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The Lasso Blog

As sales and marketing professionals, we’re always searching for better ways to craft the perfect email – one that leads the reader to take the action you want. Whether it’s to come to your open house, read more about your project or community, or connect directly with you, email is the key to making it happen.

Leading a prospect down the path you want them to take doesn’t “just happen.” You need to make sure that each section of your email makes the reader want to take that next step. The subject line and pre-header should make them want to open your email. The hero image helps engage the reader and makes them want to read the body of the email. This continues all the way to your call-to-action.

In this blog we’re going to discuss each section of an email and how you can improve the content to increase email open and click rates:

Anatomy of a Perfect Email

Subject Line

David Ogilvy, the Father of Advertising, once said, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

The same can be said of subject lines. Make it engaging, interesting, and relevant. It doesn’t have to be clever, just meaningful so the reader wants to open the email to learn more.

One caveat, be mindful of spam filters when crafting your subject line. Symbols, emojis, and using ALL CAPS in your subject line may get caught in a spam filter and prevent your prospect from seeing your email at all! Avoid words like “SALE” “DISCOUNT” and FREE. Create a sense of urgency and encourage the click without using words that would trigger spam filters.


Typically the second line that appears in an email preview, the pre-header should be different than subject line and have a strong call to action with specifics including dates, prices etc. It’s a great way to grab their attention, without bogging down the copy in the body of your email.

Hero Image

We’re visual people. A professional image at the top of an email will catch the reader’s eye and keep them reading. The image should reflect the content of the email.

And, make sure the image is clickable with a link that’s the same as your call-to-action! Throughout your email you need to make it as simple as possible for people to take action. Linking images to your landing page means that when someone is on a mobile device it’s easier for them to visit your site.

TIP: Always measure whenever you can–make sure to add tracking to your website linksso you can see who and how many people are clicking on the links!


We like to see and hear our own name…so use tokens to give the email a personal touch to help make it feel more relevant.

Personalization in emails leads to higher click-throughs and conversions, but don’t use it beyond a couple of times in an email. You don’t want to make your copy sound awkward.

And, speaking of personalization, don’t forget to add your own branding so it’s obvious who is sending the email!)

Add a Date and Location

Make it easy for the prospect to add the appointment to their calendar or find your open house. Connect ICS files to the Calendar block and include a Google Maps link so they can find it with their phone.


When using images in email use an alternate image tag in the code. This code replaces the name of the image with an alternate name of your choosing. For example, if you have an image of a house in your email the image name is “house.png”. With an alt tag, you can change the name to alt=”The Charlotte Plan”. This way when images aren’t displayed immediately, or images aren’t automatically displayed in the email, the prospect can understand what the image is.

TIP: If you want to bring some life to your email, try adding a gif!


Bullets are a great way to make important items stand out and making the content scannable.


Be explicit with your call-to-action (CTA). This is the important step you want the prospect to take, so make it obvious what you want them to do next–‘Visit Our Showroom’ or ‘Reserve Your Spot’. Start your CTA with a verb so it encourages action.

It’s important to remember, your CTA should be appropriate based on the stage of the prospect’s buying journey. You wouldn’t ask someone to marry you on the first date, similarly “BUY NOW” would not be appropriate as the CTA for the first email you send.

Make it Easy to Reach Out

Let the prospect know the many ways available to reach you. Give them options! Some may want to connect socially while others may want to pick up the phone and call. Make sure to include in your signature all the ways to contact you.

It’s Your Turn–TEST!

We can provide general suggestions, but ultimately you need to understand what is important to your audience. And the best way to do that is through testing! Try different pictures, subject lines, pre-headers, etc. Find out what works best for your audience so you can increase your click rates and conversions.

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