Email Engagement Tactics

I just deleted 147 cold emails without reading them. Here’s what they all got wrong: Every morning, my inbox looks the same. A flood of pitches from people trying to sell me something. Most days, I just mass delete them. But this morning, I decided to actually read through them first. Within 5 minutes, I spotted a pattern. Everyone was making the exact same mistake. They were all trying to close the deal. ALL IN THE FIRST MESSAGE 🥵 Let me show you what I mean (with two small examples): APPROACH A: "The Wall of Text" Send 100 cold emails with full pitch, calendar link, and case studies. • 3 people open • 0 responses • 0 intros This looks exactly like the 147 emails I just deleted "Hi [Name], I noticed your company is scaling fast! We help companies like yours optimize their marketing stack through our proprietary AI technology. Our clients see 300% ROI within 90 days. Here's my Calendly link to book a 15-min chat: [LINK]. Looking forward to connecting! Best, [Name]" BORING!!! APPROACH B: "Micro Conversations" Same 100 prospects, broken down into micro-convo's. Email 1: "Do you know [mutual connection]?" • Send 100 • ~40 open • ~20 respond Email 2: "They mentioned you're scaling your marketing team. I'd love to connect about [specific thing]." • Send to 20 who responded • ~15 continue engaging Email 3: "Would you mind if they made an intro?" • Ask 15 engaged prospects • ~10 intros Final score: • Approach A: No intros • Approach B: 10 intros How to Apply These Lessons (Tactical Summary): 1. Focus on Micro-Conversations: Break your cold outreach into smaller, manageable steps. Build rapport before making any asks. 2. Personalize Everything: Reference mutual connections, specific company milestones, or shared interests in every message. 3. Play the Long Game: Aim for replies in the first message.. not conversions. If you’ve been struggling with cold outreach, you might just need a new approach. Give this one a try and lmk how it goes.

Want your words to actually sell? Here’s a simple roadmap I've found incredibly helpful: Think of crafting your message like taking someone on a mini-journey: 1. Hook them with curiosity: Your headline is the first "hello."  Make it intriguing enough to stop the scroll.  Instead of just saying "Email Marketing Tips," try something like "Want a 20% revenue jump in the next 60 days? (Here's the email secret)."  See the difference? Promise + Specificity = Attention. 2. Tell a story with a villain: This might sound dramatic, but hear me out.  What's the problem your audience is facing?  What's the frustration, the obstacle, the "enemy" they're battling?  For the email example, maybe it's "wasting hours on emails that no one opens."  Giving that problem a name creates an instant connection and a sense of purpose for your solution. 3. Handle the "yeah, but..." in their head: We all have those internal objections.  "I don't have time," "It costs too much," "Will it even work for me?"  Great copy anticipates these doubts and addresses them head-on within the message. 4. Show, don't just tell (Proof!): People are naturally skeptical.  Instead of just saying "it works," show them.  Even a simple "Join thousands of others who've seen real results" adds weight. Testimonials, even short ones, are gold. 5. Make it crystal clear what you want them to do (CTA):   Don't leave them guessing!  "Learn the exact steps in my latest guide" or "Grab your free checklist now" are direct and tell them exactly what to do and what they'll get.  Notice the benefit in the CTA example: "Get sculpted abs in just 4 weeks without dieting." And when you're thinking about where you're sharing this (LinkedIn post, email, etc.), there are different ways to structure your message. The P-A-S (Problem-Agitate-Solution) or A-I-D-A (Attention-Interest-Desire-Action) frameworks are classics for a reason. The core difference I've learned? Good copywriting isn't about shouting about your amazing product. It's about understanding them – their challenges, their desires – and positioning your solution as the answer in a way that feels like a conversation, not a sales pitch.

We had a beautiful customer newsletter... and no one cared. Up until the end of 2023, we had a highly designed version of the newsletter. It looked great, but it took a ton of time to pull together. Every send required custom images, specific copy lengths, and with no real guardrails on content, we tried to include ✨everything.✨ And it did… fine. But not fine enough to warrant the time it required and no clear strategy, so we stopped doing it. This year, I relaunched our customer newsletter — and doubled our engagement score and click-through rates. Here's the 4 steps I took to do it: 1️⃣ I redefined the purpose. The newsletter needed to be a valuable touchpoint for account managers — something that kept customers informed and encouraged them to explore more of the Lattice ecosystem through features, events, and content. Not salesy. 2️⃣ I scrapped the overly designed template and went plain-text. The emails now come directly from Account Owners (because who’s Kerry Wheeler anyways?). 3️⃣ We segmented our customers into three key groups and tailor content to each one based on what’s most relevant to them. 4️⃣ I implemented strong content guardrails. Every send now includes just two of the most relevant product updates, events, and resources — and it must be actionable today (no “coming soon” teasers). The results? Open rates held steady at ~50%, but engagement took off. Click-through rates more than doubled, and we’ve heard great feedback from both customers and AMs on how the newsletter has kept them informed and engaged.

