Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.
Currently, most areas don’t clearly prohibit AI-generated content, but there are legal concerns about copyright, disclosure requirements, and intellectual property rights.
The key to avoiding copyright infringement is how you implement the use of AI writing tools.
Is it legal to use AI to write articles?
Although the legal landscape is still changing, using AI to write… Read the article here
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CTAs are little nudges that tell subscribers what you want them to do next and help guide them through your sales process.
An example is sending an email to your list that asks them to Like, Learn More, Buy Now, Download Now, or Check Out your new product. Keep it simple and to the point.
16. Layout
A lot of people scan or read emails on the go, so design your content with this in mind.
Here are some email marketing best practices for writing emails that subscribers can read on the go:
For better readability, include plenty of white space.
Keep it lively with short paragraphs, bulleted lists, and headlines.
Reduce image sizes
Use a 14-16 pixel font for body text
17. Fonts
Don’t overuse fonts
A major design flaw is using too many fonts. This makes your email cluttered, and won’t look right in your customer’s inbox.
Use one or two fonts throughout your email that are sans-serif (non-serif), like Arial, Tahoma, Trebuchet MS, or Verdana. Always send a test email first to be sure they work well in the email client.
18. Responsive Design
Use responsive design, which is a web development approach that automatically adjusts website layouts, images, and content to fit any screen size or device.
If you’re not sure whether your email design is mobile-friendly, send yourself a test email and view it on your phone. If it’s hard to read or if your images don’t appear, you need to make some changes.
19. Email Signature
Create a custom email signature. It can help build trust with your audience and enable you to stand out.
Use it to include information like:
Brand name
Disclaimers or legal requirements
An unsubscribe link
Special offers or promotions
20. Video
To boost sales, use video in your email marketing. With video, you can:
Show off how a product works and share cool customer stories.
Add a screenshot of the video with a play button and a link to the full video on your website or YouTube channel.
Include a snippet of a recent podcast episode or webinar.
Create a personal email, such as sharing your company’s story or spreading some seasonal ambiance.
21. Subject Line
Personalize your subject line. Customers want the personal touch.
Emails like “Dear Valued Customer” or “Hello Friend” aren’t personal and will probably be ignored.
We’ve all gotten those generic emails that address us as “Dear Valued Customer” or “Hello, Friend.”
Subject lines like these tell us the email isn’t personal, and we’ll probably ignore them.
Here are some email marketing best practices for added personalization:
When creating your subject line, think about using personalization tokens for names and locations.
Send emails with a discount for things like birthdays.
Share content that matches customers’ interests or buying behaviors; you’ll find this in your purchase history data.
If a subscriber shows interest in a product/service and purchased it, send that person an email with a time-sensitive discount.
You can even blend some of these tactics for an irresistible email offer.
22. Email Subject Line
Keep your email subject line short and to the point.
Your subject lines should be 4-7 words (41-50 characters) for best email open rates.
23. Avoid Spam Filters
To avoid triggering spam filters, do not use words like “free,” “help,” “percent off,” and “reminder.”
For example, you can change “Get your free e-book now!” to “Download your e-book now!”
“10 percent off all shoes” can become “Looking for a new set of sneakers?”
Here are a few other things you can do:
To avoid feeling like you’re shouting, don’t use all uppercase letters in your subject line. It looks spammy.
Be careful when using symbols. Some symbols, like $, !, and %, can trigger spam filters.
Keep your email list squeaky clean by only emailing people who actually want to hear from you; those who signed up for your emails.
For large audiences, split (segment) them into groups. This helps your emails get to the right subscribers.
If you follow these email marketing best practices, you can stay clear of the spam zone and ensure your email goes where you want it.
24. Ask a Question
Questions create curiosity and make people want to learn more.
By segmenting your email list and asking questions that matter, you can create emails that sound like you’re having a personal chat.
For example:
Say you run an online sporting goods store that sells mountain bikes. An email that asks, “Are you all set for your next ride?” hits your target customer.
And for new people, use something like:
“Hey! Need a hand picking the perfect mountain bike?”
25. Test Your Subject Lines
Split test your emails and find out what works best. You can test by:
Email type
Audience or segment
Email content, copy, and design
Once you have the results, continue to regularly test.
26. Keep Your Email List Clean
Validate your subscriber list to remove inactive, bounced, or non-engaged email addresses.
This reduces deliverability issues and bounce rates, and protects sender reputation.
Sending to inactive subscribers costs resources that you can better use on your most engaged subscribers.
