Just because I’m a copywriter doesn’t mean I’m bias. maybe a little
I spend copious amounts of time scrolling, reading, stalking, researching, you name it. What I found most interesting is the marketing campaigns brands have been leaning towards. At first, I thought automated texts and DM’s would take over, but I for one am replying ‘STOP’ when they come in. Don’t get me wrong, I enjoy a suspicious text from an unknown number from time to time. Not when it’s a shortcode with 5-6 digits.
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If you check your email as religiously as I do then you appreciate a good subject line. I even go as far to check mine on a website to get a score. It’s the external validation that encourages my writing. toxic, I know
One of my favorite brands to send email is Set Active. They truly know how to nail a subject line and follow it up with witty content to sell their activewear.
I immediately clicked into this email. Why? Because I may need therapy myself. More importantly I knew it was going to have some sort of CTA. Of course a % off, the typical “How To’s”, “Going Fast!” and “we saw you looking at this” is always a good click bate. When I surf through email promotions my eyes are naturally drawn to comedic and creative subject lines. I feel more inclined to open an email that will make me laugh or be curious.
This year we’re going to see less of the AI-generated content and a lot more creativity within brands. Chat GPT might have been the holy grail for 2024 but businesses are going to prioritize quality invest in human talent. Chat can give you a rundown of materials and where to get furniture but it can’t give you a Dunkin’ Donut tweet.
Gymshark also takes the cake for a good tweet.
I don’t know if it’s the Jim Carrey in me, but I can’t foresee marketing without a little bit of *spice*. Comedic marketing is in this year and chatbots are out. People don’t understand the power of good storytelling. A brands message can change the entire trajectory of their campaign.
It’s like studying body language except through a screen. How can we get our audience to react? In fact, how can we get them to click onto our site or get them excited about our new launch? HUMOR. And being clever or cute–not everyone loves a joke or has time for games but Gen Z thrives off of memes and opportunity.
Video content carried brands this past year, especially through influence and engagement. I think emails have the power to piggyback vlogs and TikToks, especially for their portion of audiences who don’t necessarily use those apps.
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