Kick-ass Copywriting & Email Marketing Tips For Your Marketing Program
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Kick-ass Copywriting & Email Marketing Tips For Your Marketing Program

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While it’s true that we live in a highly visual world, in many cases – and especially when it comes to marketing campaigns – it’s the words that can make or break how quickly you deliver a ...

While it’s true that we live in a highly visual world, in many cases – and especially when it comes to marketing campaigns – it’s the words that can make or break how quickly you deliver a point, how people perceive your brand, or how compelled they are to follow through with an action.

With thousands of brands competing for our loyalty at every turn and more ways for marketers to reach us than ever before, it’s also becoming increasingly difficult for brands to get our attention and keep it for long enough to communicate any kind of message.

But when people subscribe to your email program, it’s an indication that they want to hear from you, inviting you right into the privacy of their inbox and creating an opportunity for you to engage them over and over again. It’s therefore no surprise that email is still the #1 preferred marketing communications channel.

In this presentation, long-time copywriter & email marketer Noya Lizor talks about what it takes to create effective copy, how to create a professional Copy Brief, what are the key elements of a successful email marketing program and how to use email to successfully engage and retain users.

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Kick-ass Copywriting & Email Marketing Tips For Your Marketing Program Kick-ass Copywriting & Email Marketing Tips For Your Marketing Program Presentation Transcript

