www.leadoffer.net [Swipe] Digital Marketer’s Best Email Body Copy April 15th, 2015 by Richard Lindner I’ve overseen the delivery of 153.6 million emails over the last 12 months… … and that’s just from the Digital Marketer brand. In total, I’ve managed over a billion email sends in multiple markets over the last year. I don’t say any of that to brag… I just want you to know that I actually do this stuff for a living. This IS NOT another article about writing better email from a guy posing to be an email marketer. We’ve sent some winning emails over the last year — but we’ve had our fair share of losers too. (Our 5 worst emails are listed at the end of this article) In this article, you’ll get… … the subject line, body copy (word for word) and my analysis of the strengths of Digital Marketer’s top 22 emails over the last 12 months.
Why 22? Why not? :) You’ll get… - the subject line - the body copy (word for word) … and an in-depth analysis from the man who oversees email marketing for all of our brands — Richard Lindner. (Rich is my business partner and he has managed over a billion emails over the last 12 months. There’s no one on Earth that knows more about getting emails opened and clicked.) We learned a ton from analyzing these emails — and you will too. I want you to put these lessons to work in your email marketing.
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[Swipe] Digital Marketer’s Best
Email Body Copy April 15th, 2015 by Richard Lindner
I’ve overseen the delivery of 153.6 million emails over the last 12 months…
… and that’s just from the Digital Marketer brand. In total, I’ve managed over a
billion email sends in multiple markets over the last year.
I don’t say any of that to brag…
I just want you to know that I actually do this stuff for a living. This IS NOT another
article about writing better email from a guy posing to be an email marketer.
We’ve sent some winning emails over the last year — but we’ve had our fair share of
losers too. (Our 5 worst emails are listed at the end of this article)
In this article, you’ll get…
… the subject line, body copy (word for word) and my analysis of the strengths of
Digital Marketer’s top 22 emails over the last 12 months.
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We’ve broken these emails into two categories…
Promotional emails – Emails that generate leads or sell products and services
Content emails – Emails that sell content (blog posts in this case)
Before we show you our best email body copy, you need to know that…
Sometimes we ask an email to do too much
A lot of emails fail because the email marketer doesn’t understand the role of each
part of an email.
Here’s what I mean by roles…
the job of the subject line is to sell the open
the job of the email body is to sell the click
the job of the landing page to make the sale (whether that sale is an opt-in or a
purchase)
Sometimes we make the mistake of asking the subject line to sell the click. Or, we
make the mistake of trying to sell a product in the email body.
Our Top 22 emails don’t ask the subject line or email body to do more than their job.
But that’s not all our top emails did right.
Let’s dive in and look at Digital Marketer’s best emails by click-through rate and
see why these emails got it right.
We’ll start with out 11th best promotional email…
Best Promotional Email Body Copy
11. My new book! (and a big mistake) [16.14% CTR]
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This email undoubtedly got a great open rate because it’s an admission of guilt or
fault. When you’re an authority and you admit fault, you show a human side, people
tend to relate to that and want to know what you have to say.
But what about the clicks?
First, it’s about Ryan’s first book. It’s something new, it’s an event.
The admission of failure is the second reason it got clicks. It’s not only an admission
of failure, it’s a scratch-and-dent offer… a reason to have a sale.
The admission of guilt and the fact that it is an event really drove clicks.
Notice that the benefit was breezed over — there was almost detail on the content of
the book or why you should read it.
10. Do NOT sell on Amazon without this $10 tool… [16.56% CTR]
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We did a lot of qualifying in this subject line but there’s a TON of curiosity in this
email.
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‘The Ultimate Amazon Spy Tool” — Just the spy tool or buyer intelligence software
is enough to draw them in. Also, it’s a $10 tool. People love anything that’s going to
automate their business.
Anything that creates speed & automation, or tools, in Digital Marketer’s vertical are
great sellers. We’ve qualified a very low price point, and then went in and played up
the voyeuristic aspect of spying on customers.
It also talks about a 2 minute demo in this last link. That’s a very passive link. It’s a
demo video, not a sales presentation, so they already know the price and they’re just
clicking over to see the demo.
This is a very passive email that worked really well.
9. Steal these email templates… [16.78% CTR]
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#9 is about templates. (You’ll be seeing A LOT of templates winning the click in
these emails!)
Going back to what was successful in the last email: it’s all about speed & automation.
People love it.
Templates, software, tools.
This comes out of the gate with a benefit — “Want a way to double your sales?”
Then it’s just copy and paste these three emails.
So this email is gunning for the benefit: the template.
The screenshot also helped. It’s in Word; it’s recognizable. People aren’t going to be
afraid of the software in this instance.