To clean your lists, do the following:
Scrub your list using an email verification service
Remove inactive subscribers
Keep an eye on bounce rates
Make unsubscribing easy
Launch a re-engagement campaign
27. Social Sharing
Adding social sharing buttons in your emails is a great way to get your list to spread the word, and many perks come with it, like:
Getting your content seen by a bigger crowd (brand visibility)
Reaching more people beyond your immediate subscriber base
Getting subscribers more involved
Boosting brand credibility with user-generated content from likes, comments, and shares
Giving you analytics so that you can see how your marketing is doing on social
Remember to consider the placement of your social sharing buttons to make it a breeze for your subscribers to share. It should only take one click.
Consider the types of social sharing buttons you offer and choose platforms suitable for your content and audience.
28. Monitor and Adapt
Since online marketing doesn’t stand still, you’ll want to keep up with emerging trends and best practices in email marketing to stay on top of your game.
Here are some ways you can do just that:
Try new tactics and play around with things like subject lines, CTAs, or email design as part of your A/B testing.
Monitor competitors by signing up for their emails and seeing what they’re doing. It’s an awesome way to keep up with trends and get inspiration.
Stay in the loop with changes in email marketing regulations and privacy policies, such as GDPR or CCPA.
Get information from industry newsletters and blogs that give out useful insights, case studies, and expert advice.
Follow thought leaders and pros in email marketing on their social media channels to stay in the know about the latest trends and best practices.
The email marketing industry continues to grow by leaps and bounds. By implementing email marketing best practices from the start, you’ll be ahead of the game. Remember: email marketing is a powerful tool, but it’s not a magic bullet. You still need to put in the hard work to see results.
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Email is still one of the most successful ways to connect with your customers. Most marketers say they would rather give up social media than email marketing.
Some business owners don’t use email marketing best practices and that decreases their chances of success.
That’s what today’s article is about.
I’ll be discussing 28 email marketing best practices covering segmentation, personalized subject lines, setting goals, and more.
1. Segmentation
As segmentation is one of the top email marketing best practices, you should segment your email campaigns. By doing so, and tailoring your content to your subscribers’ specific needs, you increase your email list and email relevancy and improve open and clickthrough rates.
Campaign segmentation means dividing your email list into groups or segments based on shared characteristics such as gender, location age group, or purchase history. Then you can send tailored content to each group, thus boosting engagement and conversions.
When segmenting your list, consider:
The problems your subscribers are trying to solve and what information they need to make a buying decision.
Decide how to segment your list.
Use tools like Mailchimp to set up groups within your email list.
Create relevant email content for each group.
2. Personalize
Personalize your content because most consumers only want to participate with content designed for them.
Personalizing your email content allows you to connect with your contacts on a human level, and it’s as simple as a personalized token like “Dear [First Name].”
You can also customize the content of the email by including a sentence like, “If you want to learn about email marketing best practices, you’ll love this week’s article.
3.Optimize Text
Optimize your preview text
To make sure your customer opens your email, you must optimize the subject and preview text.
Subscribers check the preview text (the bit of text which shows your subject line) before deciding whether or not to open an email.
Most email clients will take the first few lines of your body copy as preview text if you don’t optimize, and often, this can result in irrelevant or low-quality preview text that stops customers from opening it.
Some things to consider when optimizing preview text:
Keep your preview text to between to 40 and 130 characters long.
Here are some other things to consider:
1. Provide value by considering what is most important to your subscriber and address that problem.
2. Make your subject line and preview text work together.
3. Use it to persuade your user to open the email.
4. Keep the text succinct, and include a call to action.
5. Test the text on mobile desktop email clients.
4. Offers
Always focus on your subscribers’ interest and offer them something valuable or exclusive discounts on your product/service.
Make sure you understand their problems and what content they need to solve them. Then you can create email content that’s laser-focused on delivering value.
5. Unsubscribing
Although your main goal in email marketing is probably to grow your list, you’ll lose some people along the way.
You need to make unsubscribing easy, because uninterested subscribers can lead to:
lower open rates
emails being reported as spam
bad deliverability
lower ROI
Buyers should be able to unsubscribe with one click. The unsubscribe link should also be visible in the email footer. If you’re using a hyperlink, be sure the link is large enough for people using mobile devices to click on it easily.
6. Decisions
When creating a high-performing email campaign, the first step is to decide on frequency and goals.
Will you be emailing, weekly, monthly, quarterly? Decide what works best for you and your subscribers.
