Goal: Diving into the various email campaign strategies and how to approach copywriting for each one.

1. Email Marketing Copy: This Time, It’s
Personal
Goal: Diving into the various campaign types & how to
approach copy for each one

2. Goal Setting

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Ask yourself:
● Does all of my copy relate back to the goal?
● Does my copy create a natural narrative flow to the Call-
To-Action?
● Does my CTA connect with the goal?
● Did my copy drive each KPI in some way?
Email Goal → Copy
Campaign Goals
● Email and partner success is reliant on the 4 KPIs
● From the subject line to the CTA, copy drives on the success of each
● Every email flow and campaign style has unique goals that will drive the
specific tone of the copy

4. Welcome Series

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Goal
● Nurture and reward customers for signing up. Take the opportunity to
demonstrate the value of the brand/products and gaining a loyal customer.
Best Copy Practices
● Make the customer feel that they are a part of a community or they are joining
something exclusive. “The in-crowd.”
● Tie in some action: make a purchase, complete a profile, browse new items, read a
helpful blog, etc.
● Great place to first introduce any sort of branded hashtag or phrasing
● Get right to the point: if you're needing an action, give short & easy steps. If you just
want to say hello & introduce some benefits/facts then doing it in a light way. End
with soft CTA
Personalization
● The reader opening this Welcome email is their ideal customer. Tell them!
● Appeal to the customer’s likely lifestyle. Use diction and imagery to drive the
lifestyle.
● [Company] was made for people Just. Like. You. (etc.)

7. Abandoned Cart

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Goal
● Encourage customers to finish checkout while retaining and driving conversions.
Best Copy Practices
● Make the most of subject lines
● Keep overall copy brief, helpful, and draw attention to the "back to cart" link
● Offer some clear instructions and imply ease
● Use first names and product names in subject lines & headers when possible
● Include product details
Personalization
● Make the email entertaining!

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10. Brand Story

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Goal
● Nurture customers and aim for a high Response Rate/CTR. Take the opportunity to
tell the story of the brand and/or founder and give the reader something to feel
connected
Best Copy Practices
● Storytelling is an universally effective tool → this is where you can really channel
your writing skills!
● Flaunt the brand owners' flaws. Let the audience see the human side of the brand
● The copy should flow with the email layout
● If there is a powerful image, it's okay to let it do most of the talking
● A simple Read More or Learn More CTA will suffice, feel free to be unique
○ You still do need to have the goal of customers clicking-through to the
website/desired landing page
Personalization
● Be genuine. We're increasing brand loyalty when you let them in on a secret of the
brand’s struggles and successes

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13. Social Media Promotion

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Goal
● Nurture leads for effective Open Rates and CTRs. Create a customer engagement
loop and provide further opportunity for customers to continue following the
brand journey
Best Copy Practices
● Great way to invite the audience to use branded hashtags and slogans for User
Generated Content (UGC)
● Take the opportunity to deepen the relationship with customers by connecting
and engaging through social
Personalization
● It’s about joining a community of like-minded individuals. The content made is for
people like them.
● Entice them with the kind of info, tips and inspo they’ll find that will speak to their
lifestyle and interests.

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16. Social Proof

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Goal
● Influence CTR, promote UGC, provide further value and incentive to customers
determining purchases through testimonies/reviews
Best Copy Practices
● Let the customers do the talking! This is all about "he said, she said"
Personalization
● Typically a minimal copy campaign, this is all about FOMO and the latest goss
● When crafting subject lines connect how reviews speak to the needs and pain
points of customers

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Activity
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Get into groups of three and pull up the email you brought for
this workshop. Discuss the following questions with
your group:
1) Identify your email type, goals, and discuss three strategies
they used in the copy to drive home the goal.
2) How effective were these strategies in engaging
you as a user?
1) How would you optimize these copy best practices to better
serve the goal?

20. Promotional/Sales

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Goal
● Optimizing creative for high CTR and Conversion rate while boosting revenue
through sales. Create some fun hype for the deals!
Best Copy Practices
● The subject line is so important. Get flashy, use an exciting emoji if you want!
● Follow up in the body copy → Reel them in with how they’ll benefit from this
enticing “on sale” item.
● Provide a sense of scarcity and urgency. They can’t delay, this is the best time to
buy!
● If there’s a %-off, make sure that’s easy to spot to entice the reader
● Stick the landing with a strong and clear CTA
Personalization
● Appeal to curiosity and desire here. Let them know what's inside is awesome, and
just what they need.
● Because we’re 1:1 in their inbox, appeal to a VIP approach. “We like you, so we’re
treating you.”

