#247: The Lead Nurture Email Playbook: What Works and What Doesn’t

#247 Lead Nurturing | In this episode, Danielle is joined by Samar Owais, founder of Emails Done Right; Sheri Otto, CEO of Growth Lane Strategies; and Sofia Silva, Marketing Manager at Reachdesk.

These three email experts came together for a live roast of real B2B lead nurture emails, submitted by marketers from the Exit Five community. You’ll hear the good, the bad, and the fixable, with practical insights on how to improve your own nurture sequences.

Danielle, Samar, Sheri, and Sofia cover:

• The most common lead nurture mistakes B2B marketers make (and how to fix them)
• Why every email should be treated as a conversation, not just a campaign
• How to write nurture emails that create connection, not clicks for clicks’ sake

If you're building (or rebuilding) your nurture strategy, this one’s packed with real examples and expert feedback to guide your next send.

Timestamps

• (00:00) - – Intro: Welcome to the Lead Nurture Roast
  
• (02:39) - – Meet the Experts: Samar, Sheri, and Sofia
  
• (06:36) - – What Is **Lead Nurturing, Really?
  
• (09:29) - – The Problem with “We” Language in Emails
  
• (11:51) - – The Biggest Mistakes B2B Marketers Make
  
• (14:16) - – Why AI Isn’t Your Copywriter
  
• (16:11) - – Teardown #1: Subject Line Gone Wrong
  
• (20:41) - – How to Build a Nurture Sequence Around a Whitepaper
  
• (23:21) - – CTA Overload and Why It Kills Clicks
  
• (28:23) - – Teardown #2: Great Open Rate, Low Engagement
  
• (32:17) - – The One-CTA Rule (And Why It Matters)
  
• (34:59) - – Structuring Long Emails for Skimmability
  
• (37:31) - – Teardown #3: Cold Lead, Wrong Email
  
• (40:04) - – Re-Engagement Emails That Actually Work
  
• (42:54) - – Use Social Proof Instead of Product Pitches
  
• (44:34) - – Teardown #4: The Overloaded Onboarding Email
  
• (47:29) - – What’s a “Micro Conversion” in SaaS Email?
  
• (52:04) - – Time-to-Value and the First Action That Matters
  
• (54:19) - – This Email Is... a Whole Sequence in One
  
• (56:39) - – Teardown #5: Trust Email or Generic Spam?
  
• (59:34) - – Why Specificity Beats Industry Buzzwords
  
• (01:01:49) - – Final Scores and Wrap-Up

Send guest pitches and ideas to hi@exitfive.com
Join the Exit Five Newsletter here: https://www.exitfive.com/newsletter
Check out the Exit Five job board: https://jobs.exitfive.com/
Become an Exit Five member: https://community.exitfive.com/checkout/exit-five-membership

***

This episode is brought to you by Webflow.

If you're a B2B marketer right now, you’re probably being asked to do more with less - less budget, fewer resources, tighter timelines. And you’re expected to somehow grow pipeline anyway.

That’s why more teams are switching to Webflow.

Webflow is the website experience platform that helps you consolidate your stack, reduce program spend, and move faster. Instead of juggling a dozen tools and waiting on devs, Webflow gives marketing and design teams the power to build, launch, and optimize sites all in one place.

No-code flexibility. Dev-level control. Built-in A/B testing, SEO, localization, and AI tools. It’s everything you need to turn your website into your highest-performing channel.

It’s everything you need to turn your website into your most efficient, highest-performing channel.

Check it out at webflow.com/exitfive.

‍

E5_Live teardown Lead Nurturing - Raw Transcript
===

Danielle: [00:00:00] Hello and welcome back to The Roast. Are you guys still here? Let me know in the chat. I think we still got a lot of people live ready for our next session on lead nurturing. Hey Vince. Hey Emily. Hey Julia. Hey Amanda. Okay, that's as many as I can do as at once. Um, this is awesome. All right, so this is actually our first session where we are roasting actual emails.

Um, so I'm super excited about the experts we have today. Um, I've known a couple of them for a while, um, and have just like admired their opinions on emails. So we really did get. A bunch of the best people in B2B email together today. Um, and some came highly recommended from some of our other experts. Um, and then this panel is brought to you by Reach desk, who hopefully a bunch of you just got a nice little coffee from them, so I'm very excited.

Couple housekeeping things, if you're just joining us, um, if you wanna throw your Q and a, any questions you have in that little tab [00:01:00] right above, at the top of the chat it says q and a. Um, we will be able to get to those probably towards the end of the session if we don't, um, get caught up roasting. 'cause that's obviously the best part of the session.

Right. Um, so now I'm gonna do a little intro on our experts today. So excited. All right. Cool. We have summer always. I am, I don't know if I'd pronounce your last name right. Summer. I'm sorry if I didn't. Um, and then she's the founder of Emails Done. Right. Which is just an awesome resource. Um. That is, I've learned a ton from when I was first starting out in B2B.

Like she is the person that I learned email from and her newsletter is just fricking awesome. She has strong opinions. She's gonna be spicy today. I gave her permission, so I'm very excited. And then we have Sherry Otto, who's the founder and CEO of growth. I'm all tongue Kai today. I'm a little nervous, you know, um, growth Lane strategies.

Um, another email queen that we have with us today. Um, she [00:02:00] also has strong opinions, especially on lead nurturing, so I'm very excited about that. And then to round out our little group of experts, we have Sophia Silva. She's a marketing marketing manager at re reach desk. So I am so excited. I'm gonna bring, bring them on stage.

Now we're gonna kick off with a little panel, a little discussion on lead nurturing. Like, what the hell is it? What do we define it as, as marketers? Um, and then we'll get into the roast. All right. I am bringing you guys out now. Hello. My experts. So excited. Ooh, summer. You just got a new subscriber to email done.

Right? I see it in the chat. I love it. Awesome. Also, does anyone have a better setup than Sherry right now? Like the camera's, Chris? Seriously, the mic is Chris, the chair looks great. I love it. Awesome. Thank you guys or ladies, so much for joining today. I gave you like a little intro, but do you wanna just, uh, [00:03:00] you know.

Say a little bit more about yourself in the chat. Summer. You wanna go first?

Samar Owais: Yeah, absolutely. Thank you Danielle, for inviting me to this roast. Um, I have a thing about picking email fights, which is the entire purpose of the email done Write newsletter. Yes, I have not met an email that I cannot improve.

And my, um, something that I joke about is that you could wake me up at 3:00 AM and put me in front of a computer screen and tell me like, Hey, this is an email. Improve it and I'll do it with my eyes half open. Um, that is how much I love about love emails and if my husband is to be believed, I talk about them in my sleep, but he hasn't given me proof yet.

