Your company suddenly decided to run an email marketing campaign and you’ve been selected to do the job. You researched and acquired everything you needed for that campaign. You got a list of email addresses, an email copy, software for scheduling blasts, the works. You then went on ahead and scheduled some of these email blasts.
The problem you’re experiencing though is you’re not getting leads or responses at all. You tell yourself that it’s kind of expected on some occasions but when you open your blast report, the statistics show that you have a low number of email opens. You have little or to no replies at all, indicating that your copy didn’t catch the attention you wanted. And whatever replies you got, most of them turn out to be unqualified or misunderstood responses from the offers you’ve forwarded.
After researching what the problem was, you determined that has something to do with your email copy but are unsure how to fix it. And in order to avoid those problems in the future, we will now discuss the aspects that create a good email copy.
The Target Audience
The one thing to consider about this kind of work is your target audience. Some of these people may be in a high position and they don’t usually care for who you are or what you do. What these people usually care about are what benefits them (and you have to). A CEO can receive an average of 200 to 300 emails per day so we have to spell it out to them that you want to stand out. And because they receive so many emails and are busy with work, they don’t have time to read long messages.
A Good Subject Line
Before you can worry about whether your email sounds convincing or not, you need to actually get it noticed first. What good would it do if they won’t see your mail in the first place?
Make your subject lines short and descriptive, so your prospect will have more reason to click. Avoid flashy and cheesy sounding lines as they’re automatic turn-offs. Choose words that won’t land your message in the spam filter. These words are commonly used in a way that directly involves money one way or another like the words Free, Reminder, Discount, $$$ and several others. A good quick search with google can help you with this. I would recommend this blog since they categorized what spam words are commonly used on what field.
The average length of your line should be about 50 characters or less. Sometimes adding good info into the subject line will get more results than most.
The Message Body
Building a good email consists of several parts: you have the introduction and why you’re connected; there’s the sales pitch; the call to action; and the closing remarks. But the message itself contains two important factors: the product you are selling and the value of your offer.
Let’s first start off by identifying yourself in a clean and simple way. State your name, company and your products. Don’t make it long and sensational. State to them clearly your intentions and reasons as to why you mailed them. Impress them by explaining how you found them and why you are currently contacting them.
After getting the introductions out of the way, you then present your offer. (Always make sure that your products are what they are looking for. Spell out to them what the product is and what services that product provides.)
But of course, you aren’t the only one offering to them, so you have to make a unique impression of your value to them.
Just like the subject line, controlling the size of content also applies to the body. Ideally, it should be no more than 4 sentences or 100 words and must obviously be convincing and plausible. Don’t forget to watch out for those words that spam filters hate too since their function also scans the body as much as the subject line.
Call to Action
After you present your product is to have your prospect take action. This is where you present your sales pitch. After stating something in your offer that would seem highly relevant to your reader, casually add into the discussion the means through which they could to respond to your proposal.
You then finally end your email saying how much you are interested in meeting them. Don’t add in any complicated instructions. Make the meeting place and ways of contacting you easy and simple. Give them your contact information and add in guides and instructions for places to meet, leaving only your signature at the bottom.
Do take note that you still need to conduct follow-up procedures (the things you do once you get a prospect interested in you and your product). That’s a topic for another day though. Right now, it’s more important to start with learning how to construct good copy for your cold emails. With enough practice and research you can now see better results in your campaigns.