In this webinar, you’ll learn: • The do’s and don’ts of writing copy for email & social blasts • The best messaging strategies to promote sales, page growth, email subscriptions and more • Why messaging in certain campaigns succeed when others fail

1. Strategic Messaging
Email and Social Copywriting
Presented by UMGD
Eric Roe Bridget Ferris
Manager of CRM Social Marketing Manager
Eric.Roe@umusic.com Bridget.Ferris@umusic.com
January 2013

2. Last Minute Messaging
vs.
Strategic Messaging

3. Strategic Messaging =
Identifying your goals

4. Messaging Basics for…
Email
& Social

5. Email Messaging
Subject Lines
• Be Creative!
• No more than 60 characters
• Call out featured content - subscribers don’t like to feel misled
• Avoid spam triggers like “Free” and multiple exclamation marks
• Utilize personalization to make messages feel targeted
• Add symbols to help make your message stand out

6. Email Messaging
Body Copy
• Keep content concise - link out more info
• Write copy relevant to your audience
• Use simple and fun language
• Have a clear call-to-action
• Utilize personalization to make messages
feel targeted

7. Social Messaging
Twitter
• Be mysterious
• Never have more than two key messages
• Don’t make up or use unusual abbreviations
• Don’t use too many hashtags
• Encourage retweeting
• Have fun with the post

8. Social Messaging
Facebook
• Keep it short & simple
• Be benefits-oriented
o How does it affect the fan?
• Never have more than three key messages
• Don’t be afraid to edit a post
• Use engagement-driven language
• Be conversational

9. Messaging Basics for…
Email
& Social
How to Make it Strategic

10. Building a Messaging Strategy
Step 1: Identify your goal(s).
Step 2: Figure out your hook. What’s in it for
your fans?
Step 3: Implement your drivers: Email/Social

11. Example #1 – What Worked
Sales Promotion
Sweepstakes
Email Social

12. Example #1 – What Worked
Email Social
Key Points:
• Each highlighted the sale in the messaging along with the hook
(sweepstakes)
• 81.5% of people who entered the sweepstakes ALSO clicked through
to the iTunes/Amazon sale
• Messages were sent out twice over email and several times over
social

13. Example #2 – What Didn’t Work
Sales Promotion
Sweepstakes
Social

14. Example #2 – What Didn’t Work
Social
Key Points:
• The post made no mention of the goal of the promotion: Selling
Justin Bieber notebooks
• Out of Mead’s 44k fans, this post only received 1 like and 1 share
o On average, their posts receive 50 likes, 20 comments, and 5 shares
• Messaging was only shared on social
• It was also only shared once

15. Example #3 – What Worked
Email List Growth
Album Cover
Reveal
Social

16. Example #3 – What Worked
Social
Key Points:
• Strong call to actions included
• Posted on multiple times on both Facebook & Twitter
• Increased her email subscriber count by more than 270%

17. Strategic Messaging Checklist
 Make a Plan
Goals  Hook  Drivers
 Craft your Email & Social Messages
Follow messaging basics
 Implement and Evaluate
Put your messaging to the test! You’ll never know if your strategy worked
unless you analyze the data

18. Strategic Messaging
Email and Social Copywriting
Any Questions?
Eric Roe Bridget Ferris
Manager of CRM Social Marketing Manager
Eric.Roe@umusic.com Bridget.Ferris@umusic.com
January 2013