Weekly Round Up #2
Your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Welcome to the 2nd edition of the Weekly Round-Up — your once-a-week digest filled with copy tips/tricks/hacks, must-read articles, and some pretty cool copy examples.
Let’s dive in… 🤿
Copy Tip of the Week
This week’s copy tip was prompted by Zach Stuck, founder of Homestead, who asked:
“Are you guys doing anything unique instead of starting plain text emails with ‘Hey *firstname*’?”
Here was my response:
I write for a cookware brand that utilizes plain text campaigns the most.
We set the default variable to ‘chef,’ so if the subscriber doesn’t have a name property on file, it says, “Hey, chef!“. It’s relevant to the brand and I encourage others to find something more niche to the brands they’re writing for too.
But I’ve also tossed out the traditional ‘salutation’ altogether and opened plain text campaigns with a question. For example: “Have you tried our new [product name] yet, {first_name}?”
Traditionally, people use personalized salutations in plain text emails because it’s an easy way to grab attention. But it’s becoming increasingly overused as more brands use plain text to stand out in the inbox.
Personalization techniques are more nuanced than just writing someone’s name to grab their attention. You can mention products they’ve bought (or NOT bought), personalize based on customer behavior, or personalize on the projected next purchase date.
Get creative. Switch it up, fam.
Must-Read Articles
Separate Your Discounts When Possible (Nick Kolenda)
Should you always show the discounted price in an email? Does it even matter? Short answer: absolutely. It turns out, depending on the original price of the product, customers would like to claim their discounts differently. Read on for the deets.BNPL is Having a Moment (Retail Brew)
Guess whaaaaat? Those AfterPay options you see brands half-heartedly push — they might actually pay off, especially for luxury products. At least, that’s what consumer data is telling us.
(Sidebar: if you don’t subscribe to Retail Brew, you totally should. Sign up here).Customer Review Marketing 101 (Klaviyo)
Trying to leverage customer reviews effectively in email? GOOD. Klaviyo put together a great article on 4 ways you can use them to maximize sales.
Pretty Fly Copy
Good copywriting is everywhere. Here are a few examples that grabbed my attention this week:
[Email] Pakt
I like the way Pakt has been building hype around their product release. Instead of teasing the product, they’ve been showcasing it in detail for a few days. This particular one promotes the primary product’s accessories. Pretty cool. This idea would work great for a brand like Haven Athletic.
[Email] American Giant
On theme for summer, I like the way AG created summer outfits using their product line. I thought the way they described each product and the design of those descriptions was cool too.
[Email] Postable
LOVED this browse abandon from Postable. It’s stupid simple. And the ‘star’ around the dynamic image is a rotating GIF. Um… YES, CHEF!
SHOW ME YOUR FAVORITE ‘COPY’ FINDS:
You can email your favorite examples to matt[at]copywritercreative[dot]com by EOD every Friday and I’ll drop them in the following week’s round-up! Send a link and tell me what makes it great.
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That’s it for this week! If you have questions or comments — drop a note below.
✌️
Matt
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