So, um, that's, you know, uh, summer actually isn't

Danielle: awake, she's.

Sheri Otto: Sherry, you wanna tell us about yourself? Yeah. Hi everyone. Danielle, thanks for having me, and I'm so excited to get into this with you ladies today. Um, Sherry [00:04:00] Otto, I came from a background where I worked exclusively, exclusively in the email channel at, at HubSpot actually, and then now leading a, a company that works with B2B companies that really take content and figure out how to like, turn that into revenue.

So full funnel and email is at the core. And so how do we use messaging, behavioral science triggers and understand what it looks like to move contacts from top of funnel to bottom and actually close them. So that's what my company is about. I'm so excited to dig into these emails today.

Danielle: Yay. All. Sophia, you wanna top us off?

Sofia Silva: Yeah, of course. Uh, yeah, I'm really, really excited to be here. Um, as Danielle said, I'm a marketing manager at Reach desk. We really, we and me, I think. I have a really like human to human approach. So I think this is a perfect, um, you know, session for me to be here roasting with you guys. I'm also a marketer that markets for marketers, so even though I get hundreds of emails, you know, outreaching to me, I also help my team, uh, doing the same emails for other [00:05:00] marketers.

So I feel like I'm on the, you know, the two sides of the coin here. Um, so yeah, happy to be here and, and shed some light on, on my thoughts on all of this as well.

Danielle: Yay. Uh, I'm so excited to have this panel put together for lead nurturing. So let's get into it. We had this in our little panel kind of kickoff call, like, how do we even define lead nurturing?

There's so many different parts of it. Like, you know, what, how do you define it? What, what do you think makes a good lead nurture email these days?

Samar Owais: Um, yeah,

Sheri Otto: go ahead Sherry. Yeah, I think lead nurturing is about understanding where your contacts lie on the buyer's journey. So you can nurture leads who are cold and then coming them, bringing them back into your cadence.

Or you can bring someone in on an onboarding sequence and nurture them through that process or that trial process. So nurturing leads, it's really important. I feel like it's the middle of the funnel where you get to deepen connections and [00:06:00] build relationships with the people who opted into your CRM and your database and elected to be a part of your ecosystem.

And I take pride in that and I think it's important, and I'm so glad we're having this session, Danielle, because it's so important to deepen those connections. Like Sophia said, human to human connections. That's what I think it's about. It's not about broadcasting messages of your own, it's really about understanding your audience and really bringing people, uh, to a buying decision at the end.

So that's what I think it's about. I'd love to hear what the others think as well.

Samar Owais: Yep. Okay. Me next. So to me, actually every email is a nurture email. Every email is, uh, an opportunity to connect, to inspire brand loyalty. Um, yeah. And, uh, I dunno, like there is no option in email marketing to ignore a subscriber or not cultivate that relationship with them, right?

So, which is why I believe every single email that you send [00:07:00] out has to have that nurturing quality in it. You need to be talking to them, um, like a person. You need to be having a conversation with them. And if, and you need to worry all kinds of marketing jargon. And, um, we're gonna, I can talk about this stuff for hours, but that's it.

To me, emails are every single.

Danielle: Awesome. Sophia,

Sofia Silva: what do you think?

Danielle: Yeah,

Sofia Silva: yeah, exactly. I think with, with both things that were said, and I think even more than us thinking about as lead nurturing, it's really people nurturing, right? We're trying to get more people into our brand, more people interested in our product, and help more people solve those problems that they have.

I think a lot of the times when we're thinking about the nurturing, we forget that there's a human on the other side of the screen. We make it very robotic, very high level, very impersonal. I got a lot of weird lead nurturing emails so far. Um, but I think it's all about making them personal and you know, kind of telling the person on the [00:08:00] other side that A, we're here we can help if you, you know, want us to help you.

We're here and here is something in the meantime for you to think about this topic and how we, you know, how you can solve this problem that you have. So to me, it's all about delivering the right content at the right time to the right people and making that in a very human way. I would say.

Danielle: Yeah, I would agree with that.

And I think, like, you know, we're all marketers. I'm sure we have like a little bit of a judgmental eye when we get ourselves into lead nurturing sequences. I know, I do. Like, we listen and we judge. Um, and I think it's something that as marketers, we may be getting our heads a little bit about. Like, oh, we have to send emails, we need to do like a lead nurture.

Um, and I've definitely made a ton of mistakes. So I'm curious like what mistakes. Do you see most often? Like what are the kind of like common little pitfalls and traps that we fall into when we're thinking like, oh, I have to go do a lead nurture session? Yeah, [00:09:00] maybe

Sofia Silva: I can. Oh, Tamara. No, no, no. Sophia, go ahead.

I think the biggest mistake is thinking about us as a brand first and not the person that's going to receive that email first. I see a lot of emails where it's like, we can do this. We have this content, we just, you know, built this resource. We're going to be here. We're What about the other person? Like a lot of the times you're going to read those emails and be like, yes, but why should I care about this?

You know? So I think it's the fact that you need to put the person first and then, okay, you has someone in this role, in this type of company, in this type of team might have problems like this and this and that. And that's something that we can help by doing this and that, but always leading with the person first.

And I think another pitfall, and I think this is a very hot topic as well, is to do with ai. I know we're all about scaling AI and you know, using AI to the best advantage, but sometimes we're being [00:10:00] a, a lot robotic and forgetting about the human part. So I would say have AI is almost like your assistant, but not as the person, person doing the talking.

You know, leave that to the actual human, I would say. But yeah, just two, two of the big mistakes I see, you know, people doing love it.

Samar Owais: Yeah. So to build on what Sophia said, uh, one of the biggest pitfalls I see B2B SaaS needs make is treating email like a marketing tool rather than a communications tool. I mean, at the heart of it, email is a mode of communication and it is a privilege to be given permission to email people, which in this crazy hyperconnected world is still somebody's very private corner of the internet.

And so we gotta treat it with respect and we have to treat it like a conversation. But a lot of B2B SaaS companies do not do that.

Danielle: No, I love the piece about respect. That's so true. Because we're so focused on like our own goals, I feel like, [00:11:00] where it's like, oh, I gotta get clicks through to this email, and it's like, it's like why should someone click on it?

Sorry, Sherry, go ahead. That answer's, I mean, ready to go.

Sheri Otto: No, I'm gonna underscore what Sophia and Summer said. Uh, and I think one of my biggest pet peeves is the, the language of I wanna announce this, or My company just did this. Or we are, I'm to announce yes, why do we need to know your announcements? I have a pain point.

Do you wanna talk about me and my feelings and my needs? Then I'll listen to you. So if we can start switching those pronouns from me and I to you and your, we can do a little bit better. Even that simple switch to you and your will do a world of difference when it comes to your email engagement rates.

