Transcripts
1. Introduction: A lot of marketing manthan
professionals will tell you
that copywriting and email
writing is dead. Well, I don't think so. Whenever I hear someone
complain about that and look
at the underperforming
copywriting and email
marketing campaign, it's typically a
case of not being present at
the right place at the right
time. In this course, you will learn
how to create urgency, telling
a story and crafting an offer
the reader cannot resist at the right
point of the sales funnel. In addition to all of that,
you will learn other different
ways in which you can get more
out of your copywriting and email
marketing campaign. I am Manthan Patel, a
marketing instructor and AI
instructor. In this course, you will be
looking at what makes our
copywriting and email
marketing campaign resonates with our audience, readers,
and more likely to convert
them as our customer. This course is typically for
all the email marketers,
copywriters, and even content
creators. So what are you waiting for? Let's get started and I will
see you in the first lecture.
2. Mastering Email Copywriting: Types and Strategies: Before you write any copywriting copies
or marketing emails, you want to look at
who you are writing to and why? Assigning categories to the type of
email you want to send helps you
understand the recipient roles, and where they might sit among your
brand target audience. Doing this has the added benefit of
allowing you to tailor your email
marketing strategies to the needs and interest of that audience. Well, Foundational emails- Introduce your brand and establish your
brand identity. This email might be a welcome message or
newsletter after someone has given you
their email. It's your chance to introduce them to
your company's background, your
company's mission, value, and what they can expect from your company. Educational emails provide valuable
information and insights about your
products and your services. They are meant to inform and not to hard
sell. They might include a how to guide or a
case study about your company. People who received this type of email
might be familiar with your brand, but
haven't actually bought from you. Promotional emails are sent to qualified
leads. These are the people that you are pretty
sure will respond to a discount offer or
other value added offer, for example, free shipping. The readers of these emails might show
you an interest or engagement with your
brand in the past, or are likely to buy in the future. Engagement emails are typically sent to
the people who you already have
interacted with, and then involve them into asking something like a survey
or leave a review. This might also happen with a last
category 1-to-1 email, where it's an
individual email for you to then. Now that you have all the knowledge of
what kind of emails you will be writing
and sending, it will be a lot easier to craft a compelling
copywriting campaign that will meet your
demands of your audience.
3. From FOMO to Conversion: Crafting Effective Email Headlines: Adding a sense of
urgency to subject headlines and e mail headlines can increase the open rates, and more importantly, click
through rates to conversion. Creating a sense of urgency
means using words like urgent now today or immediate. You are urging people to act now and highlights
the consequences of inaction because of an limited time offer
or 24 hours sale. Webinar that you are
promoting might have limited sitting or an offer that
might expires in 24 hours. It is known as Pomo. Fear of missing out that you are creating in the subject
line to your audience. Because you don't want to be
crying wolf through overuse, you should also use other ways to improve
the subject lines, like using personalization
with the user's name. For example, be
specific and clear. Not add all of the
world deadlines like announcing a 24 hour flash
sheets that will end Friday. This can be a less urgent, but we'll still give you
the point that you are trying to convey to
the specific person. If you have a really
big e mail list, it can be also
useful to take 10% of that list and test
out different headlines. Using open rates, you can take the most successful
headlines from relatively small test of 10% and then use it from other
90% within a day or two. You want to give people reason
to open up your e mail, so don't worry and feel free to tie out with different
subject headlines. Fortunately, well crafted
subject headlines offers a clear solution and a path to solving
that vexing problem.
4. Mastering Email Structure for Maximum Engagement: Meeting your reader's
needs and expectation with e mail is all about being present at the right
time at the right place. A Logically structured e mail, where you get the information
you need about your sale, product information,
and more is often the difference
between conversion and frustration on
the part of reader. A Logically
structured e mail has a compelling subject
headlines or subject line, and an engaging hook in
the first paragraph. There's a logical progressions of ideas where each part of the e mail is connected to each other and to a clear
call to action. Keeping your e mail
concise and focus means eliminating
unnecessary jargon, and centering your message on the key features and benefits of your product
or your service. When outlining your
ideas for your e mail, ask yourself disk if you're
using any persuasive tools, all persuasive words
in your writing, or is there any emotional
appeal where you will show an understanding as what moves your audience
to buy your product Maybe they have moved
by more logical appeal, where the facts, statistics, and logical arguments
wins the day. Once you have created
this logical flow and outline what it is
in for your customer, with a persuasive appeal, make sure to put thought into what you're going
to want them to do next and create a call to action that makes
sense to your e mail. Don't assume that they
know what to do next, and make sure to add that
call to action clear as Is. This way, it's not just about increasing
in your open rate, but also conversion from all the e mail
campaigns you manage.