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23. Product

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Product Launch
Goal
● Generate hype and reward loyal customers with a special preview or pre-sale on a
new product. (A post-sale drip for reviews could work in tandem!)
Best Copy Practices
● Build excitement: Eye-catching subject lines & headlines are key
○ Sending the "mystery message" → Tease the new product’s abilities and
features
● This is the first time people have eyes on the product — really highlight what's
unique about it
● Make sure it's straight to the point — direct people on where and when they can
buy
Personalization
● Tie the product’s solutions into the customer’s lifestyle
● Impy this is the answer to what they’ve been asking for

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Product Recommendation
Goal
● Scoring an extra sale on an already engaged customer based on items bought,
delighting them with personalized relevancy
Best Copy Practices
● Cater the recommendation to the target audience rather than taking the "this is
what everyone is buying" approach
● Play around with product descriptions and highlights to sound more personal to
the customer.
Personalization
● It’s about creating a personalized shopping experience, rather than a blanket ad
● Connect the product to the lifestyle and needs of the customer
● Appeal to their taste

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Product Highlight
Goal
● Score a high Conversion Rate on a specific product. Provide new or further
knowledge to the customer about product features.
Best Copy Practices
● This one’s all about selling the goods. Pimp the products like you’re introducing
your favorite person to someone.
● Break it down for the customer: Use short paragraphs for special features, make a
bulleted list, or slyly get your point across in about 2-3 sentences.
● Highlight unique benefits — what makes this product great for the target
audience, not the masses.
● Powerful, action-oriented CTAs are important here to feature.
Personalization
● Use a conversational tone
● Place this product in the lives of the customers

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30. Newsletter/Blog

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Goal
● Inform, delight and engage. Improve brand loyalty. Provide value to the audience’s
day with industry, insider information, humor, fun UGC, etc.
Best Copy Practices
● Provide a compelling reason to read the stories. Sell each of them by teasing at
what the reader will learn within.
● Stick to brief summaries of the blog posts. Approx. 2-3 sentences each.
● Maybe start with its thesis question?
Personalization
● Have some fun with these! Casually relate to the customer audience
● When summarizing, lead with some questions that the audience can relate to
● Using “We” or “I” provides a human touch to the content

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33. Giveaway/Sweepstakes

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Goal
● Various goals could include: celebrating, showing some customer love, or
spreading product awareness, etc. while gaining a wider audience
Best Copy Practices
● Opening with Giveaway/sweepstakes titles in the headlines and subject lines are
key
○ Tease some “fantastic prizes/treasures”
● Get the audience excited about the giveaway – but don’t stray too far from your
normal brand voice
● Get to the point with the details - people just want to know exactly what they need
to do to potentially win the prize
● CTA to "Learn More" almost guarantees CTR
Personalization
● Add a personal greeting here, using Klaviyo’s personalization tools (e.g. Great news, {Steve}!)

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36. Seasonal/Holiday

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Goal
● Making the most of a holiday shopping season, remind customers of gift ideas and
ultimately drive conversions
Best Copy Practices
● Speak to a certain type of customer (aka late gift shoppers, party hosts, people who
love Fall, etc.)
● Channel the brand’s style into a holiday subject line that will truly stick out
● Create the unique message of "we do holidays/seasons our own way"
○ Invites the inclusiveness you want their customers to experience
● In the holiday buzz, offer unique brand story elements on why they should choose
this brand over others
Personalization
● Show them you understand them well, especially during important shopping
holidays
● Speak to the shopping woes and stresses they might be under

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Activity
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Get into groups of three and pull up the email you brought
for this workshop. Discuss the following questions with
your group:
1) Identify your email type, goals, and discuss how the copy
is used to deliver those goals.
2) Name three pieces of copy that grabbed your attention
first in the email and discuss why.
3) Think of three adjectives that captures the brand well
and explain how you would use them in this campaign.

40. Announcing the next workshop!