So I love what you said, what you both said about that as well. Yeah. Yeah.

Danielle: There's a great, um. A little like, I don't even know what it's called, like tool strategy, something that I read in, um, Anne Hanley's book. I'm just like shouting her out a million times today. Um, everybody writes, but it's like the so what test?

And it's [00:12:00] like, we're thrilled to announce our new email tool. And it's like, so what? And it's like, because it helps you write better emails. And it's like, so what? And you basically keep going until she, her line is so funny. It's like, until you get to questions like best answered by philosophers, but it really helps you get out of that.

Like, we're thrilled to announce to, like why should they be thrilled that you're announcing this? Absolutely. I love it. I literally have it like screenshotted. Yes. Okay. I love this. I love all of the, the, um, notes in the chat. The so what test, and Quinn has a sticky note, the only one on their computer that says no R because it's all about the customer.

I love that. I love a good sticky note. Amazing. Yeah. Um, um, awesome. All right, cool. So should we get into some roast? What do you guys think in the chat? Absolutely. Should we start roasting? Yeah. Alright, cool. We're gonna start. So I'm gonna bring up my little deck. All right. Cool. So how this is gonna work, I'm very excited.

Hang on, I got a little something for you. Um, we are [00:13:00] going to get a little bit of info about the company, the email that's been sent, the subject line. Then we're gonna throw up a screenshot. And we're gonna go through and talk about what works, what doesn't, what our initial reactions are. Ready? All right, Daniel says The Kohls are ready to BB Q.

So we are ready to roast. Um, very excited about this. Um, and then what we're gonna do, and you guys in the chat are gonna do as well, we're gonna rate it on a scale of one to 10. One is like, never send another email again, 10 is like no notes. This is perfect. Um, Samara's gonna, or Summer's gonna dream about it in her sleep tonight as the perfect email.

Um, and then each of you're just gonna give like, okay, what's the one thing you would change about this email? So it could be a little small to read on the screen. So I'm just gonna pop in the chat for everyone following along. If you want to follow along, maybe be able to see a little bit bigger. It just pops to the stack in here.

Um, so awesome. If you wanna follow along that way, if it's too small for you to see on the screen. So first [00:14:00] up, we have an email from Antech Solutions. This is an email that targeted cqs, which is, what, what did I say? It was customer or chief quality officer. Chief quality officer, and healthcare quality leaders at a director level and above.

Um, these recipients had already downloaded a white paper syndicated through a major healthcare publication, and this was the third, third in a string of six follow up nurture emails. And we got some of the stats, which is kind of crazy. This email had zero opens, which we think is wild. Um, and it might be because of the subject line, which is optimize patient and member care, um, solutions at a glance.

So without further ado, let's bring up the actual email and over to my experts. Let's give me your, your gut

Samar Owais: reactions. Okay. Oh my God. Alright. Um, can we go a slide up, because I start right from the very top, like before I even open the email, there are certain things that I noticed and the subject line, I mean, I'm not even going to get into what the subject line is, but for the love of [00:15:00] God, stop using capitalization.

Um, right. And use sentence case. Make your email subject lines an entire sentence if you have to because this subject line is, is screaming a corporate gimmick content. Um, it is not telling them what it is, what's in it for them. It is not telling them why they should care. Um, and this subject line is a classic case of, uh, hey, this is something we put together and, you know, we think you would love it, but they will obviously not.

Um, so yeah, let's start from the subject line guys. Uh, I, what do you guys think the

Sheri Otto: subject line. Yeah. Yeah, the subject line is really vague and um, as we scroll back to the email and go back, you can see that it's not specific to what the goal of this email is. But I wanna take a step further going backwards.

The fact that this email guys does only has, like, has zero opens, um, [00:16:00] before we even get to the subject line, Hey, did this email even land in people's inboxes? Is this a deliverability issue? Is this a tech issue? Did it get into spam? That is my first, that's the first thing that's going off. Is this a tech issue?

Because zero opens is a major problem in any B2B business and all hands on deck needs to figure out what happened, why no one is getting, opening this email. So that's what I would say, but I love like the casing. And then we can get into some of like the specifics here. Yeah.

Sofia Silva: Sophia, what do you think? No, I mean, as soon as I saw zero open rates alarm bell start ringing.

Right. Either if it's not a tech stack issue, if it's not a deliverability issue, please fix that subject line because if you didn't get any opens, it's on the subject. It's like the first part you need to fix. Um, so again, even before going into the actual body of the email and everything, that else that is wrong with this email?

Yeah. Makes the subject line

Samar Owais: That's, I just saw something that could explain [00:17:00] the zero open rate they are sending. They, they sent it is a series of six emails sent across three months, which means you're sending one email every two weeks. That is not a nurture sequence. That is a we're popping up to annoy you sequence.

Um, you are not staying on top of. mind You are that. Little annoying B2B SaaS company that only wants something from them and pops up every now and then to putter their inbox. So at the very least, if it's a specific nurture sequence and it's an automation, you need to be sending two emails a week and be and wrapping it up in three weeks.

If you are not engaging them in three weeks, move on and do something else.

Sheri Otto: Yeah, yeah, yeah, for sure. Yeah. What's, there's some gold in this one that I'm feeling like, um, they're not tapping into. So the folks, the folks actually just downloaded a, a document, a white paper, right? Yeah. But that white paper, that's the action they took.

They. Took a really important [00:18:00] action. 'cause white papers are not just like a quick read, right? So there might be more in the middle of that funnel. So like if they're doing some important action, maybe the subject line can be like tagging on and referencing that specific step that they took. And then this infographic it looks like is like the next step.

So it's your perfect companion in that second part of the first sentence, the perfect companion. So I like that it's kind of tagging their action on downloading, but we don't get that in the subject line. And then we see where, which is what we just talked about. Maybe it's like instead of saying we're excited to introduce, that's great that you guys are excited, but this is about the customer.

Like so stop and change to you. Hey, you get access to this infographic and here's what you can do with it based on your previous action of downloading the white paper. So that's kind of how I would rephrase that.

Danielle: Yeah, they need the context added here because that like think of like a person getting this, like I always think like [00:19:00] you're probably context switching a million times a day.

Like I don't, I probably don't remember that I downloaded this a month and a half ago. Yeah,

Sofia Silva: yeah, exactly. That's it. I think leading with that is also a mistake because people will read this and be like, what white paper are they talking about? You know? So I think it should, it should be flipped. It should be, you know, kind of either remembering that they've done that and why they've done that.

Like what is the pain point that they're trying to solve? Remove that little image infographic. Weird thing on the right, because it doesn't make sense to be there. No one can read that. No one will care if they're wanting people to action and to see that. Then remove that. People will see anyway if they're interested and then just like.

