An example of how brand voice and audience awareness were able to double a client's E-Mail Marketing performance in 1 week.
Although the campaign above performed well (based on the client's previous campaigns), I felt that were was still an opportunity for improvement. After observing the campaign above; you may notice that the copy fails to answer the question of "Why?" Why should the reader care about what their reception area says about their business? Failing to provide the answer in a quick and effective manner may have affected this email's performance.
Please view the campaign below to see how I was able to answer the 'Why?" and double my client's performance.
The campaign above is my response to improving my client's campaign performance through a shift of tone and identifying with what matters to the audience.
The client is B2B and I was able to assume that most of the email subscribers were fellow business owners. It is also safe to assume that business owners are mainly concerned with one thing: How could this email better their business? With that in mind, I started by proposing a question to act as a hook to quickly get the reader's attention. After gaining their attention, I proceeded to briefly explain how investing in your business's appearance is similar to investing in your own physical appearance. It's very common for one to dress for the part or "dress for success" when in a business environment. Failing to do so could reflect badly on your reputation as a professional. The email was briefly and effectively able to relate those two principles, which in return answered the question of 'Why?" Being able to quickly grasp the reader's attention while providing the answer to a question they may have is a great way to increase any client's email or paid social performance.