𝗪𝗲𝗹𝗹𝗻𝗲𝘀𝘀 𝗜𝘀 𝗮 𝗛𝗮𝗯𝗶𝘁. 𝗬𝗼𝘂𝗿 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝗦𝗵𝗼𝘂𝗹𝗱 𝗕𝗲 𝗧𝗼𝗼. If customers love your product but still cancel, the problem isn’t the product—it’s the experience. The best wellness brands don’t just sell products. They guide behaviours, reinforce habits, and remove friction. But too often, small moments of friction— a failed payment, a forgotten renewal, a skipped order— quietly push customers away before they even realize it. That’s why I put this table together. 7 high-impact automations that keep subscribers engaged, reduce churn, and make retention effortless. Each one removes a key retention blocker before it turns into lost revenue. 1️⃣ 𝗣𝗮𝘆𝗺𝗲𝗻𝘁 𝗙𝗮𝗶𝗹𝘂𝗿𝗲𝘀 → 𝗜𝗻𝘀𝘁𝗮𝗻𝘁 𝗥𝗲𝗰𝗼𝘃𝗲𝗿𝘆 ↳ Trigger: Payment fails (Recharge) ↳ Action: SMS + Email with urgency & FOMO ↳ Apps: SMSBump, Klaviyo → Catch failed payments before they cancel 2️⃣ 𝗨𝗽𝗰𝗼𝗺𝗶𝗻𝗴 𝗥𝗲𝗻𝗲𝘄𝗮𝗹𝘀 → 𝗕𝗲𝗻𝗲𝗳𝗶𝘁 𝗥𝗲𝗶𝗻𝗳𝗼𝗿𝗰𝗲𝗺𝗲𝗻𝘁 ↳ Trigger: Renewal approaching (Recharge) ↳ Action: Email & SMS reinforcing product value ↳ Apps: Klaviyo, PostPilot → Remind customers why they subscribed 3️⃣ 𝗟𝗼𝘄 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 → 𝗥𝗲-𝗲𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁 𝗙𝗹𝗼𝘄 ↳ Trigger: Skipped orders, no logins, inactivity (CustomerHub) ↳ Action: ‘Reignite Your Routine’ email series ↳ Apps: Klaviyo → Help them stay on track before they forget 4️⃣ 𝗖𝗮𝗻𝗰𝗲𝗹𝗹𝗮𝘁𝗶𝗼𝗻 𝗔𝘁𝘁𝗲𝗺𝗽𝘁𝘀 → 𝗦𝗮𝘃𝗲 𝘁𝗵𝗲 𝗦𝗮𝗹𝗲 ↳ Trigger: Customer clicks “Cancel” (Recharge) ↳ Action: “Pause instead of cancel” + Exclusive offer ↳ Apps: Klaviyo, RetentionEngine → Give them a reason to stay 5️⃣ 𝗙𝗶𝗿𝘀𝘁 𝗦𝘂𝗯𝘀𝗰𝗿𝗶𝗽𝘁𝗶𝗼𝗻 𝗢𝗿𝗱𝗲𝗿 → 𝗢𝗻𝗯𝗼𝗮𝗿𝗱𝗶𝗻𝗴 & 𝗘𝗱𝘂𝗰𝗮𝘁𝗶𝗼𝗻 ↳ Trigger: First order shipped (Recharge) ↳ Action: Educational onboarding sequence ↳ Apps: Klaviyo, Postscript → Guide them to get the best results 6️⃣ 𝗠𝗶𝗹𝗲𝘀𝘁𝗼𝗻𝗲-𝗕𝗮𝘀𝗲𝗱 𝗥𝗲𝘄𝗮𝗿𝗱𝘀 → 𝗞𝗲𝗲𝗽 𝗧𝗵𝗲𝗺 𝗛𝗼𝗼𝗸𝗲𝗱 ↳ Trigger: 3rd, 6th, or 12th order milestone (LoyaltyLion) ↳ Action: Reward with a discount, gift, or VIP perks ↳ Apps: Smile.io, Klaviyo → Keep them engaged before they churn 7️⃣ 𝗛𝗶𝗴𝗵 𝗟𝗧𝗩 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 → ‘𝗦𝘂𝗿𝗽𝗿𝗶𝘀𝗲 & 𝗗𝗲𝗹𝗶𝗴𝗵𝘁’ ↳ Trigger: Customer hits LTV threshold (Klaviyo) ↳ Action: Personalized gift or early access invite ↳ Apps: PostPilot, LoyaltyLion → Turn subscribers into superfans Subscriptions Should Feel Effortless. Your product builds habits. Your subscription model should too. Set up these workflows once, and let them do the work forever. If you need help with putting any of them together, reach out to me in DM 📥

