PROCESS

Research

I research my client’s target audience to understand the context in which these emails will be received – and to anticipate their emotional journey when receiving them. 

Outline

I break down that emotional journey into an outline of sequential emails with highlighted informative and call-to-action points. This may include creating a calendar for regular sends, like in the case of automatic drip campaigns that commence when a new customer subscribes. CTAs could stimulate direct sales, learning more about the company’s services, interest in a new product or development, or encouraging other behaviors (like switching from one-time purchases to a subscription). The email itself is a soft CTA, because it reminds the customer that you exist!

Writing & Revisions

After outline approval, I deliver a written first draft of each email. I revise each email to fit with client notes regarding voice, information, and any other preferences.

Design, Send, & Test

With the final copy set, I can help with design and scheduling or pass the text to your own creative team to make the words pretty – see some of my email designs here.

We’ll want to track click-through results, CTA actions, and responses to the emails. One optimistic aspect of digital marketing is that your creations are rarely set in stone. Unlike printing 1000 paper newsletters, you can shift your email newsletters in response to your audience more effectively as you observe their reactions in real time. Pretty cool!

SKILL HIGHLIGHTS

Copywriting for Sales with Strong CTAs

Email Marketing Strategy

Marketing Calendar Planning

Audience Research

SAMPLES

Sample 1: Sightseer Coffee “Where to Find Us” Newsletter

Goals:

-to inform audience of places to buy Sightseer coffee beans in person

-to strengthen partner relationships

-to nudge online sales through promotional discounts

-to raise awareness of new development: coffee bar opening in the coming months

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Sample 2: Coffee Bar Soft Opening Announcement

This later email announced and celebrated the coffee bar’s soft opening date. It reached ~600 customers’ inboxes directly, in contrast with organic social media posts that reached ~200-300 people (which was reasonable for un-boosted Meta posts, based on their number of followers).

Goals:

-to increase traffic to the coffee bar on its opening weekend

-to increase awareness of and sales at the coffee bar in general

Sample 3: Executive Career Coaching for Attorneys

In this series of drip emails, we took the reader on a journey from self-doubt to stepping out. We targeted attorneys working at a firm who are considering starting their own practice or shifting careers.

Introductory Email

Subject Line: Should You Start Your Own Law Practice? What Life Do You Want?

Preview Text: Designing your ideal life as a solo attorney will take many intentional steps — but, as they say, it begins with one. Ready to get started?

Body of the Email:

Dear [Attorney Who Wants to Go Solo],

As a seasoned attorney, you have undoubtedly experienced numerous ups and downs in your professional life. Today, I want to hit pause on the career treadmill and ask you to zoom out — to focus on something you may have overlooked amid your professional endeavors:

What kind of life do you truly want to be living?

In our line of work, it’s easy to get lost in the goals and demands of our clients, cases, and firms. But when was the last time you prioritized your own dreams and desires? Do you even know what they are any more?

I invite you to take a moment, sit down with a warm cup of tea (or, let’s be honest, the third cup of coffee), and visualize the life of your dreams — wait for it — without any limitations.

As lawyers, we’re trained to be realists. So you may find it challenging to define your ideal life without “ifs” or “buts.” It can feel daunting, imagining what you genuinely want.

And you may experience blocks of negative self-chatter: “It’s selfish to live life on my own terms.” “I can’t manage my own practice, so I won’t try.”

I challenge you to challenge those notions. Because — why not?

Let’s get down to the bones of it:

• Be honest with yourself.
• Be specific.

And when we say “specific,” we mean SPECIFIC. How much net income do you need your practice to generate in order to support the lifestyle you truly desire? Not just settling for a number and making your life fit around it — but being able to own the house you want, take the trips you want, eat the food you want, drive the car you want.

Think of it like this: you’re looking at a map and you need to find the route. But you’ve chosen a vague destination, a huge swath of the map.

Pretty challenging, eh? You’d be zigzagging all over the place.

But if you narrow it down, you can start to see all the possible ways to get there — even when the destination is at the top of a mountain. You may feel terrified about climbing that mountain, but you can embrace that fear and take the next step.

Want to take a trip to that Michelin Star restaurant with the mercurial but brilliant chef on the edge of the French coast, that one you saw in a Chef’s Table episode? Why not?

You can build a solo law practice that supports that dream.

Remember: This is not about blindly expecting the universe to deliver your dreams to your doorstep. It’s about having the courage to envision the life you desire, setting clear goals, and working hard to achieve them.

You went through law school. You’re no stranger to hard work. But you might have become a stranger to telling your own story over the stories of your clients.

