One-off 'promo' email examples

Email 1 - The diary of a first-time CMO launch

Subject line: Sneak a peek into my diary FIRST NAME?

What was this email for?

To launch our CMOs new book and it's early bird waiting list - The diary of a first-time CMO.


What were the results?

• 40% open rate
• 5% CTR

Why did it work?

• Curiosity led subject line to entice opens "sneak a peek into my diary"
• Combined social proof in first lines of copy with "spilling CMO secrets", to stimulate desire
• Used GIF of excited social media comments for authentic social proof
• Spelled out 3 clear learnings from book relevant to persona
  
• Injected scarcity with only 100 copies available
  

Email 2 - Loop Live Webinar Promo Email

Subject line: Paid ads masterclass, live 👉

What was this email for?

The first of two emails promoting a live webinar on paid ads.


What were the results?

• 38% open rate
• 8.7% CTR

Why did it work?

• We knew this topic resonated strongly with the persona - so subject line was simple and clear which led to a solid open rate (no need to risk confusing them here)
• Opening lines are packed with social proof to increase perceived value of webinar
• Laundry list of very specific learnings to make crystal clear what attendees will get

Email 3 - SDR Zone launch teaser

Subject line: Psst, I've got something to tell you!

What was this email for?

To launch an online sales education hub.


What were the results?

• 46% open rate
• N/A CTR (no clickable links for this email)

Why did it work?

• Curiosity led subject line reaches out to reader directly (Pssst) to entice open
• 'Ripping' reveal graphic increases curiosity and desire to see full SDR zone
• Choppy copy teases SDR zone launch and ratchets up desire for the reader
• Funny meme GIF ends email on humorous note and helps make message memorable

Email 4 - Loop Live webinar series launch

Subject line: You're invited to something new, FIRST NAME

What was this email for?

An email to launch a new webinar series - The Loop Live - and the first webinar.


What were the results?

• 41% open rate
• 5% CTR 

Why did it work?

• Curiosity led subject line reaches out to reader directly (you're invited to something new) to entice open
• Opening lines use time spent on project and two influencers known to persona to increase perceived value of the event/series
• Clearly states what the event is NOT to combat common objection for new webinar series (same as everything else)
• States clearly a 'playbook' they will get and uses final line to combat objection (anyone could try)

Automated nurture email examples

Email 1 - Content sign up nurture

Subject line: Hiya, from Cognism

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What was this email for?

The first email in a nurture triggered by someone signing up for content on the Cognism website (webinar etc.). Goal of this nurture is to engage the reader and funnel them into Cognism's value loops (newsletter/webinar series/podcasts) to stay front of mind. 


What were the results?

• 74.2% open rate
• 62.74% CTR 

Why did it work?

• Subverts expectations. Uses humorous image and copy to engage reader and combat objections of another boring email nurture
• Short, choppy, copy. Keeps reader hooked and gets to value quickly without the reader having to strain themselves.
• Value led offer, giving away useful resources relevant to persona without asking for anything

Email 2 - Closed lost opps nurture 

Subject line: Sure, we can be friends…🙄

What was this email for?

The first email in a nurture triggered for closed lost opps. Goal of this nurture is to re-engage the contact and rekindle the opportunity back into a conversation.


What were the results?

• 57% open rate
• 15% CTR 

Why did it work?

• Subverts expectations. Uses humorous image and copy to engage reader and combat objections of another boring email nurture
• Email nurture is built on a concept 'jealous ex' this gives the email personality and makes it memorable

Email 3 - Inbound demo nurture

Subject line: Cognism sent you a friend request 👥

What was this email for?

The first email in a nurture triggered by an inbound demo request. Goal of this nurture is to engage the reader during sales process, loop into value loops and increase chances of positive conversation.


What were the results?

• 57% open rate
• 15% CTR 

Why did it work?

• Relatable subject line that's unusual in inbox entices open
• Subverts expectations. Uses humorous image and copy to engage reader and combat objections of another boring email nurture
• Email nurture is built on a concept 'needy friend' this gives the email personality and makes it memorable

Email 4 - Inbound content nurture

Subject line:  We're back?

What was this email for?

The second email in a nurture triggered by someone signing up for content on the Cognism website (webinar etc.). Goal of this nurture is to engage the reader and funnel them into Cognism's value loops (newsletter/webinar series/podcasts) to stay front of mind. 


What were the results?

• 67% open rate
• 45.6% CTR 

Why did it work?

• Subverts expectations. Uses humorous image and copy to engage reader and combat objections of another boring email nurture
• Value led offer relevant to persona without asking for anything in return