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FOR

B r eak t h r o u g h o r B u st
Em ails
"This em a il could be a tota l brea kthrough or a
tota l bust, a nd we're not sure which it'll be."

W it h Joan n a W ieb e
Fou n d er of Cop yh ackers
Cop y Ch ief at CH Ag en cy

cop yh ackers.com
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Yo u r B o B Sco r e
The higher, the better.

1 2 3

Ru n s cou n t er t o t h e Con t rol or w h at w e n orm ally sen d .

Breaks op in ion -b ased b est p ract ices for em ail.

Breaks op in ion -b ased b est p ract ices for em ail cop yw rit in g .

Ch allen g es in t ern al d at a-b ased b est p ract ices in em ail an d em ail cop yw rit in g .

Leverag es in sig h t s f rom d at a b u t isn 't st ifled b y d at a.

I d read m y t eam 's feed b ack .

I d read t h e n u m b er of rep ly em ails w e'll g et .

I k n ow t h ere is a W HY for every b et t er p ract ice ch allen g ed .

I b elieve w e w ill learn / d erive ou r ow n d at a-d riven b et t er p ract ices f rom t h is.

M Y BOB:

COLUM N SUBTOTALS

TOTA L / 27

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A lr ead y St ill

I'VE A LREA DY YET I STILL HAVEN'T

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Opinion-Based Better Practices I'll

Challenge in My Next Send

D Your subject line should be 6-70 words

D Use phrases like "act now," "you deserve this," or "don't miss out" to
create a sense of urgency
D Use preview text to give your subscribers a solid idea of what's
inside the email
D Short and brief is best
D Use "I" and "you"
D Keep it conversational
D Avoid industry jargon
D Talk about benefits instead of features
D Break up your copy with lots of white space: huge blocks of text will
send readers running for the back button
D Use bulleted lists, short sentences and questions as needed to get
your point across
D Always lead with your reader, not you
D Make them curious to read more
D Keep your opening lines short
D Don't worry about grammar - it only matters if it matters
D Be specific - create word pictures
D Use pop culture references your One Reader would know and care
about
D Tag subscribers based on what they click/ do
D Give each email one job to do
D Use images to support messages (not the other way around)
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COPVHACKERS
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Research Techniques for Email

Copywriting (VoC)

D Interviewing customers
D New/ Ex-/ Customer surveys
D On-site polls
D Competitor audits
D In-lab user tests and "follow me homes"
D Interviewing the founders (the original "customers")
D Thank-you page surveys
D UserTesting.com
D Mining sales call recordings
D Mining support tickets
D Mining Facebook comments
D Online review mining
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COPVHACKERS
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Tem p lat e A :
W elco m e / A b an d o n ed Car t

M ayb e you rs isn ?t t h e w orst case.

M ayb e you aren ?t lookin g for a {{ p rod u ct t yp e }} b ecau se {{ w orst VOC for
Prob lem s, p h rased w it h em p at h y }}.
At least , I sin cerely h op e t h at ?s n ot t h e case for you .
Bu t if it is, w e?ve g ot you : {{ exp lain h ow Bran d Nam e Prod u ct solves t h at
w orst case }}.
An d if t h at ?s n ot you r sit u at ion ?
Perh ap s you ?re con sid erin g {{ Bran d Nam e Prod u ct / Item in Cart }}
b ecau se {{ Prob lem VOC }}.
Or {{ Prob lem VOC }}.
Or even {{ D rivers VOC }}.
Bu t you h aven ?t h it t h e ?com p lete p u rch ase? b u tton on {{ Bran d Nam e
Prod u ct / Item in Cart }} yet b ecau se:
- {{ Con cern s VOC }}
- {{ Con cern s VOC }}
- {{ Con cern s VOC }}
- {{ Con cern s VOC }}
Or even :
- {{ Con cern s VOC - m ost com m on an d p ressin g }}
An d so, even t h ou g h you sh ou ld h ave yes to a {{ Bran d Nam e Prod u ct /
Item in Cart }} tod ay, you ?ll t ry {{ Solu t ion s VOC }}. You ?ll m ake d o w it h {{
Solu t ion s VOC }}. You ?ll ig n ore w eakn esses like {{ Solu t ion s VOC }}.
An d all t h e w h ile, {{ Bran d Nam e Prod u ct / Item in Cart }} w ill live in t h e
b ack of you r m in d . Som et im es q u iet ly. Som et im es lou d ly. Like w h en {{
Prob lem VOC }}.
W h en t h at h ap p en s - as I t h in k w e b ot h kn ow it w ill - h ere?s w h at I?d love
you to rem em b er:
- {{ Cou n ter to con cern s VOC A }}

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Tem p lat e A :
W elco m e / A b an d o n ed Car t (cont 'd)

- {{ Cou n ter to con cern s VOC A }}

- {{ Cou n ter to con cern s VOC A }}
- {{ Cou n ter to con cern s VOC A }}
As w ell as t h is:
- {{ Cou n ter to con cern s VOC E - m ost com m on an d p ressin g }}
An d t h is:
- {{ m ajor reason to ch oose Bran d Nam e Prod u ct / Item in Cart , w h et h er
p rice, d ifferen t iator, social p roof, offer op t im izat ion }}
Bu t t h e real q u est ion is:
W h y w ait u n t il you ?ve g on e t h rou g h all of t h at w ait in g an d f ru st rat ion
an d lon g in g b efore g ett in g w h at you st arted to g et tod ay?
{{ CTA }}
{{ sig n at u re }}

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Tem p lat e B :
Nu r t u r e: D r iv e t o Case St u d y / Co n t en t

If you ?re t ired of {{ Prob lem VOC }}:

You sh ou ld {{ D esire VOC }}.
Now you can . Even if you 've b een failed b y {{ Solu t ion s VOC }}.
Sou n d im p ossib le?
It w asn ?t for {{ cu stom er n am e }}
{{ sig n at u re }}

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Tem p lat e C:
Sellin g t h e How / Pr o cess o r D if f er en t iat o r
{{ First n am e }}: you ?re t h e on e in ch arg e of {{ w h at solu t ion on offer d oes }}.
W h ich really m ean s:
You ?re t h e on e t asked w it h {{ Prob lem VOC }}, t ryin g to {{ D esire VOC }}.
M ore often t h an n ot , you feel like {{ Solu t ion s VOC }}. An d like {{ Solu t ion s
VOC }}.
So you {{ Solu t ion s VOC }}.
Now en ter {{ Bran d Nam e Prod u ct }}.
You ?re st ill t h e on e in ch arg e of {{ w h at solu t ion on offer d oes }}. Bu t t h e
d ifferen ce is: t h ere?s n o {{ su m m ary of p reviou s n eg at ive ou tcom es /
ag it at ion }}.
You ju st :
{{ sim p le p rocess of h ow solu t ion on offer w orks }}
An d t h ey:
{{ sim p le p rocess of h ow ot h ers in you r life react }}
An d t h en :
{{ ou tcom e }}
{{ CTA }}

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No t es f r o m Th is W o r k sh o p
t o Tak e B ac k t o M y Team

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