Check Out our own First Principles of Writing Effective Emails as a Starting Point for Crafting your own Best Content
Basics:
- Make it about them, not about you
- Stick to 4 sentences max (make it interesting and mobile-friendly)
- Use conversational language
- The smaller the ask, the easier it is for your recipients to answer (and more likely you'll get an answer)
- The more personalized, the better - reference their name, company, industry, competitors, call out unique situations they're facing, reference a real (relevant) use case of your product by a similar company, use language THEY use, and offer specific solutions
- Leverage Apollo Snippets to automate your personalization
- Follow-up, and follow-up your follow-ups
Main Email Components:
- Subject line: Be informative, focus on clear value propositions, and make use of Apollo Snippets like {{first_name}} and {{company}} to be more personalized and targeted
- Body: Keep it short and sweet, include clear value props, 4-6 sentences or about 800 characters or less in total, use Snippets to personalize your message
A/B Testing:
- Subject Lines affect Open Rates
- Email Bodies affect Response Rates
- Test different version of your email body or subject line, but never both at the same time
- Small changes in verbiage are more effective to test against each other than completely different content
- Try to pinpoint what difference, whether subject line or opening sentence, is the cause for the change in results
- Utilize the 'clone' function to quickly test small variations in your messaging
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