Digital Marketing Writing Strategies For Success

Digital marketing isn’t new.

From the birth of the internet to the rise of social media; the last 30 years have been a whirlwind of technological evolution, strategic shifts, and in-depth research. Not to mention the calculated optimization that happens as a result!

We’ve learned a bit – to say the least. The one-size-fits-all approach that worked in marketing for decades simply won’t cut it when it comes to all things online. 

Customers have evolved to crave a personalised experience and brands must consider more than just their message. Different marketing channels, platforms, and strategies all require a unique approach as the digital age has empowered us to reach, segment, and nurture audiences like never before.

Subject Lines & eDM

Cutting through inbox clutter is no easy feat, but after years of trying, I’ve worked out a few clever tricks to help you get clicks. 

The hardest part about writing subject lines is capturing attention in 60 characters or less - ideally 45. Many brands make the mistake of trying to condense too much into this small space and will throw potential readers off as a result! It’s important to keep things as straightforward and concise as possible, even if you’re just having a bit of fun.

Subject lines shine their brightest when they’re used to help your message stand out. 

This can achieved by creating a point of value, promoting a special offer, or instilling a sense of urgency in your audience. They serve as a sample, not a serving, and you want to get your audience clicking through to enjoy the full meal!

Once your subject line has done its job, the challenge shifts from capturing eyes to sustaining attention. 

Effective eDM copy should be clear, concise, and focused on driving action. Whether it's to learn more about a product, take advantage of a limited-time offer, or register for an event, every word should purposefully lead the reader to your site. Complete the seamless journey from their inbox to your website by paving the rest of the way with engaging content and creative, action-focused CTAs.

Social Media

Scroll, scroll, scroll, stop! 

Back up a bit… What’s that? 

Winning the war against endless swiping is no easy feat, but the right copy can turn the tides of battle in your favour.

Keep your words short, sweet and your CTA clear. Invite your audience to a story that they want to be a part of with relatable messaging that puts your brand in their life. 

Don’t just inform, aim to inspire and entertain instead. Mix in some emojis to break up your message and go all-in on grabbing attention. Organic channels are there to help build your brand or community while paid campaigns allow us to target an audience or action with precision. 

Most importantly, always try to learn from your successes or shortcomings. Switching up old, stale, or underperforming content can be a quick way to kick some easy goals. 

Customer Relationship Management

Different stages of a customer's lifecycle often require a different creative approach. Tailoring your interactions to particular stages of a customer's journey allows you to properly build out your brand while creating more relatable content. 

It’s all about sending the right message, at the right time. 

New customer? Onboard them with a welcome series. Items still in their cart? Push them to complete the order. You may even find value by targeting inactive customers or through new retention programs! 

Having a professional copywriter who can create branded content for each stage of this journey helps you create a connection with your audience, build customer loyalty, and ultimately, drive business growth.

After all, you can do better than a “we miss you” email!

Split Testing

Sometimes, there is a perfect way to say it.

A/B testing helps us to understand your target audience and what drives them while making iterative improvements to your marketing campaigns.

Crafting compelling copy is an art, but ensuring its effectiveness is a science. 

Start by clearly outlining your objectives and what defines success. You’ll only ever want to test one element at a time (like headlines, CTAs or subject lines) to keep the test fair and pinpoint what drives changes in performance. Consider your audience and what different variables might drive them that you can test! Once the results are in, analyze, learn, and iterate. Review the data to understand key performance drivers then build on your success through content changes and further testing!

Audience segmentation

Deliver the right message to the ideal audience at the perfect moment in their shopping journey. 

Audience segmentation allows a brand to tailor its marketing creative to different customer attitudes, preferences, and drivers. It’s the art of splitting your audience into sections that actually make sense. It’s not just about their age or where they live. It’s about their interests, what drives their shopping habits, and what makes them feel understood. 

This gives marketers the power to communicate with customers depending on their individual needs, resulting in more personalised and higher-converting content. Ultimately, your copy should mirror the distinct preferences and motivations of each audience segment while staying true to your brand. 

Why cast a big net when you can shoot fish in a barrel?