Your email campaign goals determine what you’re sending and how often to send it.
The main thing is to experiment and find what works best for you.
7. Scheduling
Make a schedule for your email content that includes:
Dates you plan to send your email campaigns
A list of email marketing topics
Other content that needs to be included in your emails such as images, videos, etc.
You can use something like Moosend (https://moosend.com/blog/email-marketing-calendar/) I do not receive any compensation from this.
Be flexible! Allow room in your email marketing strategy for trend changes and industry updates.
8. Separate Emails
You need to create separate emails for each goal.
Always keep your goals in mind when creating your email marketing content.
Do you want to drive traffic to your website?
Are you trying to increase brand awareness?
Are you trying to make a sale?
Creating separate emails for each goal helps you create more targeted campaigns and ensure your list gets the most relevant information.
If you’re trying to get more traffic to your website, your emails should include links to lead magnets, recent blogs, and your latest products/services.
9. Testing
Email A/B Testing: Timing is one of the most important email campaign best practices. Test different times such as the times of day and days of the week to see when you get the maximum engagement.
Remember, your subscribers may have different preferences depending on their location. If you have lots of subscribers in Australia, you’ll want to pay attention to the time difference and send your emails when it’s best for them.
By testing different strategies and email options you can make your messaging timely, relevant, and engaging.
10. Tracking
If you want to succeed, email marketing best practices need ongoing tracking and optimization. This is where you need email marketing platforms like Mailchimp(https://mailchimp.com/features/reports-and-analytics/). I get no compensation for this.
To improve your email marketing campaign, you should occasionally review your email analytics and adapt them accordingly.
If your open rate is low, you might want to experiment with different send times or change the subject lines.
11. Relevant Content
Deliver relevant content to your subscribers. If you’re not sure what content your audience would prefer, conduct a market research survey.
12. Drip Campaigns
Build drip campaigns, which are a series of emails sent over time, to nurture leads and move prospects through your sales funnel.
A drip campaign is something like this:
Typically, the first email is a friendly introduction to you or your company.
The second might detail more about your product.
The third could be a free trial or an e-book link.
You can use email automation to create drip campaigns. If you’re using Mailchimp, Active Campaign, or something similar, you can set up automated email drip campaigns within the platform.
Follow these best practices when crafting an email drip campaign:
Separate your audience into lists of active customers, prospects, and past customers.
Design a welcome email for new subscribers.
Set up email automation rules to send additional emails based on subscriber engagement.
Create custom content for audience segments for each email in the drip campaign.
Be sure each email has a clear CTA.
Keep an eye on email analytics to check which drip campaigns are most successful.
13. Audience Segmentation
Segment Audiences by Interest Level.
Internet users are more likely to buy from brands that offer personalized content. So, segment email lists into different groups in order to send targeted messages to specific subscribers.
If a customer isn’t opening your usual marketing emails, you can tag them as uninterested. Then, you can send them a different email than the one for someone who frequently interacts with your content.
Most email marketing automation platforms have a tagging system. Mailchimp’s groups and segments feature lets you tag customers by interests, purchase history, and other data.
14. Deliverability
Be aware of deliverability.
You can improve your email deliverability by only collecting email addresses from people who have actually “opted in” to receive emails.
An opt-in email is an email that’s only sent to subscribers who willingly provided their email address to join your mailing list.
Opt-in emails are a form of inbound email marketing, which means you aren’t contacting random customers to drum up interest in your product/service.
Do consider the time of day and the day of the week you’re sending emails.
This article covers 14 email marketing best practices. I’ll cover the rest in my next article.
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To turn your website visitors into leads, you can offer appealing lead magnets like e-books like checklists and e-books in exchange for their contact information via clear call-to-action (CTAs) and optimized landing pages. Use live chat/chatbots for immediate engagement, build trust with social proof (testimonials), and ensure a seamless, mobile-friendly user experience with strategic pop-ups and A/B testing to refine your approach.
When we blog or create any kind of content, the end purpose is to create loyal paying customers.
Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.
To attract customers, you need to create valuable content and experiences rather than reaching out to them. This digital inbound content marketing approach attracts users to your brand when you offer useful or entertaining information and experiences. This can be text, video, or audio, which makes it easier for prospects to find you.
When using content marketing to build a following, you’ll see higher returns for each additional piece of content you publish.
This article details content marketing moving forward.
Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.
