Many businesses and non-profits have an opportunity to take advantage of big news stories.
A typical example would be how a home insurance company might talk about recent floods or high winds in a part of the country. While news of the bad weather is still front page news, that is the time to send an email that talks about the event and makes a pitch to buy more home insurance.
If you sell products or service related to health, watch for related news in the media. Do the same if you are in the financial business. And so on.
In a recent test conducted at MarketingExperiments.com we tested two versions of an email for one client. One version referred directly to a related and recent event that was front page news. The other didn’t. The version that talked about the event substantially outperformed the version that didn’t.
If your industry rarely makes the front page of the general media, keep an eye out for related stories in your trade journals. Test two different versions of the email, just like we did, and see what happens.
More Copywriting Tips for Emails, Newsletters and the Web...
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