Your emails, crafted into a party goody bag 🎊

Emailssss. I, personally, love them.

So does Aelia. 😀 

You might not know this, but the only reason that this newsletter makes it out of Notion drafts and to your inbox each week is because of the mad genius of Aelia Haider, Ignore No More’s Product Marketing Manager and Martech Magician (her full title).

And both of us really love Really Good Emails.

And really great emails.

Which yours can be!

But writing emails can sound 👻 scary 👻, we get it!

So we’ve also made a step-by-day plan to getting your basic email templates drafted.

That way you can collage emails with some content scissors and fill-in-the-blank glue sticks instead of staring at an empty piece of sad (virtual) printer paper. ✂️

It includes:

• templates for each type of email we talk about here

• how to set them up well in your CRM (down to the triggers!) as a Figma file

And it’s linked at the bottom.

Now let’s get to it! 📮 

Some terminology to keep in mind:

• email sequence - multiple emails in a conga line

• email workflow - the full view of a sequence from beginning to to end with all of the triggers included.

• trigger - the action/event to jumpstart the email (or email sequence) by your CRM

The basic emails you need, step-by-day

Day 1: free trials

Because you want them to go from free.99 to shut up and take my money. Nuff said.

Here’s how to think of writing them:

Day 2: post-call followup

if you do demos, you need an email followup after!

if you do coffee chats (before you get to a demo) you need an email followup after too!

You want to remind them of what you discussed, send them anything you mentioned in the call and what next steps are.

Here’s how to think of writing them:

Ahem, here’s my not-quite-shilling to use TLDV to record your meetings and make this 10x easier. Yes, i am an affiliate, but I FRICKING LOVE THEM and the tool is just bloody brilliant.

Day 3: Testimonial asks for the product

You know you need to know what people think of your product.

You need it for copy, you need it to improve your product over time, you need it for social proof to get people to buy.

But it’s a pain to ask. This email is effectively getting customer interviews on autopilot.

When paired with your customer data spreadsheet (just you and your inbox stay tuned!) this becomes your ✨great marketing magic maker✨ 

(That has nothing to do with AI, despite the presence of those sparkle emojis).

Trigger it when

• they get to the “aha!” moment in your product.

• they’ve successfully used the product for 2-3 months to ask what they want changed with it. (modify it a bit so it’s not exactly the same)

Here’s how to think of writing them:

Day 4: announcement + feedback ask

This is different than the testimonial request because you are specifically asking for feedback, not for them to leave a review. it’s a back-and-forth conversation to get more info, not a 5-star review on the Wall of Love

and that subtle change means it’s a different email, with a different CTA, which requires a different template.

this template is a two-fer, because you’re both announcing the feature and getting feedback on it specifically (vs the whole product).

Then, if they like it, you can send them a version of that testimonial email!

See, 🎶 we’re allllllll in this together 🎶

Here’s how to think of writing these emails:

Day 5: Goody bag

Until this past Monday I was 100% sold on lead magnets.

But then i was talking with a fellow marketing queen and she called lead magnets an “Advanced tactic with like 20 factors you can get wrong”. Oof.

As someone who loves a good swipeable PDF, i was shook!

But i got her point.

I’ve signed up for many and been happily subscribed for years as a result, but i’ve also been very disappointed and immediately unsubbed if the content was sloppy, janky, and just plain basic.

So now i’m 60% sold on “lead magnets”.

But i’m 100% sold on goody bag content.

Good bag content? What’s that?

It’s when you have content that’s in-depth enough to be worthy of trading in an email for. Not just simply something you can slap a form on.

Something like:

• an exceptionally in-depth carousel post that could be a presentation

• a presentation (lol)

• a template or tutorial

Ex: Senja’s Landing Page teardowns (which grew out of co-founder Olly’s personal side project Roast My Landing Page that he later sold btw!)

Either way, you’re gonna give them the goods.

So i’m calling these goodie bags for now.

Here’s how to think of writing these emails:

And yes, you can optimize the bejeeeebers out of all of these emails.

The point is to get those drafts written and loaded into your CRM/email sending tool, not to get them perfect the first time.

We’ll have an email on optimizing in the not too distant future for ya!

If you have thoughts on emails, join the chatter on LI!

The comments are keen.

We’ll see you and your inbox next week!

Cheers!

Sophia ⚡👩🏽‍💻 & Aelia 🪄 🧕🏽

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