strategic messaging: email & social copywriting

Strategic Messaging Email and Social Copywriting

Presented by UMGD

Bridget Ferris Social Marketing Manager

Bridget.Ferris@umusic.com

Eric Roe Manager of CRM

Eric.Roe@umusic.com

January 2013

Last Minute Messaging vs.

Strategic Messaging

Strategic Messaging = Identifying your goals

Messaging Basics for…

Email & Social

Subject Lines • Be Creative!

• No more than 60 characters

• Call out featured content - subscribers don’t like to feel misled

• Avoid spam triggers like “Free” and multiple exclamation marks

• Utilize personalization to make messages feel targeted

• Add symbols to help make your message stand out

Email Messaging

Body Copy • Keep content concise - link out more info

• Write copy relevant to your audience

• Use simple and fun language

• Have a clear call-to-action

• Utilize personalization to make messages

feel targeted

Email Messaging

Twitter • Be mysterious

• Never have more than two key messages

• Don’t make up or use unusual abbreviations

• Don’t use too many hashtags

• Encourage retweeting

• Have fun with the post

Social Messaging

Facebook • Keep it short & simple

• Be benefits-oriented o How does it affect the fan?

• Never have more than three key messages

• Don’t be afraid to edit a post

• Use engagement-driven language

• Be conversational

Social Messaging

Messaging Basics for…

Email & Social

How to Make it Strategic

Step 1: Identify your goal(s).

Step 2: Figure out your hook. What’s in it for your fans?

Step 3: Implement your drivers: Email/Social

Building a Messaging Strategy

Sales Promotion

Sweepstakes

Example #1 – What Worked

Email Social

Example #1 – What Worked

Email Social

Key Points:

• Each highlighted the sale in the messaging along with the hook

(sweepstakes)

• 81.5% of people who entered the sweepstakes ALSO clicked through

to the iTunes/Amazon sale

• Messages were sent out twice over email and several times over

social

Sales Promotion

Sweepstakes

Social

Example #2 – What Didn’t Work

Example #2 – What Didn’t Work

Social

Key Points:

• The post made no mention of the goal of the promotion: Selling

Justin Bieber notebooks

• Out of Mead’s 44k fans, this post only received 1 like and 1 share o On average, their posts receive 50 likes, 20 comments, and 5 shares

• Messaging was only shared on social

• It was also only shared once

Email List Growth

Album Cover Reveal

Social

Example #3 – What Worked

Example #3 – What Worked

Social

Key Points:

• Strong call to actions included

• Posted on multiple times on both Facebook & Twitter

• Increased her email subscriber count by more than 270%

Make a Plan Goals Hook Drivers

Craft your Email & Social Messages Follow messaging basics

Implement and Evaluate Put your messaging to the test! You’ll never know if your strategy worked unless you analyze the data

Strategic Messaging Checklist

Strategic Messaging Email and Social Copywriting

Any Questions?

Bridget Ferris Social Marketing Manager

Bridget.Ferris@umusic.com

Eric Roe Manager of CRM

Eric.Roe@umusic.com

January 2013