Email: Instapage
My goal when writing demand gen emails:
Create subversive, punchy copy that drives results
I’ve often heard that demand gen copy should be practical. That it isn’t sexy—it just needs to highlight a pain point and show how the product solves the issue.
But I expect more of myself.
The email sequence that follows was developed to highlight Instapage’s benefits and convince leads to sign up for a demo. We targeted a specific list of contacts that we knew had experience with the competition, then highlighted how we could alleviate some of their pain points (injecting a bit of playfulness along the way).
Copywriting: Sarah Flores (me)
Design: Jess Rose Clark, Alex Haro
Creative Direction: Hunter Sunrise, Marico Fayre
Email #1
The goal of this email was to encourage demo signups among a targeted audience who had exposure to competitive software platforms.
Subject line: A simpler way to personalize landing pages
Average open rate: 20.74%
KPI: 16%
Email #2
The goal of this followup email was to call out specific Instapage features and how they compared to our competitors to encourage demos.
Subject line: <Name>, say “bye” to panicked approval processes
Average open rate: 24.15%
KPI: 16%
Email #3
The final email in the series, the goal of this email was for recipients to begin comparing the competitor’s software with our own.
Subject line: <Name>, Don’t settle for “good enough” landing pages
Average open rate: 21.65%
KPI: 16%