October, 2011

The Point

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Radian6 Email Campaign Hits the Mark

The Point

There’s a lot to like about the email below received last week from Radian6 , makers of social media monitoring tools (and recently acquired by Salesforce.com.) Most notable: not once in the entire copy is the company or product mentioned. This is content marketing, pure and simple. What I like: 1. The headine: “Strategically Social: 5 Keys to Becoming a Social Business” promises a specific, tangible learning benefit (“5 Keys”), drawing the reader into the copy. 2.

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10 Commandments of Email Copywriting

The Point

1. Thou shalt not direct people to “Learn More.” “Learn more” is the worst possible call to action. It means absolutely nothing. Be specific, be tangible. What is it that you’re offering exactly? 2. Thou shalt tell people What, Why, and How. Within the first few sentences of the email (headline and sub-head included), the reader should understand: What the offer is, Why he/she wants it, and How to get it. 3.