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LAND IN THE INBOX FOLDER IN 10 MINS
You can be offering water to the thirstiest man in the world- but if you can’t reach him, he won’t have it.
Knowing how to put your offer in front of your TAM eyes, is 50% of the work. And if you don’t land in their inbox, your revenue won’t move.
That’s what I’ll solve for you today - what it takes to land in the inbox, every single time.
Checklist we’ll go over:
Spintax
Copy
Attachments
Links
For the sake of this example, we’ll assume that you’re a Google Ads agency that works for B2B SaaS companies doing over $500k/mo:
Spintax:
All emails have different components - Subject line, Opener, Body and a Call-to-Action. Each of those components have words that you’ll use over and over - for example:
if you’re using a case study angle, you’ll use the outcome or the customer
if you use an offer angle, you’ll use the offer items multiple times.
If you want to maximize the deliverability of your emails, you need to Spintax components, meaning create different variations of emails, which rotate equally in each email.
What this does, is imitating human behavior. Meaning if a human wrote 150 emails manually, they wouldn’t write everything to be exactly the same. So we add Spintax to introduce variations, and help the email vetting bots to identify us as a trusted sender and not spam.
Each component of any cold email can be Spintax, and my strategy is to create 1+5 variations for each component.
Main version:
Subject line: Quick question [first_name]
Opener: I didn’t see your ad popup on my Google search for [sub-niche].
Body: I filmed a 5 min video breaking down [dream outcome] that has your name on it.
CTA: Do you mind if I send it over?
Signature: James
Opt-Out: Reply STOP to unsubscribe
Version 1:
Subject line: qq [first_name]
Opener: We helped [customer] generate $50k of new MRR with our SAAS Conqueror strategy.
Body: And, I filmed a 5 min video breaking down how.
CTA: Are you ok if I send it here?
Signature: James K
Opt-Out: STOP to be opted out
Version 2:
Subject line: more than enough MRR [first_name]?
Opener: We added $50k of MRR for [customer] with our Google Conquer strategy.
Body: I filmed a 5 min video showing you how to apply the same strategy.
CTA: Promise you won't chase me down if i send it here?
Signature: James Konn
Opt-Out: Reply STOP to opt out.
Version 3:
Subject line: more than enough ARR [first_name]?
Opener: We increased [customer]’s ARR by 34% in 6 months.
Body: I filmed a 5 min video showing you how to get the same results for [company].
CTA: Promise you wont be mad if i send it here?
Signature: James K. from [agency]
Opt-Out: Send STOP to opt out.
Version 4:
Subject line: want more ARR [first_name]?
Opener: We increased [customer]’s ARR by 34% in 6 months.
Body: I filmed a 5 min how to video applying the same playbook for [company].
CTA: I’ll send it here if that’s ok?
Signature: James from [agency]
Opt-Out: Say STOP to unsubscribe
Version 5:
Subject line: want more MRR [first_name]?
Opener: I filmed a 5 min video breaking down how to increase MRR by 34% through our SAAS Conqueror playbook, like we did with [customer].
Body: And, it has your name on it.
CTA: I’ll send here and promise you’ll watch it ok?
Signature: J.K. from [agency]
Opt-Out: Reply STOP to unsubscribe
Plus every single word, result and component can be spintaxed as well - so you have infinite variations to the A/B test. Start replacing sentences, and as soon as you find a winning angle, start optimising the rest of the spintax to maximise ROI.
In your sending software, taking as an example the first 2 versions, it would like like this:
Subject line: Quick question [first_name] | qq [first_name]
Opener: We added $50k of MRR for [customer] with our Google Conquer strategy}}.| We helped [customer] generate $50k of new MRR with our SAAS Conqueror strategy.
Body: I filmed a 5 min video breaking down [dream outcome] that has your name on it. | I filmed a 5 min video showing you how to apply the same strategy.
CTA: Do you mind if I send it over? | Promise you won't chase me down if i send it here?
Signature: James | James Konn
Opt-Out: Reply STOP to unsubscribe | Reply STOP to opt out
Copy:
On to Spam words. For example, phrases and words like:
100% MONEY BACK GUARANTEE
FREE
TRY NOW
GET NOW
etc etc
For a full list of spam words to avoid, click this article from Active Campaign, and you’ll be covered for 90% of them: https://www.activecampaign.com/blog/spam-words
Also, think of your basic scammer’s email - don’t write in ALL CAPS, don’t add exclamation points, or don’t include time urgency, cause email filters will send you in the spam right away.
Length
Avoid massive emails at all costs. Nobody is reading paragraphs of text. If your email is longer than 3-4 sentences or takes longer than 15 secs to read, rewrite it.
Also, you have to include an “Unsubscribe” clause. Every software has a way to add links to your email, but that might land you in spam. I prefer, as you saw before, to have a “Reply clause Unsubscribe” since it does 2 things:
Doesn't hurt deliverability, since links can be identified as malware by email filters, hence landing you in the spam.
Artificially boosts reply rates giving you better web performance. This might be a placebo, but it still works better than including a link.
Attachments
DO NOT ATTACH ANYTHING IN YOUR EMAILS, UNLESS ITS A REPLY.
No funny GIFs, no images. None at all. Not even PDFs, links or CSVs. Always ask to provide first, wait for reply and then send over.
Again, you can see that from the examples I gave you before.