Email is a vital tool to growing your business. It’s non-invasive, interactive, and most of all – integral to business communications, so often get noticed.
One way to use email is through cold emailing, which is emailing to people you don’t know. It can come across as underhanded, but when done correctly it’s a marketing practice that shouldn’t be overlooked.
Find out about cold emails and how to write them in our free eBook…
Cold Emails – Doing it right and netting yourself leads
In this eBook, we’ll go through how to:
Write cold emails that encourage a response.
Tailor your cold emails to the right clients.
Personalise cold emails.
Looking for more insight on how to build great email campaigns, and sell directly to your audience? Contact Us!
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I am subscribed to get emails from Nick Johnson from Incite. His copywriting is exemplary and I regularly find myself wanting to take the actions he requests.
Look at this picture taken from my in box of recent messages I’ve received from Incite.
Cold email subject lines
Did you notice that few of the subject lines actually say what’s in the message. So if I want to know what it’s about I HAVE to open the email.
some of the message subjects aren’t written with capital letters – makes it look like Nick wrote it quickly and forgot – but it’s more a feature of personal email not mass email and so I think this is clever, if used occasionally.
They clearly experiment with subject lines – one of them is a ‘Newsletter’ and is titled as such, but the content of many of them could be classified as news.
I have highlighted two parts because they show best practice.
The Red box surrounds subject lines in which they’ve included my name. It feels like it was written just for me – but I know it’s just a personalisation insert from their database – but nonetheless it’s effective.
The Orange box encloses a subject “a quick heads up” which they used twice. The first one follows the pattern of not saying what’s in the body of the email. The second is sent with the same subject but as a forwarded (FW) message from Nick’s colleague, Kate. It is the same message inside, but it makes me think I’ve overlooked the earlier message and so I feel more inclined to open this one.
Very clever people – I recommend you subscribe to their newsletter – Insight and Debate on Marketing Innovation.
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2014-10-02 11:50:232022-12-19 11:57:09A note on subject lines for cold email
Whether you are a young entrepreneur looking to venture out into the world of small business, or you are a high level marketing
Image from auocoms.com
firm, you need to fully comprehend the ins and outs of basic marketing and law. It’s important to know what will get you (or your clients) in hot water, or even worse, put out of business. Claiming ignorance will not work as a defence when you’ve been dragged into court over trademark or copyright issues. There is a very thin line between what is protected and what isn’t; the following are ways in which you can assure that you are properly protected from a costly and time consuming lawsuit.
Trademarking
When it comes to names, catch phrases and images it’s generally a good idea to check a Trademark Database. If you find what you’re looking for in the database, it doesn’t mean that you cannot use it; however, you would be wise to ask permission from the trademark holder. Unless you are a direct competitor of the trademark holder, they tend to give or sell permission. This rings especially true in regards to using stock photos for websites and catalogs.
Copywriting and Ad Copy
If you make your living writing ads that capture and engage an individual into purchasing your product, it might behoove you to check and see if your country has specifics on what is and isn’t acceptable. I check in with The American Writers And Artist Inc frequently to ensure that no new laws have been passed regarding copyright or trademark infringements.
It astounds me the number of websites and marketing ads that promise unobtainable results due to their products. Perhaps the most abused clientele are those attempting to purchase weight loss diets, pills, and exercise equipment. An example of this would be using false testimonials in advertising.
Copycatting Isn’t Only for Serial Killers
Anyone who has ever watched a crime show eventually sees an episode about a copycat serial killer. It’s inevitable. Now, I’m not saying that those in marketing that copy other people’s work are perpetrating as severe a crime, but nonetheless, it is a crime (and like all copycat serial killers, they will get caught).
It’s a simple concept to grasp. It was cheating to copy a friend’s homework in school, and it’s cheating to copy someone’s marketing work in the real world.
Just because someone else was successful using an idea or phrase in his or her ad copy does not allow you to copy it into your advertising campaign.
