Remember the days of dial up internet, where the only sound better than that screechy connection whine was the ping of a new email? With upwards of 100 emails hitting my inbox each day (and that’s after regular massive cull and unsubscribe sessions), I don’t really experience that thrill of excitement with each new email. In fact, more often than not I turn off notifications when I need to buckle down and get sh*t done. However, there’s no doubt that email is powerful, and very much still a dominating channel- the conversion rate for email is still way above other online channels when executed beautifully. This is why the mailing list is the temple at which we worship.
Today’s Blue51 Show and Tell shares some key factors to enhance the success (and thus conversion rate) for an email marketing campaign.
The project:
To promote relationship workshops by Connection 101– specifically to increase brand awareness and to encourage attendance.
In August 2016, Connection 101 delivered the first of four separate workshops- ‘7 Principles of Making Relationships Work.’ 7 Principles is a one-day workshop, designed to provide practical, simple relationship tools and skills that couples then implement in their own relationships in their own time. The workshops are aligned to the US-based Gottman Institute, which provides a framework for workshop delivery. The workshops are one of a kind in Australia, and following the first workshop in August, an email campaign was drafted to give Connection 101’s mailing list a clear overview of the workshops, their benefits, their beneficiaries and their outcomes, and to basically celebrate the successful launch of an Australian-first event.
The client:
Connection 101 delivers relationships and counselling services and events, including the highly-acclaimed 7 Principles workshops.
The client’s target audience:
The target audience for the email campaign were current Connection 101 clients and existing general mailing list members.
Specifically, messages were written for couples in long term relationships, who may be pre-engaged, pre-marital, and either wanting to enhance a good relationship; and/or wanting to learn better conflict management strategies.
The workshops are not designed for couples in relationship distress, or emotional or domestic violence situations, and thus copy included language to exclude this audience.
The approach:
This was a copywriting project that was a combination of celebration, information and promotion, and I followed some pretty basic principles:
1- No disconnect between the subject line, preview text and content. It was short and punchy, emotive, aspirational and positive. The subject line- ‘When did you last do something for just the two of you?’ reflected feedback that was received following the workshop and echoed one of the key messages of the workshops communications campaign about investing time in the most important element in your life- your relationship.
2- Consistent tone and branding- language and design across all Connection 101 communications channels (website, Facebook, Instagram and email campaigns) are consistent and reflect core messages and business vision.
3- Targeted copy- the objective for this communication tactic, the target audience and the key messages were clearly defined, and copy was closely aligned to these. For example, a focus of Connection 101’s overall communications strategy for these workshops is dispelling myths about relationships education, and copy was structured and written to do this.
4- Meaningful copy- I used lots of emotive language and action-based words to dispel myths and perceived stereotypes (as above) with a strong focus not he benefits and results of attending a Connection 101 workshop. I also included direct testimonials from the attendees at the workshop to really amp the social proof.
5- An effective call to action- this one was a simple ‘sign me up- and after reading accounts of loved up couples, who wouldn’t put their hand up for more loving in their lives?
The creators:
Overarching workshops communications strategy and copywriting by moi, distribution via Mailchimp by Connection 101.
The results:
I have to admit, I did a little happy dance when I saw the Mailchimp campaign report for this email campaign:
- 85.7% open rate- industry average rate is 16.6%
- 28.6% click rate- industry average rate is 1.9%
I absolutely love copywriting, so much so that I almost added an f-bomb between ‘absolutely’ and ‘love’, especially when I get results for clients like the above. If you have a project that could do with some writerly glitter, please get in touch– I’d love to help out.
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This is a post in my blog series about Blue51 Show and Tell. Each month, I share some of the projects I’m working on for my fabulous clients. I can’t wait to show you both the work we’re producing, as well as the amazing results they’re achieving in their businesses.
There’s more unabashed bragging on my Facebook and Instagram feeds. If there’s something specific you’d like to know, please shoot me an email or give me a buzz, and I’ll do my best to help.