Lead the problem and not with the, Hey, you downloaded this. People don't care. They don't remember that they did. So,

Samar Owais: yeah. Alright. I'm sorry. Go. I, I feel like I keep focusing on everything that happened before this email was sent out. Um. Point being, [00:20:00] you've, they've already done, like Sherry said, a big ask.

They have downloaded a white paper and now you're asking them to download something. Again, if you are cricking off an, a nurture sequence based off of a big download like a white paper, your entire nurture sequence needs to be about that white paper. Nobody reads a white paper in full. So like a nurture sequence is your opportunity to get that information that was in the white paper out to those, um, subscribers all over again so that they pay attention and make your email copy relevant to them.

Like, Hey, here's why you should, uh, care about this bit of information that was in, in the white paper. Right. And so from a copy perspective, we've already covered that. It's, you know, using we, the dreaded r.

Organized email, if you just look at the email, right, there's plenty of five page space. They're using bullet points, although like my pet pee bullet points, it needs to be three or five unless you are [00:21:00] listing stuff, right? So like that's a minor gripe in the grand scheme of things. But, uh, enhanced patient, member safety and quality.

Like why should they care? What does it do for them as professionals, right? What, how does it improve their day to day life? So just change the lense a little bit Um, and then again, like this infographic, download the infographic. If you're interested in this information to, like, why should they, where can they use this information? Um, give them a printable version that they can then give to like their juniors or like pass it around in a meeting.

Like make it visual for them, um, in ways that they can use this infographic apart from just downloading. Right? And so all of this goes to beyond like, why are we sending this email and what do we hope to achieve with this email? So a lot of, I always say email marketing, like copywriting and email is just the last piece of the puzzle.

You have to figure out so much more before you can write copy.

Danielle: That's a really good point. All right. Scale of one to 10, [00:22:00] where are each of you? And then in the chat, where are you on a scale of one to 10? One is don't run million. 10 is amazing. No notes. I don't think we'll see that. Um, but we have a lot we can improve here.

So gimme your rating and then one key thing you guys would improve.

Sofia Silva: Yeah, mine would be a three out of 10. I don't think it's the worst email I've ever seen, but it's definitely not the best one as well. And then I think o obviously besides the subject line that we already know, it's not really that great.

I would just change the, the script on, on how the email is structured based on just the, the white paper thing. So instead of leading with that, leading with the problem, remember you downloaded this, here's some more, you know, content that can help you figure out the answer to X, Y, Z and why you should care about it.

So just flipping that a little bit, I would say,

Sheri Otto: yeah. I'm gonna give it a four. Um, I'm gonna be a little bit more generous, [00:23:00] but, um, just because I like the clear button that you, we, we want them to click and I actually, I actually do like having a graphic or a visual in an email. I don't know how, if it would be like the entire thing, but I like things to feel tangible.

Um, so, but I agree with what Summer said about like the bullets and like, okay, what's the point of that? And what you said, Danielle, about. Okay, so then what like, well then what's the point? I think helping, what would help that in the fix would be with some of those bullets. 'cause a lot of us are gonna put bullets in our emails, but make sure you're asking yourself bullet.

Yeah, like maybe like, and maybe like the three to five instead of four, but ask yourself the question or try to fill in the blank so you can, so that it feels more like they can do something. It's more usable and practical for them when they're reading this. So instead of saying enhance patient some, um, enhance patient member and safety and quality, like so you can do what?

So it can help me accomplish whatever goal. And that's kind of going along the lines with partnering their pursuit to, to [00:24:00] complete something or do something. So making it more tangible in that aspect is something that I would work on to improve this email.

Samar Owais: I feel bad about saying this, but I'm gonna give it a zero, uh, simply because it breaks every single one of my unbreakable email rules.

Um, and that's not to say that it's not easy to flip this around and turn it into a decent email, but as it stands right now, it is a solid zero. I give it a minus five. I could, Danielle, we're all over. Sounds permission. Uh, you gave permission to be like, I did. I did.

Danielle: I gave you permiss. Super honest. I No, I love it.

And that's why we're here. Like, marketing is really hard, right? And I definitely sent some emails that looked like this when I was first starting out because that's like what you think, you know, you're like, oh, I, I like used to put on this like hat where I was like, this is my email hat. And I would, you know, write in a certain way.

'cause I thought that's how people wanted to, to be known or wanted to be emailed. 'cause that's what [00:25:00] you see. You see so many of these examples, not an email done right, obviously, but. All right, cool. Let us move on to the next one. So I think we got some really tactical takeaways there. I think Samara, you are summer.

I'm sorry. I don't know why I'm reading it. And that's no worries. Summer, I respond to

Samar Owais: every single pronunciation of my name. Don't worry.

Danielle: Um, what you said about like having it in the context of like, there's so much before we even get to this email and like stepping back, seeing the forest through the trees of like, where are they in their world, um, after they've downloaded this white paper.

I think that's great advice. Awesome. All right. Here's our next one. It is from Paddle. Um, they are sending, the audience is SaaS companies. Executive personas goal of their email is to nurture, to mql. This nurture utilizes content from our previous webinar series, trying to reuse content in different formats to see [00:26:00] how it performs.

Um, it was sent to people who didn't register for the original series. They're trying to provide more educational and valuable content in email strategy. So we got a 57% open rate, 2% click through rate for replies, and 88% red subject line is SaaS is evolving. Are you keeping up? And then again, sorry, it's small, but this is what we got.

So the start from the left and then imagine you're scrolling down and then I'm gonna throw that link in the chat again if you are wanting to follow along and see it a little bit bigger. All right. Um,

Sheri Otto: did anyone catch that subject line? Uh, that, uh, open rate. Holy cow. That's pretty good. So I'm like, my eyes fixed on that, right?

Like, what are you keeping? Does this mean that the folks who are reading this email are really like, worried about being left behind? If that's the case, then let's [00:27:00] just keep that running in the email 'cause that's pretty impressive open rate there, guys.

Danielle: Yeah, that is a good one. And like, you know, got a couple of replies.

Got a. 88% actually read. So I think you can see like how long they scrolled through it, which is also awesome. Um, all right. What do you think Summer, Sophia? Uh,

Samar Owais: for a 57% open rate, a 2% click through rate is low. Um, and when you look at the email, it is pretty, uh, obvious why, uh, in the very first paragraph, you're giving them two links to click through, and that is that right there diluted your call to actions.

People have clicked through, they've gone away from the email. And it's context switching, right? Uh, it's also unclear what the email's end goal is like. What do you want them to do? If this is an information re content repurposing email, you still need to send them to like one place, not two places, right?

