The ORTE Model: MailNinja’s Guide to Creating Emails that Get Results

Micheli , Invited guest @ Mailrelay

Most email marketing software allows you to send out well-timed newsletters. But how to keep the content relatable to your readers? How to make sure that you send out the “right” messages? Well, a crucial component of high-quality emails is sender authority. Whether you run an online website with cool games like Fruit Blast or sell hand-made lampshades, you need to first authenticate the area your recipients are residing in. When done right, it guarantees efficiency in your email delivery. And the MailNinja’s ORTE mannequin is here to help you with this. It consists of 4 core principles (Opportunity, Timing, Relevancy, Execution) of every successful email marketing campaign. Let’s take a closer look.


The most lucrative opportunities are in finding alternatives to all the ordinary steps in your email marketing strategy. The key is to try something completely different, aim at making your mark, be unique, and cut off the noise.

Marketing via social media has become quite common. However, for some reason, companies shy away from using email marketing services. This is your opportunity. By simply sending more emails than any other business in your field, you’ll stand out. But what if you’ve noticed that emails, in general, get a low open rate? This is another place to try something unique and be different. Send uniquely personalized emails with content that relates to your readers more than your competitors’ newsletters.

Study your competitors. Maybe they are sending out too many emails. But perhaps their emails have a better design? You can use this research info as your benchmark. But don’t stop there. If you want to take your emails to the next level, you should also study businesses outside your industry. This enables you to create truly distinctive content for your readers.

Plus, knowing what your prime opponents are doing, you can start converting their clients via your better advertising. Make your content more relatable than anyone else’s in the industry. Plus, offer the best discounts and promotions.

But while your upgrading your content, don’t forget the strengths of your existing marketing program. What’s already working in your email ads? Various email marketing services enable you to set up A/B testing and create little experiments. Discover the gold in your campaigns and do more of the same.

Obviously, testing can also expose various weaknesses in your emailing strategy. If you discover something that is dragging down your engagement rates, consider investing in email marketing tools, or hiring skilled professionals. If your budget is too tight to hire someone, then you can also learn to write better emails yourself. Google some examples of excellent and converting Emails and use these as an inspiration. Take note of how these emails use formatting and personalization. Plus, most great emails are readable comfortably both from desktop and smartphone screens. People are purchasing products and services via mobile screens more than ever before. So make sure your newsletters are also mobile-friendly.

Remember, the viewer’s perspective is paramount. It’s much more important than your own point of view. If consumers can read your emails from any screen, and the text speaks to them in a familiar language, they are more likely to develop loyalty to your brand. And remember to reward your most loyal clients with awesome rewards.

Another important step in making your content as engaging as possible is identifying your best-selling products. Once you’ve found out which of your products are performing finest, you can increase promotions on less popular items and continue showcasing the items that people already love.


Let’s take a closer look at some email marketing tips on how to create specific and relevant personalized content for your readers.

Firstly, there are lots of possible feelings you can be triggering with your emails. Here are some:

  • Pride
  • Anget
  • Guilt
  • Exclusivity
  • The Fear of Missing Out (FOMO)
  • Curiosity
  • Love
  • Belonging
  • Trust

Why is it important to trigger emotions with your marketing emails? It’s simple. Feelings make people take action. And one of the best systems to elicit emotions is the AIDA formula. It has the following steps:

1. Attention

The first thing your email should do is to grab the reader’s attention. And the most important part of getting the attention is coming up with effective subject lines. And the thing is that you shouldn’t shy away from using clickbait headlines. They can be very effective to grab the recipients’ attention when used properly.

2. Interest

Did you know that a reader spends on average 12 seconds with your email after opening it? This is quite a long time. But it’s not enough if your message is soggy, the copy is too long, the CTA is not visible, and the email is not optimized for a smartphone. If the content of your email is poor, all you’ve achieved was making the readers curious with your headline.

3. Desire

What do you need to do to make someone desire your product? Well, believe it or not, but with a clear message and the right recipient, all you need is a great product.

4. Action

As soon as a prospect desires your product, you can immediately try to transform the desire into action via a well-placed CTA button.

So this is the AIDA model. Do you need to include each step in your every email? Not always. You can skip steps 2 and 3 in emails for long-time customers who have subscribed to your list and are eagerly expecting every newsletter from you. All you need to do is grab their attention, and provide an easy-to-follow CTA button.

