Short workshop on Email copywriting - 8 questions to review your copy presented at Haymarket Email Marketing conference 8th December 2008.

1. Email copywriting workshop Dave Chaffey, Director, Marketing Insights Ltd www.davechaffey.com/presentations/ Sarah Taylor, E-communications Executive, Loyalty Management Group www.nectar.com

5. Q1. Will your Email be opened? Subject line 1: “ Autumn offers start today - £20 cash-back” Open rate 23.4% Subject line 2: “ £20 cash-back this week only” Open rate 36.8% Subject line 1: “Travel is fun, not a high street trek” Open rate 39% Subject line 2: “A click away from all your foreign currency” Open rate 34% Source: HSBC with permission

9. Nectar - “Don’t Make Me Think”

11. Q4. Are you getting the tone right? “Microsoft Mood Grid”

14. Best practice E-mail response example Tip. Build the creative and copy around the calls-to-action

15. An example of an ‘engaging’ CTAs

16. Nectar integrates different CTAs

22. 6. Scarcity Loss is more powerful than gain Show your readers what they could miss

23. Q8. Are you testing? “Always Be Testing” Test version A Send Volume: 10,000 Sample criteria: Random Click through rate: 6.1% Test version B Send Volume: 10,000 Sample criteria: Random Click through rate: 4.5% Main Broadcast Send Volume: 180,000 Click through rate: 5.8% Source:

24. D&A Email Optimisation Example

26. Example1. MyTravel

27. Example 2. Virgin Wines

28. Example 3. – First Direct

29. Example 4. The IDM