The calls to action are bold, clear and friction-free. The benefits for the user read like a short narrative:īy keeping the focus on the user, who would love to alleviate this pain point, Evernote reduces opportunities for distraction. Rather than bombard the user with a list of features, Evernote identifies the problem and offers a solution. Sure, you can do all kinds of other things but the core of the product focuses directly on this problem. Sharing feedback on PDFs is a problem for many businesses. Why, when there are so many other features? This email focuses only on the ability to mark up PDFs. Users can edit, mark up, resize and pixelate images and PDFs. The Evernote annotation tool is really powerful. (Check out Hemingway App for an easy way to edit your own writing.) 4. Nearly every sentence in this email begins with an action verb.Īction verbs keep your sentences short and clear. Verbs, on the other hand, are the muscle-men of the beach.Īnd after all, if your goal is to make your readers ACT, doesn’t it make sense to focus on the ACTion words in your writing? Verbs are about action, just like conversion, says Daphne Gray-Grant.įorget about adjectives – they’re as floppy as a gaggle of 98-lb weaklings. You don’t need to be Hemingway to put this into practice. He replaces flowery language with powerful verbs. Hemingway’s sparse writing style is driven by verbs rather than adjectives and adverbs. One of the writing best practices made famous by Ernest Hemingway is the use of action verbs. They even used a GIF to demonstrate how it works: The email focuses entirely on the value of the feature, then prompts the reader to learn more about upgrading. In this case, Evernote is teasing their PDF Annotation feature. Why would a free user want to pay money to use a product they already have access to? It explains the benefit before the call to action. Maybe we’ll break this one down next time.)įrom the word go, we’re off to a good start. (Like this one … a perfect example of everything wrong with email marketing. It’s much more relevant than most of the promotional email I receive. In fact, I actually seem like just the right customer for this product.
Here are five key reasons this email rocks. We heard from our readers that this format is fun, so we’re going to break this email down to examine why it’s so effective. But as Evernote proves in this example, it doesn’t have to be that way. One of the reasons we focus on transactional and behavioral emails is because most promotional emails stink.
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