Episode Seventy

Why Your Emails Aren’t Working

Guest: Patricia McLaren, Co-founder and Head of Customer Operations at CopyShoppe

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About This Episode

Your emails aren’t working.

How much time and effort have you spent trying to craft what you thought was the perfect email campaign? You edit and re-edit, and finally, you are ready to put it out into the world, and you hit “send.”

And nothing happens.

Is your company that uninteresting? Not at all. Odds are, you’re just going about your email all wrong. And it’s not your fault, it’s probably just that nobody has ever taught you how to write emails well. After all, how many terribly written emails do you get every day? And what do you do with those emails?

Straight to the trash.

Email Best Practices Patricia McLaren CopyShoppe

Patricia McLaren, Co-Founder & Head of Customer Operations at CopyShoppe, was a guest on the Sales Engagement podcast recently, and her and the team at Copy Shoppe are doing some great things around copywriting, email marketing, and she was kind enough to share her thoughts with our audience.

  1. Be The Experts in the industry

Whether you hire a copywriter or not, you’ve got to know the field. Odds are your company is reaching out to folks in lots of different types of industries.

Whether it’s construction, telecom, airlines, or hospitality, what works for one customer won’t always work for another. So do your market research up front.

What are the trends in the industry? What has changed in the last year? The last five? What are the industry challenges and how can you specifically help solve those challenges for the customer?

  1. It’s All About Persona

Email Best Practices 2 Patricia McLaren CopyShoppe

Take a minute and do some deeper research on the people you’re reaching out to. Head to their LinkedIn and find out a little more about them. How does your message change based on their role?  

What emotions are they feeling throughout their day, and how might you use your email messaging to tap into those emotions. Emotions drive decisions, and the information you provide will reinforce the decision that is made.

  1. Consult The Experts

You’ve already done a deep dive into the industry, but before you are ready to launch the campaign, bring in five to ten leaders from each type of persona that you’re looking to reach out to, and run your campaign by them.

Is this something they’d respond to? Does it make sense? Did you miss the mark, or did that first line grab them? Leverage that expert panel and take their feedback and implement it into the campaign.

  1. It’s Go Time

Now that you’ve done the work, it’s time to launch the campaign.

You’ve done your homework. You’ve done your deep dives, you’ve considered the persona, and you’ve consulted the actual experts, now it’s time to trust your abilities and hit send. Trust your work.

  1. Test, Test, Test

You can never really know 100% whether or not your campaign will work. The world just doesn’t’ give us those kinds of odds. Things change quarter by quarter, and your messaging better be keeping up with that.

Test new subject lines, calls to actions, tone, and everything else about your messaging. Don’t ever assume that just because it worked before that it will work again. That’s a guaranteed way to miss the mark. Besides, who wants the same type of communication over and over again?

One More Thing

At the end of the day, Patricia and her team at Copy Shoppe had one overwhelming tip to improving your email copy.

Stop talking about yourself.

Everybody is talking about themselves, what they’ve done, and what they can do for your company. But step back and take a moment to reflect.

Go back and remove every instance of “I”, “WE”, and even your company name. Rewrite that email with the customer in mind. Make it all about them, their unique problems, and let them be the center of attention.

Now sit back, and watch your email engagement grow.

This post is based on a podcast interview with Patricia McLaren from CopyShoppe. To hear this episode, and many more like it, you can subscribe to The Sales Engagement Podcast.

If you don’t use iTunes, you can listen to every episode here.

About The Podcast

The Sales Engagement podcast is the #1 podcast focused on engaging your customers and prospects in the modern sales era. This show features real-life stories and best practices from revenue leaders doing the job day in and day out, in a casual, radio-like talk show.

Each episode features modern tactics, strategies, hacks, and tips to get the most out of your sales engagement strategy and help you navigate the next generation of sales. You’ll find energetic talks that will provide you with real actionable value around building meaningful connections and creating a better selling experience through authentic conversations that you can measure.

The Sales Engagement podcast is here to help B2B sales leaders, customer success leaders, and marketing leaders innovate and usher in the next era of modern sales by building pipeline, up-selling customers, and ultimately generating more revenue with more efficiency.

Hosted by Joe Vignolo, Senior Content Managing Editor at Outreach, and Mark Kosoglow, Vice President of Sales at Outreach.

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