Strategic Messaging: Email & Social Copywriting
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Strategic Messaging: Email & Social Copywriting

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In this webinar, you’ll learn: ...

In this webinar, you’ll learn:
• The do’s and don’ts of writing copy for email & social blasts
• The best messaging strategies to promote sales, page growth, email subscriptions and more
• Why messaging in certain campaigns succeed when others fail

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Strategic Messaging: Email & Social Copywriting Presentation Transcript

  • 1. Strategic Messaging Email and Social Copywriting Presented by UMGD Eric Roe Bridget Ferris Manager of CRM Social Marketing Manager Eric.Roe@umusic.com Bridget.Ferris@umusic.com January 2013
  • 2. Last Minute Messaging vs. Strategic Messaging
  • 3. Strategic Messaging =Identifying your goals
  • 4. Messaging Basics for… Email & Social
  • 5. Email Messaging Subject Lines • Be Creative! • No more than 60 characters • Call out featured content - subscribers don’t like to feel misled • Avoid spam triggers like “Free” and multiple exclamation marks • Utilize personalization to make messages feel targeted • Add symbols to help make your message stand out
  • 6. Email Messaging Body Copy • Keep content concise - link out more info • Write copy relevant to your audience • Use simple and fun language • Have a clear call-to-action • Utilize personalization to make messages feel targeted
  • 7. Social MessagingTwitter• Be mysterious• Never have more than two key messages• Don’t make up or use unusual abbreviations• Don’t use too many hashtags• Encourage retweeting• Have fun with the post
  • 8. Social MessagingFacebook• Keep it short & simple• Be benefits-oriented o How does it affect the fan?• Never have more than three key messages• Don’t be afraid to edit a post• Use engagement-driven language• Be conversational
  • 9. Messaging Basics for… Email & SocialHow to Make it Strategic
  • 10. Building a Messaging Strategy Step 1: Identify your goal(s). Step 2: Figure out your hook. What’s in it for your fans? Step 3: Implement your drivers: Email/Social
  • 11. Example #1 – What Worked Sales Promotion Sweepstakes Email Social
  • 12. Example #1 – What Worked Email Social Key Points: • Each highlighted the sale in the messaging along with the hook (sweepstakes) • 81.5% of people who entered the sweepstakes ALSO clicked through to the iTunes/Amazon sale • Messages were sent out twice over email and several times over social
  • 13. Example #2 – What Didn’t Work Sales Promotion Sweepstakes Social
  • 14. Example #2 – What Didn’t Work Social Key Points: • The post made no mention of the goal of the promotion: Selling Justin Bieber notebooks • Out of Mead’s 44k fans, this post only received 1 like and 1 share o On average, their posts receive 50 likes, 20 comments, and 5 shares • Messaging was only shared on social • It was also only shared once
  • 15. Example #3 – What Worked Email List Growth Album Cover Reveal Social
  • 16. Example #3 – What Worked Social Key Points: • Strong call to actions included • Posted on multiple times on both Facebook & Twitter • Increased her email subscriber count by more than 270%
  • 17. Strategic Messaging Checklist  Make a Plan Goals  Hook  Drivers  Craft your Email & Social Messages Follow messaging basics  Implement and Evaluate Put your messaging to the test! You’ll never know if your strategy worked unless you analyze the data
  • 18. Strategic Messaging Email and Social Copywriting Any Questions? Eric Roe Bridget Ferris Manager of CRM Social Marketing Manager Eric.Roe@umusic.com Bridget.Ferris@umusic.com January 2013