5. Sales Funnel Optimization: Crafting Emails that Convert: A powerful way to align
your marketing or copyrighting campaign
is to align your e mails to the specific
part of your sales funnel. Whether there can be
awareness Consideration, pn version or retention. Don't worry. This is very easy. First, e mails that
introduce your brand, outline your values
and set the tone for how you communicate matches
the awareness stage. This helps establish
brand recognition and have the least
amount of segmentation. Meaning they can be sent
to practically everyone. They can be also considered
as foundational e mails because they are foundational to your bran and your
bran identity. Next, e mails that are
more educational in nature are valuable in
the consideration stage. They might address
specific problems or needs of your
customer might have, and then tend to outline
the positive benefits and advantages of your
product or your service. These e mails might have
more segmentation as they could be sent to people who have asked to be on
your e mail list. These e mails are educating and providing information to
your potential customers. Now when your
potential customers are ready to buy with you, you will use
promotional e mails, whether that could
be a discount, free shipping or
other call to action. This would be called
a conversion stage because you are encouraging
a sent to your readers. To be most effective, these e mails can be sent to
a highly segmented audience, like customers who
has left something in their card or whistles something
or bookmark something. Moving on, once they
become your customer, we have to introduce a
retention stage where you will be sending
them newsletters and exclusive content, which will get them
engaged with your brand and ready to buy again from
you when they are ready. In each stage, the key is to understand and
match the content of your e mail to the mindset and the needs of your
target audience. Whether are you building
knowledge or trust in your brand or building
relationships or just signing up a
deal by aligning your marketing campaigns to specific parts of
your sales funnel, you are creating a coherent and effective
marketing campaign.
6. Beyond First Names: Deep Dive into Effective Personalization: When you have done your work as a marketer and you have
understand your sales Funes, you start to understand
who your primary customer are and why they are
buying products from you. You have even probably learned something more about
them along the way. Personalization like
adresing someone's by their first name in an e mail is only
part of what can be further be refined by
deeper segmentations. For example, did they
leave an item in their cart or do they buy always from you during
the holiday season? Have they left any good
reviews to our products? These are the
segments to look for. Which can take personalization way past using
someone's first name. You might already know or think about demographic
segmentations like H, sender, income occupation,
and like that. But there are a few
mores that can be even more useful to your
copyrighting content. For example, geographic
segmentation or targeting specific locations to be at the right place at the
right time, works wonders. As a political campaign
manager, for instance, you might send direct mail to specific neighborhoods
because you know what issues move
them to vote for you. Might also have a way to look at psychographic characteristics
like lifestyles, social class person at rates
that you can leverage. To summarize all of that, when you are using segmentations
to your e mail readers, you can look at the behaviors as an effective way to
increase the open rates, click through rates,
and conversions.
7. Crafting Emails that Engage and Convert: One of the most important
things to do when planning your copyrighting content or
your copyrighting campaign is to be clear
about what problems or pain points you are trying to solve for
your customers. Let's say, what pain points are they having
that you can solve. One way to think about this
when planning and drafting your e mails is to provide context through e
mail categories. Let's say if you're writing
a foundational e mail, like one that welcomes someone's to your product or
to your service. You are going to need to be
more focus on how to get people actually using your
product or your service. Find out what's keeping them
from the starting point and find ways to address that
specifically in your e mails. In educational related e mails, you might focus on a topic which educates your customer on how to use your product in ways they might
not have thought of. After that, if you're writing
an engagement e mail, like to leave a review
or post on social media, make a special offer
to them if they do, and this will definitely
increase your success rate. Okay, so this is my best
part about copywriting, which is promotional e mails. You are either announcing
a sale or providing anche with a specific discount
may be available to them. The best way to
think about this is if you have a customer
sitting on their couch, thinking about your
product that they might have for sale, and
they want to buy. What e mail would you
want to send to them? Planning your e mails in
context with e mail categories, make sure you are more
focused on what customers are expecting from you and what they need to keep
coming back to you.
