Ready for a confession?

There was a time, not too long ago, when I lost faith in the value of email marketing. Which is crazy when you’re a freelance copywriter specializing in…well, email marketing.

But every week it was the same old, same old. Every time I started a new project, the business owner would say:

“I’m running a sales promotion and we really need this email to convert!”

“I need a new prospect campaign. Something that’s going to get new leads to buy.”

“Could you write me a sequence that gets referrals from my customers?”

All anyone ever asked for were sales emails. Or emails that grew their business in some way. Self-serving emails.

When those emails didn’t work, we’d try again. This time with a new angle. And still, the results were rarely what the business owner had hoped for.

It was discouraging for them. And it was discouraging for me.  

Because…with each client, I used every secret, every technique, every strategy I knew to write the best possible copy. And even with the odds stacked against me, I thought if I could just find the right phrase, or tap into the right pain point, I could get the money to come rolling in.

Sometimes it did. But more often than not, the results were less than impressive. And I started to believe what a lot of marketers had been saying for years:

Email Marketing is Dead!

Then one day, I decided to reconnect with the people in my own database. I mean really connect. Bare my soul, share my thoughts, and just see what would happen.

The result was insane!

I had completely neglected the people on my list for 2 years. But the second I reached out to them with a sincere apology and a desire to get back in touch…they responded.  

Not only did they open my email, they were sending replies. They congratulated me on the email I had written and encouraged me to keep going. They were supporting my decision to email them again.

Who does that?!

But the truth is…email marketing works. It always has worked. However, it works best when you send a combination of:

  • Relationship-building Emails
  • Educational Emails &
  • Offer Emails

The majority of business owners get fixated on the Offer Emails and end up burning their list. The more you focus on the needs of your contacts, the better your email marketing will be.

To get more engagement from your list, I am providing you with 3 of my very best email templates. One from each category. These templates produced incredible responses, not only for us, but for our clients as well.  

Along with each template, I’m giving you:

  • Why it works
  • The original email
  • The results from the original email &
  • When to send it

When done correctly, email marketing is really exciting. It’s the best way to market, because you get to actually connect with the people you serve. For me, it’s helped me to remember why I do what I do.

So give these templates a shot and let me know how it goes.

I can’t wait to hear about your amazing results!

Template 1 – The Vulnerability Email

(Relationship-Building Email)

Why It Works:

Of all the emails I’ve ever sent, I would consider this one of my most successful. Because, it got the most personal responses from my list. I hesitated sending it, because I wasn’t sure my prospects and customers really wanted to know anything about me. Turns out…they did.

People buy from those they know, like, and trust. Your relationship-building emails are your best opportunity for sharing a little bit more about you.


Actual Email

Subject Line: I’ve been accused of not being vulnerable

Hi Friend,

It was sometime last week.
An email I sent (and really spent some time on) got a disappointing response.

I told a colleague about it, and she said…

“You know what your problem is? There’s nothing vulnerable in your emails. We don’t get any sense of who you are.”

Which super surprised me. Because I’m a copywriter. And every copywriter knows that personality aka vulnerability is part of the process. To develop a relationship of trust, your contacts need to feel like they know you.
And apparently, I haven’t done that.

Looking back at the emails I’ve sent this year, yeah, okay, I can see it. I’ve been so anxious to share educational content with you that I’ve neglected to build our relationship.

So here goes…a little bit about me:

I’m not a natural-born entrepreneur. Nope! I am a fantastic employee. I thrive on working hard and making a difference. I just never wanted to be the decision maker. Ready To Go Copy has pushed me as far outside my comfort zone as I have ever been.

I have the coolest family in the world. My husband’s amazing. He’s been a quadriplegic for 19 years and still rocks it at life. My kids are smart, curious, and delightfully funny little creatures. And every day, we have dance parties.

I love the theatre <said in my best British accent>. I saw a production of Hamlet (yep, Hamlet) when I was 8. Phantom of the Opera when I was 9. And I’ve been hooked ever since. I like movie theaters, too. But only for something like Avengers or Star Wars.  

I remember middle names. Just one of those freaky-deaky things. If I know your middle name, then I’m just as likely to remember that as your first name.

The best part of business ownership is client success. I love hearing how someone used our content and killed it with webinar registrations. Or got 98/99 LinkedIn responses from one of our connection templates. It’s why I do what I do. I love it when the content I’ve written helps someone “win.”

How’s that for a start? Do you know me better?

Well, turnabout’s fair play, right? I would love to know more about you. If you feel so inclined (and I hope you do) shoot me an email and tell me what I need to know about you.

Here’s to sharing a little more about ourselves!

