Email Copy and deliverability
Client:
Academy of Modern Nature, offering nature based wellbeing coaching, and an in person healing studio. Their target audience was women aged 25+ who feel an innate connection with nature, and a disconnect from the modern, money-driven world.
Challenge:
The brief for this work was to create a welcome email series, and an ongoing series of regular emails. The project’s aim was to nurture existing customer and prospect relationships, and move readers through the sales cycle towards a paid therapy subscription.
Until this point, the email list had been inactive for almost a year.
Solution:
I began by creating a re-engagement email, to reintroduce my client, and to encourage uninterested recipients to unsubscribe. Doing this helps improve deliverability and reduces spam reports.
I used the kick off call to learn about my client’s writing style and colloquialisms. Integrating these into the emails created a consistent brand voice; positioning her as friendly, personal, and a valued expert.
I carried out extensive research into her field of expertise, so that I could come to our monthly check-ins ready with ideas and solutions for the next month’s content strategy and copy.
This re-engagement email was sent to my client’s entire dormant list. It reintroduces her to her subscribers, and explains what benefits they can expect from her emails. It also provides a clear option to unsubscribe, if they aren’t interested in this. These two things are done to reduce potential spam reports now and in the future.
A few reply prompts are included - this is for deliverability reasons, because when emails are replied to, they began to be flagged as more trustworthy by the deliverability system.
Client:
SpotDif, a B2C price comparison website, focused on home improvements and mobility aids. They had two different target audiences, UK homeowners and adults 40+ years with chronic health problems or ageing parents in need of support.
Challenge:
SpotDif had an extremely large but inactive list. As a result the email side of the business was significantly underperforming.
They hired me for two reasons:
- clean the email list and segment their audiences
- rewarm the email list with daily emails that included references to world news or trending topics.
It was a fast moving project, with lots of different angles and audience segments being trialled by the client.
Solution:
I began by implementing best practice, adding an ‘unsubscribe’ link at the top of their email templates, then cleaning their list of obviously defunct email addresses.
I then put together a content calendar to base the emails around. The calendar included all forthcoming ‘day of…’ and public holidays. Using this I wrote the emails several weeks in advance, leaving time to add in last minute events and news.
I worked with the client to agree that the email tone of voice would be ‘a trusted friend’ providing informal, helpful advice. Because one of the priorities was to increase the email reputation, I used a curiosity-driven approach to the subject lines. Once the email was open, I used humour and benefit-driven, short copy to guide them to the CTA.
Client:
Academy of Modern Nature, offering nature based wellbeing coaching, and an in person healing studio. Their target audience was women aged 25+ who feel an innate connection with nature, and a disconnect from the modern, money-driven world.
Challenge:
The brief for this work was to create an ongoing series of regular emails. This was put in place after creating a welcome email sequence and re-engagement sequence. The project’s aim was to nurture existing customer and prospect relationships, and move readers through the sales cycle towards a paid therapy subscription.
Solution:
I used the kick off call to learn about my client’s writing style and colloquialisms. Integrating these into the emails created a consistent brand voice; positioning her as friendly, personal, and a valued expert.
I carried out extensive research into her field of expertise, so that I could come to our monthly check-ins ready with ideas and solutions for the next month’s content strategy and copy.
I designed the emails to stand alone as small and valuable therapeutic tips and ideas. The strategy was to nurture her relationship with her subscribers, positioning her as a trustworthy therapeutic expert. The back end goal of this was to ultimately increase subscribers to her paid coaching subscriptions.