Faking It on the Internet
Possibly the fastest growing form of illegal marketing is the growth of black hat SEO techniques. This is the attempt to use hidden text, improper link building, and cloaking to raise a company’s website profile in search results.
Another illegal form of online marketing is creating fake reviews of companies and products. In a recent case, in which nineteen companies were fined for created fake reviews on Yelp and Google Local, New York State Attorney General Eric T. Schneiderman, stated:
“What we’ve found is even worse than old-fashioned false advertising. When you look at a billboard, you can tell it’s a paid advertisement — but on Yelp or Citysearch, you assume you’re reading authentic consumer opinions, making this practice even more deceiving.” Schneiderman continued “This investigation into large-scale, intentional deceit across the Internet tells us that we should approach online reviews with caution.”
Without a business law degree, it’s not always possible to know what is and isn’t allowed. Thankfully, the internet is always full of advice and answers, and there are always sites like Legal Vision that make it their goal to provide insight and solutions to legal needs.
When all else fails, remember the words of Anita Roddick, the founder of The Body Shop, “Being good is good business.”
If it feels wrong, it probably is wrong…
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https://creativeagencysecrets.com/wp-content/uploads/2014/06/copyright.png215600Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2014-06-03 09:40:422022-12-19 11:57:07The Legal Side of Marketing - what you need to know
Ever got an introduction to a new business prospect and wondered why they didn’t reply to your email enquiry?
Let us show you how to guarantee they read your message
Scenario: Rebecca (that’s me) introduces you to Jonathan Lewis. Hey, you should meet Jonathan, I’m sure you guys could work together.
What happens next is one of three possibilities
Rebecca emails Jonathan and cc you into the message – this is the best possible next step because Rebecca is known and trusted by Jonathan so he’ll open the message and see the introduction. PLUS you are cc so he gets your email and you see his and can reply direct keeping Rebecca cc if appropriate.
Rebecca says she’ll email Jonathan and ask him to get in touch – this is the worst possible next step because you have no control over whether she does it, what she says, you don’t get Jonathan’s email address and you don’t see the message. AVOID
Rebecca gives you Jonathan’s email so you can get in touch – this is the median situation. Your message will arrive in his in-box but he doesn’t know you, your email address won’t be white-listed and you risk being ignored
How to overcome scenario 3 above.
Your email subject line is critical
Writing this email is important – it’s your one big chance for Jonathan to notice you and make direct contact.
Ready for the perfect subject line?
Subject: Rebecca Caroe
Yes – that’s it. Make the introducer’s name the subject of the message – this will grab their attention and they will surely notice your message. Why is he writing to me about Rebecca? Hey, I know Rebecca maybe that’s news about her?
Dear [First Name]
Rebecca Caroe and I met this week and we were talking about [name the project / expertise] and she has recommended you and I connect. Her reason is that we are [state your business] and we need [state their business].
Can we fix a time to speak. I am available on [name 2 dates and times here – at least 3 days ahead of today].
Very much looking forward to learning more about [name their business].
[your name]
Why this email works
It sets the context quickly – it does all the ‘thinking’ for the recipient.
You should be trusted with one phone chat or meeting because of the mutual connection (Rebecca) and you’ve given them an easy route for the reply message by suggesting the dates.
Go on, try it and tell me whether it worked for you!
Encouaging prospects to reveal their interest in your business is one of the hardest-to-master techniques for online new business development copywriting. You know you have website visitors, the analytics show the passage of traffic but it’s all anonymous.
You need to get better at contact forms:
Here are the symptoms
lots of people visit your website (probably)
few get in touch to find out more
fewer move up the funnel towards purchase
pipeline does not get many new enquiries from the website
How to Copywrite contact forms
Be economic with words
Only ask for information you NEED
Seek originality in your wording
We found a great example from Markitors – they offer a neat free tips service. Using the one free tip offer encourages action by the reader and recruits an email address to an autoresponder series.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-04-16 10:00:002019-04-23 10:55:37Contact Forms: New business development copywriting
We’ve all been there – sent a message and you’re not sure if they have read it, ignored it or whether it’s not arrived. How do you politely write a follow up message that provokes action?