So in the very first paragraph, I'm sorry, I'm [00:28:00] gonna look at my other screen so that I can read what the thing is. Um, we recently broke down the high Alpha SaaS benchmark Report 2024 in one of our panel happy hour sessions. We obviously don't get to click through and see if both of those links are leading to the same place, but, uh, and I know just in the chat that everybody was asking one of my unbreakable, what, what are my unbreakable email rules?

One of them is that every single email you sent out should only have one type of call to action. That doesn't mean you shouldn't have multiple call to actions, but one main call to action that. To the same place, right? So if you have five hyperlinks in an email, they all need to lead to the same place.

Unless, of course the purpose of your email is to highlight like five events. Uh, and you have like these monthly webinars going out and you send out a single email that says, Hey, here are the five webinars that we'll be holding, sign up for whatever is interested to, this obviously is not that email, so that's one.

Uh, and I'm not gonna stop now and like ask Sophia, [00:29:00] um, if she thinks I'm on the right track. Let's go. Let's go.

Sofia Silva: Go on. Yeah. Well, good. Yeah. Do you, do you have more comments or do you want me to go, I also have some thoughts on this one. Go ahead. Um, I, I'm,

Samar Owais: I'm done for the top half part of the email. Okay.

Sofia Silva: Yeah. I mean the 88%, um, kind of scroll rate or read rate was kind of wow for me because I do think this email is really long. I. On one side, when I was reading this email, it almost felt like it was a little bit repetitive because it's almost like those three bullet points are then repeated in a little bit more length after.

So I would just choose to do one thing or the other and not just repeat kind of things in more depth. And then I think the information could have been better visually organized. So it's not text giant image, text giant image again. And then I obviously agree with the two CTAs. I think [00:30:00] if, you know, if the, the team at Paddle wanted to send people to the two resources, they could, for example, have created a hub type landing page where the two resources live and then send people to that landing page and to consume the content if they prefer in writing or actual, you know, reading the webinar on that same landing page with that unique CTA.

'cause I think having two kind of dilutes, uh, what they're trying to achieve here. Yeah, those are my, my thoughts on this one.

Danielle: Someone also had a great note in the chat that this is Paddle and they have an awesome brand that's built a lot of trust and like people know them for their content. So I I, that's probably why the, the open rate was so high 'cause they've built up that trust.

I don't have a problem with the length here. I like a longer email because I'm a scanner and I like to look and find if there's something in there for me. And then I'll probably like read a little bit more. I think it's more, I would want more like context around what I was missing and how it [00:31:00] applies to like, yeah, we recently broke down high alpha SaaS benchmarks report in 2024.

Um, trends are eye-opening. Like I get trying to break it down, but to me, like if I'm reading. The headlines, which is what I'm gonna first look at. I want them to tell a story to get me interested in. So that's more my problem than the length. Um, and then I think we also have Rebecca in the chat too, which is awesome.

And she said it was sent to a couple thousand people, which is great. Mm-hmm. Thank you, Rebecca. Yeah. Thank you for sending this. You're so brave. Hope this is helpful. Okay.

Samar Owais: I'll say there is more. This is a pretty easy to read email. Look at the white space. Look at the sense structure. Right. The only thing if you're, I would remove those, uh, screens because I don't think they're adding to the email.

Sorry, the images. Um, the other thing is these subheads, building a high a RR per employee business, they need to be more angled towards why should the reader care. [00:32:00] Right? So more like how to build a high a RR per employee business, uh, especially because it will remind them of the subject line, which is, are you keeping up?

Uh, and so the email angle should all be around like, well, here's how to keep up.

Sheri Otto: Yeah. Agreed.

Samar Owais: Yeah, I,

Sheri Otto: I had a note for this one. I, I love what it's doing. I do feel like it lacks a little bit of the focus because we have this report and then it's also this session that we're talking about. So like, if we can just kind of drill down on like what the real purpose here is and Yes.

Um, double underscore to like the cognitive overload of two CTAs right in the beginning. But what I will say is that these are, these are working well. If we can kind of restructure it a little bit. Everyone loves a transformation story. Old versus new is awesome. Let's have old versus new, but maybe put 'em side by side and, and have them in a way that's visually appealing, where this is kind of what happens before and this is what we're doing and this is what makes us different for what we're doing in the new [00:33:00] era.

The new playbook of the new way. So I would say maybe the formatting, because we did have a low click-through rate here, we can try, um, a, a more visually appealing layout, keep some of the things that are working here, but maybe just restructure in a little bit of a different way.

Samar Owais: Yep. Um, I've seen this work for SaaS companies where if the email is a lot longer and is repurposing, uh, already very dense content, then they have a section at the top that says, Hey, here's what we're gonna talk about.

Here's what you're gonna take away from this, and if you wanna dive deeper, here's a recording to the webinar that broke down. And they do it. They say it at the end of the email. But if, are you giving the what, why, uh, um, answers that they need at the start of the email, it's just gonna go, I feel a lot more smoothly.

Danielle: Yeah. All right. Let's get into scoring here. One out, one outta 10. I'm at like, I'm at like a six, I think six or a seven. I think this was, it [00:34:00] just needs like a little cleanup and it's gonna be great. What do you guys think? And we got the chat in here. They're sharing their scores. All right. Sophia, you go first.

I.

Sofia Silva: Yeah, for me it was a five out of 10. Just because again, for me personally, I think it's really long and it could be condensed a little bit better with the same type of info, but very much easier to read than what it is now. Yeah,

Samar Owais: it's a five for me as well. It would've been a 6.5 if the four, uh, font size would've been bigger.

Sheri Otto: Mm-hmm. To be fair, it

Samar Owais: looks small in here.

Danielle: Yeah, true.

Sheri Otto: Yeah. I'd say a five as well. I think it's some good elements, but just reworking it, um, with more specificity, more visual appeal, stop telling us like all these links kind of like are, my mind is kind of going all over the place. I just want clarity. So, yeah.

Five.

Danielle: I also think like this is a lead nurture sequence too, and there's so much good info in here from the report, so [00:35:00] even like breaking this up into three different emails. Good. Good idea. Yeah. All right. Awesome. Thank you, Rebecca. You're very brave. I hope we helped here. Okay, our next one, this is from a company called Ben.

Um, they're trying to reach out to leads who went cold on us, but we're in the sales process, so they've had contact with them already. Um, these are HR and benefit professionals, including a mix of end users and decision makers. 11% open rate, half a percent click through rate. It was sent to about 800 people, and we got the subject line, the world's first intelligent benefits platform, and then the pre-header is the smarter way to do benefits.

And there we go. That's the email.

Sheri Otto: Okay. I'm totally, this is this one. I feel really passionate about this one, and I know we're gonna get into it. Oh, let's just start with context [00:36:00] and the mismatch between the context and just the subject line. Like we'll get into the details of the email, but like the context, it says that these are cold leads, these are leads that are not engaged with your communication.