Stephanie


The Template

Subject Line (option 1): Did you know this about me?
Subject Line (option 2): I’m [SUPER WEIRD TRAIT]
Subject Line (option 3): How much do you want to know about me?

[CONTACT’S NAME],

Recently, a business expert was discussing the importance of relationships.

She said, “The greatest thing you can do for your community is build trust. And the best way to build trust is to share who you are.”

I actually knew that. But as I’ve gone back through our emails, I noticed something. I’ve been so anxious to share educational content with you that I’ve neglected to build our relationship.

So here goes…a little bit about me:

  1. [THE ONE THING IN YOUR BUSINESS THAT IS CHALLENGING FOR YOU]
  2. [SOMETHING SPECIFIC ABOUT YOUR FAMILY]
  3. [SHARE ABOUT YOUR HOBBIES AND INTERESTS]
  4. [SOMETHING VERY UNUSUAL ABOUT YOU]
  5. [WHY YOU LOVE YOUR BUSINESS]

How’s that for a start? Do you know me better?

Well, turnabout’s fair play, right? I would love to know more about you. If you feel so inclined (and I hope you do) shoot me an email and tell me what I need to know about you.

Here’s to sharing a little more about ourselves!

[EMAIL SIGNATURE]


Pro Tip: If you use subject line option 2, make sure your “trait” is really weird. Otherwise, no one will pay attention to it. It could be something like:
“I’m double-jointed”
“I’m a pre-school drop-out”
“I’m terrified of lasers”

The Results:

This email produced a 35% open rate. Which, at first, was a little disappointing. But the subject line was meant to let people know the email was all about me. And that may have prevented some people from opening it.

The good news is, along with a 35% open rate, I got a ton of replies. Replies like this:

“Stephanie, I thought you were cool even before the “vulnerability” disclosure! LoL But thanks for the additional insight to the wizard behind the curtain. Being an Entrepreneur/Business Owner is the best job you can hold yet it can be the most lonely at the same time. Your reference to hearing crickets of response from one of your great email posts is not uncommon so don’t sweat it…happens to all of us and even though I didn’t write back I did read it and in fact, I read “all” your stuff.

John Walters

One of my clients, a wedding officiant, used the template in her business and here’s what she had to say:

“Just wanted you to know as of tonight the email has one of the highest open rates of any broadcast. I’ve gotten two very heartfelt emails back.”

Crystal Yarlott

Crystal’s email was followed up the next day with this:

“I also wanted to let you know I’ve gotten about 3 more emails in response to that email template I used.”

When to Send It:

This email was completely organic. The situation really did happen. And I sent the email to my list almost right away.

For you, use it when you feel slightly distanced from your contacts. When your open rates have been a little low. Or when it’s been awhile since anyone reached out to you personally. This email will help you get back to building your relationship.

Template 2 – The Valuable Tip Email

(Educational Email)

Why It Works:

Most email marketers will tell you…if you want your contacts to buy, you’ve got to provide them with value. The more value you provide, the more likely they are to make a purchase.

I’m not sure there’s a quantitative amount of value that leads to more sales. But what I do know is that too many business owners pass up the opportunity to establish themselves as an expert.

You can send tips and tricks to your contacts all day long. It doesn’t mean you’re an expert. Maybe you’re just really good at research.

This email shows what YOU know, because it combines a valuable tip or educational content with a testimonial about YOUR skills and/or knowledge.


Actual Email:

Subject Line: The LinkedIn template that gets a 90% response rate

 

Hi Friend,

Of all marketing activities, the social media stuff throws me the most.

I don’t get it. I want to. But as an introvert, I would rather stab myself in the eye than connect with a ton of people (most I don’t even know) online.  

So when one of my clients asked me for a LinkedIn campaign, I panicked.

It took me close to a week to figure out:

  • The number of characters you could use in a message
  • What the call to action should be
  • Who you should be targeting and why
  • Etc.

A whole week to “figure it out.” And ultimately, I decided to write something that was genuine and authentic to me.

You can imagine how excited I was when another client used the LinkedIn campaign (I put everything I create in our Content Portal) and told me about her experience. Her name is Kristy Andreadakis and this is what she had to say:

LinkedIn has a right way…and lets face it, it is getting harder and harder to “connect”. People are tired of being marketed to and they just want real connections.

As a full-time marketer, my creativity is used to build my client’s business. That usually means by the time I get to stuff for my personal business I am dried up! My well is empty and I am THIRSTY! Thirsty for content that is. (Cheesy, I know…but seriously T.R.U.E.)

I cannot be more sincere in thanking Stephanie and her HUH-MAZING library of content that I get to access for my OWN Business. I went into her LinkedIn Campaign…massaged the email to meet LinkedIn’s character count for Connection messages (299 character limit by the way.) And started to test.