To turn your website visitors into leads, you can offer appealing lead magnets like e-books and checklists in exchange for their contact information via clear call-to-action (CTAs) and optimized landing pages. Use live chat/chatbots for immediate engagement, build trust with social proof (testimonials), and ensure a seamless, mobile-friendly user experience with strategic pop-ups and A/B testing to polish your approach.
When we blog or create any kind of content, the end goal is to create loyal paying customers.
Here are three proven blogging strategies that convert website visitors into customers:
1. Create engaging, long-form, relevant content that adds value. Hone in on the specific problems your audience faces and provide valuable, detailed solutions that show your authority to solve their problem and help them take actionable steps themselves.
2. Solve problems.
3. Be authentic.
Authenticity builds trust. Show the human side of your business, but don’t go into personal details unless a personal anecdote helps to demonstrate your point. Don’t overdo it.
What is lead generation?
A lead is someone who may be interested in the product or service you offer; a potential customer.
Lead generation or “lead gen” is the means of finding potential customers and inviting them to engage with you so they enter your sales funnel.
You’ll need a strategy to findpotential customers, get their attention, and capture their contact information.
There are three main components in a lead generation strategy:
1. Target audience
Determine which specific viewer persona you will focus on for each lead generation strategy.
If you have more than one kind of customer, start with your best type and later on add lead gen strategies for other kinds of customers.
2. Platform
For lead generation to be effective, you should go where there’s a high volume of new people who fit your target audience.
You may have a high volume of traffic to your website, but it’s a landing page, not a platform.
Even if you do have a high volume of traffic to your website, you need a lot of new people who aren’t already in your database.
Successful lead gen hinges on using other people’s platforms to find and engage with fresh potential customers to whom you’re not already exposed.
Newbies commonly make the mistake of focusing on building things on the business’s (blog, podcast, lead magnets, etc.)… which then don’t produce results because the business doesn’t have enough new traffic to their own site.
Even the best content can’t convert if not enough people see it! You need to get people to come to your site from other places.
3. Content and capture
Go to other people’s platforms to get in front of new people and then bring them to your website and get them on your email list so that going forward, you have control over communications with them.
Give away, free, something of value like a webinar, an infographic, a white paper, or a free trial to showcase your expertise, get your lead’s contact information, and continue building a relationship with them.
Then, you’ll need a plan for converting leads to sales, which is a topic for a separate post.
Since there are many other ways to generate leads, explore your options and remember the main principles of lead generation:
1. Go where your target audience is
2. Give them something for free before asking them to buy
3. Capture their information in your own client management software
4. Give them more for free and build the relationship
5. When the time is right, make a sales offer
Success depends on reaching the right people, at the right time, at the right place, at sufficient volume. With some experimentation, you can determine what works well for your business to dial in all those variables.
Once you’ve chosen a lead generation strategy to test, you’ll need software to manage everything for you so you can quickly and easily manage new leads, convert them into clients, and give them such great service that they keep coming back for more.
Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.
In marketing, you’re probably used to hearing about the next best thing, and then watching it disappear a few months later.
Although sometimes what is trending becomes the standard; blogging, email marketing, or social media. Each of these was once thought to be a passing fad. Now, they’re the foundation of how you connect with buyers.
So, that’s why you should pay attention.
Digital marketing strategy is rapidly developing due to higher expectations, new tools, and smarter buyers. The strategies that worked a few years ago are beginning lose their advantage.
To remain competitive, you need to understand the direction things are headed, and it’s essential to know how to adjust your approach.
Across the industry, real shifts are being seen, and they’re backed by what forward-thinking companies are already doing and by what today’s buyers truly want.
So, if you’re creating a strategy that’s designed to last, the following are some key digital marketing trends to pay attention to:
1. The Buyer’s First Touchpoint
In the future, buyers will no longer begin their journey on your website or even on Google. More and more, discovery starts inside AI-powered settings like ChatGPT, Google AI Overviews, and other generative platforms where users compare, research, and validate decisions before ever clicking a link.
This shift changes how digital marketing works. Instead of optimizing only for traffic or rankings, you must now optimize for AI summarization, interpretation, and citation. If your content isn’t authoritative, clear, and structured for machine understanding, it might never surface at the minute a purchaser forms intent.
2. Content Ecosystems
A significant shift, trending in digital marketing, is highlighting AI-driven content ecosystems. This marketing trend shows interconnected content (pillar pages) outperforming single pieces, which builds topical authority for better AI visibility.
