Email Scarcity Mistake That Will Make Your Customers Hate You

This week we are checking out an email from NewMarket Health.
If you want to see a simple email that moves your readers' eyes down the page, this is a great example.

But...

It also makes a big mistake when it comes to using scarcity in an email.

Something like this is so bad it might turn your customers off forever.
I show you what to avoid in this week's Email breakdown.

Transcript

Today, we're talking about an email from Newmarket Health. Newmarket Health is a significant supplement company.

They do a lot of direct response mail, and they also do a lot of email marketing in general.

These are probably older individuals, 50 plus, and they're into alternative health, and they don't necessarily need to be educated on a lot of stuff.

They know the basics.

To give you a little insight into the sophistication of the market.

So let's look quick at the subject line.

"Alert stop viruses from hijacking your cells." Alert is excellent to get your attention in the inbox, and then, you know, the virus thing is very topical right now.

Not only that, thanks to the coronavirus, of course, people understand a little bit more about how viruses work.

And even if they didn't, that's very visual.

It's an excellent subject line.

You'll notice on this email that they get right to the point they don't spend a lot of time explaining things.

They start with the doctors named for credibility.

It also probably reminds them of who they signed up with to get this email. Then they announce a breakthrough.

It's very curiosity-focused. It sets me up to want to know what that breakthrough is.

So I automatically want to read into the following sentence.

The following sentence, stop viruses from hijacking your cells.

That's something I want to know.

That's why I clicked on the email.

And you can see how, even though this is a simple email, the sentences make me want to slide from one to the next and keep reading.

It's a flow that makes sense.

Every sentence is what I'm expecting to see next.

They give me the link to get the information I want.

And then underneath that, if maybe I haven't decided to click yet, you know, they remind me that this is valuable.

There's no charge free from the doctor.

What I'd like to see here, to make this email stronger,  is what does this make my future look like?

How does it help me?

I understand that stopping viruses from hijacking.

But if you could, you know, paint that visual picture here, it would make this a stronger email.

And the other thing I noted in this email was this piece. You may never see this information again.

So while it's still available, please go here now for information on boosting your immunity to viruses, including how to stop them from hijacking your cells.

I like that it goes into boosting your immunity in general.

It adds me another, you know, it adds another layer of why I would want this information.

But I'm thrown off by this. Why will I never see this again?

Is the doctor holding out on me?

Is there some reason why he's never going to be able to tell me this again?

It was curious.

It almost kind of made me dislike the doctor.

So if you're going to use that kind of scarcity, make sure you give me a reason why.

But overall, this is a good example of how you can take just a short email and get a lot of clicks, make it very easy to read, give it enough curiosity so the reader can't help but flow down the page and inject some value.

So I want to click.

And that is it for this week's copy conversations.

If you have any questions or would like someone to help you make your email stronger, let me know.

Want more awesome tips to help you write your own copy? Check out the other articles here.


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