I'm not investing in this company. But I wish more founders cold-pitched me like this. Last Thursday, a message landed in my LinkedIn inbox from Waseeq Ali. First line: UCL alum, previously exited founder, building B2B SaaS AI workflow for UK GPs, raising an angel round, SEIS-eligible, £XXk ARR in LOIs already signed. That was it the whole thing. No preamble.   Then he did three structured follow-ups over the next few days. First: context on their moat. Second: pitch deck and data room, unprompted. Third, four days later: "just to update you that I have a committed investor." So what made this good? Social proof first: His credentials are in the opening sentence, not buried in slide four. I receive 20+ inbound LI messages a day so I have to pattern-matching quickly. Give me the signals early. Don’t make me search for them. Showed traction: LOIs with a specific number. Not wishy-washy "strong pipeline" or similar. A figure = definitive evidence of traction. Scheme confirmation upfront: SEIS in the first message. Although it should never drive an investment decision for fellow UK angels, it’s worthwhile telling them. Every follow-up had new information vs repetition: No "just checking in". He made the most of every touch point; Momentum, materials, then a commitment signal. That's a sequence vs just spam. Most cold inbound I receive either opens with flattery or buries the key info in three paragraphs of market context. This did neither. If you're a founder preparing to raise I would study this structure, as the principles apply regardless of sector: Lead with credentials. Show evidence over assertion. Follow up with momentum rather than noise. Unfortunately can't invest in Waseeq's business because of a portfolio conflict, but I received his permission to share the above. Founders who pitch this well deserve to close quickly. I hope he does!

I just deleted 85 cold emails today without reading them. Here’s what they all got wrong: ❌ No clear ask – Rambled for paragraphs without ever telling me what they wanted. If I can’t understand your ask in 5 seconds, I won’t read further. ❌ Buried the point – Put the actual purpose halfway down, after fluff about themselves or their company. I don’t have time to dig. ❌ One-sided pitch – Treated the email like a billboard. Business isn’t charity. If you’re only talking about what you want, I’m gone. ❌ Zero personalization – Obvious copy-paste sent to 500 people. If you don’t know who I am or what I do, why would I reply? ❌ No mutual value – Failed to answer the most important question: Why should I care? As someone who posts a lot of content, I end up top of mind for many people and my inbox is flooded with thousands of messages every week. It’s unrealistic to respond to most of them, but of course there’s always a few I end up replying to. The biggest difference? Those emails make it obvious why replying is worth my time. They don’t just ask for something, they give something. And everyone has value to offer, as long as you state it upfront. Here are some ways you can actually add value in a cold email: ▶️ Comment on or engage with my content so I already know your name ▶️ Introduce me to someone in your network who’s relevant ▶️ Share a resource, tool, or insight that solves a real pain point ▶️ Show you’ve done your homework and know what I care about Want to see what a successful cold email looks like? Drop your email below and I’ll send you an example 👇

🔎 𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐔𝐧𝐝𝐞𝐫 𝐭𝐡𝐞 𝐑𝐚𝐝𝐚𝐫 The most underrated LinkedIn tool for building trust at scale? Newsletters. Everyone talks about reach. But very few talk about retention. And that’s where newsletters win. Most people think newsletters are just for full-time creators or 10k+ accounts. But on LinkedIn, newsletters are different: They auto-notify your audience. They sit in inboxes (not just scrolls). And most importantly, they build trust over time, not just traction for the day. 📊 According to LinkedIn data: Newsletters see 3x more engagement than regular posts over time, and they compound, quietly and consistently. If you have Creator Mode + Follow button on, you can add a newsletter tab to your profile. Even one post a month is enough to: 1. Share insights from your industry 2. Build credibility around a niche Start showing up as a familiar name, not just another profile 💡 Quick tip: Don’t overcomplicate it. Write like you talk. Share what you’re learning. One sharp idea > Ten fluffy paragraphs. You don’t need to be viral. You just need to be valuable, and consistent. That’s a wrap on the 7-day series: LinkedIn Under the Radar 7 tools. 7 ways to grow smarter, not louder. Which one will you try first? #LinkedInTips #NewsletterStrategy #PersonalBranding #AudienceBuilding #ContentCreation #ThoughtLeadership #LinkedInUnderTheRadar #ConsultingLife #ResearchAnalyst #DigitalPresence