One of my cardinal rules in new business development is to remember this one thing
The prospect does not owe you their business – but they do owe you an answer.
So with that in mind, let’s set the scene.
You have invested time and effort in sending a crafted message or proposal over to a prospect – how do you follow up so that you don’t annoy them, what timeframes are appropriate, how can you ensure you are remembered – but not as a nagging irritant?
Why do prospects not answer?
There are many reasons but the main ones are
your offer is not of interest, and not compelling enough to warrant a reply
they are too busy doing other things
The first tends to relate to SEO companies sending spammy offers by email; the second is the one we need to laser in on – because it does not mean your offer is not of interest, it’s just not as pressing as other things at this time.
The aim of your follow up email is to filter out which one applies to you.
Writing Follow-up emails to prospects
Rule number 1 – keep it short.
Whatever you say, enable the reader to glance at two or three sentences and get your full message.
This is not an opportunity to add to your earlier email content so don’t be tempted to re-iterate your pitch.
Rule number 2 – communicate the bare minimum
Remember we are trying to find out whether they are interested or not.
If they are interested – it could just be the timing is wrong… so your ultimate answer is ‘possibly’, in this case.
The message needs to say who you are; why you are chasing and a reminder of the services.
I always start with a summary of the situation in the email subject line. So even if they don’t open it, they can see the context.
So, now to the body – here are three possible sentences for you to copy
Thank you very much for your time meeting yesterday. The actions agreed were…..
We discussed your objective of ………….The topics worthy of more investigation are………..
As agreed we sent you a proposal and could you confirm that you’ve received it?
Rule number 3 – write with grace and if you can, humour
Nagging may work with your spouse or children, but I think it’s bad behaviour in business. You want to set the tone for your future relationship here and so getting off on the right foot is key.
Use phrases like “My recollection was….” or “I think we agreed that you would do….” So that you are reminding them without sounding hectoring.
Rule number 4 – give the recipient an easy get-out
Even if they don’t give you business today, you don’t want the prospect to write off your company as inappropriate for future projects. And so thinking about how you can enable them to quit with grace is a good tactic.
Try this one where we were passed from the CEO to the Marketing Director
I waited on X and then emailed him directly. Is it possible he doesn’t know what we discussed and that you, suggested we meet?
Don’t want to push if this is inappropriate, so could you give me some advice?
See that last line? Asking for advice is a great way for you to put the boot onto the other foot – get them to advise you on how to pitch their colleague. I love this and use it quite a lot. They know their firm and the characters better than you do.
Rule number 5 plan one, last, follow up after this one
The final, final thing to do is to then write a last message telling them that you won’t bother them again if they don’t reply but you would like them to confirm that they aren’t interested at this time.
This then allows them to write back saying ‘no’. And for you to thank them and say that you’ll stay in touch. This way the conversation ends and closes off the dialogue and you’ve got an answer rather than just a nothing void.
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https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-02-12 10:00:002019-08-13 15:08:16New business development copywriting - writing a chasing email
Here’s a great guide to how to find the best digital agency for your business brand needs.
Getting an organisation who matches your needs and is able to deliver to your brief takes time and careful analysis. Get yourself all the information you need in order to find the best agency and then you have to brief them well.
Writing an awesome creative brief is a challenge and one we can help you out with – even if we’re not doing the work for you. Getting the language and the articulation of your requirements correct will shortcut the selection process of finding the best digital marketing team for your needs.
https://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpg00Rebecca Caroehttps://creativeagencysecrets.com/wp-content/uploads/2014/04/CAS_Logo_1line_RGB.jpgRebecca Caroe2013-01-23 10:00:002020-01-24 01:44:26Hire the right digital marketing agency - a guide
Email is a vital tool to growing your business. It’s non-invasive, interactive, and most of all – integral to business communications, so often get noticed.
