marketing, I learned that email visuals are not what most people think.

Here is the 3 Step Design Framework my team and I use to design emails that sell:

Step 1 - Above the fold is where the money is made.

The first area of your email people see without scrolling.

Most people quickly scan an email and then they’re gone.

Our job is to capture their attention as fast as possible.

This is the Above The Fold Checklist me and my team follow, and I recommend you use it for every email you design.

Try to include as many of these as soon as the email loads:

→ Offer / Value what they have to gain
→ One goal and a single action only
→ Big and clear Call To Actions
→ Hook to grab attention
→ Display the product
→ Urgency/Scarcity

Step 2 - Design around ONE GOAL ONLY.

Remove ALL links that are not your Call To Action.

E.g. Header links and random CTAs.

Your email should operate around 1 single goal only.

Multiple actions destroy conversions.

Don't wreck your analytics and make results hard to measure.

Step 3 - Visually prioritize your goal first always.

In the email below, the first thing they said was "drag this email into your inbox"

As a second priority was "Today's special offer" Call to Action.

This will lead to a watered down message, fewer clicks...

And more importantly a loss in sales.

These can easily be 2 separate emails with separate actions.

Follow these when designing your emails and you will see an uplift in your sales.

Talk soon,
Daniel

P.S. Q4 is around the corner, if you want me to review your retention marketing and do a full audit go here.