Email Marketing
B2B Email Strategy & Copy
What happens when you take almost everything out?
Tracx’s prospecting emails sounded like prospecting emails. Product-led, sales-focused and easy to ignore. I wanted to find out what would happen if we stripped most of that away.
I developed and led a new email approach built around researched customer pain points and a deliberately spare, deadpan writing style.
The emails used no graphics, very little product language and simple, low-pressure CTAs. Campaigns ran in three-week sprints, giving us a way to test different concepts, messages and approaches against the same audience.
I developed the strategy and voice, created the campaign concepts, wrote every email and directed the testing.
It worked. With over 1000 cold leads, open rates increased from roughly 3% to 10%+, while click-through rates rose from approximately 0.3% to 8%.
See four samples of email copy below.
Email 1
Subject line: What do you call a shipper who never asks where their load is?
Email body:
What do you call a shipper who never asks where their load is?
Informed.
What do you call a driver who already knows the plan?
Ready.
What do you call an update that arrived before anyone asked for it?
Rare.
It shouldn't be.
CTA: Here's what that looks like →
Email 2
Subject line: Prove it.
Email body:
Ask someone to account for exactly where they were three weeks ago, Tuesday morning.
They're sure nothing went wrong.
But the record?
Good luck.
Most USPS compliance questions feel the same way.
You know the route ran.
You know the driver was there.
Prove it.
Jacob runs 6 USPS contracts. 38 trips a day.
"I just go on, pull up their trip for the day, screenshot it, email it. We never received that backlash."
Email 3
Subject line: What if the status update was already there?
Email body:
There's a board at every airport that answers the same question thousands of times a day.
Where is it?
When does it arrive?
Is it on time?
Nobody asks the gate agent anymore.
The information is just there.
That's what automated visibility looks like.
The question doesn't disappear.
The person answering it does.
CTA: See how it works →
Email 4
Subject line: How long does it take you to train a new driver?
Email body:
Bringing on new drivers usually means a lot of handholding — and time you can’t afford to spare.
But what if it took days instead of weeks to get them up to speed?
With TracxTMS, route data and instructions are all in the driver app. New hires see exactly what they need from day one.
"We trained drivers faster and with fewer mistakes than ever before."
— Operations Manager, Calloway Trucking
The result is quicker training, fewer interruptions, and drivers who feel confident sooner.
Growth doesn’t have to slow you down. It can make your whole team stronger.