To begin, I put on my strategic cap. I classified the owners of these emails as “cold leads” as they may have never heard of the SchoolMo school management system before. So my copy had to warm its way through – with an emotional tie.

Some questions I asked myself were:

• Why would a user need this free offer? Free is not enough. Most B2B SaaS products often offer freemium trials, so it isn’t a new practice.

• How useful or timely is the offer?

• What would make SchoolMo stand out?

After this brainstorming session, I realized that to sound more personal, I needed to form an emotional tie with the users to show we aligned more with their goals.

The answers to these questions served as my basis to research more profoundly about our target users ( school administrators).

To understand what matters most to them (not just us). After all, a product is said to be successful when users and business goals align – vis a vis.

Diving deeper

After in-depth research on the target audience ( school administrators) to understand their real pain points, I learned that they constantly undergo “pressure” to meet students, parents, and societal demands to remain relevant in the educational ecosystem. Pressure here encompasses administrative duties, quality education, etc.

Being a problem-aware audience, they know of these problems but probably lack enough information on their solutions.

Compare and Contrast

After understanding their pain points, I returned to my drawing board to cross-examine the USP and benefits Schoolmo has that meet these criteria.

• Schoolmo is a Robust School Management System helping schools automate administrative processes easily.

For this reason, I leveraged time and technology as the USP to form an emotional tie with the target users.

Approach

Being cold leads, for the subject line and preview, I used curiosity and urgency as cliffhangers while leveraging their preparation for “a new term.”

In the email, under the hero section, I hit upon the free access right away, which is pivotal to the success of this product campaign. 

I opened with a personalized line that immediately showed we understood the primary pain school administrators faced to win trust before presenting the solution.

Using famous quotes in a storytelling approach, I linked our goals together using technology – which is the one solution we all undeniably need.

I used a data-driven approach with curiosity in the call-to-action to back up the time-saving claims.