I couldn’t believe what was happening. In fact, this template was getting responses like this:

“I’ll gladly accept your awkwardness. 🙂 True, and I like your introduction. It’s unique, unlike all the first contact closers that appear daily. I don’t operate on numbers, it’s quality I’m looking for and I have enough preemptive filters in my profile to keep most of the rif raff out. Don’t know exactly how we’d be of benefit, but the connection certainly creates possibilities to coagulate. “ Zen D.

WOW!!! Right???

After getting 403 new LinkedIn connections I asked Stephanie if I could test it with my clients. To date 9 out of 10 people connect when we use this exact template.

Ready to Go Copy to the Rescue! Thirst quenched…and I am connecting like NEVER before. Test it for yourself!

Okay, for the record, when I asked Kristy for her story, I did not tell her to promote me. But I’ll take it. 😉

Now, the moment you’ve been waiting for. What does this amazing template look like? This:

Hi Name,

You know, LinkedIn is a great tool for helping random strangers (like you and me) create awkward but potentially beneficial, relationships with each other.

I came across your profile and believe a connection would be valuable to us both.

Sincerely hope to connect,

Your Name

This template (and a bunch of others) can be found in our Content Portal. And it’s not just the LinkedIn template that works. I have testimonials for all kinds of the templates that we’ve included in our membership.

They work. They work really well.

If you’ve ever stared at a blank, white screen trying to figure out what to write in your emails, then you need Ready To Go Copy. For just $147/year, you can have access to over 80 campaigns. Go check it out!

If you have questions or requests, you can contact me at stephanie@readytogocopy.com

Stephanie


The Template

Subject Line: How [NAME OF PROCESS] gets [SPECIFIC RESULT]

[CONTACT’S NAME],

Can we all agree that [DESIRABLE END RESULT] is ridiculously difficult to achieve? Seriously. In order to [END RESULT], you have to:

  • [UNDESIRABLE ACTIVITY TO ACHIEVE END RESULT]
  • [UNDESIRABLE ACTIVITY TO ACHIEVE END RESULT]
  • [UNDESIRABLE ACTIVITY TO ACHIEVE END RESULT]
  • Ect., Ect., Etc.

It just feels overwhelming.

I mean sure, you could do it. If you had nothing else going on. Right?

Well, I wouldn’t say that we’ve “cracked the code” on this. It’s going to be tough no matter what. But some of the things we’re doing, are really helping our customers get impressive results. Like [NAME OF TESTIMONIAL].

Here’s what [HE/SHE] had to say:

[TESTIMONIAL GOES HERE]

Now…the moment you’ve been waiting for. What does this amazing [PROCESS] look like? This:

[DESCRIPTION OF THE PROCESS]

And here’s the best part – when our clients use this, they achieve [SPECIFIC RESULTS].

If that sounds a little too good to be true…then you’ve only got one option. You’ve got to try it!

[DETAILS FOR HOW THEY TRY IT].

Again, I know this sounds completely unbelievable. But we’ve been working for a long time to find a solution you need. Not just a band-aid. Not a temporary fix. A real solution.

You won’t want to miss out on this.

Let me know if you have any questions or concerns,

[EMAIL SIGNATURE]


Pro Tip: The key to making this a successful email is offering specific details. Specifics are believable and achievable. So your subject line needs to be something like this:

How our Ramp Up workout burns 3 times the fat of other fitness activities

How one word gets 10 times the opt-ins

How this pickup line gets first dates 75% of the time

Pro Tip: The bullet points really need to show how painful achieving the desired result can be. They might look like this:

In order to pull off the perfect wedding, you have to:

  • Plan the decor, food, music…and that’s the easy part
  • Figure out how to keep feuding family members apart
  • Make everyone feel special and included (yep, even though it’s YOUR day)
  • Keep the focus on you, as a couple, not the drama that’s waiting to surface
  • Etc., Etc., Etc.

The Results:

This email produced a 43% open rate. A 23% open rate within the first 10 minutes of sending the email.

The key is in the headline. You’ve got to let your prospects and customers know you’re about to give them something irresistible. Something that’s worth 5 minutes of their time to open. But then…you have to follow through with the implied promise of something big.

This can’t be any old tip. It’s got to be one of your best tips. And something they can duplicate whether they buy from you or not.  

If that’s the information you send, you’ll end up with a bunch of replies like:

“Thank you for this!”  (sent from iPhone)

and

“Cool Thanks!”

I got personal responses from people I had never connected with (other than through emails to my database).

When to Send It:

This would be a great email to send two to three weeks before a big launch. When it’s important that your list see you as a leader in your industry, send a tip like this.

