advocacy copywriting 101
TRANSCRIPT
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
7
Organization Name Individual Name
Girl Scouts of Connecticut
Mary Barneby
36% 21%
Friendly From Name
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
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
It’s a trashy party and you’re invited! 35%
Show your lighter side…
Join us at the Red Clay Valley Clean Up! 28%
15
Be purposeful and direct
Use personalization codes Ample Call to Action opportunities Who is in the salutations? Inclusion of a postscript
17
Quality Control Checks
Preview email across a variety of email clients Default personalization
value defined Track and test all links