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Email Campaign

This e-mail campaign, for M3 Publisher, aimed to drive free trial sign-ups for the e-book creation SaaS, WriteWise, by nurturing potential users through awareness, consideration, and decision-making stages of the marketing funnel. As an independent publishing platform, the company's goal is to empower users, so more people can publish their knowledge in the form of written content, based on a predetermined structure that emphasizes a tutoring style and facilitates understanding. 

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E-mail 1:

Product Announcement

This email focuses on introducing the product and piquing interest.

The copy emphasizes WriteWise’s unique value proposition: simplifying a traditionally complex process.

Key Copy Elements Used:

  • Pain Point: The frustrations of traditional e-book publishing were highlighted.
    “Writing a great book is hard—publishing it shouldn’t be.”

  • Solution: WriteWise was positioned as an all-in-one answer.
    “With WriteWise, you can format, design, and publish with ease.”

  • CTA: A non-pushy, action-oriented call to start the free trial.
    “Ready to bring your story to life? Try WriteWise free for 30 days!” 
     

The first email should focus on simplicity and clarity. Readers don’t yet know the product yet, so the language should be accessible, benefit-driven, and concise.

E-mail 2:

Reminder and Objection Handling

This email's purpose is to build trust, tackling potential objections to signing up.

Deepen Engagement: It educates the reader on WriteWise’s ease of use and cost-effectiveness, showing it’s a low-risk, high-reward option

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​Key Copy Elements:

  • Common Objections Addressed:

    • “I’m not tech-savvy.”

      • Response: “WriteWise is user-friendly and requires zero tech skills.”

    • “It's too expensive.”

      • Response: “Plans start as low as $10/month.”

  • CTA: “Don’t let complexity keep you from publishing your story. See how it works today!”
     

This email serves as a gentle nudge. It respects the reader’s hesitation while confidently addressing their doubts with empathy and practical solutions.

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E-mail 3:

Final Call-to-Action with Urgency

The final email emphasizes a time-sensitive offer to spur action.

It consolidates all the product’s key advantages while making the cost of inaction (missing out) explicit.

Key Copy Elements Used:

  • Urgency Language:​

    • “Time is running out!”

    • “Your free trial offer expires tomorrow.”

  • Reinforcement of Benefits: 

    • “With WriteWise, you’ll access stunning templates, real-time collaboration, and effortless distribution.”

  • Action-Oriented CTA: “Don’t miss your chance to publish effortlessly. Start your free trial today!”
     

People are more likely to act when they perceive scarcity or urgency. This email capitalizes on this psychological trigger while reinforcing the product’s value.

Steps Followed to Launch 

Planning the Campaign

Before putting pen to paper — or fingers to keyboard — a crucial strategic planning was made to identify objectives and other factors.

Defined Objectives:

  • Primary Goal: Drive sign-ups for the WriteWise free trial.

  • Secondary Goals: Build brand awareness, establish trust, and educate potential users about the software’s benefits.

Target Audience Profiling:

  • Who They Are:

    • Self-published authors seeking easier tools.

    • Independent publishers looking to streamline production.

    • Marketers creating lead-generation e-books.

  • Pain Points:

    • Complicated e-book formatting processes.

    • High costs of professional design services.

    • Limited time and technical skills.

  • Desires:

    • Effortless tools that don’t compromise on quality.

    • Affordable, professional-grade results.

    • Confidence in their ability to create and distribute their work.

Strategic Approach:

Each email is composed to align with the marketing funnel:

  • Email 1: Awareness (introduce the problem and solution).

  • Email 2: Consideration (overcome doubts and objections).

  • Email 3: Decision (create urgency and drive action).
     

The key here is understanding that no email stands alone. Each one builds on the other to move prospects toward conversion.

Timing the Emails

Strategic spacing keeps the campaign top-of-mind while avoiding fatigue. Testing intervals based on audience behavior is ideal for optimizing engagement.

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Email 1 (Day 1):

Sent as soon as the prospect is identified (e.g., after signing up for a newsletter or clicking an ad).

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Email 2 (Day 3):

Sent 48 hours after the first email to maintain interest without overwhelming the recipient.

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Email 3 (Day 5):

Sent two days after the second email to capitalize on urgency and close the deal.

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Measuring Success

The campaign's effectiveness was evaluated using metrics:​

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1. Open Rates

  • Expected Range: 15% to 20%

  • Result Achieved: 23% ​

    • This is slightly higher than the minimum average open rate for B2B email campaigns (20–25%) because the campaign used tailored subject lines and segmentation targeting a specific audience (e.g., self-published authors and marketers.

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2. Click-Through Rates (CTR)

  • Expected Range: 3% to 5%

  • ​Result Achieved: 5%

    • This aligns with average SaaS industry CTRs, where recipients are interested enough to click links to learn more about the product.

 

3. Conversion Rates
  • Expected Range: 2% to 5% (trial sign-ups or demo requests)

  • Result Achieved: 3%

    • This indicated that the product resonated deeply with recipients and the email campaign's messaging was on point.

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Furthermore, metrics are tied to each email’s specific purpose, from awareness in the first email to urgency in the final one. Ongoing analysis of these metrics allows for refinement of strategies, ensuring continuous improvement in campaign performance.

 

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