I invite you to carve out time to answer the question of what you really want — then bravely define the first step toward creating a law practice that helps you achieve those goals.

Next time, we’ll take a look at the person you’ll need to become to turn your dreams into reality and how you prepare yourself for that transformation.

Bon voyage!

LingoAce Email Drip Campaign

In this email series, we enticed parents of kids on break to sign up for LingoAce Chinese lessons over the summer. We set up this “slam dunk” by educating parents on summer learning loss, then offering LingoAce as an affordable and accessible solution. The app also wanted to emphasize the influence of their new spokesperson, Jeremy Lin, so we incorporated a basketball theme and quotes from Lin. As lead copywriter on this project, I gave multiple subject line options to LingoAce to reduce revision time and facilitate A/B testing.

Subject Line Option 1: 💦 Dive Into Summer Learning with LingoAce 🏄

Subject Line Option 2: Take the Summer Plunge into Chinese Language Immersion 🐬🐳

Subject Line Option 3: Summer Learning Loss? Not On Our Watch. 🦸

You’ve got the vacations, camps, road trips, and family visits booked. But now you’re worried that summer learning loss for your child might creep in.

It’s not too late to set them up for language success this summer! LingoAce lessons are bite-sized and booked on your schedule — because we get that life is full, especially in the summer.

And just for June, we’re making it easier than ever to throw Chinese learning in the mix. Purchase any LingoAce course* and get up to 30 extra classes — free.

Your kid can still enjoy the break, splash around in the pool, play with their friends, and work on their Chinese language fluency! 🌊

Want to see for yourself before you take the plunge? Book a free trial class today.

*Offer valid for U.S. and Canada users.

Newsletter 2: Take It From Jeremy Lin: Give LingoAce a Shot 🏀

“No matter what a child’s situation is, I believe that education is always valuable and is the cornerstone of opportunities for individuals — I’ve always believed that talent is universal but opportunity is not. It’s why I started my foundation and have been engaging in impact investing to support mission-driven companies.” — Jeremy Lin, LingoAce Global Brand Ambassador

Here at LingoAce, we believe that technology makes education more accessible to kids worldwide. We’ve partnered with former NBA star Jeremy Lin to amplify the positive impact of our joint missions.

All that it takes is some wifi and a mobile device for your child to gain access to LingoAce’s multitude of lessons and personalized, one-on-one instruction in Mandarin Chinese. You’ll watch their confidence in Chinese grow in just a few short months.

And to start the summer off right, we’re offering a special for June: Up to 30 free classes* with the purchase of any LingoAce course.

Book a free trial class today to see the LingoAce mission-driven difference.

*Offer valid for U.S. and Canada users.

Newsletter 3: LingoAce: An Education Slam Dunk ⛹🏀

You may have heard about LingoAce’s recent partnership with Jeremy Lin, NBA leader of “Linsanity” and founder of the Jeremy Lin Foundation.

Lin’s foundation focuses on fostering hope, empowerment, and leadership in youth. And he supports LingoAce, because we provide tools to kids on that journey — through education.

Language learning is about more than memorizing words. Through Chinese study, your child will gain broader horizons, confidence in their learning ability, and a surer footing in the world.

And it doesn’t hurt that Chinese consistently falls into one of the top 10 business languages to know.

If you’ve been thinking of trying LingoAce, June is the time to sign up! We’re offering up to 30 free classes when you purchase* any of our courses.

Curious about LingoAce, but not sure if it’s right for your kiddo? Book a free trial class today, scheduled at your convenience.

*Offer valid for U.S. and Canada users.

Newsletter 4:

Subject Line Option 2: Engaged Learning is Happy Learning ☀️

Subject Line Option 2: Fun Learning Brightens Summer Days & Summer Minds 🤩

Sublection Line Option 3: Interactive Language Education Sticks 🥟

Have you wondered if LingoAce is right for your kid who can never sit still? Especially in the summer — maybe you have a hard time imagining them focusing on a single lesson.

LingoAce understands how children, preteens, and teens learn. We know that it needs to be active!

That’s why our lessons are:

• Digestible — 25–55 minute lessons allow kids time to understand each topic
• Guided by teachers — so they get one-on-one, personalized attention
• Games — to make learning fun!

Plus, LingoAce comes with a community of 300,000+ Chinese learners who are playing and studying right alongside your kid. The global connection is real. And full of friends. 🙂

If you’ve been wanting to try Lingo Ace, catch our June special before it’s out the window. With the purchase* of any of our courses, you can get up to 30 free classes.

Book a free trial class today to see what it’s all about. 🌱

*Offer valid for U.S. and Canada users.