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
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Strategic Messaging Email and Social Copywriting
Presented by UMGD
Bridget Ferris Social Marketing Manager
Eric Roe Manager of CRM
January 2013
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Last Minute Messaging vs.
Strategic Messaging
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Strategic Messaging = Identifying your goals
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Messaging Basics for…
Email & Social
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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
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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
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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
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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
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Messaging Basics for…
Email & Social
How to Make it Strategic
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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
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Sales Promotion
Sweepstakes
Example #1 – What Worked
Email Social
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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
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Sales Promotion
Sweepstakes
Social
Example #2 – What Didn’t Work
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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
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Email List Growth
Album Cover Reveal
Social
Example #3 – What Worked
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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%
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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
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Strategic Messaging Email and Social Copywriting
Any Questions?
Bridget Ferris Social Marketing Manager
Eric Roe Manager of CRM
January 2013