Templates are alright, but the best marketing does not come from using templates. You should think of them as frameworks instead.

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Don't just take the templates and jam information into there. You can mix and match different parts of different frameworks to concoct an email that is relevant to your ideal customers.

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The best copy comes from understanding your potential customer and their business.

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Use these frameworks to drum up some ideas but take into context your customer and product.

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Quick Tips

• Cut the fluff - make sure every word in your email has a purpose.
• Target your ideal customers - many people underestimate how important this is. Target the companies that have the greatest need for your product.
• Know your customers - research, talk to them, and ask them questions.
• Iterate, measure & optimize - you will want to test different messaging to find what resonates the most.
• Deliverability is key - ensure your emails are landing in their inbox, not spam.
• Make it about them, not you - Audit yourself for how much you use the word "I" instead of "you."
• Make sure you are not just listing features.
• Use social proof - case studies, warm introductions, intel from their teammate, etc.
• Subject line: Whatever you do, don't make it look like another marketing email. Make it look like a colleague or someone who knows them sent it.
  

Here are the frameworks with some examples. FYI, the examples are for completely made-up companies but are based on emails I have used.

#1 - Event / Buyer Signal Reference

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1 - Reference an event or something you noticed that would indicate they might be a good fit for a product like yours

Look for these events & buyer signals, including news articles, social media, job postings, and other data sources.

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2 - Bridge the event to your offering

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3 -  Credibility / social proof statement

4 - Call to action

Example:

<First Name>,

The new Ai-enabled workflow tool you launched is incredible. I wonder how user adoption is going so far.

Automation companies like Zerowork work with us to increase the adoption of their Ai features by +50% through embedded training tutorials.

How is the adoption of your new tool going so far?

Looking forward to hearing from you.

Kyle

#2 - The Compliment

A great way to start a conversation with someone is by complimenting them or their company.

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1 - Find something about their business or them that you can genuinely compliment. Be specific. The key here is it needs to be genuine. People can detect bs.

2 - Explain the outcome you help people like them to achieve. Bonus if you can use a real example with stats.

3 - CTA

Example:

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<First Name>,

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I had to reach out when I saw your incredible sales stats on Linkedin.

We work with top-performing sales reps to find buyer signals specific to your ideal customer profile, leading to a 15% - 55% increase in outbound generated opportunities.

Worth a 7 minute call?

Best,

Kyle

#3 - Before to after story

1 - Relate to a pain point that you know they are facing and what their world is like with the problem.

2 - Reference a current customer with the same problem and how you solved it.

3 - What was their world like after implementing the product

4 - Soft CTA, asking a qualifying question about the problem.

Example:

<First Name>,

Sourcing quality sustainable materials is difficult because it's hard to discover and verify new suppliers.

Sustainable Clothes Co. easily sources high-quality suppliers for 22% less by offering an RFP on our platform.

It took them 7 minutes to set up, and in 3 days, they had verified and trustworthy suppliers.

Are you looking to source new suppliers? It could be worth a quick chat.

Regards,

Kyle

#4 - No pain, no gain

1 - Write a common pain point that you hear from clients. Use their words and reference the type of customer

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2 - Explain what that causes and why it's not good, or get more specific about the pain point

3 - Credibility or social proof statement - why you are qualified to solve that problem and how you do it.

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4 - CTA

Example:

<First Name>,

Marketing managers talk to us often about hard it is to nail the right t-shirt design.

It's expensive if you don't do a big run, so there is no way to test the popularity of a design before launching it.
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That's why marketing managers work with us to test the popularity of their designs before they do a big run, leading to 37% higher sales.
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Worth chatting about how to test designs at *company name*?

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-Kyle

#5 - Value bomb

1 - Why do you think this would be valuable to them?

2 - State a unique insight relevant to the product you provide.

3 - Relate it to your product.

4 - CTA

Example

<First Name>,

Since you are a marketing expert, I thought you might find this insightful.

I interviewed 50 marketing leaders; community building was the top trend among them.

B2C companies work with us to build communities from 0 - 100,000+ through our community builder app.

Interested? Let me know, and I can send a few times for a call to meet.

Kind Regards,Kyle

#6 - Reference their Linkedin

1 - Write about something you noticed on their profile that is relevant to your product

2 - Bridge it to your product

3 - CTA

Examples:

<First Name>,

Since you're in charge of growing revenue and your passionate about innovative ideas, I wanted to run this by you.

Revenue leaders are growing their outbound sales by 10 - 30% by simply targeting better potential customers.

But how do they target the right people? They use a platform like Revitup that builds a list of ideal target customers based on data points found online that are tailored to your company.

Worth chatting about this for your company?

Best,

Kyle

#7 - Quick Question, *First name*

Many people use quick questions in the subject line, but you can ask other questions like "Can I run an idea by you, Jeff?" or "Is this on your radar, Jeff?"

1 - Literally just one quick question relevant to your product or problem you solve

Example:

Are you currently using any tools to find buyer signals from potential customers?