So to just start talking about, uh, benefits or features or something, we we're missing the boat because to me that's a whole nother group. That's a framework that you can then employ. A re-engagement sequence is now an option for us to actually, it's the only option I think, in my opinion, to use before we talk about features, benefits, and other stuff.

Like, let's just get you in a connection with us again. Let's reestablish our connections before we even go in. To features and benefits. So instead of the subject line, if you go back, uh, Danielle, instead of that subject line which says the world's first intelligent benefits platform, we should talk about like the re-engagement situation.

Like since you've been gone, here's what you missed, or I haven't heard from you, but here's some new things and here's a [00:37:00] reason why now is a good time. Something like that is for the reengagement. And something like that is for, is what the, the playbook that we all should have in our B2B companies because we all know that our lead list decays over time and leads go cold.

We need to put, use our playbook for reengagement. And that's something I feel really strongly about, uh, when it comes to like connecting again and just being friends again.

Sofia Silva: Yeah, I agree. I think it's not just the subject line, it's the copy of the email that's the complete mismatch between the goal, which is I.

To reengage people that were already in the sales process. So they've probably already seen the platform, they probably already know what this is about. They don't care about seeing it for the first time, they know it. So you just need to find a way to reengage them. So either, like, if we really, if they really wanted to showcase a platform here, I think they could have done it from a lens of, you know, since we've last talked, here's our latest updates, for example.

And then include a little like, [00:38:00] snippet, gif, video, whatever to showcase that. Or if they don't want to necessarily showcase the platform, just go via like, Hey, we talked, I don't know, three months ago, you know, here's, you are still struggling with this. I don't know, making it more about them. I, I feel like for the type of audience and the type of stage where these people are, this is a perfect example of an email that is all about me in, in the case of the company and not about the person that they're trying to reengage.

So it doesn't tell. It doesn't tell me as a lead that's been called that I've already seen the platform that has already been engaged. Why should I care again now it's just like, okay, they're reintroducing themselves for some reason.

Samar Owais: Yep. Okay. I know. Oh my god, already. Okay. But I'm gonna focus on two. The first reaction I had when I saw this email was this is a B2B fast company that's using an email template meant for an e-commerce brand.

Um, so [00:39:00] from that perspective, also, you are trying to nurture people who have gone cold. This is not the time to send them a branded, well designed email and it's well designed. This is the time to send them a text only email, which should not be more than like 8,200 words, and it should be a somebody big at your company.

Um, and that's just asking like, Hey. You know, like we talked about and then, you know, nothing happened and like, what's going on? We'd love to know more. What were your hesitations? And if you could hop on a call, um, we would be grateful, right? Uh, because we're constantly trying to learn how we can help our customers more.

And your insights would be invaluable. So you, when you ask for help, people automatically wanna help when you ask for a, there's something inside all of us.

Danielle: Yeah, I agree with that. Yeah. I think, yeah, it's, and, and it's, it's also one of the things I would change, the [00:40:00] key thing I think I would change about this is yes, at make it plain text and make it come from a person, like if they were in the sales process, they've talked to someone, they've probably talked to two or three people from the company.

Have it be someone that they've, they've interacted with before, not just like, kind of that faceless reply at kind of thing.

Sofia Silva: Mm-hmm. Yeah. We actually do some sort of, uh, re-engagement like this on our side at Reach desk. So we recently ran a campaign, like a nurture campaign with conversational emails. So we used AI for this, even though we really personalized it, coming from our sales leader, two people that had interacted with us and claimed the gift in the past.

So it wasn't about. Features. It wasn't about product, it wasn't about anything like that because they'd already seen it, they'd already been engaged. It was about, Hey, I'm here. We know that you've engaged with in the past, you know that you've, you know, done this action with us. How can we help you now? Is there any way that we can do anything to help you solve X amount of problems that you have?

And then one thing that I think is really important at this stage as well is to use social [00:41:00] proof. They already know you. Why should they care about reengaging with you? Yeah. So using a customer from the same industry, from the same type of company and showcasing like, Hey, we've helped, you know, similar company achieve XY results.

Instead of leading with product, you are leading with benefits and how, you know, that fits their strategy and goals as well. Absolutely.

Samar Owais: I totally agree. This is a great place. Sorry, sorry I'm cutting you off. But this is a great place to highlight a case study.

Sheri Otto: Mm-hmm. Yeah, absolutely. And another thing is like we're trying to reengage them.

So whether it's the case study, social proof, new things that are happening that they might be interested in, the biggest thing we wanna do, in my opinion, is to give them a reason why it matters now and give them, maybe it's an incentive. Hey. We really value you and we wanna give you this thing that's exclusive to you because we really value the relationship here.

Come on back and let's reconnect. And you can kind of do any and be creative with these things, [00:42:00] but give them a reason why they should act now. Um, HubSpot has some cool examples on some of their re-engagement blogs that talks about how Netflix does this really well. In Venmo, they say things like, um, since you've been gone, here's what you missed.

And then give them like more tailored content that's specific for them and their journey so far. So if you can pull data from the CRM based on kind of what they've been doing, you can tailor that re-engagement email to really grab their attention and give them a strong reason why they should reconnect again.

Samar Owais: Yep. Absolutely. One final thing when it comes to rej, engaging customers, always give them a way out. I would much rather people opt out of our newsletter or receiving our emails than just mess up my stats. Um, and so I, if I'm trying to reengage them, if it's a cold segment, I always, always tell them like, Hey, if this is of no longer of interest to you, like, feel free to click here to let us know and you won't hear from us again.

Like, please, your [00:43:00] acquisition engines are working fine. Let them siphon through more people, but just let the ones go that are just not engaging with you.

Danielle: Agree. Yeah. Agree. All right. Let's get to scoring. All right. Summer, are you up first?

Sofia Silva: Zero.

Yeah. I gave you a one just, just for sympathy because I think zero is more accurate. Accurate score.

Sheri Otto: Yeah, I'm with, I'm with them. I'm gonna give a one. 'cause I like, I think it's pretty, but again, it's, it's out of context for sure. Like, it's just, it's pretty in the wrong, uh, tense. Um, it's not, it's not the right time, so it's a one for me for sure.

Um, right. What do you guys think

Danielle: in the chat? We're seeing ones and twos. I'm probably, I'm a a two because I think it could be repurposed in another context. So it's not like a trash, it just a, hey, maybe this is someone who doesn't know about the platform is like brand [00:44:00] new. Um, yeah. Trying to, trying to add a little, little sugar to the spice here.

