The F Pattern: How to make Subscribers Actually Read Your Emails

Welcome back to the 17th edition of EcomAdvertisers Newsletter.

Before we get started, let me know if there’s anything you’re looking to learn around email marketing, we’re here to help you grow!

Your subscribers scan emails in a pattern before reading.

Here's how to get more engagement and importantly sales:

Most email marketers spend hours perfecting their copy...

Yet completely ignore how people consume content.

I learned this great technique from Chase Dimond. (One of email marketing's finest)

The F pattern is how your subscribers naturally scan your emails.

They read horizontally across the top, then drop down

And finally read horizontally once again.

This is the F pattern:

And if you look above, you will see me using it!

Below an excellent example Semrush implemented on their blog:

They reported that their visitor traffic increased by 64% by using this.

Simply because this style is much more reader friendly!

You want people to engage your emails, click and take an action.

But for them to do that, you need to get them to read.

Here’s an example from them.

Your most important information must be positioned along this pattern.

The first two horizontal lines? Those are prime real estate.

Make them count.

Your subscribers are making split-second decisions about whether to keep reading.

Those first few lines determine everything.

Then, as they scan vertically, your left-aligned headings and paragraph starts become crucial.

I've been testing this with our clients for months now.

At EcomAdvertisers we’re seeing click rates jump as high as +24% after restructuring emails.

Here's how you can implement the F pattern in your emails:

• Lead with your strongest hook in the first line

• Place key benefits at the start of each paragraph

• Use short paragraphs (1-3 lines max)

• Create plenty of white space between sections

• Include subheadings that grab attention

• Bold important phrases at the beginning of lines

• Left-align your most critical information

Think about your email as a series of scannable chunks.

Not a wall of text.

The easier you make it to scan, the more likely subscribers will actually read.

And if they read, they're more likely to click and buy.

This is especially critical for mobile users who make quick decisions about your emails.

Try restructuring your next campaign with the F pattern in mind.

You'll be amazed at how such a simple change can boost engagement.

Like everything else, use the F pattern, but don’t be afraid it when it makes sense.

Talk soon,
Daniel

Here are some ways we can work together:

🏆 Have Daniel’s team run your email marketing:
www.ecomadvertisers.com

💪 Have Daniel mentor you:
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📧 Get access to Daniel’s 50 Minute Klaviyo Email Masterclass:
masterclass.ecomadvertisers.com/em