Key Takeaways

• If a subscriber doesn't open or click on one of your emails, follow up with them. If they didn't see your email, it's as easy as resending the same email. If that doesn't work, try switching up the subject line, like Frank did.
• When pitching a free book, try the direct "what's your address?" hook. It's used consistently by top marketers because it works. Since the item is "free", there's lower buying resistance & you can be more direct.
• Like Frank, always include plenty of call-to-action links throughout your emails. In this case, there are four (including the book image) & all are labeled differently.
• Try using "gift" or "present" to describe your free offer. As I point out in the annotations, it's normally considered rude to reject someone's present or gift to you. Instead, you'd accept it & do what you want with it after.
• Frank often uses smilely faces in his email copy, which can make for a more playful & disarming tone.
• Never discount the power of a good postscript. There is no rule that your postscript has to be short & only focus on one thing. Frank's P.S. is almost as long as the rest of the email and as you can see in the annotations, he covers a lot.

Analyst Spotlight

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!