Killer copy that makes £4m

And all it takes is an email.

OK, I should make that ‘£4m your company’ (if you don’t work for yourself). But it got your attention! Which is the whole point of email marketing, too. Here are my top tips for effective copywriting which will get you killer leads that convert into cash.

They’ve helped me generate a shedload for my company which has converted into over £4m revenue, with ripple effects for other departments. Everyone’s a winner baby (yeah I went there).
7052686-old-fashioned-vintage-typewriter-isolated-on-white-background-with-a-blank-sheet-of-paper-insertedHere are my 7 tops tips for writing killer copy to generate inbound leads:

1. Getting started

The more tailored your e-mail copy is to the needs of the audience, the higher quality and volume of leads generated.

Useful resources are:

  • Sales value propositions
  • Industry drivers — how has the need for your offering come about?
  • Your team — each team member is a specialist in their area. Work with them to learn about the industry, gauge feedback. Develop your understanding on the key drivers and pain points for your industry categories. This is  really useful for mass e-blasts and gold dust for segmented messaging.

2. Data

Consider how you utilise your database and the objectives of your e-mail campaign before writing your copy. A key factor to consider here is what your database is capable of doing and not doing, as this shapes your campaign and key messaging.For example, the content of the e-mail will vary if it is aimed towards one particular industry category i.e. let’s say you are running a campaign to generate inbound leads from suppliers to the logistics industry.It may be that the objective is to attract more Third Party Logistics and consultants where you have identified the most revenue opportunity exists.Or the objective could be to move customers up the advocacy ladder by upgrading customers from an attendee to a sponsor, or nurture a database of enquiries into spending clients.

3. Copy

Key messaging varies depending on lead time (number of days or weeks out from when your product launch or event is to happen) as you build your business case.These are key takeaways from top performing e-shots I’ve sent for events at different lead times. You can apply this to other products such a marketing content like whitepapers or webinars.It’s good practice to create some sort of urgency or deadline even if when product has a longer life-cycle as it helps to create momentum.

Example : Email 1

  1. Set the scene with overview of the event, the buyer market drivers, study the value proposition of your event or products to those it involves i.e. buyers and suppliers in the e-commerce space, and how your offer fulfils those.
  2. Build the business case by highlighting benefits of getting involved.
  3. Turn market drivers into questions. For example, for a revent procurement marketing event I worked on, simply changing ‘the procurement marketing community are looking to improve their spend management’ to ‘can you help my audience achieve better spend management?’ makes a significant difference in the type of response gauged.

Example: E-mails 2 – 4

  1. As your e-mail campaign progresses and audience awareness builds, begin introducing specific event highlights for industry categories, new speakers and the latest delegates to book.
  2. For products outside of events this can be updates, news, perhaps spin some PR on something controversial. You’d be surprised to hear how popular the cannabis investment stream at our recent Capital Creation event went down…

Example: Final e-mail

  1. This is your optimum time to re-engage leads that have not yet converted and generate additional interest from other key segments such as your past enquiries, your past non-returning customers.
  2. Speak with your sales team to get 4-5 pain points in your email based on the conversations they are having with the current leads. Showcasing knowledge this way wins credibility from prospective customers as they take you seriously.

4.Be clear

  • Include clear calls to actions and headlines
  • Create a sense of urgency with deadlines
  • Read your copy. Really critique yourself. If you’re stuck for where to begin, try Drayton Bird’s technique of asking ‘so what?’, helping ensure you are really creating value and making the benefits clear for the recipient.

5. Subject lines

Maximise open rates and clickthroughs by:

  • Personalising the subject line with %%First Name%% or %Account%%.
  • Why not try testing winning subject lines with A/B testing in your e-mail management system?
  • Use RE: or FW: in combination with a questions such as ‘FW: Can we schedule a chat’ or ‘RE: just following up from my e-mail last week.’ This feels more personalised and boosts your open rates.

6. Follow-up with a short e-mail 1-2 weeks later

For example:

  • Just checking you received my e-mail last week? It’s been great speaking with so many companies keen to discuss their involvement with XXX Event.
  • You can mention XXX (key sponsor) just signed up] and anything else event-newsworthy.
  • Extend the deadline or give people an incentive to respond i.e. a discount or free access to your content centre. Yes we’re big on this in events.

7. Evaluate. Re-evaluate

Continually evaluate what is working, adapt your campaigns and push to improve and innovate on what has been done before to see where you can increase your successes.


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