Rarely have I seen an email that I will give an 8 out of 10. 

But this week’s email comes in at a strong 9.

So, what makes it great? And what are the bad parts that stole that 1 away? 

Well, here is Calendy’s behavior-triggered email audit below: 

Goodies

1. A clear next step.

Something that happens quite often is that most people try to put everything in a single email.

I get that the idea is to strike while the iron is hot, but it doesn’t help your readers because you overwhelm them with too many choices.

There’s so much to do, leading to decision fatigue. With this email, you see a clear next step, which is to download a web browser extension. 

2. Use of images to make the CTA more effective.

This happened because of two reasons (that I can tell as an email strategist looking in from the outside).

The first is that this is based on data retrieved from research. They found that most of their users use Calendly on either of these 3 browsers, therefore it is easy to use images to strengthen the call-to-action.

The second reason is that there is a single and simple next step. 

3. Happened after an important milestone.

This email was sent at the right time.

And that’s just juicy.

As a CMO or business owner who does your own emails, you want to send timely emails.

I got this email immediately after the 10th meeting was booked. And the fact that it is a behavior-triggered email makes it more effective. 

4. Taps into the psychological effect of a sense of belonging.

This email succeeds at instilling in the reader that they are an important part of the Calendly community.

It sends a message that the user is appreciated, seen and they are taking notes. When we say that email marketing is great for building brand loyalty, this is a great example. 

Uglies

1. A little disappointed about the hierarchy of the images.

Chrome has a larger market share than Firefox, and therefore that middle space should have been reserved for it.

According to Jay Crisp Crow, in website/email design, the choicest option should be placed in the middle, and since they are all clickable images, it would have worked better.

Conclusion

We’ve discussed some great points as to why this email worked.

And there are some things here that could prove useful to you if email marketing is a source of revenue generation for your business.

Remember, though, that the best email funnels are the ones tailored to fit the needs of your business. So remember to test everything.