Using a Different From Name to Stand Out in the Inbox

Anyone hungry?

I’m on a delicious little kick with these email breakdowns.

This one is a little healthier than the Last Crumb email I broke down last week. But still worth taking a long look at.

This week we are breaking down an email from a keto weight loss brand – Konscious Keto

Before I jump in, I know that I promised you a recipe email. And I was planning on doing a recipe email that I received from Konscious Keto until they sent this email last week.

Since I didn’t want to break down two emails from the same brand… I shelved the recipe email in favor of this new one. I think you’ll see why.

As a reminder, every week I am going to pick a different email that I read and that “made me click.” I’ll break down the email from the subject line to CTA and share what I think they did really well. 

Hopefully I can share some insights into what makes a really good email and how you can use these insights to improve your click through rates and email conversions. 

If you have an email that “made you click” and you’d like me to break it down, shoot me an email at ben@henkenmarketing.com.

Now let’s get onto the good stuff…

Wait… Who Is This Email From?

If you follow or have learned from Ian Stanley you recognize this tactic as something he popularized. 

Here Konscious Keto has changed the “from” line to be “Sweet Tooth.”

This is a great pattern interrupt, but I would caution you to use it sparingly.

I would also encourage you to try and use something that connects more with the reader.

In this case I might have gone with “Your Sweet Tooth.”

Anyways, it still grabbed my attention in an inbox full of promotional emails and got me to open.

The subject line is more clever than clear. “Juicy red jewels of deliciousness” doesn’t really mean anything. I might have swapped the subject line and preview text here. 

So something like…

From Name: Your Sweet Tooth

Subject Line: How to satisfy me AND support a healthy Keto lifestyle

Preview Text: WIth juicy red jewels of deliciousness

Keeps all of the same elements but makes it a little more cohesive. 

These Strawberries Taste Like… Strawberries

Any Super Troopers fans here? I couldn’t resist.

I have very mixed feelings about the first part. But let’s start off with what I liked…

>>There’s an immediate connection to the subject line – “ruby red jewels”

You always want to make sure you are delivering on your subject line within the first few sentences of your email. It’s part of the slippery slope of copy that keeps the reader reading.

If you open an email and don’t get that immediate connection, you’re much more likely to close out the email and move on.

This email does a great job of immediately connecting to their subject line in a way that makes it cohesive.

>>I can almost taste the strawberries

As someone who loves a fresh strawberry in the summer when they are at their peak, the first part of this email gets my mouth watering just a little bit.

This section is identifying who the product is for.

Do you like strawberries? Then we have something for you.

You don’t like strawberries? Then probably best to move on.

There are a couple things that I think could really be tightened up here though…

>>”Hello fellow Keto VIP”

That’s not me…

I’m just here for the ride. I haven’t purchased anything yet. And I honestly don’t do Keto.

I’m just on the list for the emails…

Now I know that means I’m not the Ideal Customer Avatar and they aren’t marketing to me. 

BUT… I think that the term VIP should be reserved for your frequent purchasers or your big spenders.

If you don’t have a VIP segment in your Klaviyo store… set one up. And treat them like VIPs. They are your best customers.

>>Sorry, do you have something in your throat?

This is a prime example of throat clearing. I think you could take all of this and boil it down to ONE sentence. Get to the good stuff quicker.

“I crave those juicy red jewels with flavor that explodes with sweetness and have a little tangy kick that leave me wanting more every time 🍓

That’s right, I’m in love with strawberries…”

Not perfect. But this allows us to get to the first CTA quicker. 

The First CTA of Many

There are four calls to action throughout this email. Each a little different, but each one goes to the same place.

I’ll break down each one.

For the first one you’ve got a social proof element.

“This INSANELY popular flavor” indicates that it’s one that has been purchased and loved by many. And if you go to the sales page, that is evident with all of the testimonials. 

If you’ve been on Koncsious Keto’s mailing list, you may have noticed that they like to use the open loop concept for their CTAs. Rather than telling you what the product is, they try to get you to click to find out.

Here they are stuck between a rock and a hard place. They are still trying to use the concept but it loses a little oomph because you already know that it’s a Strawberry flavored shake. (At least you do if you’ve been paying any attention.)

