I’ve been wanting to jot down this publish for some time, although I all the time had a barely completely different format in thoughts. However after seeing this incredibly delightful and generous post by messaging app Drift, I knew I needed to steal borrow their format (sharing is caring, proper?).
In the event you’re like me, you could have a number of e-mail accounts: one for work, one for pleasure and — admittedly — one for newsletters and different spam. As you’ll be able to probably empathize with, I get a buttload of emails every single day. Of which I learn only a few.
Listed here are some the reason why I truly learn an e-mail:
- I’ve to. It’s both obligatory for me to do my job or for me to perform in society (i.e., “Your cellphone invoice is overdue”).
- It’s from a pal or member of the family. (My grandma is legit tech savvy.)
- The e-mail topic line is so gosh darn intriguing that I actually can not not click on.
- It’s from a supply I belief, and/or the worth is clearly indicated within the topic line or within the e-mail opening.
That’s just about it. And a fast ballot of some of my group members revealed they shared my sentiment.
So, in case you’re writing an e-mail on behalf of your corporation (or on behalf of your consumer), it higher fall into one of many above classes. In any other case, it’ll find yourself in e-mail heaven. Or in case you don’t consider in heaven… e-mail nothingness.
Fortunate for you, we’ve compiled our (Unbounce’s) top-performing emails (based mostly on open fee, click-through fee or different outlined metric of engagement). AND WE WANT YOU TO STEAL THEM.
Right here’s what’s included:
- Blog welcome email
- Re-engagement email
- Campaign follow-up email
- Holiday email
- Feature launch email
- Oops email
- Nurture track welcome email
Plus we’ve highlighted what made them so profitable and supplied actionable suggestions for translating what labored to your personal emails.
And in your copy-and-paste pleasure, right here all of them are in a Google doc.
Get all of Unbounce’s top-performing emails
Copy, paste and customise ‘em in your personal e-mail campaigns.
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1. Begin a dialog along with your weblog welcome e-mail
This e-mail was simply one of many wonderful issues to return out of our two-week publishing hiatus. It’s the welcome e-mail that’s despatched after somebody subscribes to the Unbounce weblog:
Topic line: Simply one other welcome e-mail
We had three objectives for re-working the weblog welcome e-mail: (1) inject character, (2) get recipients to truly have interaction and (3) acquire insights about what our readers truly battle with as entrepreneurs.
Whereas our earlier weblog welcome e-mail obtained at most one response per 30 days, this e-mail prompted 20 real responses in its first 30 days. Right here’s one:
This one, too:
If that wasn’t sufficient, the e-mail additionally sustained a ~60% open fee (a number of on-line sources state 50% is business common for any such e-mail). We’d wish to assume it has one thing to do with our borderline self-deprecating topic line… however then, perhaps we have been simply fortunate.
2. Revive dormant contacts with a re-engagement e-mail
After the discharge of our internet sequence The Landing Page Sessions, we despatched this e-mail to our unknown subscribers. (Be aware: We outline unknown subscribers as folks whose e-mail is the one information we’ve, and thus can not decide if they’re market certified.)
The objective of the e-mail was to get recipients to take a look at the primary season of the present, which showcases our product in a pleasant and actionable manner.
Topic line: Wanna binge watch the Netflix of selling movies? ?
The consequence was a 15% open fee and a 12.8% click-through fee — that means practically 2,000 folks in lead limbo checked out The Touchdown Web page Classes.
Professional tip: Have content material that’s each entertaining and highlights your services or products as the reply to your prospect’s ache factors? Think about using it to nurture dormant or (in accordance with our definition) unknown results in get them re-engaged.
3. Observe by means of on guarantees with a marketing campaign follow-up e-mail
At MozCon 2015, the Unbounce group ran the primary of many profitable notetakers campaigns.
The premise of the marketing campaign is that this: We inform folks we’re going to take notes and gather leads on a touchdown web page; we furiously take notes for #allthetalks; we observe up with leads and ship them the finished notes. The e-mail beneath was the ultimate step on this course of.
Topic line: Listed here are your mozcon notes ?
Firstly, I simply need to level out that the picture within the e-mail is definitely a gif, which is why it appears to be like a bit of foolish.
No, wait, nonetheless foolish.
In any case, this e-mail had a 74.8% open fee and a whopping 60.8% click-through fee.
We suspect it carried out so nicely for 2 causes: (1) it was a extremely cool marketing campaign and (2) we have been ready to make use of imagery to attract a connection between the particular person behind the “Ship e-mail” button and the particular person dancing awkwardly on the convention.
Professional tip: When you’ve got the chance, showcase that there’s a actual particular person behind the e-mail you’re sending.
4. Delight your contacts with a vacation e-mail
This e-mail had simply two easy objectives: (1) to thrill the heck out of our present contacts and (2) to let prospects learn about our revised vacation hours.
