Strategic Messaging Email and Social Copywriting        Presented by UMGD    Eric Roe            Bridget Ferris    Manager...
Last Minute Messaging          vs. Strategic Messaging
Strategic Messaging =Identifying your goals
Messaging Basics for…       Email      & Social
Email Messaging Subject Lines •   Be Creative! •   No more than 60 characters •   Call out featured content - subscribers ...
Email Messaging Body Copy •   Keep content concise - link out more info •   Write copy relevant to your audience •   Use s...
Social MessagingTwitter•   Be mysterious•   Never have more than two key messages•   Don’t make up or use unusual abbrevia...
Social MessagingFacebook• Keep it short & simple• Be benefits-oriented     o How does it affect the fan?•   Never have mor...
Messaging Basics for…         Email        & SocialHow to Make it Strategic
Building a Messaging Strategy Step 1: Identify your goal(s). Step 2: Figure out your hook. What’s in it for your fans? Ste...
Example #1 – What Worked         Sales Promotion          Sweepstakes Email                     Social
Example #1 – What Worked            Email                                 Social  Key Points:  • Each highlighted the sale...
Example #2 – What Didn’t Work          Sales Promotion           Sweepstakes              Social
Example #2 – What Didn’t Work                                  Social  Key Points:  • The post made no mention of the goal...
Example #3 – What Worked        Email List Growth          Album Cover             Reveal             Social
Example #3 – What Worked                              Social  Key Points:  • Strong call to actions included  • Posted on ...
Strategic Messaging Checklist  Make a Plan   Goals  Hook  Drivers  Craft your Email & Social Messages   Follow messagi...
Strategic Messaging Email and Social Copywriting            Any Questions?    Eric Roe            Bridget Ferris    Manage...
Upcoming SlideShare
Loading in …5
×

Strategic Messaging: Email & Social Copywriting

292
-1

Published on

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

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
292
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Strategic Messaging: Email & Social Copywriting

  1. 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. 2. Last Minute Messaging vs. Strategic Messaging
  3. 3. Strategic Messaging =Identifying your goals
  4. 4. Messaging Basics for… Email & Social
  5. 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. 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. 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. 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. 9. Messaging Basics for… Email & SocialHow to Make it Strategic
  10. 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. 11. Example #1 – What Worked Sales Promotion Sweepstakes Email Social
  12. 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. 13. Example #2 – What Didn’t Work Sales Promotion Sweepstakes Social
  14. 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. 15. Example #3 – What Worked Email List Growth Album Cover Reveal Social
  16. 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. 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. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×