8. Storytelling for Each Stage of the Customer Journey: You want to tell
inspiring stories that supports each stage of your customer journey and matches wherever people
are in that process. For example, in awareness stage, a brand original story
can prove inspirational, building an emotional
connection with your brain. When consumers are in
the consideration stage, focus your story on customer
success and testimonials. This shows how your service or your product has
positively impacted real people and highlight
how your product or how your service solves that problem and that user need. Encouraging the
final decision to purchase is a part of
convergence stage. And stories that center on the daily life of your
customers and how your product or your service is an important part of their
success are good to tell here. Alongside these kind of stories, promotional discounts
or other offers like free shipping
can seal the deal. Finally, building long
lasting relationships is known as retention phase. Here, you want to find
stories that resonates around post purchase support
and community engagement. If your car company,
for example, telling a story about
someone who has just rolled past 2000 hundred miles
in the same engine, speaks about longevity
of your brain. It's important not to
forget that you have to tell a crazy
story and make sure that you also tell your
readers what to do next and what they will
expect from your brain. Typically, your readers might learn more when
they are going from awareness to consideration stage or to be buying subscribing, or registering, and now
they are converting. Also, you can look out
for those customers who has been in business
for you in a long time, and they can be a positive
influence on others. For example, they can leave
a good review or even tell their own brain stories that will support your brain.
9. Mastering Feedback in Copywriting Campaigns: When managing
copyrighting campaign, feedback comes in various forms. These feedback will typically be either quantitative
or qualitative. Qualitative is what
you hear people say about your
copyrighting campaign, and Quantitative is what
you see in the matrix. Both are important, but both are confused
with each other. An example of quantitative data would be your e mail open rates. Like you can see
in this example, this is my copyrighting agency e mail campaign and look at
the open rates of my e mails. How many times people have
click on the links in your e mail and how many
conversions you might have. This is something you can
literally count or you can see, and it is not false
because it is actual data. Quantitative on the other hand is literally what people
are saying about you. You might have survey
feedback forms, reviews, or direct
customer response where you will get
this information. But it's only a small
amount of people, or it's only from the
people who are bothered to take the time in order to
complete all of this process. Often this kind of feedbacks
is from the people that are feeling strongly one way
or another to your plan. And it can produce biases. But don't get mirong. It can be still incredibly
useful for a campaign. But what I all about
quantitative data is, they can tell a story about
what everyone did as a whole, rather than a single
motivated customer decided to take that action. Let's say you have
ten e mail campaign running throughout the month, and one of them has a
high open rates and he is creating sales and getting a
lot of response or feedback. These kind of
positive feedbacks, both qualitative
and quantitative, would help you determine the secret source
of that e mail. Then it's your job to analyze what made it different and bring that element to every
other e mail campaign to make them even better. All right, I hope
this makes sense. I will see you in
the next lecture.
10. Class Project: Hello, and welcome, everyone. In this lecture, we are
going to discuss about our class homework or
our class project. Well, the class project or class homework for
you is to create a marketing copy or copywriting campaign for your brand
or for your niche. I will give you an example of my copywriting campaign or my
e mail marketing campaign. First of all, you have to define the type or category
of your e mail. In my case, I'm doing
a promotional e mail, or the category is
promotional e mail. Then comes our e mail
line or our headline. Your ticket to a
five figure income. This is creating an
urgency to the readers. Moving on, we have
our e mail copy. As you can see, would
you like to learn a valuable skills that can potentially make
you five figures? It is known as Hook. And as we have mentioned or
described in our course, we have to add hook in the first part or the first
paragraph of our e mail, and I have done it
in the first line. Further on, I have added a
bunch of call to actions, and all of my e mails and all of my lines are aligned or in
connection with each others. Well, that's how you
craft and compelling an exciting e mail campaign
or copyrighting campaign. So all you need to do is create an e mail campaign or
copyrighting campaign like this. Define the category
of the e mail, for example, educational, promotional, et
cetera, et cetera. Then take a screenshot, and then upload it in the project section so that you will earn a
certificate out of it. Well, that's all
for this lecture, and I will see you
in the next one.
11. You Made It! Closing Moment: Congratulations on
finishing this course. You have learned how to
make e mail resonates with your audience by matching them to the stages
of the sales funnel. Have them be more engaging
with personalization and being in the right place at the right time to
promote convergence. In short, I will love if your biggest takeaway from this course is imaging yourself into the customers
shoes and imaging where they are and what
they want right now. It's been great working with
you on this exciting topic, and I wish you all the best. As we wrap up, I really hope that you found
this course valuable. But either way, please leave a review and share
your experience. Tell me what you think about it and write a
review when you can. I'm also available
for any equation, and you can send me a
direct message anytime. Thank you once again
for joining me in this incredible
journey, keep learning, keep exploding, and
keep innovating, and I'm looking forward to
meet you in another course.
Manthan Patel, AI Instructor
