The Makings of a Humdinger B2B Email
Reversal Wednesdays just became a thing. Unravelling one piece of copywriting and making it even better.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands. I also look at how to transform your writing with style, clarity, and persuasion so you can build an audience, transform your writing, and create endless opportunities.
Wednesdays are reverse engineering days.
It’s a new thing — I look at what makes a great social ad, a landing page, or an email. I reverse-engineered it and made it better.
Today, I’m looking at an email from SimplePractice that landed in my inbox.
The Original B2B SimplePractice Email
I love collecting B2B emails. I like to see what healthcare, health tech, and even SaaS are doing to stand out.
SimplePractice is designed to help private practices grow with better features, tools, and resources.
I’m part of their email list and received this email this week. While I think PrivatePractice is one of the best, this email felt mundane and more like a throw-away email.
“Let’s send it because it’s Monday, and we need something to send.” That’s probably how the conversation went.
Words like solution and all-in-one felt lazy. And they make it about themselves in the first sentence, “as a hotshot in this industry.”
I took the liberty of revising it.
The B2B SimplePractice Email Makeover
I did some digging and found reviews about how people found SimplePractice to be user-friendly for their practice. They found it worked great for patients.
That’s something you should highlight in the header.
Then, I dug into the customer objections more thoroughly, reading customer reviews on Trustpilot. I wanted to understand how these private practices felt.
Here’s the revised version.
The B2B SimplePractice Email Makeover Explained
Here’s another explanation of it with arrows and lines on it.
I followed a framework that addressed the pain and then went into the solution. I didn’t make it about SimplePractice. I made it about the person who’s receiving this email - a private practice owner.
And then, I switched the CTA to invite value. Your CTA is a testing ground. Don’t throw the word free in there because it’s easy.
Make it a first-person voice. Add a note that the next step is free. And invite the person to take action.
A Few Other Notes
Another way to test this nurture email is to add a call to action at the top of the email, right below the header. Give people more clickable options.
If the second CTA were in this email, SimplePractice could segment based on CTA clicks. You’re segmenting based on what CTA they find more attractive and how those words compelled them to take action.
That’s my copywriting spider-sense.
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Ben Watkins