Jason McBride is more than a freelance writer. He’s an accomplished student and practitioner of the art of persuasion. He studied political science in college, earned a law degree, and built a successful legal practice through keen online marketing. Clients turn to him to revitalize their email marketing campaigns and blogs with messages tuned perfectly for every audience.
Everyone can send an email, but not everyone can send a great email. I asked Jason to talk about his journey from successful lawyer to standout freelance writer, and for his tips we can all use to write more compelling messages.
Executing an Effective Email Marketing Campaign
Nico: Hi, Jason! For those who don’t know you, can you give us a little background about yourself and what you offer on Fiverr?
Jason: I have been on Fiverr since 2014. I first came to the platform as a buyer looking for a logo for my freelance-writing business. I then decided to try to offer my copywriting services on Fiverr. Every year, I have made more money on the platform and now Fiverr is my primary source of income.
I help businesses by writing marketing materials that build trust and turn browsers into buyers. I have several different gigs on Fiverr. I write blog posts and articles, web copy, create taglines and slogans, and I also write emails for businesses.
Before becoming a freelance writer, I was a practicing attorney. I left the law because I wanted something that gave me more control over my time and caused less stress. Over eight years, I built the firm from just being me to being a five-attorney firm through SEO and content marketing. I love writing and decided to put my writing and marketing skills to work helping other businesses.
I’m now a work-from-home dad of four great kids. I get to set my own hours. I can go on field trips with my children. I don’t have to ask permission to take time off to go to doctor’s appointments or just to spend the day hanging out at the park. I get to work with creative entrepreneurs from all over the world while supporting my family both financially and emotionally.
Nico: Many Fiverr buyers out there have businesses and they might now think about leveraging an email campaign to attract more leads. Why is writing good emails so vital for their businesses, and why does professional expertise matter?
Jason: There are a lot of marketing tools available to businesses. However, email is the most cost-effective and efficient way to attract more leads and to turn those leads into buyers.
Everyone has an email address. Most people check their email multiple times a day. They at least read the subject lines of each email. Unlike ads, emails are hard to ignore.
Email marketing is powerful if you have a great message and you deliver it in the right way. You can reach people when their defenses are down. If you do it correctly, people won’t view your business’s emails as an ad or an intrusion. Instead, they will be grateful that you’re reaching out to them and showing them a solution to their biggest problems.
If your message isn’t written in a professional way, it can come across as spammy. It can even lead to your email account getting blacklisted. If messages are filled with typos or too much hype, they destroy trust and can hurt your business.
Nico: Having a professionally written email is one part of the job. Next, it’s all about knowing how to maximize its effects. Do you have any tips to help Fiverr entrepreneurs drive a successful email campaign and boost customer engagement?
Jason: There are three keys to getting engagement from your email campaign.
- Show your audience that you know them. Use the lingo of your audience, especially in email subject lines. Show that you are an insider and that you speak their language. If someone sees a term that they use in their profession, they are more likely to read the email and be open to the message.
- Give your audience a lot of chances to see your message. Many email marketers are so afraid of people unsubscribing that they don’t give their audience enough chances to respond. We’re all busy. Most people check email while also doing something else. People will need to see your message more than five times before they respond, even if they are interested after the first exposure.Additionally, your ideal clients or customers may delete one or two of your messages without reading them. Sending a sequence of five, seven or even more messages gives your audience more exposure to your message. It also gives you more chances to find the right combination of subject lines, email message body, and call to action that will get the best results. You need to follow some common-sense rules, like never sending more than one message in 24 hours, and spreading out an autoresponder sequence over several days or weeks.
- Ask your audience to do something. One of the biggest mistakes people make is failing to put a call to action in their emails. You need to specifically request that people do something. People are busy and distracted. If you do not have a clear call to action, you will leave a lot of money on the table. A call to action in an email should move the reader further down the funnel. It may be clicking a link to get more information. It may be responding to the email to answer a question. It can also be a direct call to buy. The call to action should be measurable too. Make sure you are able to know if the reader took the action you requested. If you don’t track the results, you cannot measure the effectiveness of your message.
Nico: An email campaign usually involves sending out large numbers of emails on a daily, weekly or monthly basis. What’s the best, most robust, and most scalable email marketing tool you can suggest nowadays? What sets it apart from other similar tools?
Jason: My favorite tool is MailChimp. It has been around for a long time and has a great reputation. It’s perfect for businesses that are just beginning with their email-marketing efforts because it’s free to use with small lists. They’re constantly adding new features to the free plan. The paid plans are more even more powerful and the cost is reasonable.
MailChimp is easy to use and has a ton of free tutorials. It integrates well with other tools like LeadPages and WordPress. You can create good-looking email opt-in forms without knowing how to code. MailChimp is powerful enough for a seasoned pro, but simple enough for a beginner to use.
It’s always inspiring when an entrepreneur like Jason discovers Fiverr as a buyer and stays on to become a successful seller. It’s fantastic that he’s sharing his education and powers of persuasion with Fiverr entrepreneurs. He’s found the perfect work/life balance and his clients are winning with engaging and knowledgeable emails and blog posts. If your email campaigns and online content don’t draw the kind of attention you’re looking for, consider hiring a specialist like Jason to give your messages a powerful boost without breaking a sweat.
How well do your email campaigns perform? What’s your most effective email call to action? Share your tips with us in the comments below.