Two themes of high-performing emails:
1. Selecting the right goal:
- By answering 5 w’s
2. Optimizing each part of your email to drive conversation
To focus on conversion that is the key.
Two key actions:
- The open:
+ Subject line: 41-50 characters, short and sweep; personalize it when appropriate; be creative
+ Preview text
- The click: need to write effective email copy ( email copy shows Why u sent this email; why u do; what u do; the value they get from it)