Or, if it’s been awhile since you sent anything of “value”, make it up to them by sending your very best information.  

Template 3 – The Feedback Email

(Offer Email)

Why It Works:

To be a successful email marketer, you need to get your contacts into the habit of taking action:

  • Signing up for a webinar
  • Clicking a link to read a blog post
  • Hitting “reply” to your message
  • Etc.

They’ve got to be trained to do it. They’ve got to feel safe and like they’re doing something for them – not for you.

That’s how you create raving fans who buy from you. So the “Feedback” email is a safe and effective way to get your contacts taking action. Because it’s a value “offer” for them. And if you set it up right, it’s valuable for you, as well.


Actual Email

Subject Line: Free copy critique in exchange for your feedback

Hi Friend,

Would you be willing to help me?

Here’s the thing…like you, I am right in the middle of growing my business. And we’re experiencing a few growing pains.

I think I know the direction my business should move in. But we need to make sure our plans match your needs.

Specifically, I’d like to know:

  • What content you’d like to see added to the Portal (Social media templates? Lead magnet templates?)
  • If you want more marketing training – so you could more easily use our templates
  • What you think of the Portal navigation
  • Why you would or/or would not buy a membership
  • Etc.

If you’d be willing to jump on a quick call and answer some questions, then I would love to critique a sales letter, or an email campaign, or a landing page, etc. for you.

Less than 30 minutes of your time in exchange for a free critique.

If you’re up for it, simply ‘reply’ to this email and you and I can work out the details from there.

Thanks, in advance, for your help. I’m super excited to make our Portal even better. And your help is the key.

Again, just hit ‘reply’ and let me know you’re willing to connect.

Stephanie


The Template

Subject Line: [WHAT YOU’RE OFFERING] in exchange for your feedback

[CONTACT’S NAME],

Would you be willing to help me?

Here’s the thing…lately, I’ve been working hard to [WHAT YOU’RE DOING THAT WILL BENEFIT YOUR COMMUNITY]. And there’s a few things I still need to figure out.  

I’m feeling confident about the direction I want to take. But I need to make sure my plans match your needs.

Specifically, I’d like to know:

  • What [NEW SERVICE, PRODUCT OR TRAINING YOU’RE THINKING OF ADDING] you’d like us to offer
  • If you want more [SOMETHING GREAT YOU ALREADY OFFER]
  • What you think of [PRODUCT OR SERVICE YOU ALREADY PROVIDE]
  • Why you would or/or would not buy [PRODUCT OR SERVICE YOU HAVE]
  • Etc.

If you’d be willing to [HOW YOU WANT TO CONNECT WITH THEM] and answer some questions, then I would love to [WHAT YOU’LL GIVE THEM IN RETURN].

Less than [AMOUNT OF TIME IT WILL TAKE THEM TO ANSWER QUESTIONS] in exchange for [WHAT YOU’RE GIVING].

If you’re up for it, simply [HOW YOU WANT THEM TO REPLY]. We can work out the details from there.

Thanks, in advance, for your help. I’m super excited to make [WHAT YOU OFFER] even better. And your help is the key.

[EMAIL SIGNATURE]


Pro Tip: It’s very important to keep that first sentence in place. Asking for help is scientifically proven to create a stronger bond between two people. Build that relationship by focusing on your desire for help.

Pro Tip: In the section “what you’re doing that will benefit your community, you need to state what you’re doing (why you need help) but turn it around to benefit your contacts. For example:

“…I’ve been working hard to create a course that helps moms, like you, find meaningful and profitable work-from-home opportunities.”

The Results:

This email got a 35% open rate and one of the highest click rates I’ve ever seen from my list.

The one mistake I made was asking for a “reply”. While that’s usually a good strategy, I think the experience would have been better for both me and my contacts if I had set up a webform where the contact could:

  • Schedule the call (for a time that worked for them) &
  • Allowed them to send over their content to be critiqued

Make sure you have a plan for how you’d like to receive feedback (filling out a questionnaire might be a good idea) and how you deliver your offering.

When to Send It:

You can be entirely selfish on deciding when to send this email. While technically, this is an “offer” email, it doesn’t look or feel like one. So send it whenever you need a little input from your community.  

Moving Forward…

We’re a little obsessed with these emails. The responses from each one re-energized our marketing efforts. Because we realized people were paying attention, even when sometimes, it feels like your communication is falling into a black hole.

Email marketing works! And it works well.

Give these templates a try. And let us know your results.

Then, if you need more ideas for content to put in your emails, then sign up for our 52 Email Marketing Ideas, Samples, and Templates. They’re free. And you’ll never run out of email marketing ideas again.

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