A pillar page is a comprehensive, long-form webpage that serves as a central hub for a broad topic, linking out to more specific, in-depth articles (topic clusters) on related subtopics, creating an authoritative resource for users and search engines, establishing topical authority, and improving site navigation. Think of it as a detailed overview (the “pillar”) with links to specialized chapters (the “clusters”), organized to provide a complete user journey through a subject, like a “Complete Guide to Digital Marketing” linking to posts on SEO, social media, etc. ~ Google search
3. AI Search Optimization
AI platforms redesign user discovery. A new discipline—Generative Engine Optimization (GEO), also referred to as AI Engine Optimization (AEO)—has become a key focus in digital marketing trends. Unlike traditional search engine optimization (SEO), GEO prioritizes how AI models read, interpret, and cite information as opposed to how algorithms rank pages.
4. Full Funnel Social Platforms
While analyzing digital marketing trends, social commerce becomes a game-changing influence. This progression in digital marketing trends shows how shopping behaviors are basically shifting. Social commerce is set to transform the way consumers find and buy products, converting social media platforms into new storefronts. This digital marketing trend shows no signs of slowing down. The integration of social media and e-commerce is transforming shopping, making it effortless and more engaging for consumers.
5. AI-Enhanced Creative
AI will be embedded directly into the content system, which is a major shift in creative production. Modern AI tools help you shape concepts, refine messaging, and adapt visuals across platforms with greater speed and consistency instead of simply producing variations. This development reflects broader trends in digital marketing, as audiences expect higher-quality content, and platforms reward skillful storytelling that fits each format.
With AI increasing the speed of production and improving decision-making, creative teams can focus on strategy and storytelling, as digital marketing trends refocus toward video-first engagement. Campaigns become more cohesive, more adaptable, and considerably faster to implement, which is an advantage as digital marketing trends move toward video-first engagement.
For example: “Side-by-side comparison of “traditional creative workflow” vs. “AI-accelerated creative workflow.”
6. Omnichannel Marketing
Modernized Omnichannel channel marketing and multi-surface visibility will be prominent trends in digital marketing.
As digital activities splinter across platforms, you can no longer count on single-channel attribution or isolated analytics.
Users will shift seamlessly between search, video, email, social, AI assistants, and offline touchpoints, often interacting with a brand over and over again before converting.
Those using AI for creative adaptation will get better multi-surface presence, thus blending platforms for seamless user experiences.
7. Brand Authenticity
The drive for authenticity will accelerate because of shifting user expectations, rising skepticism toward overly polished or generic content, and algorithm updates. People don’t want automated campaigns or AI-generated fluff but brands that feel human, credible, and based in real knowledge. So, building a strong brand based on genuine values will be the main differentiator for your business. With competition intensifying and elements becoming easier to duplicate, your brand will be the only true defense to protecting market share. You must focus on developing a unique identity, rather than quality alone, that resonates with your target audience.
8. AI-Driven Hyper-Personalization
Personalization continues to be a priority, but there are now stricter privacy expectations and new federal conditions. Consumers want tailored experiences but are increasingly cautious about how their data is collected and used. The FCC has updated consent rules (effective January 2025) that require clear, written permission before you can send automated marketing messages. This forces marketers to rethink how they build compliant, trust-based communication flows.
Instead of relying on third-party data or aggressive retargeting, marketers are moving toward privacy-first methods built on transparent value exchanges, clear consent, and cleaner first-party data. People are more willing to share information when they understand how it makes things better for them, and those who communicate this clearly keep stronger engagement.
9. Search Everywhere Optimization
Content discovery is continually and quickly evolving, and search behavior is expanding far beyond Google. Although Google is still the main player, users are now beginning their research across a mix of AI assistants, video search engines, social platforms, and emerging multi-surface ecosystems. This shift requires you to take a broader view of where search happens and how customers find information, because modern discovery is no longer limited to a single platform or algorithm.
AI assistants play a major role at the beginning of research journeys. ChatGPT Search, Perplexity, Google’s AI Overview and others deliver multi-source answers in seconds, sometimes replacing the traditional “scroll through results” behavior. Video-heavy platforms such as YouTube and TikTok will still operate as primary search engines for younger users. In the future, nearly half of Gen Z will prefer platform-native search before turning to Google, and TikTok’s internal search indexes captions, spoken audio, on-screen text, and comments, transforming every video into a searchable asset.
Search everywhere optimization is about meeting customers where they naturally look first.
We’ve covered nine future digital marketing trends in this article. If you choose to use them, AI implementation and search optimization are a good starting point, as these digital marketing trends form the foundation for other advanced strategies.
Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.