  • Kick-ass Copywriting & Email Marketing Tips For Your Marketing Program By Noya Lizor The Best of Email :: www.thebestofemail.com February 2013 (Updated March 2014)
  • By Noya Lizor, The Best of Email :: www.thebestofemail.com February 2013 2 Table of Contents Copywrite vs. Copyright 3 How is copywriting different from other type of writing? 4 Traditional advertising copywriting vs. copywriting for the web 5 What do you need to know before writing any piece of copy? 6-11 Writing copy for on overcrowded web 12 Writing for the web? Then learn how to write a good headline. 13 How to write a good headline 14 More great articles on copywriting for the web 15 Email Marketing (the entire history in a nutshell) 16 What is permission-based email marketing? 17 Why is Permission-based Email Marketing so powerful? 18 Developing an Email Marketing program 19 Yay, someone’s signed-up! Now what? 20 Types of emails 21 Types of newsletter content 22 Why the subject line is so important 23 Why you should use an ESP (Email Service Provider) 24 Email marketing metrics 25 The future of Email Marketing 26 About Noya Lizor 27
  • 3 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  It involves an advertising or marketing angle, as opposed to news reporting, creative writing, business writing, etc.  It requires an understanding of what drives readers to feel a certain way about a product, brand or offer in order to engage or compel them to perform some kind of action.  It’s the art of using creativity to inform or persuade without coming across as a blatant sales pitch. How is copywriting different from other types of writing? February 2013 4 By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Before the World Wide Web: TV, print (magazines & newspapers), radio, outdoor and direct marketing delivered via snail mail (brochures, flyers, etc.)  Since the Word Wide Web: Websites, online ads, emails, etc.  These days, a professional copywriter needs to have specialized know-how in order to write for many different media channels. Traditional advertising copywriting vs. copywriting for the web 5 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  What type of copy is required?  Is it for a print ad?  Is it for an educational brochure?  Is it for a website?  Is it for a promotional email?  Is it for an online banner? (Etc.) What do you need to know before writing any piece of copy?  Each type of copy needs to be approached differently. 6 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  What media will the copy be required for?  TV? Print? Web? Mobile?  What context will the copy appear in?  What type of website or publication (what’s the subject?)  What kind of publication (is it a women’s magazine? A news portal? A tech blog?) What do you need to know before writing any piece of copy? 7 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Who is the audience?  Broad classification: Mothers, teenagers, business people, 18-35 year old males, locals of a particular neighborhood, etc.)  Further classification by interest: Cooking, computer games, marketing, pet owners, soccer fans, fashion lovers, etc. What do you need to know before writing any piece of copy?  Knowing your audience is vitally important because it allows you to create copy that is targeted specifically for them, using language that will appeal to them most. 8 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  What is the main objective of the copy? What is the desired action?  Is it to buy something?  Click on something to find our more information?  Register for something?  Is it meant purely to inform? (Etc.) What do you need to know before writing any piece of copy?  Always write the copy with the main objective in mind. 9 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Are there any special factors that need to be taken into consideration?  Is it time/event/season sensitive, e.g. a limited-time offer, back-to-school, election time, holiday (Christmas, New Year), FIFA World Cup, summer, etc.  Are there space/time restrictions? E.g. Must fit into a 1/8 page newspaper ad, or 100x100 pixel online banner, or 15-second radio spot, etc. What do you need to know before writing any piece of copy? 10 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • To summarise: The more is known about the requirements for a piece of copy, the easier it is for a copywriter to “nail it”, so when preparing a brief for a copywriter, try to provide as many details as possible. What do you need to know before writing any piece of copy? Useful Resources: • More on how to write a Copy Brief • Here’s a sample Copy Brief template 11 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  We’re living in an age of information overload. Consumers have become super selective about how much time they will devote to reading something, or whether they will even read it at all. So…  The most important tip for writing for the web, is to get to the point quickly: Your copy needs to engage users enough to want to stay on the page so you can engage them further. Writing copy for on overcrowded web 12 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • Legendary copywriter and direct marketer Joe Sugarman once shared his secret to successful copywriting: “Every element of copy has just one purpose — to get the first sentence read” “And the purpose of the first sentence is to get the second sentence read,” and so on and so forth, until your reader is primed to take the action you intended all along. Writing for the web? Then learn how to write a good headline. So how do you get your first sentence read? Write a kick-ass headline! 13 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • How to write a good headline  First, understand what you’re about to write. Then, bearing in mind what your audience will respond to, squeeze the crux of the copy into as short and engaging a sentence as possible  Tell the whole story in the headline (be specific)  Don't try to be clever or funny if it doesn’t come naturally, it’s not always the most compelling way to get someone to read on. More on how to write great headlines: • How to write headlines that work • Writing headlines that get results • How to write awesome headlines • 2 Methods for Getting an Email Opened and 1 That Doesn't Work 14 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • More great articles on copywriting for the web  The Structure of Persuasive Copy  10 Companies That Totally Nail Copywriting  Five Tips for Writing Email Copy That Sells  SEO Copywriting: Five Secrets to Online Success 15 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • The history of email [INFORGRAPHIC] Highlights:  Born in the 70s  Learned how to walk in the 80s  Became popular in the 90s  Got a little (ok, a lot) annoying in the 00s  Then permission-based  And highly sophisticated  Now mobile in the 10s NOW: Let’s go back in time to 2003 Email Marketing (the entire history in a nutshell) 16 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  In 2003, George W. Bush signed into law penalties for unsolicited email, known as the CAN-SPAM Act. Basically, it meant that marketing emails could no longer be sent to recipients without their consent, and this became the global standard for all email marketers until certain countries developed their own anti-spam laws.  The main difference between US anti-spam laws and those of other more strict countries, is that in the US it’s OK to send a marketing email even without consent as long as it includes an ‘ubsubscribe’ link, where as in most European countries and Australia, a subscriber must opt-in himself to receive marketing emails from the sender. What is permission-based email marketing? 17 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Today’s typical newsletter subscriber is most likely experiencing ‘email overload’ as it is. But if you can interest someone enough to want to receive information from you and subscribe to your email program, they are actually inviting you into their own private little world.  When someone subscribes to your email program, it’s nothing short of a golden opportunity to attempt to engage them over and over again. These days, the email marketer’s biggest challenge is to keep subscribers from revoking this privilege, and the way to do that is by sending relevant, useful, and engaging content EVERY single time.  