Easy to use, highly desirable.
8. Check out new “man cave” [PICS] [18.09% CTR]
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This subject line piques curiosity — the word “PICS” draws the reader in right away.
It’s also a story. A look into the personal life of the head of a company. It’s
humanizing a big company.
Going into this it shows a very personal picture, ties it back into a story, and then talks
about a lesson learned.
7. THIS is the hottest trend in digital marketing… [18.21% CTR]
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This is a straight up curiosity based email subject line and body copy.
There is no mention of WHAT the trend is.
The curiosity based subject line will get a ton of opens. And, in this case, we
continue the curiosity or “blind” nature of the email in the body.
The formula here is a quick sentence and then a link. Then you qualify a little more,
and give another link.
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The clicks come because the reader wants to know more about the “hot trend.”
6. The Facebook Slap is coming… (swipe this) [18.25% CTR]
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This email uses a lot of scarcity.
Not scarcity from a closing or traditional marketing-based scarcity… but a third party
regulatory scarcity.
Here you have “The Facebook Slap Is Coming”… A slap is a well known term in this
vertical. The “Google Slap” decimated marketers in every industry — and everyone
was afraid of the imminent “Facebook Slap.”
This email played on those fears.
Anytime you can show proof elements visually in your emails, you’re going to
explode your clickthrough rates.
That proof element right at the top of this email (the image) probably had a ton of
clicks, and then the subtle scarcity of the impending slap drove people to click for
more information.
This is pure scarcity based with a splash of fear mongering… but it does promise
some critical information and it delivers once you’ve clicked through.
5. The 8-figure template… (swipe this) [18.91% CTR]
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We’re back to templates.
If you’re paying attention to the trend, you’ll notice that speed & automation, and
templates tend to get a ton of response.
This email is also fairly “blind” and curiosity based. It doesn’t say what kind of
template it is exactly.
It’s a sales template but doesnt give much indication after that. There’s proof, the
template factor, and the gift aspect.
The free gift almost always increases response.
It ends with a proof based P.S.
We do a great job of establishing the value of these templates with this body copy.
4. “Borrow” all my checklists… [20.33% CTR]
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Exact same scenario — templates, checklists, tools.
These are things that we have of value that we’re giving away or selling.
So the beginning of this email follows the theme of curiosity based content.
We open with a quick statement — and then drop a link to grab everyone that knew
from the subject line that they were interested.
People knew before they opened that email that they were going to click the link. You
don’t want to talk too much — get your statement out and then a quick link. That’s a
typical curiosity-based email.
Then, we give them another reason to click by giving them a benefit…
“… easy to follow step-by-step checklists.”
You either go proof or curiosity first, followed by proof or benefit second, followed
by scarcity or proof third.
If you follow that linking structure, you’ll start to see really high click-through
rates in your emails.
3. [SWIPE] My Facebook “templates” (13 of them) [21.02% CTR]
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What a surprise… templates! (Are you on our list? You’re missing lots of free stuff if
not!)
This is the theme of our best emails — people want the templates we use because they
want the results that we get.
It follows the exact same format we’ve been referring to. In this case, it’s the proof.
We have undeniable proof of Facebook as the hottest trend, we tested these templates.
2. Copy and paste these 72 headlines [Last Chance] [24.99% CTR]
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Another day, another free template giveaway.
These are headline templates. Are you seeing the pattern? So far we’ve had sales
templates, headline templates, email templates, and there’s a reason we keep doing
them — they work.
In this email the download button really boosted the click-through rate. It’s a button in
an email — you should be 100% utilizing CSS buttons within your own emails.
This particular button had ‘Download’ on it and it had an amazing CTR.
1. [DOWNLOAD] Ultimate Facebook Ad Template [25.01% CTR]
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We’ve reach our #1… what do you know? It’s templates.
So out of our top 11, it’s safe to say 6 are template related and I could argue the
efficacy of making the other emails swing back around to some sort of template.
What do you need to do? Figure out what the ‘templates’ are of your business. You
need to figure out what people want so badly from your business that no matter how
often you talk about them, they keep responding to your emails.
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This email is a little curiosity-based, again talking about the entire library of ours —
it’s free, it’s desirable.
It follows the 3-4 link format we use in most emails and it gives the market what they
demand.
Now… let’s take a look at the content emails that got the most clicks.
Best Content Email Body Copy
Before we analyze the copy of our top content emails you should know this…
No amount of persuasive copywriting will save a content email if the subject of the
content being promoted is not interesting to the reader.
As with sending promotional email, it’s all about the offer.
11. Subject: How to get paid [Literally] [16.51% CTR]