The most important thing is to consider demographics. You need to send out different types of content to different types of audiences. Have you heard of what is email marketing segmentation? It’s basically the art of ensuring that people of all ages, genders, and backgrounds can engage with your texts. It’s a powerful mechanism that should be included in every marketing plan.

And segmentation begins with your opt-in box. When people sign up for your newsletter, you can use the opportunity and ask them for additional information. If you haven’t done that already, then you could conduct a survey to collect some extra data.


Look, good timing matters a lot when sending out your newsletter. The two main factors to consider are your subscribers’ timezones and the times with the best open rates. If you’re sending your newsletter to people across the globe, you shouldn’t send it to everybody according to your own timezone. Plus, people have different times in different regions when they prefer to receive offers. Study the countries you’re targeting and find out if most people engage with their smartphones in the mornings or evenings. However, that kind of data can be difficult to find. The best way to be sure that a certain approach works or not is to test it out.


Value proposition

What are the main advantages of your product? This part is all about pointing out the best parts of your product to the reader. However, you should refrain from using buzz-words to up the value of your products. The result of using advanced phrases will be the opposite: your offering will lose credibility and the ad will only overwhelm the reader. Also, if you’re going to write about an issue, keep it industry-specific. That’s what your readers are expecting from you. The aim of your writing should be to improve engagement and make readers click on your website.


How do you design your emails? Do you include a picture of your products? You should. The best results come from emails that have about 60% text and 40% pictures. This excludes the text of the subject line and CTA.

You can use the concept of a reversed pyramid as guidance to writing your emails. You start by introducing various advantages the user is going to get when using your product. The aim is to direct the reader down to the CTA button.

Color psychology

Try to choose colors that are captivating and interesting. It’s as simple as that. Plus, after choosing a primary color for your design, consider choosing an opposite color for the CTA button to make it pop out even more.

If you’re sending your emails to lots of different countries, then you should know that different colors have different meanings in individual countries. For example, the color red symbolizes love and passion in most western cultures. In China, red is associated with prosperity and good luck.

Email Marketing for Casino Operators

Email marketing remains an efficient tool for all sorts of businesses. And casino operators are no exception. Improving acquisition and retention rates are only some of the benefits of email marketing that online casinos can enjoy. Emails give casinos a chance to boost traffic to their website. But as stated above, the emails are effective only if they provide high-value content. And if you’ve already amped up the quality of your content, then you should send out emails as often as possible.

Let’s take a look at what goes into a typical well-crafted email from an online casino:

An interesting opening. Mentioning the recipient’s first name and starting off with a friendly tone is often enough to get the reader interested in your message. A great way to open an email is by giving the reader a sneak-peek of what’s to come.

Make sure the recipient knows who sent the mail. Believe it or not, but some online casinos that fail to feature their name in the email. This only leaves the readers puzzled. Having the name of your establishment on the emails makes your brand look more trustworthy.

The subject line has to catch attention. It’s what encourages the recipient to open the email in the first place. Writing the perfect subject line, however, is tricky. You don’t want to reveal too much information. But at the same time, the line needs to be captivating enough to make the reader open the email. And read it all the way through.

Know your audience. This is crucial to all email marketing, but especially for emails from an online casino. If you send an email to the wrong demographic or audience, it can backlash harshly. Before sending anything out, it’s important to understand who is part of your email list and which kind of content they prefer.

What’s the purpose of your email campaign? If you define and convey your every email’s purpose right from the beginning, your emails will be much more likely to read. Nothing makes the reader stop reading faster than a chunk of complicated text at the opening.


So these were the 4 pillars of the ORTE mannequin. Following these guidelines will make your email advertising campaigns much more profitable. The principles of Opportunity, Relevancy, Timing, and Execution allow you to send highly focused and personalized emails that get opened and read. So before launching your next email campaign, study your competitors, and the market, and make sure that you’re sending out great content with great timing. Soon enough your readers can’t wait to get another great email from you.

Author’s bio:

This article was written by Thomas Glare, an experienced copywriter specializing in email marketing for online casinos. His clients such as Mr Bet Deutschland have all seen decent revenue boosts from following the ORTE pillars of effective email marketing. Thomas also gives his best to provide blogs with articles on the topic of effective email marketing. He finds it a great way to systemize his knowledge.

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