The document presents a guide on enhancing email performance through advocacy copywriting, focusing on increasing open rates, engagement, and efficiency. Key strategies include crafting attention-grabbing subject lines, personalizing content, and testing email variations. Emphasis is placed on the importance of automation and tracking to optimize results.

1. Advocacy
Copywriting 101
Power up your
email performance

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Presented by….
Vivian Swertinski
Sr. Digital Marketing Strategist
experts@informz.com

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Agenda
• How to increase open rates
• How to increase engagement
• How to gain efficiencies

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A whole lot of testing going on….
• Over 5,800 A/B Subject Line
Tests
• 73 Million Test Emails Sent
• 58 Million “High Performing”
Emails Sent

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How to increase open rates

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Three chances to make a great “inbox” impression!
Friendly From
Subject Line
Pre-header Text

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Organization Name Individual Name
Girl Scouts of Connecticut Mary Barneby
36%21%
Friendly From Name

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Pre-header is valuable real estate

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Best Subject Lines Themes

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Making it Personal
Help “Company Name” Avoid Violations. Join us for tomorrow's audio call (56%)
“Chapter Name” Can Lead the Way (44%)
First Name”, 2 Steps and You’re Back (34%)
Your membership has an expiration date of “Expire Date” (52%)
Information Request for “Company Name” (60%)

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Giving Thanks
• Thank you for all you do! (65%)
• A Heartfelt Thank You (63%)
• Thank you for your outstanding support! (57%)
• *Thank You* for Making a Difference (53%)

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It’s a trashy party and you’re invited!
35%
Show your lighter side…
Join us at the Red Clay Valley Clean Up!
28%

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Testing is a “required” ingredient for success
Traditional Split (50 -50) or A/B Send to Winner

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How to increase engagement

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Be purposeful and direct
Use personalization codes
Ample Call to Action
opportunities
Who is in the salutations?
Inclusion of a postscript

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Images connect audiences
Stir emotions
Make it clickable – CTA
Customize by target
audience

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Quality Control Checks
Preview email across a
variety of email clients
Default personalization
value defined
Track and test all links

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Have to gain efficiencies

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Why automate?
Efficiency
Effectiveness
Relevancy
Customized
Experience

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Follow up on activity and inactivity

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Q&A
Go to Twitter
#CQAdvocacy
Stay in touch
experts@informz.com