3W1H for Marketing Emails

Also known as the questioning method or the method of the Five Ws, the letters in the acronym 5W1H correspond to questions: what, who, where, when, how, and why. They are the six essential questions to ask when gathering information to solve a problem or to make a decision. In our case, the goal is to make the reader (prospect) reply, so we want to offer the information necessary to help them make that choice.

When writing emails, a shorter version of the method (we will call it the 3W1H) is enough to convey your message while staying concise. You don’t need to use 3W1H in every outreach. Always aim at shorter copies, but remember that the shorter the message, the more personalized it should be.

The copy elements for sales/demand-gen outreach emails:

• WHAT you are and what you do

  • Refrain from mentioning the “WHAT” if the individual already knows what you do: they have already opened a few emails or have replied or had a conversation with the sender.

• WHO you are talking to, you support (current customers)

  • Addressing their company or role shows that you did your homework and know whom you’re speaking to.

  • Mentioning organizations you currently work with (and how you helped them) will improve your chances of getting a response from them.

• WHY they should care (problems you solve, things you can improve)

  • Here, there is an excellent opportunity to customize the email according to challenges that may pertain to their organization.

• HOW you help them (usually in bullet points)

  • It doesn’t always have to be in bullet points

• CTA

  • Try to keep a maximum of two CTAs per email (e.g., book a meeting, visit our page to learn more)

  • Make it as easy as possible for them to book a meeting by sharing your meeting link.

The recommended order for each element:

• WHAT & WHO - 1st or 2nd

• WHY & HOW - 3rd or 4th

• CTA - 5th

Overall, this method of writing emails offers you five benefits:

1. It will keep you from missing critical information about your audience.

2. It will strengthen your message by giving your readers the necessary information before speaking with you.

3. It results in a more cohesive and consistent message and overall value proposition across your business.

4. It expedites email writing by Identifying and cataloging questions and knowing where to place them within each email.

5. It helps you optimize your message upon breaking down your copy across those questions and testing variations of WHAT, WHO, WHY, and HOW.

Here’s an example of a 3W1H email:

Hello [name]

I am an experienced “first marketing hire” and have led demand generation in high-growth startups in Silicon Valley. As an early-stage startup (congrats on your series A!), you will find value in enabling [company name]’s demand-generation machine and fueling your sales team with opportunities.

Here are some of the services I offer:

• Website analytics: understand web traffic and visitor engagement

• Paid Search: allow buyers with intent to find your solution and not your competitors

• Social Media: maintain content and awareness towards prospects and customers.

• Conferences: identify suitable events to connect directly with your ideal buyer and create overall awareness of your solution.

Service packages range from consulting to execution and reporting to optimization. Would you be available to talk this week? If not, please point me in the right direction.

Best regards,

Glayson Cordeiro