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Advocacy
Copywriting 101
Power up your
email performance
2
Presented by….
Vivian Swertinski
Sr. Digital Marketing Strategist
experts@informz.com
3
Agenda
• How to increase open rates
• How to increase engagement
• How to gain efficiencies
4
A whole lot of testing going on….
• Over 5,800 A/B Subject Line
Tests
• 73 Million Test Emails Sent
• 58 Million “High P...
5
How to increase open rates
6
Three chances to make a great “inbox” impression!
Friendly From
Subject Line
Pre-header Text
7
Organization Name Individual Name
Girl Scouts of Connecticut Mary Barneby
36%21%
Friendly From Name
8
Pre-header is valuable real estate
9
Best Subject Lines Themes
10
Making it Personal
Help “Company Name” Avoid Violations. Join us for tomorrow's audio call (56%)
“Chapter Name” Can Lea...
11
Giving Thanks
• Thank you for all you do! (65%)
• A Heartfelt Thank You (63%)
• Thank you for your outstanding support!...
12
It’s a trashy party and you’re invited!
35%
Show your lighter side…
Join us at the Red Clay Valley Clean Up!
28%
13
Testing is a “required” ingredient for success
Traditional Split (50 -50) or A/B Send to Winner
14
How to increase engagement
15
Be purposeful and direct
Use personalization codes
Ample Call to Action
opportunities
Who is in the salutations?
Inclus...
16
Images connect audiences
Stir emotions
Make it clickable – CTA
Customize by target
audience
17
Quality Control Checks
Preview email across a
variety of email clients
Default personalization
value defined
Track a...
18
Have to gain efficiencies
19
Why automate?
Efficiency
Effectiveness
Relevancy
Customized
Experience
20
Follow up on activity and inactivity
21
Q&A
Go to Twitter
#CQAdvocacy
Stay in touch
experts@informz.com
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Advocacy Copywriting 101

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Veröffentlicht am

This webinar will teach you about crafting eye-catching subject lines, engaging existing advocates, building an automated email strategy.

Veröffentlicht in: Business
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Advocacy Copywriting 101

  1. 1. Advocacy Copywriting 101 Power up your email performance
  2. 2. 2 Presented by…. Vivian Swertinski Sr. Digital Marketing Strategist experts@informz.com
  3. 3. 3 Agenda • How to increase open rates • How to increase engagement • How to gain efficiencies
  4. 4. 4 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
  5. 5. 5 How to increase open rates
  6. 6. 6 Three chances to make a great “inbox” impression! Friendly From Subject Line Pre-header Text
  7. 7. 7 Organization Name Individual Name Girl Scouts of Connecticut Mary Barneby 36%21% Friendly From Name
  8. 8. 8 Pre-header is valuable real estate
  9. 9. 9 Best Subject Lines Themes
  10. 10. 10 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%)
  11. 11. 11 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%)
  12. 12. 12 It’s a trashy party and you’re invited! 35% Show your lighter side… Join us at the Red Clay Valley Clean Up! 28%
  13. 13. 13 Testing is a “required” ingredient for success Traditional Split (50 -50) or A/B Send to Winner
  14. 14. 14 How to increase engagement
  15. 15. 15 Be purposeful and direct Use personalization codes Ample Call to Action opportunities Who is in the salutations? Inclusion of a postscript
  16. 16. 16 Images connect audiences Stir emotions Make it clickable – CTA Customize by target audience
  17. 17. 17 Quality Control Checks Preview email across a variety of email clients Default personalization value defined Track and test all links
  18. 18. 18 Have to gain efficiencies
  19. 19. 19 Why automate? Efficiency Effectiveness Relevancy Customized Experience
  20. 20. 20 Follow up on activity and inactivity
  21. 21. 21 Q&A Go to Twitter #CQAdvocacy Stay in touch experts@informz.com

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