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We can also increase the perceived long term value by the way we describe our emails. Nowadays many businesses mention a newsletter on their website, but the phrase ‘newsletter’ doesn’t have any implied value in it. In fact the word ‘news’ is probably something you don’t want to hear from a potential supplier. Who cares whether Mary in accounts has had a birthday? What you would like to get is useful, valuable information. So instead of calling it an email newsletter, I call mine ‘client winning tips via email’. Or you could call it a ‘divorce survival bulletin’. Or ‘the cash flow accelerator emails’ or ‘tax cutting tips’. Each of these names implies some kind of value or outcome your potential subscribers will get from your emails. To come up with a good name, go back to your customer insight map for your ideal clients and look at the big problems, challenges, goals and aspirations your clients have. If you can name your emails to relate to those big goals and problems then they’re likely to see they’ll get value by subscribing to them.

Here’s the trick to significantly improving your SaaS email marketing skills—you have to become a student of it. This means you should: Start collecting great email copy, CTAs, and designs. Understand the objective behind each and every email that businesses send. Try to understand the rationale behind copy, link, and design decisions. There are great websites like Really Good Emails11, Good Email Copy12, and Good Sales Emails.com13 that you can use for your research. These sites categorize email copy and designs by types. As well as this, you should sign up to receive emails from some of the leading SaaS brands. Those include, among others: Drift MailChimp Pipedrive Shopify SurveyMonkey Trello Wistia Zapier You should also sign up to competing products and mailing lists from companies in your sector. I personally signed up to thousands of products and newsletters. It’s great for benchmarking and research. At the time of writing, I’ve already passively collected more than 60,000 emails. Obviously, don’t sign up to your competitors’ products with a business email address! I have a special email address I use for this. This account allows me to get data, understand what other organizations are doing, and find good copy ideas. For example, here’s what a search for ‘Typeform’ gives me: Figure 18.1 – Inbox Inspiration It’s not uncommon for me to sign up several times to the same product or newsletter. This allows me to see what they have learned and to track the evolution of their email marketing program. At LANDR, we created a shared document to keep track of subject lines, offers, and copy we wanted to test. Our copywriter was even going through his junk mail folder to find ideas and inspiration. There are tests we ran that were inspired by copy found in his spam folder. Some of them turned out to be really successful too—so keep your eyes open for inspiration. You can use Evernote, Paper, or any other platform to collaborate on idea generation. Alternatively, you can subscribe to paid services like Mailcharts14 or Mailody15. These services will help you track and understand your competitors’ email programs. Build processes to find and access copy and design ideas. It will help you create better emails, faster. In the next chapter we’ll get started creating our first email sequences.

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