What is an email hook?
Every email needs a hook. A hook is nothing more than a sentence that grabs the recipient's attention so they take action.
Usually, a hook triggers an emotion. It can be something that makes you laugh. It can be something that addresses the recipient's pain points or even something offensive.
Email hooks appeal to the limbic brain. They invoke an immediate response that the recipient doesn't have to think about. They can be a call to action, moving the reader further down the sales funnel. More often, they pose a question that the reader will say "I don't have a good answer for that," motivating them to read the rest of your message.
Where do you place the hook in the email?
Hooks can be anywhere in the email. The best practices for writing subject lines encourage writing an email hook in the subject line to get the recipient to open the email.
In the subject line
A statistic—or even just a number—or an interesting fact is a great way to write a catchy subject line. It doesn't even make any difference whether you explain that fact or number or statistic in the email itself—if your reader can quickly scan down to the next hook.
In the opening sentence
Another place for an email hook is the first sentence in the email. Surprisingly, people are more or less likely to respond to your email if you don't answer the question you pose at the beginning of the communication. After all, your objective is to get your prospects more interested in your product or service than in the teaser line at the beginning.
But an even better hook in the lead sentence is some fact or statistic that relates directly to the reader. As you learn more and more about how to write an email and build up a strong following, more and more of your prospects and customers will build their own strong digital presence with your brand.
Throughout the body of the email
Flattery often gets you to a sales decision. Place personalization hooks throughout your copy. The reason this works is that email recipients love to be acknowledged as individuals, not just as anonymous members of a market segment.
By integrating Mailchimp with Linkedin lead integration, for instance, you can customize your marketing by your prospects' job titles, their professional and personal interests, and their activity on the LinkedIn platform.
You don't have to do a lot of talking about your value proposition or your product to persuade the recipient of your email to want more information on what you have to offer. They will take control of their search for information about your company and ask you what you can do for them.