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There’s an art to writing effective eDMs – electronic direct mailers that seduce, persuade and compel action. A lot of it comes down to writing good copy. But in our time-poor society where people are perpetually bombarded by e-solicitations, half the battle is getting people to open your eDM at all.
Here’s how we did it with 3geeks for SEQTA, promoting the education software company’s suite of solutions for teachers and schools, resulting in an open rate (the percentage of people who opened the eDM) that was more than double the industry’s standard rate.
How we helped as copywriters
The draft copy from SEQTA was good. It clearly addressed the target audience – head teachers and decision makers at schools.
There was also an equally a clear message to communicate, not only about the software and its many benefits, but also about signing up for a one-on-one meeting to discuss the software with SEQTA’s founder.
However, there was a problem. In fact, there were a number of problems:
1. It was a bit flabby and took too long to get to the point
2. It needed to be structured more effectively
3. It was crying out for a stronger headline
And crucially.
4. It had to have a compelling subject line
The last point is key. Without a strong subject line, the eDM was doomed to fail before it even reached a single inbox.
The results
Not only does the eDM look great, but by carefully choosing our words and adhering to eDM copywriting best practice, we managed to trounce previous results, going from a typical open rate of 14-18%, to an open rate of around 41%.
Not bad for the first eDM in a new campaign looking to take SEQTA national.
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