Um, but yeah, I think someone said in the, in the chat, like, whoever submitted this email don't feel bad. I get re-engagement emails like this all the time. Me too. My inbox is like full of them. So this happens. I get it. But we're here to be better and learn, which is great. All right, cool. Next one up is from a.

They're looking for tutors, so it's kind of a B2C and tutoring company B2B hybrid. Um, this is the first email users received after signing up for the 14 day free trial, no credit card required. The platform is a virtual class form with fee, with CV feeds and a whiteboard and collaborative documents. Um, so I wanted to get this one in because it's a welcome email, um, which I think is a super part, super important part of like lead nurturing, especially if it's a free trial.

Um, and [00:45:00] yeah, I'm not surprised this one got a 50% open rate. Usually if you sign up for something like, you know what it is, you have the context, the clicks for 8.3%, and then they said the conversions were 1.2%. I'm assuming that means they became a paying customer but didn't get more context. And then the subject line is welcome.

You're almost ready for your first lesson. Can you tell, I've been talking a lot today. Um, and this is one you might wanna look at. I'm just gonna post that in the chat again because it's a little tough to tell with it's small. Um, yeah, this one is too long for me. That's my, that's my first, first, first, uh, first reaction.

All right. What do you think, Sophia? You go, you lead us off here.

Sofia Silva: Yeah. I mean, I think, I don't have a big issue with the subject line. I think it's a pretty simple straight to the point subject line for an email like this, I have an issue with the metric, so I feel like it doesn't really make sense to track conversions [00:46:00] on a welcome email after the person just signed up for the free trial.

I think that would make a lot more sense to track on the seventh email. And then there's also something else. There's no CTAE here that leads to conversion. There's just CTAs on get getting started, and that's a whole other thing. There's four CTAs in this email. I think there should be just one get started in two minutes and then you have all the steps before you have the get started, CTA, and then a couple of days after the person is actively using their free trial, you start to have more language, you know, around conversion and you start measuring that.

'cause I don't think it makes sense to do that on the first email right after the person, um, signed up for the free trial. So that's one of the things that I think is, is wrong. I agree with it being long. I think if you remove the CTAs made it a little bit simpler in terms of the copy. It will look better.

I liked the way that, you know, the, the copy is written. I think it's good. I think it just needs a little bit of tweaks [00:47:00] around. Reducing the number of CTAs. So condensing in just one gets started. Um, and then just visually simplifying it a little bit more, um, to give that up on the click rate and not measure, don't measure conversion on the first email right after someone, um, sign up for a free trial,

Samar Owais: I think.

Sheri Otto: Yeah.

Samar Owais: Okay. So when it comes to SaaS onboarding emails, there's the concept of micro and macro conversions, right? So in a free trial, every single email asks the user to take a micro action, which then is. Uh, tagged as a MicroCon conversion, right? And all of it is designed to lead to that macro conversion, which is then them becoming pain users, right?

So the first email, um, and my three rules of emails are write to one person, reader, uh, have one core message and then one type of call to action, right? And so there's a mismatch between who the reader is in the subject line and the [00:48:00] content of the email. Um, the subject line is, you are almost ready for your first lesson.

That feels like they're speaking to a student who's about to attend their first class. But this email is geared towards people who will be teaching classes, right? And so maybe more like, well, you're, you know, get ready to host your first class, um, or something like that. The second thing is I feel like we're beyond the demo space.

So I just slash that they've already signed up. The demo should absolutely be part of your in-app onboarding, but it has no space in your email. Um, so the first one, third of the email gets cut off immediately, right? And then you have to decide as a SaaS company, what is that first MicroCon conversion that we want that will get our user to, I hate saying this word, but the aha moment, right?

Um, yeah. Uh, so like, what is it? Look into your research, do your customer research and then figure it out. Is it setting [00:49:00] up, um, a space? I, and I think that's what they call their classrooms. And if it is, then just focus on all of that. Highlight how easy it is, figure out, like mention how fast they could be set up, um, and things like that.

And then just like, keep it hyper-focused, remove the tips, um, and then take it from there. So create your first base should be, it should be the email.

Sheri Otto: I love that. I wanna underscore what you just said summer about, 'cause you're going into the topic of activation and time to value and that is huge. Um, coming from a space where I worked with free users at Big Tech, that was a metric that we used to measure a qualified lead.

So someone who was a a had the ability to talk the sales and the, um, the desire to top the sales if they activated or recognized value. So with this particular email, if we can focus in a little bit more on what that metric is or what that action. App is, [00:50:00] and then tailor that to maybe being the headline or featured here in this particular email, and then kind of focus in on maybe secondary and tertiary uh, uh, links underneath that.

I think we can have a more strategic piece of content here that really leans to like growing the business. So time to value and understanding what value looks like and what's that first action you want those trial users to do? Really separate that out and maybe put that prominent in this particular email and then kind of cut down on a lot of the copy that's here that might not be really thrusting towards your primary goals.

Danielle: Yeah, I think someone said in the chat, uh, this is really four emails, and I think that sums it up for me. I'm at like a, I'm at like a six. I think it's a lot. I think you could get a lot done by just like deleting three fourths of it [00:51:00] and just having the first step be like, create your first space. So that's where I'm at.

What do you got You guys? Everyone in the chat give us your scores. All right. This email

Samar Owais: is an entire onboarding sequence smooshed into one email.

Sheri Otto: Yes.

Samar Owais: Feels that way, right? But to somebody who is like hyper engaged, uh, with this, I mean, they could make use of it and be set up in like maybe an hour, but like mention it in the email somewhere, right?

Um, and I always like, these are very small things to do, but when I work with SaaS companies and they tell me like, Hey, sometimes our, you know, customers or users just wanna get done everything in one go, A, in app onboarding, B have a PS that says, you know what? Here's a link that walks you through from A to B and you can be set up in 30 minutes or less.

And so for the hyper-engaged who just wants to be done in one sitting, that will jump out for everybody [00:52:00] else. You have this hyperfocused email and then like a de optimized CTA that tells them like, if you are like us and you wanna get done everything in one go, here's a walkthrough.

Sofia Silva: Yeah. Yeah. I think it, it, the structure would even look better on like a checklist type visual.

Mm-hmm. So like instead of having all those little details, you'd have a little checklist visual with the three steps, and then get started. You would send them to like a product tour or something like that on the actual platform. And then you just follow up, like, how is it going? Here's something more, instead of condensing everything into an email.

Mm-hmm. But I think I prefer it to some of the others that we've seen today. So I would say that six, five, a seven would be, would be good for this email. I think we just need to slow it down a little bit. Yeah. Yeah.

Samar Owais: I'm gonna give it a seven. It does everything. Oh my gosh. But in just a single email, an it off in different emails [00:53:00] and these kind of emails are winners.

