Roving Report: What’s Working in Email Marketing

Web Marketing and List Building Concept

If you’ve noticed that emails that used to work aren’t working so well anymore, you’re not mistaken. It isn’t that email has stopped working — you just have to know what’s working in email marketing if you want to deliver results.

Jay White confirms that things that worked in a marketing email a few years ago aren’t performing so well today.

Jay is a copywriter who has specialized in emails and autoresponders for about 15 years. Recently, he’s seen a lot of shifts in what readers open and click. He recently met with Wealthy Web Writer members and Managing Editor Heather Robson to talk about the email strategies that do work in 2019.

The entire webinar is available HERE.

Jay discussed what’s working in email marketing right now, focusing on three important elements, including:

  • Subject line — yes, they’ve changed!
  • Lead — and why it’s vital to tie it directly to the subject line
  • Getting the click

Jay didn’t set out to become an email expert, but it evolved naturally. He started his career writing radio commercials. From there, he moved to a position writing catalog copy for Bass Pro Shops.

“I know 100 ways to say ‘this lure catches big fish’,” he joked. That’s because, in catalog writing, you have very little space for getting your sales message across, so you have to use every word.

When Jay moved into freelance copywriting, email was a natural fit for him. He was able to use his background writing short copy to develop his business quickly.

Besides helping well-known clients like Jay Walker, Brian Clark, and Alex Mandossian generate millions of dollars in profits, he’s personally earned over a million dollars during his copywriting career.

He’s also written a popular AWAI program, Email Copy Made Easy.

On top of all that, Jay coaches and mentors freelancers and helps them move forward in their careers.

He shared his extensive knowledge and experience to help Wealthy Web Writer members see what’s working in email marketing and to improve their email writing skills.

Subject Lines

Ten years ago, it wasn’t hard to get an email opened, and big, hype-filled subject lines performed very well.

Fast-forward to today. Everyone’s inboxes are overflowing, and those screaming subject lines don’t work anymore.

People are more selective about which emails they open, but your subject line still has to stand out.

After all, you don’t want your email to be the one the reader deletes, unopened.

Here are three quick changes you can make to improve your email open and click rates.

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Susanna Perkins

Susanna was dragged back, kicking and screaming, into freelancing after losing her job in the banking meltdown in March, '09. One 3-month stint in an appalling temp job persuaded her to get serious about establishing herself as web writer. In March, 2012, she moved to a small town in Panama with her husband and three small dogs. After enjoying the writer's life in the culture of "buenas" and "mañana" for 2-1/2 years, she's returned to the US. At least for now.

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