Seminar 12

Seminar 12
Email Copy: Long vs Short
Mr. Dook

Email Copy can be Long but it should be short.

Generally email copy should be shorter for younger audiences as they don’t check their emails as often and have fried
attention spans.

1. When you are about to draft an email copy, set a goal

There is no way to tell if a copy change worked better if you haven’t decided what success means

Is it 1 conversion? 10 conversions? It should have a specific target.

Your email can track the link click-rate and you should set that goal in mind.
It is the best way to know if your email is successful.

If all copy is working towards a specific goal, then you know you are doing something right
And if you focus on that goal, then eventually you will achieve it.

2. Stay on Brand
You want to keep their brand voice in mind.
The person on the other end will not be interacting with you, but with the brand.

For instance: If your brand voice is firm, your writing should be authoritative
You need to be able to stay in the brand voice

The most fun email campaign for blue was for a brand that sold Sex products since he was allowed to write puns as it
was not a firm brand voice.
“If you add those little jokes, you realise everybody be fuckin’” -Blue

3. Use email preview text

When you are email copywriting
Use all the space you can to take it up in their inbox
You can find it in settings
When you see an email you see a subject line but you don’t want it to be absurdly
long and then the email is actually gonna start
It’s purpose is to take control of the tiny bits of space and treat it as an extension of
your subject line

🤺🤺🤺”
When you are outreaching you can write a misleading headline to grab their attention
“Back with ye lackluster conversion rates… back I say!
4. Get your CTA right. (Call To Action)

“Click here to find out more”

Your CTA should be the final push, it’s your finish line where you cut the ribbon.
It should be as creative as you can to encourage your consumer to convert.
You should be using active words to keep him engaged enough to click and to commit

Be specific, you have to skip the overused vague descriptions such as “see now”
Go ahead and be compelling, AirBNB CTA is “explore more” which is good for targeting people who like to
travel.

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