But for the first CTA you are focused on the “low hanging fruit,” pun intended. Anyone who’s been waiting for this to be back in stock or anyone who is ready to buy. Give them an opportunity to do so. Don’t make them scroll all the way to the bottom of the email.

More Sensory Copy

Time to address some objections. Does it taste good? Is it good for me?

One of the main objections with Keto supplements and shakes is the taste. Finding something that fits a Keto lifestyle, includes all the nutrients you need, AND tastes good is the ultimate success.

That’s why this copy focuses so much on how good this flavor tastes.

This is a spot where dropping in a customer testimonial might have been a good idea. Someone talking about how good it tastes.

That would really lend some credibility for the claim of how good this shake tastes.

I like that Konscious Keto mentions the essential nutrients and superfoods, but doesn’t dive deep into them. This email is all about how GOOD the shake tastes. Not about the nutritional value. Having a singular focus makes this email easy to read and follow along with.

CTA Number Two

Different CTA – Same result.

There’s the “rule of one” when it comes to email. Focus on ONE objective. One click.

But the cool part is that you can have multiple CTAs. Different copy, different format. But make sure they are all congruent.

Our first CTA talked about this INSANELY popular flavor. Second one mentions THE perfect Keto meal supplement.

Once again, their CTA opens that little loop that your brain wants to close. They don’t explicitly say what the supplement is… you know what it is, but your brain wants to confirm. 

So you’re more likely to click the link than if the CTA was… “grab your Strawberry Keto Milkshake today!”

Remember, the goal of every email is to get the click.

The next line connects back to the first CTA – “whenever it comes back in stock.” Another subtle hint that this is a popular flavor.

CTA Number 3 – Let’s Get Straight To The Point

If you haven’t already clicked on one of the previous CTAs… here’s your “final” opportunity.

No open loop here. Just a final call to check out the Strawberry Cheesecake Keto Shake.

And one more reminder of how good it tastes.

Finally the sign-off from Cathy. All of Konscious Keto’s emails are from Cathy, the face of the brand. Emails always perform better when they are from ONE person rather than a brand. So I love that “Cathy” (who’s a real person) signs off on each email.

Don’t Forget the PostScript

The P.S. is always a great opportunity to capture some more clicks. This final CTA is an open loop to engage with a community. 

Unfortunately, I think this one is a little disingenuous… as it’s just a link to the Strawberry Keto Milkshake product page.

Having a P.S. is a great idea, and connecting to testimonials and reviews is always great…

But this CTA comes off a little like clickbait… which is a bummer since this was such a good email.

Lessons:

>>Always follow the rule of one.

There are a lot of angles to sell this Strawberry Keto Milkshake. 

The nutrients and superfoods includes, how popular it is, the fact that it goes out of stock frequently, and the flavor.

Many times I’ll see writers try to incorporate ALL of these into ONE email. And it just becomes a jumbled mess.

Here Konscious Keto focused on ONE message – how delicious it tastes.

>>Have multiple CTAs

The rules of one doesn’t mean you can only have ONE CTA.

Include multiple CTAs with different angles and presentations. But they should all lead to the same place.

>>Be creative with your from name

The whole reason this email stood out was the from name. I honestly wouldn’t have clicked or read if this email came from Cathy at Konscious Keto.

Don’t be afraid to be creative and test out some creative ideas from time to time. See what resonates with your audience.

Preview for next week

I’ve been getting blown up recently with emails for Grant Cardone’s 5 day challenge. Emails from Grant, Russel Brunson, Tony Robbins, Dean Graziosi, Brad Sumrock, and more…

I’ll break down one of those emails next week.

Until then… if you’ve got an email that “Made You Click” send it my way so that I can include it in my weekly breakdown. You can forward emails to ben@henkenmarketing.com

Next Steps

1. Leave a comment below – what did you think of this email? What did you like or dislike?
2. Share this breakdown with someone you know – know anyone with a DTC ecom store? Share this breakdown with them and they’ll thank you for it.
3. Follow me on LinkedIn for more content – and connect with me if you are an email marketer, ecommerce business owner, or course creator.