You should include Email sign-ups EVERYWHERE you can, but especially on your home page, since this might be your ONLY opportunity to get someone to provide a way for you to contact them again. Why is Permission-based Email Marketing so powerful? 18 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Always aim to have an email program in place before you start sending emails to your mailing list so that you can ‘attack’ each stage of a subscriber’s ‘lifetime’ in your mailing list effectively.  For example, consider sending different types of emails to different segments of your mailing list who need to be ‘spoken to’ differently in order to get the desired result. These segments might include:  brand new subscribers,  subscribers who have been with you for a while  subscribers who have proven to be regular shoppers  subscribers who have been inactive for a long time  etc.  One of the most valuable opportunities you’ll have to make a good impression is right after someone subscribes, so every professional email program should always include a Welcome Email. Developing an Email Marketing program 19 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Say ‘Thank You’ of course! It’s not only polite, it’s also a good opportunity to tell them about other important things they need to know, plus it’s a good way for you to show some personality.  Send a Welcome Email. This is even more important than the ‘Thank You’ message, since sometimes people are in a hurry and don’t always get to read it. It’s purpose is very similar though:  Welcome user and remind them of the benefits of signing up  Invite them to follow you on Social media  Email Preference Centre – Allow subscribers to choose which types of emails they want to receive and how often.  Show some personality but keep it short! Yay, someone’s signed-up! Now what? 20 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Newsletters: Most of the time when someone signs up for your email program, they expect to receive some sort of newsletter, so don’t start an email program if you don’t know in advance what content you plan to send (you shouldn’t send newsletters just for the sake of it). Make sure you have an editorial plan in place and tailor your newsletter template to suit the content you want to send.  Promotional Emails (also known as eDMs, or electronic direct mail) allow you to promote stuff outside of the newsletter framework.  Trigger emails are automated emails that are sent in response to a particular subscriber action. For example signing up to the program, registering for something or buying something (also known as transactional emails), not doing anything for too long, etc. They’re an important part of your email program so they should be crafted very carefully for maximum impact. Types of emails 21 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Many email marketers struggle to find content that will engage their subscribers EVERY single time. One remedy for this, is to think outside the box and dare to send content that isn’t always just about your products or your company. The trick is to stay creative!  Types of content can you send:  News about new products of product features  News relating to your industry (there’s a wealth of material here, including videos)  Customer Spotlight (share great customer experiences for the benefit of other customers)  Fun/interesting trivia  Links to online versions of recent newsletters in case they were missed  Etc. Types of Newsletter Content 22 February 2013 Useful Resources: • More on how to create engaging email content By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  If someone has subscribed to your newsletter, it’s probable that they’ve subscribed to other newsletters too, and sometimes there just isn’t enough time to read ALL the emails we receive each day.  More often than not, the thing that will get YOUR email read over other emails in an overcrowded inbox is the subject line, which is why it needs to stand out. The subject line needs to be so appealing, that the reader can’t resist clicking on the email to open it.  The best subject lines:  Are usually short enough to be read in their entirety in the preview pane  Offer something of value to the reader  Make the reader feel he’ll be missing out if he doesn’t read the email  Are not “clever” or “funny” just for the sake of it  Often phrased as a question, statement or call-to-action  Never (ever!) lie about the true contents of the email, or your readers will never trust you or open any of your emails again. Most would just unsubscribe. Why the subject line is so important 23 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  Sending emails to your users is completely useless unless you can measure their performance. For this, you’ll need at least a basic Email Service Provider (ESP).  There are lots of ESPs out there. Some cater for the “big fish”, i.e. mailing lists of a few hundred thousand or more (e.g. Silverpop, ExactTarget, Responsys, Cheetah Mail) and some cater for the little fish i.e. small businesses, even individuals (e.g. MailChimp, Vertical Response, Emma, Constant Contact, etc.).  Advantages of using an ESP’s professional Email Marketing CMS:  Automatic List Management (email subscriptions, unsubscribes, bounces)  Ability to track performance of email campaigns, including opens & click-throughs  Ability to segment lists based on different criteria, e.g. subscriber behavioural patterns, subscriber activity or inactivity, individual subscriber interests & preferences, etc. Why you should use an ESP (Email Service Provider) 24 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • Email Marketing Metrics One of the most appealing aspects of email marketing is the ability to measure its performance both in the short and long term. With metrics that shed light on everything from engagement (campaign activity), conversion and revenue, email analytics offers a smorgasbord of options for marketers to review and optimize their email programs. The trick to analyzing your email performance with confidence is understanding what the key metrics are, what they mean individually, and what conclusions can be drawn when you combine them. 25 February 2013 Useful Resources: • More on email metrics and how to use them to analyze the performance of your email program By Noya Lizor, The Best of Email :: www.thebestofemail.com
  •  It has been suggested by many a so-called marketing “expert” countless times that “Email is dead”, and yet according to ExactTarget's 2012 Channel Preference Survey, “email is not only alive - it’s the number one direct channel in terms of daily use and consumer preference for both personal and marketing communications.”  The sophistication of email as a marketing tool has evolved over the years and it isn’t going to disappear any time soon.  About 50% of emails are now opened on a mobile device (as of January 2014), which means that email marketers need to start adapting their email program (quickly!) for display on small screens. The future of Email Marketing 26 February 2013 Useful Resources: • More on how to create mobile-friendly emails without any responsive coding skills By Noya Lizor, The Best of Email :: www.thebestofemail.com
  • About Noya Lizor Hailing from Sydney, Australia, Noya has spent over a decade honing her skills as a copywriter, marketer and business developer. She has worked in a variety of industries including publishing, fashion manufacturing, online games and advertising, namely at world-renowned advertising agency McCann Worldgroup where she worked both as a copywriter and email marketing manager, managing the email program for the agency’s largest client, Microsoft Australia. Since 2009 Noya has been working in “The Startup Nation” (a.k.a. Israel) at startups with a focus on email. These days Noya is Head Honcho at The Best of Email and assists startups and organizations with marketing strategy and implementation. 27 February 2013By Noya Lizor, The Best of Email :: www.thebestofemail.com About this presentation This deck was originally presented by Noya at a Meetup in Tel Aviv in February 2013 (prior to the launch of The Best of Email) and was updated ever-so-slightly (in March 2014) to include additional resources now available at The Best of Email.