Are your email campaigns as effective as they could be? If you’re not designing your campaigns the right way, then you might not be capturing your audience’s attention and getting your key messages across, and this can result in fewer people clicking-through from your campaigns than you’d like.
That’s where the inverted pyramid model comes in.
What is the inverted pyramid model and why does it work?
Research shows that an adult’s attention span is, on average, eight seconds.
With such a short attention span, you can’t assume people will actually read your campaigns word for word. Instead, it’s likely that they’ll quickly scan over them.
Because of this, it’s important to deliberately structure your campaigns so that they draw in these scanning readers and focus their attention on the key elements of your campaign.
The inverted pyramid model can help you do exactly that. It’s essentially a framework for structuring the elements of your email campaigns (headers, imagery, buttons, etc.) so that they work together to draw people in, deliver the key messages of your campaign and get them to click-through.
As the example above shows, emails following the model start with a succinct headline that highlights the key message of the campaign before presenting supporting information and imagery to help convince readers of the benefits of clicking-through. Finally, once the reader has been convinced of the benefits, they are presented with a prominent call to action button that makes it crystal clear what they should do next.
As you can see, 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, such as a newsletter?
Turns out, the inverted pyramid model also works extremely well for those types of campaigns too.
Despite containing multiple pieces of content, the information is broken down into easily consumable sections and the inverted pyramid model is used within each section to draw scanning readers in and focus their attention on the prominent call to action button.
How to integrate the inverted pyramid
model into your email newsletter
1. Create a killer value proposition
A value proposition is a short statement that concisely explains the benefits you get from using a particular product or service. A good value proposition explains to the reader what the offer is and why they should care about it.
2. Use amazing imagery
Research shows that the human brain processes visuals 60,000 times faster than text, making them a critical part of the inverted pyramid model.
If you’re like most marketers who don’t have Photoshop skills and a design background, creating beautiful images like this can seem out of reach.
However, using tools like Teesnap Campaigns, you can crop, resize, brighten, sharpen, and enhance images to create professional-looking designs in minutes right from within the email builder.
Here are a few other tools and resources that can help you create images for your campaigns, including:
- Canva – A simple, online graphic design tool built to help marketers like you create amazing images for your campaigns.
- Jing – Jing captures anything you see on your computer screen, as an image or short video, and lets you share it instantly. Get your free account today!
3. Write succinct copy
In today’s world of increasing distractions and short attention spans, it’s clear that writing long paragraphs of text in your email campaigns isn’t the best approach.
Instead, you need to write short, succinct copy that gets your key messages across in the most simple way.
4. Include a prominent call to action
The final step in creating an effective email using the inverted pyramid model is adding a prominent call to action.
There are a number of ways you can do this, but testing shows that using a large button delivers the best results. In fact, we are seeing a 28% increase in conversions when we tested using a button as opposed to just a text link.
If you’re a Teesnap customer, you can easily add beautiful buttons that work across all devices by simply dragging and dropping the button wherever you need it.
