Writing your first email copy

Based on your knowledge of your ideal customers and market research, create a ‘hypothesis’ or make a guess on what you think would resonate with certain audiences.

Understanding the Hypothesis:

A Hypothesis is a foundational element in the validated learning approach. It’s a starting point that guides our experiments and helps in making data-driven decisions. Your hypothesis should be a clear, testable statement that predicts an outcome based on specific conditions.

Crafting your hypothesis:

1. Identify the Problem or Opportunity: Begin by pinpointing a specific problem or opportunity in your market. This could be an unmet need, a performance gap, or an emerging trend.

2. Research and Insights: Gather data and insights about your target market, competition, and industry trends. This will inform you of the state of your market and allow you to craft appropriate testing materials (angles).

3. Formulate your Hypothesis: It needs to be specific, measurable, and directly related to your objectives, the data and the insights you got while researching.

   • Here’s an example: By targeting interior designers who are early in their careers (<5 years), our SaaS will achieve a higher adoption rate in this segment compared to experienced designers, within the first six months of our targeted marketing campaign.

   • This hypothesis is based on the assumption that early-career interior designers might be more open to adopting new technologies and tools. This hypothesis focuses on market segmentation, which we will definitely use in our testing environment.

This might sound a little bit complex, but it may be as simple as:

“I think eCommerce brands with 3-10 employees will be a better fit than 10+ for my email marketing services because they probably haven’t hired someone in-house yet.”

In this case, you are under the assumption that most people in do not have an in house email marketer and therefore would be more likely to hire you.

1. Pick your audience based on hypothesis

2. Pick your call to actions, front end offers, or lead magnets to test

   • EG

     1. 60 second loom

     2. 5 minute chat

     3. One time service direct offer

     4. Problem solving sales asset

     5. Unique mechanism freebie

3. Keep the body copy the same, and see which offers are resonating with the ICP

4. Send them out and check results

5. Identify the winning offers, and then write 5 more variations of the body copy of those winning offers

6. Repeat this process over time to find the best copy

In this video I reveal the inside of cold email campaigns and show you how I analyse them to find winners.

Hope this helps,

Leo

PS

If you want me to write your cold email scripts, go here.