Let’s face it! You’re a Freight Broker, NOT a copywriter. If you are sending emails as part of your marketing strategy (which we highly recommend and wrote about in part 1 and part 2 of our email marketing guide) and you’re hearing crickets, let’s change that.
The good news is, there are copywriting secrets out there to help you write high-converting emails that actually get responses from Shippers. So, if you are looking to improve your email marketing effectiveness, keep reading.
Why Email Copy Matters for Freight Brokers
Freight is an extremely competitive market. This means your entire marketing strategy matters, from cold calling to networking to emails. If you send an email and it is opened by a Shipper (yay, your subject line worked!), now you have just seconds to keep their attention. What they see in the next moment either compels them to take positive action toward you or to pass you over and move on.
High-converting email copy directly impacts your response rates, trust, and ultimately your bottom line.
Generic, unclear, or overly salesy emails aren’t going to make the cut. In fact, those emails might end up in spam. Personalized, short, to the point, value-driven emails with clear calls to action are the name of the game. But before we dig into the specifics of what works, it is important to start by thinking about who you are writing to.
Understand Your Shipper Audience
Shipping managers are busy. That’s essentially the number one thing to keep in mind.
Because they are busy, they need quick information. They are likely scanning emails rather than reading every word. And, they are not impressed by flashy copy, big words, or buzzwords they’ve heard a thousand times before. In fact, they’ve probably had dozens of cold emails land in their inbox along with yours.
So if you want to be top of mind, you have to stand out by giving them what they actually want: personalized, short, and to the point.
Recommended Email Length for Shippers
Keeping in mind that Shippers are busy, cold outreach emails typically only get viewed for about 11 seconds (more details here). So, keep your emails under 75 words. For your initial emails, you should aim to be closer to only 25-50 words. Yes, that is very short! But keep in mind, you aren’t going to write everything about yourself or your services in one email. View your cold emails as a sequence that builds over a few weeks.
The Best Times to Email Shippers
In general, Tuesday, Wednesday, or Thursday tend to perform best and 10 AM and 2 PM are peak times. Avoid Mondays and late Fridays. Also consider the Shipper’s time zone as it might be different from your own.
How to Write Your Email Copy
So how do you write an email that a Shipper will actually engage with? We recommend trying the SCRAP formula.
S: Subject Line Grabs Attention
After you’ve finished writing your email, take time to craft a strategic subject line. A few ideas: use specific load details, include authentic urgency, or mention cost savings. Be sure to avoid spam trigger words like “URGENT” or words in all caps. Here are subject lines freight Shippers will open.
C: Clear Value Proposition
Avoid starting your email with a generic statement like: “Hope this finds you well.”
This phrase is often used in generic sales emails, and it is easy for a Shipper to disregard an email simply by seeing a phrase like this right off the bat.
Instead, make sure your email is a pattern interrupt. Get straight to the point and be a little more direct. Focus on opening lines that work:
- reference recent shipping activity
- mention mutual connections
- lead with immediate value
You can also lead with capacity solutions, emphasize reliability and communication, highlight competitive rates, or showcase success stories.
R: Relevant to Shipping Needs
Personalize your emails beyond the Shipper’s first name. Research their shipping lanes, mention recent industry news affecting their routes, reference seasonal shipping patterns and then be specific to the service you provide to meet those needs.
A: Action-Oriented Close
End your email with a call to action (CTA). Optimize your CTA with specific action verbs such as call, reply back, or book. You can create urgency without pressure by providing specific times to connect with you. Whatever action you choose, include the clear next step. This will encourage the Shipper to engage with you.
P: Professional Tone
Remember you are writing to an actual human being who is busy, so be professional. Professional does not mean using buzzwords that are helpful to you but not necessarily to the Shipper (example: supply chain optimization, end-to-end visibility).
It also does not mean being overly aggressive (example: per my last email, please advise, I’m hoping to finalize, correct me if I’m wrong, etc.).
Instead, it means being clear, to the point, and actually showcasing the value you provide. Clarity is kind. And, being professional doesn’t have to be boring. It’s okay to use a GIF or meme to provide a bit of comedic relief from time to time.
Email Templates for Different Scenarios
The SCRAP framework works for every email you write. Here are a few samples for common emails you might write using this method. Customize these templates instead of using them word for word. They are examples to get you started.
Cold Email
This template works because it is short (under 75 words), personalized (lane specific), not overly aggressive, and provides a clear CTA.
Subject: Quick Capacity Support for Your [Lane]
Hi [Name],
I work with shippers moving freight in and out of [City/Region], helping secure reliable capacity even during tight markets. We specialize in [equipment type] with strong carrier coverage on [specific lanes].
