Real Commercial Email
Copywriting
Project Description
I wrote several promotional emails for the REA group, including this monthly client update on analytics. Their customers were real estate agents – many of whom don’t value digital marketing. These monthly emails have been gradually changing perceptions.
My source material consisted of a quarter-page brief and an small excel spreadsheet, which goes to show you can do a lot with very little.
Promoting benefits
The use of powerful verbs is a key in marketing, but especially when you’re short on space. If the content is too long, customers stop reading.
Hammering home the message
Each section drove home the key message – that digital marketing is valuable by giving them verifiable data.
Adding value
The final stage was crucial. I needed to not only show the stats, but draw the link for the audience between this and the tangible outcomes they were getting. Last of all the call to action sought to continue the user journey by directing clients to contact their local rep to find out how they could maximise the benefits of digital marketing.