Your prospects are somewhat warmed up to you after the first two installments of your email campaign. Email #3 is a good time to share a case study that explains the results you delivered for another customer.
Ideally, you would have this customer’s permission to share the company name and the specifics of the problem you solved, maybe even with some direct quotes. If not, you will need to be more oblique, so you don’t violate their privacy. If you have to change some minor details for privacy reasons, state that clearly for the sake of transparency.
In any event, a good case study:• Presents a problem similar or identical to one your prospects may be facing
• Highlights any unique challenges that made the problem particularly tricky
• Explains how you (or your processes/systems) were able to solve it
• Clearly shows the “before” and “after” made possible by the solution, using specific numbers whenever possible
• Goes into enough detail to be compelling and credible
The best-case studies involve excellent storytelling. You want your readers to care about the players involved and root for a solution.
Highlight the stakes involved—for example, in addition to boosting revenue, maybe your solution averted a company bankruptcy or facilitated a crucial medical technology that saves lives. Even if the stakes aren’t quite that high, a significant boost in revenue is bound to get your readers’ attention.
One final note: While the case study is meant to spotlight what you can do, the hero of the case study should always be the customer and their success (not yours). You want your prospects to be able to see themselves in that winning role, with some help from you.