In this exercise, you’ll be writing product descriptions with different goals.
Just pick a product or service for which you’re the ideal customer. Be sure it’s something you’re really familiar with and that you can easily describe. Now write a short 100 to 300-word description for it.
You’ll write five versions of this, with each one focusing on a different aspect.
~Feature-based: Describe the main features of the product or service (color, material, dimensions, what it does).
~ Benefit-based: Focus on how the product will improve the customer’s life (“This canvas shopping bag has eight inside pockets of various widths to hold bottles, tall cans, wine…)
~ Urgency-based: Use time-sensitive language like “last chance” or “limited offer.”
~ Scarcity-based: Create a feel of scarcity. (“Only 3 left in stock!”)
~ Emotion-based: Arouse a strong emotional response. (“Feel more secure when you use this lock.”)
Remember, you’re not putting all of these aspects into one description; but 5 different descriptions.
When you’ve finished, read each description and ask yourself:
Which one expresses the most value and persuades you to buy? Why? How does changing the focus between emotion vs features alter the feel of the copy?
Emotion and desire drive customers to act. Both are necessary for good copy and you need to know how to balance them—to move beyond boring dry facts.
This exercise sharpens your ability to move beyond dry, boring facts and focus on what truly drives customers to act—emotion and desire.
5. CTA Variations
Review your emails and find one that promotes an offer. Check the CTA that’s used.
Practice different variations of this CTA. You’re going to write 10 variations.
Don’t just change out a word or two.
Test different tones, swap out the action verb, try out different urgency levels, etc.
Remember, the focus is on simplicity and getting the reader to take fast action.
Some can be more urgent while others are more subtle and benefit-focused.
For example:
Urgency – “Claim your spot before they’re all gone.”
benefits – “Buy now and unlock two free bonuses.”
When you’ve completed the CTA variations, analyze what you’ve come up with.
Which one do you think would work better in that email, and why?
Remember, simplicity and clarity are key with all CTAs.
6. Turn boring features into benefits
Of course, features are important when it comes to selling anything, but it’s not the matter-of-fact plain ones that make the sale. It’s the EMOTIONAL reaction a person has to these features.
You need to make those features sound appealing.
For example:
Instead of cotton dishcloths for your kitchen, “12-inch multi-colored dishcloths to match your kitchen.”
Open something like Amazon in your browser and pick one of the top 5 products that pop up.
It doesn’t matter what it is – shoes, coat, water pitcher, or whatever.
Write out ten features about that product.
Take these features and turn them into a BENEFIT while asking yourself:
“What does the customer gain?”
For example:
~ Feature: “Has a detachable lining”
~ Benefit: “Remove lining whenever you want”
To help you spice up your copy, ask yourself why the customer would care. A trick to use for help in answering this question and for making your copy more relatable and persuasive is to finish your sentence with “so you can…”
The above coat example now becomes:
“Has a detachable lining that you can remove for those warmer days and NOT have to spend MONEY for another coat.
7. Write for different times of the customer journey
This exercise, for customers at different stages of their journey, is a little more advanced.
Choose a product to write about, but don’t overthink it.
Picture a customer at three different stages of the purchasing process.
Write for each of these stages. Your copy will be DIFFERENT because at each stage the goal is different.
First stage:
In the first stage, the customer realizes there’s a problem.
Write an Ad or headline that addresses the difficulty and introduces your product or service as a possible solution.
This copy will be the customer’s FIRST contact.
In the Second stage, the customers are seeking solutions.
They’re comparing options and deciding which one is best for them.
Compose an email that educates the reader about how your product or service UNIQUELY solves their problem. Detail WHY you’re the right person/product/service and the reason they should choose you.
The email SHOULD NOT be SELLING but delivering information and value.
In the third stage, the customer is ready to buy. Write a landing page or a sales page encouraging them to take the next step and buy the product.
Although this exercise takes some time, it will help you to understand how to “meet” your customers where they are in the buying process. This is essential in all great marketing.
These are not all the levels of customer awareness, but they are more than enough for this exercise.
Effective copywriting is tailored to resonate with a particular target audience.
Understanding who you’re trying to reach is vital when creating copy that grabs attention and encourages further engagement.
It’s not all or nothing when it comes to great copy.
Now you have a variety of exercises on how to get better at copywriting, from which to choose and to reference again and again.
Advertising Disclosure: Marketing Success Review may be compensated in exchange for featured placement of certain sponsored products and services, or your clicking on links on this website. There is no expense to you.
