We've written emails marketing ourselves for more than a decade now. But emails marketing the work of other companies are some of our favorite things to write. Especially when you see the tangible success of your work in click-throughs and replies.

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Gyant

In search of a wider market for their health diagnosis and follow-up chatbot tools, the startup Gyant had us draft several emails targeting hospital administrators and another couple targeting physicians. Both audiences had different pain points and different ways in which the new software might save them time and headaches. Both also are extremely busy and generally skeptical of new products they haven't already heard of. Taking those factors into account, our emails framed the outreach as an update about products that Gyant had been getting lots of questions about, with a CTA to click through to a demo or to ask more for info. The response was surprising in that all versions of the email performed well. We honed in what the versions had most in common and drafted follow-ups to the non-responders.

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Ancestry

Ancestry didn't want to stop promoting the fun and usefulness of their products just because someone has already paid for it. So in order to drive user engagement and ensure customers are getting the full value out of their purchases, occasional emails were needed to remind users about features that were a click away. Some of the emails we wrote as part of this campaign were notifications ("Hey, your test results are ready")and some were promotional ("Hey, don't forget to fill out your family history"). But all of them had the same underlying purpose: To  engage and support customers long after they've already purchased the product.