strategic messaging: email & social copywriting
DESCRIPTION
In this webinar, you’ll learn: • The do’s and don’ts of writing copy for email & social blasts • The best messaging strategies to promote sales, page growth, email subscriptions and more • Why messaging in certain campaigns succeed when others failTRANSCRIPT
Strategic Messaging Email and Social Copywriting
Presented by UMGD
Bridget Ferris Social Marketing Manager
Eric Roe Manager of CRM
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
Eric Roe Manager of CRM
January 2013