Are you tired of the same old advice about how to get better at copywriting, like writing out great ads or emails you find online word for word?
Doing so will not help! You have to learn how to structure copy; learn how to get inside the minds of your customers and appeal to their emotions, fears and deepest desires.
Following are some easy exercises you can practice instead.
Anyone can use them – beginners or seasoned copywriters. You can always improve your writing skills with experience, practice, and repetition.
1. Create Different Headlines
To create headlines for different audiences you should get a deeper understanding of how to construct them for various viewers and customer avatars.
Start by choosing a product/service you already know and love.
If you can’t come up with anything, check Facebook or Instagram and scroll for a few seconds until you find an ad.
Once you’ve decided on a product, create five different targeted audiences that might have an interest in the product along with their main objection or challenge.
These could be:
~ Demographic-based audiences based on measurable characteristics such as gender, age, family status, education, income, location, occupation, and ethnicity…
~ Geographic-based audiences determined by segmentation which takes into account the location of prospects to help determine marketing strategies…
~ New parents at home who don’t have extra time in their day…
~ Retirees who are not looking to be fit and buff necessarily, but want to keep their muscle & mobility as they age…
~ College students looking for fitness on a tight budget…
Now write 5 headlines to each audience promoting the product/service you selected.
Focus on speaking directly to the specific interests, pain points, or desires of each group.
For example: Discover simple ways to maintain muscle mass and improve mobility as you age.
The focus is on the main problem, which is muscle mass for mobility.
2. Weak Copy
Now you’re going to rewrite weak copy. This can be an email, sales page, ad, or anything that seems not quite right or has something missing.
Analyze each section while making notes on what you think is missing or could be better written.
Is the offer clear? Are benefits clear? Is there a weak CTA (call to action) or no call to action at all? Is the offer strong and does it have the correct tone?
When doing this exercise, be sure to find something that actually has a flaw.
Now, rewrite the copy and fix the flaws you noted.
Look for:
Clarity: Simplify jargon or confusing phrases.
Benefit-driven language: Change the copy to place emphasis on how the product solves a particular problem for the purchaser.
Emotional appeal: To make the customer feel understood, add urgency, empathy, or desire.
Stronger call-to-action (CTA): Be sure the CTA is clear, specific, action-oriented, and that it creates urgency.
“Grab your free trial now” vs. “Learn more.”
Compare your new version to the original.
Is your version easier to read and understand? Is it more compelling? Does it create a stronger desire for the product?
Be absolutely honest with yourself! If what you wrote isn’t better, improve it.
Use this exercise to help you learn how to critically analyze copy and make MEANINGFUL improvements that actually increase engagement & conversion.
When you’re satisfied with the revision, send it on its way.
Here’s the third step to take for getting better at copywriting.
3. Reverse Engineering
If you’re one who loves rewriting winning or “proven” copy, you can use this reverse engineering technique instead of just rewriting it word for word.
Break the copy into its core components.
Then isolate the hook, the problem, the solution, and the CTA.
Now go back and rewrite each section of the copy using different phrasing or structure while sticking to the main persuasion principles.
As you proceed, ask yourself this:
How does the hook grab attention in the first few seconds or words?
What problem does it address, and how is the copy relatable to your target audience?
How does the product/service solve the problem?
What emotions are you trying to evoke (e.g., fear, excitement, curiosity, or relief)?
What’s the next step for the audience to take and is that step clear and compelling?
Lastly, what made the original copy so effective? What elements worked well and how can you incorporate them into your copy?
This exercise does MUCH MORE than simply rewriting the copy word for word ever could.
It shows you how to identify the strategic elements of winning copy and then how to apply those strategies to your own writing.
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You can attract customers by creating valuable content and experiences rather than reaching out to them. This digital inbound content marketing approach attracts users to your brand when you provide useful or entertaining information and experiences, usually in the form of text, video, or audio and makes it easier for prospects to find you.
Content marketing is valuable because it builds relationships and trust with your potential and existing customers.
So, it’s easier to sell your products faster.
Those who use content marketing, to build a following, see higher returns for each additional piece of content they publish.
This article is an overview of content marketing moving forward.
How does content marketing work?
Informative content marketing draws people to your brand.
If you publish a video, podcast episode, or a blog post and interested people use it they become acquainted with your brand.
Once you have their attention you can build a relationship and later sell them your products and/or services.
Content marketing can help your business by:
1. Reducing customer acquisition costs
Although quality content creation isn’t cheap, you’ll see a stronger ROI (return on investment) from each piece you produce because your audience will increase.