Topic line: A Little Reward, From Our Group to Yours ?
Caption: (BTW, if you wish to watch the hilariously Canadian video, you’ll be able to test it out here.)
Did it ship? You betcha it did.
We despatched this child out to just about 70,000 contacts, and ~15,000 (20.9%) of them opened it. Plus we obtained some fairly cheery replies, which is all the time a logo of success right here at Unbounce.
Professional tip: Take a break from the promote, promote, promote emails and provides your contacts one thing really pleasant, simply because.
5. Converse to ache factors and options with a characteristic launch e-mail
This e-mail was despatched solely to present prospects on our skilled plans, with the objective of getting them to check out our then-new Dynamic Text Replacement feature.
Topic line: Simply Launched: Make Your Touchdown Pages Extra Related with Dynamic Textual content
To search out out what language folks have been already utilizing round key phrase insertion, the group dug into present content material on the internet (weblog posts, thought management content material, group discussions, and many others.).
Specifically, they needed to learn the way efficiency entrepreneurs have been defining the issue that key phrase insertion helped to unravel. The largest takeaway revolved round “relevance,” in order that’s what the e-mail centered on.
And it appeared to repay, with an open fee of 33.6% and a click-through fee of seven.4%.
Professional tip: Know your viewers. For messaging that really resonates, dig in and discover out the kind of language they use earlier than writing even a single phrase of copy.
6. Flip a adverse right into a optimistic with a pleasant “oops” e-mail
In the event you caught Stef Grieser’s talk at CTA Conf 2016, you may keep in mind that a few of our greatest performing emails are oops emails (that’s, observe up emails we ship after we mess up the unique). Now, we’re not suggesting you screw an e-mail up on goal, however a mistake presents an amazing alternative for humility and delight.
Take this e-mail from our Buyer Success division.
Topic line: Oops! I do know you’re Gary, not <<Take a look at First Title>>
As you may need gathered, we made an error with our Merge Tags that brought about <<Take a look at First Title>> to seem as an alternative of somebody’s precise title (*facepalm*).
We adopted up with a pleasant oops e-mail, which had an open fee of 75.5%. Plus, it supplied us with a second alternative to current the content material of the preliminary e-mail (encourage signups for the webinar).
Professional tip:By no means overlook a chance to show a adverse right into a optimistic. Oops emails are an effective way to be clear and construct rapport along with your viewers.
7. Have interaction with certified leads with a nurture monitor welcome e-mail
This e-mail was despatched to 2 distinct segments: contacts on advertising groups and contacts who work at a digital advertising company. It was sort of a nurture e-mail, but additionally sort of not. The objective was to interact with prospects in an excellent personable manner and construct rapport.
You’d assume with what little spare time all of us have, a shorter e-mail would all the time outperform an extended one (greatest practices say so, not less than). Nevertheless, that wasn’t the case with the e-mail beneath.
Topic line: Permit myself to introduce… myself.
Not solely does this e-mail have a 33.17% open fee, it will get a ton of considerate responses. Like this one:
And in addition this one:
After all, not everybody was thrilled with the prolonged nature of this one, however the responses have been principally optimistic, so it’s an attention-grabbing factor to check in your personal e-mail campaigns.
Professional tip: Use greatest practices as tips, however don’t shackle your self to them. Whereas protecting advertising emails quick is usually a good suggestion, you even have to think about the context of what you’re hoping to perform — on this case, to ascertain a private rapport and voice for following emails.
Suggestions, methods and takeaways
These emails labored for us, and I hope they be just right for you, too. Bear in mind the next professional suggestions although, earlier than you go all copy-pastey loopy.
- Steer clear from generic topic strains equivalent to, “Welcome to [company name]!”. As a substitute, take into consideration find out how to leverage pattern disruption to chop by means of the generic rubbish and get seen.
- Have content material that’s each entertaining and highlights your services or products as the reply to your prospect’s ache factors? Think about using it to nurture dormant or (in accordance with our definition) unknown results in get them re-engaged.
- When you’ve got the chance, showcase that there’s a actual particular person behind the e-mail you’re sending.
- On occasion (like in the course of the vacation season) take a break from the promote, promote, promote emails and provides your contacts one thing really pleasant, simply because.
- Know your viewers. For messaging that really resonates, dig in and discover out the kind of language they use earlier than writing even a single phrase of copy.
- By no means overlook a chance to show a adverse right into a optimistic. Oops emails are an effective way to be clear and construct rapport along with your viewers.
- Use greatest practices as tips, however don’t shackle your self to them. Whereas protecting advertising emails quick is usually a good suggestion, you even have to think about the context of what you’re hoping to perform.
What are your top-performing emails? Have any professional suggestions you’d wish to share? I’d love to listen to ‘em within the feedback.