Protected: Email messages
These templates have been written to give you multiple options for outreach, supported by useful tips for crafting your own effective messaging.
We understand that an element of personalisation is a valuable tool for Campaign Managers. Still, there are certain key phrases that must not be altered or removed. These essential lines have been marked for your convenience.
For version control purposes, please do not save a local copy of any template onto your computer. If you’d like to suggest an edit or addition, please contact the Content Director, who will be very happy to help.
Subject lines
You can find a selection of subject lines spreadsheet for you to choose from: Subject Lines Worksheets
If you trial a new subject line, add it to the spreadsheet so others can try it out too (if it was successful). Alternatively, if you find a subject line had poorer performance for your campaign, also note it so you can warn others.
Avoid spammy subject lines
• First, you’re from an exclusive brand, so sounding spammy will detract from the exclusivity of what we offer
• Second, check your spelling and grammar to make sure you’re not seen as potential malware or unprofessional
Length is key
• Mailchimp suggests no more than nine words or 60 characters, Hubspot says the sweet spot is 45 characters, whereas Campaign Monitor insist seven words or 41 characters is the actual sweet spot, based on research by Marketo. Keep it under 60, aim for between 40-50 characters. Helps mobile readers, forces concision.
Avoid going to tech heavy
• Unfortunately, you’ll get fewer clicks from users who are bombarded with this stuff daily, and who likely know more about the topic than we do anyway
Following up works like a charm
• ‘Did you see my invite last week?’ and subject lines like it give the feeling that you’re personally invested in this, and you could get a personal response
If you’re going to say five-star or Michelin-starred, say the venue name too
• Saying that you’re chatting about a high-end brand is one thing, but these C-level people working in the City will know the restaurants you’re talking about, so big them up – the targets will likely want to try these places for themselves anyway, and you’re giving them an excuse to…
Personalise your writing as much as possible
• Do your research on the targets that respond to your pre-reg and tailor the messaging to make it feel and look like you care about getting them to the event
Talk straight, don’t beat around the bush
• These people don’t have a lot of time, so get to the point to make sure you’re not just another email in their inbox or message on their LinkedIn
Check your grammar and spelling
• I said this before about not being seen as spammy, but it’s important so I’m mentioning it twice
Urgency sells
• ‘Last chance,’ ‘cancellation,’ ‘space opened,’ and subject lines like these tend to perform well across the board, but try not to overuse them too early in your sequence
Exclusivity is key to securing opens and clicks
• People like feeling like they matter, so flatter them and make them feel like a VIP – without literally spelling it out. Better to demonstrate the exclusivity, and avoid phrases like “You’ll be treated like a VIP,” which can sound a little down-market. Personalisation will help with this, too, because it will show that you cared enough about them to tailor your messaging to their specific needs
Tease your invites
• You could also try to tease your target accounts into opening the email, i.e. holding back information like with ‘your invite awaits…’ etc
Cheat sheet
You should utilise the cheat sheet to inform your emails, but please check with content when you’re pulling them into your emails and responses.
We don’t expect you to become an expert in your clients’ fields, just that you’re able to say the bare minimum on theme. If your respondents request more detailed information, we can help you. Reach out to us in the Content Team.
That said, the cheat sheet includes more of a breakdown of what the theme is about, with information on the challenges and what the talk may centre on.
To help us help you, we may push back on a brief or ask for more info from your clients. We promise we will do this early on.