ChatGPT exploded onto the marketing scene last fall. The generative AI tool is now personalizing Coca-Cola’s ad copy, filling Google’s search results with blogs, and even cranking out advertising jingles. But can it write compelling SaaS marketing emails?
Clients are divided. I’ve seen just as many looking for copywriters who use AI as those who don’t.
As an email copywriter, I’ve been curious: Are ChatGPT’s emails any good? Do they drive opens, clicks, and conversions? Could they save me time?
I went searching for answers in an AI copywriting course…
How to Use ChatGPT to Write SaaS Marketing Emails
You just push a button and presto! ChatGPT generates a polished SaaS email in seconds.
Right?
Not quite.
Like a copywriter — ChatGPT needs to “understand” the product and its target market first. While copywriters conduct research, ChatGPT needs to be prompted.
Preparing ChatGPT to Write with Prompts
Prompting is critical to using AI effectively. The instructors in CopyHackers’ AI Copywriting course shared prompts to help with each stage of the copywriting process:
✔ Competitor research
✔ Keyword gap analysis
✔ Blog writing
✔ Client discovery
✔ Customer research
✔ Email copywriting
ChatGPT Inputs
Bionic Marketing founder Sam Woods’ prompts were especially helpful for preparing ChatGPT to write emails. I used them to research an extended detection and response (XDR) platform, which I’ll call “Example XDR” from here on out.
The process required about thirty minutes of manual research up front and then a couple hours feeding ChatGPT prompts to uncover key customer insights:
- Target personas
- Pain points
- Fears
- Goals
- Desires
- Challenges of life without Example XDR
- Advantages of life with Example XDR
ChatGPT Outputs
I narrowed down the findings to one target persona and set of pain points: Chief Information Security Officers (CISOs) with resource-strapped teams.
They often miss Advanced Persistent Threats (APTs) because they’re overwhelmed with security alerts. As a result, it takes them longer to identify and respond to APTs, giving malicious actors more time to wreak havoc in their systems.
After completing my research, it was time to put ChatGPT to the test!
ChatGPT Email Outline
First, I prompted ChatGPT to outline three emails using the target persona and pain points I selected.
Below is the email outline I chose to use:
ChatGPT Subject Lines
Next, I prompted ChatGPT to write 20 subject lines. I included specific directions, such as to make them “engaging” and “detailed.” I also asked for “no marketing jargon.“
ChatGPT Email Copy
Finally, I had ChatGPT write the email. Here’s what it gave me:
(Human) Copyedited ChatGPT Email
ChatGPT Use Cases for SaaS Email Marketing
ChatGPT can write SaaS marketing emails, but I’m not convinced they’d convert well on their own. For example, one metaphor can be persuasive, but three in one email distract from the message. ChatGPT relies heavily on clichés. And its copy is long and clunky.
Of course, you can edit ChatGPT’s copy as I did. But with all the prompting it takes to prepare the chatbot, I didn’t save any time. I could’ve written the email faster myself.
That’s not to say other marketers haven’t streamlined the process and are getting results. Or that you could too. Plus, ChatGPT isn’t the only AI email writing tool. Others might be better.
ChatGPT could be useful in other areas of SaaS email marketing, as well.
Research
ChatGPT can give you a high-level overview of a product’s target customer and their pain points and desires. You can also use it to analyze competitors’ headlines, value propositions, and keywords. So, it could be a good starting point for client and customer discovery.
Brainstorming
If you need a creative angle for your copy, ChatGPT will give you ten (in one email!). Choose one and run with it. SubjectLine.com has a ChatGPT integration too. Get inspiration for different ways to write your subject line while checking how it might perform in the inbox.
The Value of (Human) Copyediting
While you can prompt ChatGPT to use copywriting frameworks and even to sound like specific copywriters — its emails still need a good copyedit. Because they tend to be long and clunky. Plus, they could miss the mark in two key areas.
Catering to Stakeholders’ Preferences
When multiple people play a role in approving your email copy, you have to cater to several unique sets of preferences: one person might hate ampersands, while another can’t stand certain industry terms. It’s a learning curve.
Acing Brand Voice and Tone
Voice and tone are tricky too. Sure, there are courses like Brand Voice Academy that break down the science of both. But it’s still pretty nuanced to ace a brand’s voice and tone — especially when stakeholders “know it when they see it” or judge based on their “gut feeling.”
Writing with Empathy
Writing copy that targets and agitates prospects’ pain points (without insulting or shaming them) is also nuanced. You’ll need a human to review your chatbot copy, so you don’t risk alienating your audience.
Save Time Sounding Human
Most copywriters and marketers agree: ChatGPT’s copy needs fine-tuning before sending it to your prospects and customers.
If you’re struggling with awkward, clunky ChatGPT outputs, then reach out for professional AI copywriting.
Get in touch for a FREE consultation today.