1
Audit
We always start with an audit. Taking some time upfront to examine the current state of your email sequence or strategy means that we can build on what is working without starting from scratch. I take a look at all your existing copy or strategy ― including all the data ― and then make recommendations about what to change and how to improve.
2
Research + analyze
This is where we find all the copywriting gold — and much of it comes right from your customers’ mouths. I go deep into research mode, gathering all the data I can about your products and your customers. That means I interview you and your team, review existing marketing materials, and pore through any customer research you have. Usually, I’ll also interview and survey your existing customers. I sum up my findings in a research deck that you can use to inform other projects too.
3
Strategy
I’ll use the research to create a rock-solid email marketing strategy. Depending on what kind of projects we’re working on together, that might be a strategy for the emails we’ll send in a sequence or for your entire email marketing channel.
4
Writing
This is where the art and science of good copy come together. I’ll write the copy. You’ll get to give feedback, of course, and I’ll make revisions. If it makes sense, I’ll plan out some A/B tests to see what works best for your audience.
5
Testing + Optimizing
You and your team load the copy into your email platform and send the emails out into the world. And you sit back as conversions roll in like magic!
The work doesn’t end there, however. I’ll check in after you implement the new email strategy and copy to see the results. I’ll check out the results of the A/B tests. If I see places where you should be seeing better results, I’ll advise you on how to make the right adjustments.