Would you be open to a 10-minute call this week to see if we can support any upcoming loads?
[Insert link to book a call]
Best,
[Your Name, Company]
Warm Referral Email
This email works because it is short (under 75 words) and leverages your connection as social proof. Referrals like these are gold!
Subject: Referred to Support Your Shipping Needs
Hi [Name],
[Referral Name] mentioned you manage freight for [Company]. We specialize in dependable [equipment type] capacity across [region] and focus on proactive communication and on-time delivery.
Would you be available for a brief call to explore where we can add value?
[Insert link to book a call]
Best,
[Your Name, Company]
Value-Driven Email
When writing value emails, consider the Shipper’s potential pain points. This email works because it is short (under 75 words), clear, to the point, and offers a CTA.
Subject: Reducing Delays on Your [Specific Lane]
Hi [Name],
Many shippers on the [Origin–Destination] lane are experiencing service inconsistency and rate changes. We’ve helped stabilize both by using vetted carriers and real-time tracking.
If improving on-time performance or adding backup capacity is a priority, can we schedule 15 minutes this week?
Reply back with which time works: [List a few time options]
Warmly,
[Your Name, Company]
Measuring Your Email Success
Now that you’ve considered your audience, used the SCRAP formula and written your email, it’s time to track the results. If you are sending emails and not paying attention to what is working, you are missing out on valuable information so you can work smarter going forward. At a minimum, you should be monitoring the open rate, reply, and unsubscribes. You can track this information on a spreadsheet.
Open Rate
If an email is opened, it tells you the subject line is effective. Anything above 30% is strong. Keep note of the subject lines that perform well (and those that don’t) so you can use these as models in the future.
Reply Rate
When a Shipper takes the time to reply back to your email, you know you’re onto something good. If your replies are low, your email might be too generic, weak call to action, or an unclear value proposition. Anything above 8% is strong.
Keep in mind, most often most Shippers don’t reply until after multiple emails or points of contact. Email #3 is usually key. When tracking replies, it is helpful to take note which touch point the email was as well.
Unsubscribes
If a Shipper unsubscribes or opts out, it means they are not connecting with your copy. Anything above 1% is concerning. The messaging in these emails must be changed.
Common Email Mistakes Freight Brokers Make
Even if you understand your audience, follow the SCRAP formula, and track key metrics, it is still easy to make these five common mistakes.
Failing to Follow-Up
One email is not typically going to close a sale. That is why it is important to develop a follow-up email sequence of 3-5 emails over 2 weeks. So instead of putting everything you want to say in one email, break it up into a sequence. Be sure to vary your emails by including value, social proof, and authentic urgency.
Not Being in Compliance
In 2023, the Federal Trade Commission set regulations for all commercial email. If you are sending any email promoting your business, you must be in compliance of this law. If not, you are subject to substantial penalties. So, it is essential that all Agents follow the CAN-SPAM requirements. A few of the main requirements include:
- Don’t use misleading from/reply-to information
- Don’t use deceptive subject lines
- Include the option to unsubscribe or opt-out
It really isn’t hard to be in compliance, and if you are using an email service provider like MailChimp, Constant Contact, etc., they make this process even easier.
Poor Deliverability
If you are sending 50+ emails a day, email filters might start to flag your emails as spam. So instead of being sent to the Shipper’s email inbox, they are instead sent straight to spam. And once in spam, your emails typically stay there. This is not good!
So instead of focusing on getting X number of emails sent, focus on the quality of the emails you are sending by implementing the other tips in this article.
Not Optimizing for Mobile
When you are typing on a computer, it is easy to forget the Shipper may be reading your email on their mobile device. You can optimize for mobile view by keeping subject lines short (under 50 characters), use short paragraphs, include clickable phone numbers, and use bullet points so it is easy to scan the content.
Generic Subject Lines
Even if you write the best email, if the subject line isn’t intentional, your email might be overlooked. Be relevant, personalized, concise, or solution-focused (see these tips).
Use High-Converting Email Copy to Grow Your Book of Business
Lead generation isn’t optional as a Freight Agent. So, as you are looking to grow your book of business and work your sales pipeline, email can be an effective part of your strategy if it is used intentionally. Shippers are busy, so emails must be short, to the point, with a clear call to action. Take the time to research the Shipper instead of being generic. Consider what might be their problem lanes or challenges to their specific freight and how you could provide value. While it isn’t easy, the more points of positive contact a Shipper has with you, the easier it becomes to close the sale.
Read the full guide: Why email marketing (Part 1), Subject lines that get opened (Part 2)