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Advocacy Copywriting 101 Power up your email performance
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Agenda
• How to increase open rates
• How to increase engagement
• How to gain efficiencies
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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
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How to increase open rates
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Three chances to make a great “inbox” impression!
Friendly From
Subject Line
Pre-header Text
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Organization Name Individual Name
Girl Scouts of Connecticut
Mary Barneby
36% 21%
Friendly From Name
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Pre-header is valuable real estate
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Best Subject Lines Themes
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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%)
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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%)
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It’s a trashy party and you’re invited! 35%
Show your lighter side…
Join us at the Red Clay Valley Clean Up! 28%
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Testing is a “required” ingredient for success
Traditional Split (50 -50) or A/B Send to Winner
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How to increase engagement
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Be purposeful and direct
Use personalization codes Ample Call to Action opportunities Who is in the salutations? Inclusion of a postscript
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Images connect audiences
Stir emotions Make it clickable – CTA Customize by target audience
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Quality Control Checks
Preview email across a variety of email clients Default personalization
value defined Track and test all links
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Have to gain efficiencies
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Why automate?
Efficiency
Effectiveness
Relevancy
Customized Experience
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Follow up on activity and inactivity
