The two identical emails below, promoting a "free + shipping" offer, were sent out by Survival Life & Absolute Rights, affiliated companies run by well-known...View More marketer Ryan Deiss. Ryan is famous for what he calls "tripwire" offers which are low-priced or free + shipping offers made to attract customers into your funnel & upsell them. Amongst Ryan's many affiliated brands, he has dozens of tripwire offers that are constantly circulating & his promotional emails are primarily focused on providing your shipping address to get these free or low-cost items. In this case, the item is a high-powered lamp which is accompanied by a demonstration-type photo to help effectively get across just how bright the light actually is. Both emails are identical except for the logo & custom salutation. They were sent out 4 months apart from each other.
“Order Update” Email Hook from Survival Life & Absolute Rights (Ryan Deiss) Swiped in September 2016
The subject lines in these emails are designed to make you do a double-take by using wording like "order update" and "on hold" - both of these tend to make you think that you actually placed an order & the item is on hold. It's a little sneaky, but it works.
Every tripwire email I've seen from these companies includes a photo of the product. Since the focus is the product, I'd assume including a good product photo is often more effective than just selling with urgency, scarcity & worded descriptions.
"It's almost gone", "you need to hurry" & "it's on hold" are all examples of wording you often find in these "tripwire" emails to encourage fast action.
Like all of Ryan's brands do, personalize your sign-off message to fit your personality & audience. Focus on making it more meaningful & unique than your typical "Sincerely" or "Best" sign-off.
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!
Visit the archives of this swipe's source URL or view past screenshots of survivallife.com below.