📥 How To Design Better Email Newsletter UX (Without Pop-Ups). How to gather better emails instead of disrupting customers every single time ↓ 🤔 On average, people have 1.7–1.9 different email accounts. ✅ Some have 3+ emails: personal, work, shopping, newsletters. ✅ They all differ significantly in opening rates and attention spans. ✅ Users are protective of private accounts due to spam and scam. 🚫 You will rarely get a first-class email with a newsletter popup. 🤔 People use temporary emails just to just get a coupon code. ✅ Businesses don‘t want random accounts, but first-class leads. 🚫 Many lists are overflown with fake, disposable, unusable leads. ✅ They have high bounce rates, poor opening rates, low conversion. ✅ They are expensive to keep and decrease email delivery rates. ✅ Show the newsletter box when it matters most to customers. ✅ Good option: on the product page, best next to “Add to cart”. ✅ In checkout, allow users to subscribe and use coupon right away. ✅ Verify customer’s email just before and just after the purchase. 🚫 Avoid email pop-ups: they are disruptive, and often dismissed. When it comes to newsletters, our task is to find the right timing when customers care most about the correctness of their email address. It never happens on the homepage, and rarely on category pages. It never happens on search results pages or support pages either. For users to care, they must feel at least somewhat invested in whatever the company is offering. And, most importantly, they should recognize the value that leaving an *accurate* email address would bring to them. Typically it happens on 5 types of pages: 📣 Promotion pages ← “We’ll send a confirmation message to that email”. 🍎 Product pages ← “Leave email and check out with coupon applied”. 🎟️ Sales page ← “Get notified about sales and re-stocked items”. 💳 Final checkout step ← “Review your address for confirmation email.” 🎉 Purchase confirmation page ← “Didn’t get a confirmation? Edit your email.” Sprinkle newsletter boxes across these pages and measure impact. Track not just the list growth, but bounce rates, opening rates and conversion. Your goal is to be at least close to the average email opening rate of 21.8%, which is a standard goal across industries. And: don’t forget to clean up temporary emails from your list — some businesses aren’t aware how expensive non-existent leads can be. You might be surprised how effective a simple change like that can be. It’s great for customers and for businesses — without all the frustrations newsletter sign-up pop-ups bring along. Useful resources: Email Landscape in 2024, by Venngage https://lnkd.in/eKbde84z Delete Annoying Popups, by 🔲 Michal Malewicz 🔳 https://lnkd.in/exshZWuv Right Timing Matters For Newsletters, by yours truly https://lnkd.in/ekAKc9dK #ux #design

Excellent tips here illustrating how a subtle change in tone can have a massive influence upon how your message is received. 1) Acknowledge Delays with Gratitude "Sorry for the late reply…" "Thank you for your patience." 2) Respond Thoughtfully, Not Reactively "This is wrong." "I see your point. Have you considered [trying alternative]?" "Thank you for sharing this—I appreciate your insights." 3) Use Subject Lines That Get to the Point "Update" "Project X: Status Update & Next Steps" 4) Set the Tone with Your First Line "Hey, quick question…" "Hi [Name], I appreciate you. I wanted to ask about…" 5) Show Appreciation, Not Acknowledgment "Noted." "Thank you for sharing this—I appreciate your insights." 6) Frame Feedback Positively "This isn’t good enough." "This is a great start. Let’s refine [specific area] further." 7) Lead with Confidence "Maybe you could take a look…" "We need [specific task] completed by [specific date]." 8) Clarify Priorities Instead of Overloading "We need to do this ASAP!" "Let’s prioritize [specific task] first to meet our deadline." 9) Make Requests Easy to Process "Can you take a look at this?" "Can you review this and share your feedback by [date]?" 10) Be Clear About Next Steps "Let’s figure it out later." "Next steps: I’ll handle X, and you confirm Y by [deadline]." 11) Follow Up with Purpose, Not Pressure "Just checking in again!" "I wanted to follow up on this. Do you need any additional details from me?" 12) Avoid Passive-Aggressive Language "As I mentioned before…" "Just bringing this back in case it got missed."