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Hook-Story-Offer Email Structure
A direct response email structure where the subject line hooks attention, the body contains a compelling story, and the conclusion presents a clear offer or call-to-action.
How It Works
The hook creates curiosity and opens the email, the story builds emotional connection and credibility, and the offer provides a clear next step while the reader is emotionally engaged.
Components
Hook: Compelling subject line and preview text that creates curiosity
Story: Narrative that relates to the reader's problem or desired outcome
Offer: Clear value proposition with specific action to take
When to Use
For promotional emails in direct response marketing, product launches, or when trying to convert cold leads into warm prospects.
When Not to Use
For transactional emails, customer service communications, or brands that prefer subtle, non-promotional messaging.
Anti-Patterns to Avoid
Example
“Subject: 'The $10K mistake I made last Tuesday' (hook), story about a failed product launch, then offer for a course on avoiding launch mistakes with a limited-time bonus.”