This week’s Conversion Optimization challenge is to take a look at the following email I received from WritersAccess.com with an offer to attend a webinar: 
The subject line was: Webinar Invite: Lessons Learned From 90,000 Content Orders
What would you do to optimize this email so that more people register for the webinar?
Feel free to comment on subject line, design, or copy. The landing page for the webinar is at: http://www.writeraccess.com/webinar/. Here is the text from the email from WritersAccess.com, if you want to comment on it:
Lessons Learned From 90,000 Content Orders
Thursday, November 29th, 2012 1:00 PM This month’s content marketing webinar is an exclusive presentation for WriterAccess clients, writers and fans offering insights learned in delivering 90,000 orders to 3,000+ clients using the WriterAccess platform. In this webinar, you’ll get the answers you need:
- How are 3,000+ clients using WriterAccess?
- What can we learn from the orders and activity?
- How can the data help us all create better content?
You’ll dive into a pool of data and surface with answers that will surprise and enlighten you. You’ll see trends on order instruction details, word counts, SEO requirements, prices, order types and more. Clients will learn how to better onboard writers to save lots of time. And writers will learn how to foster client relationships to clarify goals. Best of all, attendees will get a special invitation to beta-test a new content performance software that we’ve been working on for a few years. On top of that, you’ll also get a digital copy of Byron’s 101 Content Marketing Tips book! Limited Seating, Apply Now! Register Now
* Update: to see the follow up to this post read:
Conversion Optimization 101: Copywriting Perspectives in Email Marketing
Byron is awesome. I’d like to help him make this better. I hope my feedback is helpful.
1.) What are “content orders”? I thought that I was familiar with most things related to content marketing, but I can’t say I know what that is. So, for now, that headline doesn’t mean much to me. Before reading any further, I will assume that it refers to ordering of content to be created. There may be no better way to say that.
2.) Instead of focusing on “lessons learned from” why not go with the primary benefit of attending this webinar: “How to get the Most out of Writer Access” and subheading “Based on data from 90,000 content orders from our clients”.
3.) The link with the date & time: Not a big deal, but is that time EST or PST? Not sure where Byron is located.
4.) There’s a lot of great reasons to attend this Webinar if you’re a client of WriterAccess. Much of it is buried in the paragraphs. I would break up the paragraphs into subheadings: “Who’s it for”, “What You’ll Get” and “Exclusive Gifts for Attending” (showing the ebook cover and a screenshot of the new content performance software)
5.) The intro and subsequent bullet points could be stronger. Something along the lines of “Get answers to some of the most challenging questions about working with WriterAccess” and highlight more specific issues to touch on pain points:
- “How to better onboard writers to save lots of time”
- “See trends on order instruction details, word counts, SEO requirements, prices, order types.
- “Writers will learn how to foster client relations.”
6.) Consider moving the first CTA into the main body of your text, right after the benefits. I did not notice the one at the top right until I thoroughly scanned the email.
There are three “flips” I would test here. Each has implications for the subject line, copy, and call to action.
1. Consider writing it from the presenter instead of from the company. “I work every day with two of my favorite people: writers and the people who hire them. Now I want to share what I’ve learned.”
2. Start with a specific example instead of starting with the general benefits.
“Molly is a writer who has it figured out. In the past month alone she has…”
3. Invite them to a gathering of writers and clients instead of a “webinar.”
“Please Join Us” instead of “Register Now!”
By flipping you point at a different persona. So if you have the personas documented pick the flip that fits.