The Marketing Inbound Content Nurture
Email 1 - Intro
Subject line: Hiya, from Cognism
What was this email for?
To engage our audience with our content in our automated email nurture sequence and introduce Cognism as an authority within the marketing persona.
What were the results?
- 61% open rate
- 30% CTR
Why did it work?
- Fun and playful tone of voice throughout the email
- Introduces Cognism in an unexpected way
- Used meme images to break up the serious tone
- Offers clear resource that appeals to target audience
Email 2 - Paid ads swipe file
Subject line: We're back?
What was this email for?
The second email in our automated nurture sequence that focuses on offering our content to the audience.
What were the results?
- 59% open rate
- 30.7% CTR
Why did it work?
- We knew our swipe file topic resonates strongly with the persona - so our content offer was very clear & valuable
- Opening lines is ambiguous to create interest
- Friendly approach and gift offer is appealing to this audience, as well as keeps the email content simple.
Email 3 - Podcast
Subject line: Best friends share everything
What was this email for?
To share our podcast with our audience.
What were the results?
- 56% open rate
- 49.35% CTR
Why did it work?
- Friendly subject line reaches out to reader directly (Best friends) to entice open
- Cute 'meme' style graphic increases curiosity and desire to see full email
- Unique copy style reiterates the relationship aspect we'd like to have with our audience, as well as resources we think they'd like in a humorous and entertaining way.
Email 4 - Live streams
Subject line: Boring
What was this email for?
Share our new marketing event series with our automation audience.
What were the results?
- 56% open rate
- 49% CTR
Why did it work?
- Bold subject line grabs reader's attention directly (Boring) to entice open
- Heading image uses pop culture meme to appeal to audience
- Uses face of one the guest speakers in CTA image to make the email feel more personal.
Email 5 - Follow up
Subject line: The honeymoon phase
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What was this email for?
Follow up with our automation audience and introduce some of the features of our product.
What were the results?
- 64.8% open rate
- 25.9% CTR
Why did it work?
- Uses memes to keep the email relevant
- Emphasises the 'friend/relationship' theme that is prevalent throughout the entire series
- Offers more information about the company without pitching too hard
- Email nurture is built on a concept 'jealous ex' this gives the email personality and makes it memorable
Email 6 - LinkedIn
Subject line: Please, no more LinkedIn requests
What was this email for?
Promote our company LinkedIn page in a very unique way.
What were the results?
- 64.5% open rate
- 57% CTR
Why did it work?
- Attention-grabbing headline relating to the content
- Subverts expectations. Uses humorous image and copy to engage reader and combat objections commonly faced when considering LinkedIn connections
- Lays out clearly what to expect - no fluff, trends and a humorous offer of a car *not actually permitted by our CMO...
- Calls out bogus LinkedIn requests in a funny way, begging the reader to think differently about it
Email 7 - ROI forecast
Subject line: You could be this happy
What was this email for?
Promote Cognism's ROI calculator to our automation audience
What were the results?
- 59.8% open rate
- 50% CTR
Why did it work?
- Relatable subject line that's unusual and inbox entices open
- Meme is very recognisable
- Subverts expectations. Uses humorous image and copy to engage reader and combat objections of another boring email nurture. Calls out stock photo usage and remains relatable.
- Email nurture is built on a concept 'needy friend' this gives the email personality and makes it memorable
Email 8 - End of nurture
Subject line: Sad times
What was this email for?
Round off the nurture and give the audience a chance to reach out in future
What were the results?
- 63.5% open rate
- 55.2% CTR
Why did it work?
- Keeps up the 'needy ex' theme from the entire nurture series
- Offers a simple point of contact in case the audience wants to reach out
