Sharpen your copywriting skills

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Jennifer Campbell, Jennifer Campbell Charity Writing and Publications
Enhance your email marketing workshop
www.charitycomms.org.uk/events

Published in: Technology, Education
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Sharpen your copywriting skills

  1. 1. Sharpen your copywriting skillsCharityCommsEnhance your email marketing workshop23 May 2013
  2. 2. What we’ll cover1. How to get people to sign up to your mailing list2. How to get people to open your emails3. How to get people to click through to your website…with great copywriting
  3. 3. The golden questions• Who is your audience?• What do you want them to do when they’ve read youremail? What action to you want them to take? What isthe purpose of sending this email?
  4. 4. The ‘secret’ of email success…Make your emails useful toyour audience
  5. 5. 1. How to get people to signup to your mailing list
  6. 6. Tell people the benefits ofsigning up. What’s in it forthem?
  7. 7. 2. How to get people to openyour emails
  8. 8. Scary statistic 1…On average, only 23.25% of charityemails are openedSource: Email Benchmarking Report 2012, Sign Up
  9. 9. Writing killer subject lines: top tips1. Keep it below 50 characters28-39 characters = highest click rate in a study of 200 millionemails. Source: Mailchimp
  10. 10. Writing killer subject lines: top tips2. But don’t abbreviateBad: Res conf, 5Mar11: 20 tkts left. Save ££ & seeGov’t spkrs.Good: Just 20 tickets left for our researchconference
  11. 11. Writing killer subject lines: top tips3. Don’t use unnecessarypunctuation, or capital letters.Bad: Housing Chief Will ‘Justify Sector Cuts’ atConference
  12. 12. Writing killer subject lines: top tips4. Keep to one message, keep itdescriptive and simpleBad: Discounted entry to our events, tips forcoping with chemo, prizesGood: Tips for coping with chemo
  13. 13. Writing killer subject lines: top tips5. Start where the action isBad: Greentree Foundation Newsletter MarchEditionGood: Bring the kids to Greentree park fun dayon Saturday
  14. 14. Writing killer subject lines: top tips6. Use the right words• ‘you’, ‘your’ and ‘my’• Your guide to saving money• How the Foundation saved my life
  15. 15. • Numbers• 10 things you didnt know about our planet
  16. 16. • ‘How to’ and ‘top tips’• How to save energy in your home• 10 top tips for marathon fundraising
  17. 17. Writing killer subject lines: top tips7. Ask a question• Are you drinking too much?• Do you care for a loved one?• Are you job hunting?
  18. 18. Writing killer subject lines: top tips8. Put the most important wordsfirstBad: New report shows there are over 2 million peopleaffected by floods in PakistanGood: 2 million people hit by Pakistan floods
  19. 19. Bad: We need people to support us by runningthe London marathonGood: Run the marathon, support disabledchildren
  20. 20. Writing killer subject lines: top tips9. Be urgentFor example:Only 5 conference places left – book todayPetition to save badgers closes at 5pm
  21. 21. Writing killer subject lines: top tips10. Be timelyFor example: Show your support for gay marriage: Emailyour MP now
  22. 22. Avoid spamNo magic list of phrases to avoid!• Talks about lots of money (.193 points)• Describes some sort of breakthrough (.232 points)• Looks like mortgage pitch (.297 points)• Contains urgent matter (.288 points)• Money back guarantee (2.051 points)• Why Pay More? (1.249 points)
  23. 23. PersonalisationPositive or negative?For example: Jennifer, our 10 top tips on fundraising arewaitingThe jury’s out…
  24. 24. The ‘from’ line• Should say exactly who you are as the sender• Should stay the same
  25. 25. 3. How to get people to clickthrough
  26. 26. Scary statistic 2…On average, only 3.32% of people clickthrough from charity emailsSource: Email Benchmarking Report 2012, Sign Up
  27. 27. 1. Make content useful, focus on thereader’s needs
  28. 28. 2. Have good headlines, subheadsand pull quotes and stats
  29. 29. 3. Sentences shouldn’t be more than30 words. Paragraphs shouldn’t bemore than 3-4 lines
  30. 30. 4. Repeat your call to action
  31. 31. Label your images well
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