Goal: Equipping copywriters with next-level email copy strategy to apply to their email marketing campaigns.

1. Email Marketing Copy: The Deep Dive
Goal: Equipping the team with next-level email copy strategy

2. Overview
● Power Words
● Subject Lines
● Headlines
● Body Copy
● CTAs
● Activity

3. Maximize your copy’s opportunity with
P O W E R ⚡️ W O R D S

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What in dang hell are “Power Words?”
● As copywriters, we harness the ability to influence with our words
● Power Words are words that smart copywriters use to trigger a psychological or emotional
response
● Customers may only scan for 3 seconds, so power words help form an emotional connection
with the content — however briefly they engaged with it
● Use your opportunity, write with intention
● Rethink and upgrade your initial copy for a deeper, richer reading experience
We’re having a sale today → It’s your last chance for huge savings!
Join us in reducing plastic use and help the ocean!
→
Corrupt corporations are harming our oceans, fueling
the microplastic crisis. Stand with us against them.
5 Skincare Techniques To Try for Better Skin → 5 Effortless Techniques for Instantly Healthier Skin

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Power Word Examples
Top secret
Unbelievable
Between us
Rare
Be the first
Shh!
Eye-opening
Strange
Behind the Scenes
Key
Missing out
Sneak peak
Easy
Manageable
No sweat
Simple as ABC
On demand
Effortless
Just a few clicks
Efficient
Economical
Piece of Cake
Painless
Freebie
Gorgeous
Brilliant
Knockout
Clever
Legendary
Stunning
Bold
Enchanting
Hero
Genius
Ultimate
Elite
Approved
Authentic
All-Natural
Proven
Tested
Expert
Official
Studies show
Best selling
Certified
Results
Safe bet
Curiosity Convenience Vanit
y
TrustIncentive
Expires
Save
Jackpot
Giveaway
Deals
Frenzy
Claim Yours
Hurry
Prize
Massive
Treasure
While they last

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Spot the Power
Words →

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8. Let’s talk about some eye-opening
Subject Lines
👀

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1. Self-Interest / Incentive
2. Curiosity
3. Offer
4. Urgency/Scarcity
5. Social Proof
6. Unique / Salient
7. Storytelling
Top Performing Subject Lines

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● Up to 90% off our best-selling products gone in 3…2…1… (DigitalMarketer - Offer/Scarcity)
● Best of Groupon: The Deals That Make Us Proud (Unlike Our Nephew, Steve) (Groupon -
Curiosity)
● It’s about time we treated YOU. Open for more… (J.Crew Factory - Offer)
● ‘really great!’ – our moms. (Brooklinen - Social Proof)
● The Perfect Mustache Curl Has a Surprising Secret (Beardbrand - Curiosity)
● Last Day To See What This Mystery Email Is All About (GrubHub - Curiosity)
● ReVeRsIBLe jAcKeTs (Chubbies - Unique/Salient)
● Your Butt Will Look Great in These Workout Pants (Fabletics - Self-Interest/Offer)
● Your beauty issues, solved (Sephora - Self-Interest)
● Learn a language with only 5 minutes per day (Duolingo - Convenience/Self-Interest)
Top Performing Subject Lines

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Subject Line Tips and Tricks
● The purpose of every email is one thing → To get people to
take ACTION
● Make subscribers curious
● Appeal to buyer persona Pain Points
● Embrace your sense of humor and brand voice
● Imply urgency, missing out
● Fun Fact: 47% of email recipients open an email based on
the subject line alone.
○ 69% of email recipients report email as spam based
solely on the subject line.

12. Ok, so I dazzled and awed with
my knockout subject lines.
What’s next?
💥🥊

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● Deliver on what was pitched in the subject line — create trust
● Your preview text and headline should work in tandem with the concept in
your subject line
● The offer, product or experience you’re selling should be made expressly
clear for scanning eyes uninterested in the body copy
● There’s a way to sell without making everything a sales pitch, too:
Storytelling
○ Create a relevant narrative the reader can relate to, either third or second person
○ Play home the theme of self-interest, convenience, trust, etc.
Align your Headlines with your Pitch

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Subject line:
💵 NEED CASH?

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Subject Line:
Can’t get enough Cassedy? Just
wait

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Subject Line:
{First, Last Name}, want to make
your day easier?

17. Ok, but what about… y’know...
The actual email?
🥊

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● Be Brief, Be Brilliant, Be Gone
● “Always enter the conversation already occurring in the customer’s mind.” -
Robert Collier
● Personalize with second person POV writing — You, your, etc.
● Your goal is to answer “What’s in it for me?”
● The core of your email should always be the relevant value we are adding
to their lives
● 63% of consumers say they’d think more positively of a brand if it gave
them content that was more valuable, interesting or relevant
Deliver the Goods in Body Copy

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20. Your email has achieved full power.
🔥FINISH IT🔥
...with a strong CTA!

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● CTAs can be the P.S. to your love letter 💌
● Use Action-Packed Text
● Keep it between 2 to 5 words max
● Use 1st Person Speech
○ “Get Your Free Sample” → “Get My Free Sample”
○ A case study found 90% increase in clicks
● Give careful consideration to your button colors, make them stand out
○ Green and Orange buttons are reported to perform best
● Use a value proposition
● Keep it above the fold — keep the button visible on mobile devices without
scrolling
Crafting Stronger Calls to Action (CTA)

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Quick heads up…
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Off Entire Cart Next 12 Hours.

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TL;DR: Don’t deceive customers into thinking it’s a personal email
CS-Relevant Rules:
● Don’t use false or misleading header information
● Don’t use deceptive subject lines
● Identify the message as an ad
● Tell recipients where you’re located
● Tell recipients how to opt out of receiving future emails from you
● Bonus: This is also all in the Email Copy Rubric
CAN-SPAM Overview

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Activity
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1. Divide into groups of 2-3 people. Make sure one person
has a laptop with them.
2. Pull up the “Email Marketing Activity” doc sent in Slack.
Make a copy of the doc and edit it based on the
following:
a) Use the power words your team was given in the email.
b) Make the subject line appeal to the audience.
c) Edit the headline to match the pitch.
d) Make the CTAs brief & personal.
e) Cut out at least one sentence from the body copy to
make it punchy. (Also feel free to rewrite/reword)

25. Announcing the next workshop!