Many of the emails I break down on this blog are on the longer side. Some are almost like mini sales letters.
Not all effective emails have to be so long, though. Sometimes, a few lines are all you need to get the job done.
So in this post, I’m breaking down a shorter email from GoldSilver, a precious metals dealer that also offers plenty of financial markes/metals news and educational content.
The Email: Pushing to a Free Event
This is a shorty. Looks like the goal here is to push a specific target audience — financial advisors — to register for a free webinar.
If I had to guess, there is some sort of affiliate deal or partnership going on here between GoldSilver and GBI, the company that put on this webinar.
Let’s get into the email.
The Subject Line
The subject line is a direct question: “Are You a Registered Investment Advisor?”
Nothing fancy here, and it doesn’t need to be. As you saw (and as we’ll explore more through the rest of this), this is a simple “sign up for this webinar email.” Calling out the target audience directly may be all you need to win the open.
No BS: Immediate CTA
GoldSilver gets right into it by copying and pasting its subject line as the first line. As a result, they call out the target audience once again…
Before going straight into the first CTA.
I like how they used the actual name of the webinar for the first CTA. This helps give the reader an idea of what they’ll learn by attending. Plus, it instantly sets some expectations for the rest of the email.
This is a free webinar (I assume), so some people will sign up without any “value-building” copy. It’s free, so why not throw it on the calendar just in case?
After all, the signup page probably has more details, like who’s putting on the webinar, when it’s happening, etc.
Of course, some people jealously guard their calendars and don’t feel like clicking through to another page. They want more information before spending precious calendar space on a free event.
So the email continues…
The Big Benefit of Attending
For those skeptics that need to read more, they immediately learn who’s putting it on. GoldSilver injects some social proof relevant to the Registered Investment Advisor target audience.
GoldSilver then doles out the webinar’s date and time.
I appreciate that the copywriter bolded the date and time details. Small readability changes like this draw the eyes to the important stuff, but they also help the reader remember. The easier the reader’s job, the higher the likelihood of getting them to convert.
Moving on, the writer teases the main benefit of attending — learning why a lucrative target customer for investment advisors is flocking to precious metals…
And how you, as an advisor, can help them with the logistics of acquiring and managing these metals…
Implying that this webinar will teach you how to make some coin.
Simple stuff. Who’s hosting the webinar, when is it, and why you should be there.
That leaves us one last thing…
The Second Call to Action
Mixing up CTA types is always a good idea. The first one was the full name of the webinar, so we already know what it’s about.
The 2nd one is a more natural CTA urging them to reserve their seat.
Lastly, it’s almost always a good idea to offer a recording/replay of the webinar. Sure, you can theoretically create more scarcity without it…
But some people can’t show up for scheduling reasons or last-minute issues. Offering a replay means more signups, which could mean more conversions.
Plus, a recording lets everyone rewatch the webinar and study what you covered… which, again, could eventually lead to more sales down the road. You never know.
Takeaways
When it comes to free webinars, you can write a long sales letter-esque email, but it’s seldom necessary.
In many cases, all you need to do is call out your market, then tell them what the webinar is, when it happens, and what they’ll learn…
With a bit of curiosity and urgency sprinkled in there.
What to Do Next
- Get on my email list.
- Reach out to me if you want help writing emails like this one.
- Go check out GoldSilver if you, well, want to learn more about gold and silver. Or if you want to buy it.