Your first blog post, video, or social media posting might not be seen by many people. As more prospects find your content and become followers, each addition al piece of content you publish will be seen by more people and produce a stronger ROI.
Unlike paid ads, where you and your competitors can earn roughly the same ROI for each dollar spent, your brand with a strong content marketing strategy and a larger following can earn much more for each piece of published content.
2. Improving the quality of leads
With content marketing you can categorize the kind of customers you attract based on your content production.
For example, if your target audience is exclusively gardeners, you can discuss only topics that a gardener would be interested in, like soil preparation or garden layouts. You might also offer access to exclusive reports on industry benchmarks that would interest them.
Contrast this with using paid ads where you have to depend on platforms to accurately identify your target audience. As privacy concerns are on the increase and there is less accurate audience targeting, paid ads are producing lower returns.
3. Building a stable lead pipeline
If you produce evergreen content (content that’s relevant for years) you get higher returns over time, because you can continue to generate returns from it for years after it’s published.
You’ll still probably have a steady pipeline of leads, due to your evergreen content, even if you stop producing content for a while.
4. Increasing customer loyalty and retention
Essentially, content marketing is a cheat protocol to build trust with your potential customers at scale.
The more familiar your potential customers become with your brand, viewpoints, and identity, the easier it is for them to trust your brand and the more likely they are to continue to buy from you.
How do you create a content marketing strategy?
You have to attract the right customers in order for content marketing to work.
1. Your Ideal Customer
Your first step is defining your ideal target customer. To do that, ask yourself these questions:
a) What’s the position of the person who buys your product or service?
b) What is the person’s job?
c) What pain points does the person need resolved?
What is the person’s knowledge of the subject? (This is important to know to avoid beginner-level keywords when you’re targeting advanced customers)
Answering these questions will give you an excellent sense of your ideal buyer persona, and that will make the rest of your content strategy clear.
2. Your Marketing Funnel and Choice of Content
Customers don’t generally buy the first time they visit your website, and that’s okay.
The aim of content marketing is building relationships and leading prospects to make a purchase.
This happens in several stages from awareness of a problem to be solved to learning about solutions, and then to a decision to purchase a product or service.
3. Content Ideas and Brand Voice
Next, you should generate content ideas and establish your brand.
An effective marketing content strategy requires more than just mapping out the types of content you will need to produce. In order to get prospects to pay attention, you need must to have something unique and interesting to say to get people to pay attention to your content.
So the next step is determining how to consistently generate content ideas that are unique and interesting to your ideal audience.
4. Content Calander and Work Flow
If you publish new content consistently your content marketing strategy will scale.
The formula for a great content marketing strategy is:
An outstanding content idea, plus A high volume of content publishing, and Consistency for a long time period
5. Measure Results
The final step is to test and measure your results.
Since content marketing is a long-term play, and you probably won’t see any immediate returns on your investment, this is tricky.
But, here are some content marketing metrics you can track to make sure your strategy is going in the right direction:
Your generating higher quality leads that close faster
Your general brand awareness has increased (more social media mentions, backlinks, brand queries, etc.)
Your website is driving more traffic
Your existing customers are staying longer and are generally happier
Some of the many benefits of having a digital marketing strategy include:
Improved efficiency
Insights
Boosted productivity
Knowing your audience
Increased ROI
You can use an action plan to set up goals, budgets, tactics, timelines, etc. With a strategy in place, you’ll have a great basis to work from and you can adapt your plans if things change. Use your strategy as a blueprint you can return to for guidance.
Following are some useful resources to stay on top of trends and developments in the area of digital marketing.
1. Newsletters
As consumers are being more vigilant about cookies for tracking, being able to connect with and influence your customer base via email marketing is vital. Here are a few popular ones.
Here are a few from the host of great online publications and blogs that offer a variety of content, from podcasts, articles, guides, and handy toolkits.
Social media is an effective way for marketers to communicate, influence consumers, and engage. You can monitor conversations and trends, and keep an eye on your competitors.
Social media platforms are inclined to change. It could be the name or the look of the platform or the replacement of a feature.
Generally, these changes have little effect or impact on how you use them in your day-to-day activities as a social media marketer.
4. Google Trends
Google Trends and Alerts is a valuable free tool for you, as a marketer, to stay on top of the news and industry announcements. It allows you to check the web and notifies you through email when a new result matching your search query appears.
5. Podcasts and webinars
Podcasts about digital marketing and technology can be an outstanding source of news and information.
