Compliance And Copy: The Bits That Move The Email Marketing Needle (Email Marketing Series)

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Confession time: We messed up last week… 

…We forgot to address a really important part of email marketing before hopping on our horse.

Compliance.

So before we get to how to build your email list with amazing content and irresistible magnets, we’ve got to take it back now y’all.

(One hop this time. DUN. Cha cha real smooth. Video background themed music plays)

GDPR and CAN-SPAM both govern the way we can collect, process, and use data from our clients.

At the center of all of that is consent. The simplest way is a manual action (checkbox or radio buttons) accepting a privacy policy before someone can subscribe to your email list.

If you disclose:

• How you store data

• Who tracks visitors (Google, Facebook, Paul the IT guy, etc.)

• What that data is used for; and

• If that data is shared or used for another purpose

In your privacy policy and have a place where people accept those terms, you’ll be ok.

Just never email people without permission or purpose.

(Purpose is more for cold emails…we’ll cover those later in this series. Just stick it in your back pocket for now.)

Leverage Your Assets

You’re not who you were when you first subscribed. Use your assets!

Promote your newsletter on social media, add a pop-up to your website, or run ads to your (compliant, wink wink) landing page and bring community members more in contact with you.

Writing Emails That Get Opened (And Acted On)

Emails have a few parts to them that place them in a category with videos and blogging.

All of these have a lot of “advertising space” and each piece should be treated differently: The subject line, pre header, body, and footer.

We say writing an email is like going on an awesome date.

Body

The body of the email (our “date”) starts with the engaging beginning.

Romance writers describe the feeling perfectly: it doesn’t feel like a date.

So your intro shouldn’t feel like a damn letter.

(Dearest Juliet,…)

Towards the middle of your date is where a bulk of your conversation and content comes.

But just like a great date, don’t let the conversation lull or be boring!

Take care to write your content, proof and edit (guilty of skipping that in the past), and think about its relevance to your subscribers.

Writing Tips

1. Mix up long and short sentences when writing

2. Write like you talk

3. Use text styling to guide how readers read text (like how this makes it feel like I just pulled you aside to tell you a secret)

4. Focus on the readers needs

Don’t be afraid to try new styles of writing, engagement plan, or text style…as long as it’s within your brand guidelines.

Email is something you’ll refine over time…take Branding Breakthroughs for example:

1. We started with short 300-word quips a few times a week

2. Feedback from audience showed they wanted fewer emails

3. We condensed into a longer format once a week and added new segments

4. Feedback from our audience said they were active on LinkedIn and had a few other segments we didn’t originally identify 

5. We cross-publish this newsletter on LinkedIn to reach more of those audiences

6. Feedback from our audience says they want more

7. Stay tuned ;)

We’re excited to continue exploring email and the ways it’s going to impact your community and sales.

See you next week!

LJ & Fahad

This Week’s Campaigns

Realtors

• Concept: Showcase Vegas properties that feature exceptional indoor-outdoor living spaces, private pools, or serene garden areas perfect for escaping the summer heat. Highlight how these homes offer a personal retreat within the vibrant city.

• Why it works: You're tapping into the desire for comfort and escape during Vegas's warm months, connecting specific property features to a sought-after lifestyle and demonstrating your ability to find unique havens for your clients. (Yeah, that pool DOES have a waterfall.)

Therapists

• Concept: Offer "Summer Self-Care Recharge" ideas tailored for the Vegas lifestyle. This could include tips on staying hydrated for mental clarity, finding cooling activities that also promote well-being (like a peaceful swim or indoor yoga), or setting boundaries to protect personal energy amidst summer festivities.

• Why it works: You're showing off advice that directly addresses the current hellscape in Vegas, helping your audience maintain their mental health while the heat drives everyone insane. (No, we’ve been insane already, welcome.)

Retail/E-Commerce

• Concept: Launch a "Brighten Your Summer" campaign, featuring products that help your customers enhance their summer experiences. This could include vibrant apparel, outdoor living essentials, refreshing beauty products, or fun entertainment items (or whatever garbage impulse buys your vendor snuck in). Focus on how these products bring joy and ease to the warmer months.

• Why it works: You're aligning your products with the prevailing seasonal mood and needs, inspiring purchases by showing how your products can contribute to a more enjoyable and comfortable summer for your customers. Convenient? We think so.

Consultants/Coaches

• Concept: Present "Summer Surge Strategies for Vegas Businesses" – concise, uplifting tips on how local professionals can capitalize on summer trends or maintain momentum when facing seasonal shifts. This might cover adjusting marketing for tourist influx, optimizing for remote work flexibility, or offering summer-specific services.

• Why it works: You're empowering your audience with forward-thinking strategies, demonstrating your expertise in navigating the unique seasonal dynamics of the Vegas market, and helping them thrive.

Photo by Daniel Maraventano on Unsplash