30/01/ Tips To Boost The Open & Response Rate Of Your Marketing Campaigns. Hi I m Jesse Forrest, chief copywriter at TheWebCopywriter.

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1 10 Tips To Boost The Open & Response Rate Of Your Marketing Campaigns Hi I m Jesse Forrest, chief copywriter at TheWebCopywriter.com I run a copywriting agency with 100 s of satisfied clients from over 153 different industries We write high-converting copy that generates leads and sales for websites, landing pages, campaigns and lead magnets. Check out our portfolio at: TheWebCopywriter.com 1

2 Today You ll Learn Copywriting 101 Plan and create a killer campaign Plain text VS Html s Fill in the blank hand outs Biggest copywriting mistakes Best and worst subject lines to use How Obama used an campaign to win the 2012 election (dissected) What is copywriting? copywriting is the art and science of influencing your recipients to open, read, click and take action after reading your messages Jesse Forrest What is marketing? The process of delivering relevant, engaging and timely marketing messages about your products and services, to a predefined group of recipients via electronic mail Newzapp Marketing 2

3 Question: Is social media killing marketing? 3

4 Marketing Statistics When marketed through , consumers spend 138% more than people who don t receive offers. For every $1 spent on marketing, the average return is $44.25! (Experian) Question What s the #1 most important thing with marketing? 4

5 HARD TRUTH Doesn t matter how great your copy is, if the person doesn t know you, they probably won t open your Build Relationships Don t be the friend who almost never calls and when they do, its only because they want something Value, Value, Value Sell 5

6 Send 5-7 s to get the best results Ironfish Property Case Study Ironfish is a property education company that helps people buy investment properties. Their goal was to motivate their database to request a free one-on-one session with their advisers or to book into their free evening seminar. Ironfish Property Case Study We created 15-part campaign which included relevant and useful content like: Tips for finding hot properties Ways to analyse the property market Client success stories Latest trends and suburb reports Personal letter from the CEO Which built a relationship with their recipients and resulted in more sign ups and attendees. 6

7 Question What value could you include in your next campaign? Questionnaire Use this to plan your next marketing campaign Plain Text Vs. Html s 7

8 Plain Text s More likely to pass through spam filters More personal, like an from a friend Doesn t look as good as HTML design HTML s HTML s are more likely to trigger SPAM filters With so many more design components, its easier for something to break and the design to look terrible 8

9 Check Design On Litmus.com Copywriting copywriting mistakes to avoid 9

10 Mistake #1: From: Abc Company s from a person not a company. Send out your s with your full name instead of your business name in the FROM field. Doing this will help you connect with your readers on a more personal level. Mistakes #2: Poor Subject Lines Boring Spammy Not relevant Unspecified Mistakes #3: Not Scan Friendly 10

11 Mistake #4: Don t get to the point! Avoid long-winded introductions or openings paragraphs, get to the point fast and tell readers what your s about. Mistake #5: Multiple messages Avoid covering too many topics because doing so confuses your readers (send multiple s if necessary). Stick to one message and one outcome. Mistake #6: No Obvious CTA Hide or leave their CTA until the end Insert CTA in the beginning, middle and end. 11

12 Spam Words providers are aware of certain words commonly associated with spam s. If you use any of these words in your copy, your s may be blocked or delivered to your recipients spam folder. Complete List Here Get the whole list here 12

13 Anatomy Of Effective Copy Lets take a look Case Study: Obama s campaign Obama 2012 Presidential Campaign Most of the $690 million Obama raised online came from fundraising s. One raised $2,673,278 in funds Notice it follows many of the same principals from The Anatomy of Effective Copy template. 13

14 Obama s Subject Lines Subject Lines Your s Headline 14

15 What Are The Most (And Least) Effective Words To Use In Subject Lines? Adestra Subject Line Analysis Report Subject line trends in billion s analysed Open Rate You ll be judging which words were most effective at getting recipients to OPEN the (aka open rate). To download the full report for free go to: When using a date range: Words Daily Monthly Weekly Open Rate 15

16 When using a date range: Words Open Rate Daily 27% Monthly -26.6% Weekly 27.1% When mentioning benefits: Words Exclusive Free Free delivery Open Rate When mentioning benefits: Words Open Rate Exclusive 12.3% Free -3% Free delivery 50.7% 16

17 When mentioning savings: Words Sale Save Voucher Open Rate When mentioning savings: Words Open Rate Sale 23.3% Save 3.4% Voucher 20% When delivering content s: Words Alert Bulletin Issue Open Rate 17

18 When delivering content s: Words Open Rate Alert 38% Bulletin 15.8% Issue 10.8% When delivering content s: Words News Newsletter Report Open Rate When delivering content s: Words Open Rate News 34% Newsletter 0.7% Report -23.7% 18

19 When mentioning media content: Words Video Webinar Open Rate When delivering content s: Words Open Rate Video 18.5% Webinar -16.6% When using a CTA in the subject line: Words Open Rate Download 1.4% Get -8.6% Register -9.6% 19

20 My Highest Converting Subject Lines Subject Templates Write yours as we go along Hey... 20

21 BAD NEWS Numbers & Benefits How To [Benefit] 21

22 Questions Localization Free Dating Seminar In Sydney [first name], See you in Sydney? Mail Chimp s Best & Worst Subject Lines 22

23 Thank You Any Questions? 23