Danielle: And actually I like the design a lot. Like, I like the little lesson space tip. Like I love that kind of like breakup and like the branding looks really cool. Um, but yeah, you've basically just written your whole nurture sequence in here. All right, I think we have time to speed. Do like one more roast and then I have some prizes to give away from our friends at reach desk.

And the prizes are obviously super important. So let's get into one more. I didn't get a subject line for this one. I emailed them. I asked for it. I checked my inbox this morning, but wanted to, uh, put it in there. Uh, hold on. Um.

All right, cool. So here's what we got, Ross Video. It is a 51-year-old broadcast and live production company. This is a trust email nurture that goes into nearly every contact in our CRM in an effort to cement our brand as the most trusted in the industry. And this is one out of six and growing emails that [00:54:00] support that.

Um, there's a lot of numbers here. 31%, I think that's open rate. 1.5% clickthrough rate, open rate, yeah. Yeah. Uh, 0.1 spam reports, um, or 0.01. And then there was no subject. I, there was a subject line, I just don't know what it was. He didn't submit it. Um, when he submitted it, I followed up to ask, but I didn't get it.

But I did wanna share this one 'cause I thought it was interesting.

Sheri Otto: Mm-hmm. You guys Go ahead. I'm having a hard time. Is that a button at the bottom or what? Because if that is number one, why are we bearing the button below the fold? Number two, it doesn't look like a button. It actually looks like it's blending in with the footer.

So if you want people to click in your email, I would say try to make it clickable and, and easy to find. So that's the first thing that like jumps out at me is like, is there a place to click? Where is it? Oh, I have to scroll and work for [00:55:00] it. So, um, I, I'm looking at the, the click through rates. That's, that's pretty hard to, to do.

Yeah.

Sofia Silva: I'm just having a blast with these comments. Uh, on the chat. I know that I'm not the audience, like the target audience for this email, but I read this email and I was like. Okay. And, um, so the goal, the goal on the slide before was like to keep, you know, sit top of mind and help people remind themselves that this company is the leader.

But there's nothing in this email that tells me that. It's just a very, almost like a journalistic type of email where it's like, Hey, it's a new article here and here's everything that's in that article. And then there's a very small bullet point that says the steps we take to guarantee whatever is in the article.

But I, I, I know again that I'm not a target audience, but I couldn't care less for this email. It doesn't tell me what, like, [00:56:00] why are you a leader? What are you trying to help me with? What can you actually do for me? Because if they're sending this to, I think they said they're sending this to everyone in their database, right?

Everyone in their CRM. Yeah. A lot of people might not know what their. Doing, and there might be in the CRM for a long time. So if I would get this email or a similar email from, you know, a company that I'm a target audience member of, I'd be like, okay, what do you guys want me to do with this information?

And I'll probably send it right to the trash. So,

Samar Owais: yeah. Yeah. Okay. So I don't hate it as much as Sophia simply because I've written a ton of content based emails and it is doing all the classic things, right? The only thing is I would remove that image on that hand, on the keyboard, like no. Uh, and then I would increase the font size.

And this is such a big pet peeve of mine. Uh, but please increase the font size and then instead of saying, read the full article, like, [00:57:00] change the wording around why it is relevant to them, right? So if this is a company that's a 51-year-old broadcast and live production company in industry, they're a big name.

So they get to get away with, um, sending emails like this simply because they are one of the industry leaders. They probably have a lot of goodwill, and if they're sending this to everybody and are still getting like a 31%, um, um, open rate. And what was the unsubscribe rate? Uh, yeah, 0.5. That's extremely healthy, which is a, an an indication of how much they are recognized as industry leaders, right?

These are small leaders that tell you a lot about our company. And so I wanna say just change the angle, make it more conversational, and make the angle of the copy a little bit more about how it affects them. Right, make it more actionable. And if you can do that and not mention that they have, like when they click through, they'll be reading a full article.

I think you'll get more clicks.

Sheri Otto: Yeah. I wanna talk a little bit about the messaging here in [00:58:00] that first sentence. Um, and I just wanna see if even folks in the chat like are really like seeing this 'cause. It, it sounds really generic, so like, let's just do a quick exercise. If you take away the word broadcast, okay, in that first paragraph, you're seeing things like advanced workflow, emerging technologies, delivering consistent quality.

This sounds like it can be placed across any industry or many industries, other companies, this is not specific to the broadcast industry that maybe has some niche language or really tailors the content to, um, to something that is more specific. It just feels really flat for me and literally if you look at it, it can be across anything.

I kind of getting AI vibes, no offense. And, um, I just think that we could do better because the intention, if we remember, he, it's sending out to everyone in the database and it that he wants it to be, uh, an email that makes him feel like they're the trust. Trusted brand in the [00:59:00] industry. But if they're the trusted brand in the industry and you wanna cut through the noise, why does that first paragraph sound so generic besides the word broadcast?

I want us to call, I wanna call us to be more specific, be more bold, and then speak to the needs, pain points and goals of your specific industry. It will also make them feel like they're a part of a community that's not generic and more specialized.

Danielle: Yeah. All right. Rapid fire roast. Give me your scores.

And then I got some prizes to, to give out. I gave you the two.

Sheri Otto: Yeah.

Sofia Silva: I'm sorry guys. But yeah, I'm giving

Sheri Otto: a one for that. I, I think you could do way better. I'm giving it a one,

Samar Owais: I'm gonna give it a four. And simply because everybody in the chat thinks, and when I looked at it, I was like, you know what? This is lazy marketing.

They probably got AI to summarize this email. And when Sherry pointed out like the generic wording, I was like, oh crap, how did I miss that? But you guys will be surprised at how many SaaS emails sound exactly like [01:00:00] this. So chat GPT or not, this is very common. Um, even, and also I don't hate chat GPT If chat GPT can, you can train it to produce emails that are well written, then absolutely use them and save yourself time.

Um, but training it takes time.

Danielle: Yeah. Awesome. This was such a great session. We're so lucky to have you guys as experts. I feel like summer we need to do a, uh, follow up series on your unbreakable email rules and list of pet peeves. We got lots of, uh, requests for that in the chat. Um, so I'm super excited and we have some fun prizes today to give away, um, to from reach desk.

Um, we've got two $150 gift certificates for custom Nike sneakers. And our first winner is Ali Klatt Skin, um, the manager of Lifecycle Marketing at GitLab. And then Alex Dix, who is at the A BM manager at Blue Yonder. Um, so we will follow up with you guys after that. [01:01:00] And then now we are moving into our next session on newsletters.

So thank you Summer, Sophia and Sherry for joining us. Absolutely. Um, this was an awesome session. So much fun. All right, stick around. I'm shifting over to our next session. I'll be right there. All right, thank you. Bye.

‍