Stories for Sale

EDMs | Evnex

I write Evnex’s emails for trade, business, and D2C. While helping the customer understand their own story is vital, the hook – i.e. the subject line – is the most crucial part.

I’m pretty against trickery in subject lines like “R.e:” or “Your card has declined” or “Your mother is unwell and asked us to reach out to you for Apple Store gift cards”.

This approach does not imbue trust, which is vital for good word-of-mouth and loyalty; really important traits in customers of a high-cost product.

Instead, I like to focus on the benefit to customers and direct them to the next steps to get there.

Below are some of Evnex’s best-performing emails.

Note: images of emails below are missing personalised fields

Site survey request
Conversion focus – this is for customers who have got a quote for installation, but haven’t crossed the finish line. We need to get them to complete the site survey so they’re invested in the process and pay.

Subject: [First name], let’s set up your installation!
Excerpt: We can’t wait to set up your [charger type]! To get things moving, we need to know a bit more about your home.
Nurture focus: these are customers who have complex installs and haven’t received a quote. We need more information from them to move them along the funnel.

Subject: Help us get your Evnex installation going.

Excerpt: To get us started, you’ll need to complete a short site survey about your intended home charging set up.
Conversion focus: Email designed to look like it’s from the deal owner – a follow up and nudge with a more personal approach.

Subject: A quick reminder: your quote is waiting!

Excerpt: [First name], did you get the chance to take a look at your quote? If it’s not the right time to buy, let me know when I should get back in touch.