Free Book Email Campaign from Nutrition & Healing (Agora)

swiped by Swipe-Worthy in September 2016 from nutritionandhealth.com

This mass email campaign from multi-million dollar newsletter publisher, Agora Inc., is promoting a free "controversial" book offer. The catch is, once you clickthrough...View More

Free Book Email Campaign from Nutrition & Healing (Agora)

Key Takeaways

  • Instead of asking "what's your address?", which is common when promoting free book offers, Agora goes with "confirm address". It's an interesting twist since "confirm" makes you feel like they already have your address & you just have to give the okay.
  • Purposely blurred images are great for helping build curiosity & encourage clickthroughs (subscribers want to see the big reveal).
  • A key part of building an audience that bands together is having a common enemy. In this case, the enemy is the government & corporate interests.
  • With this enemy in mind, information you create can be themed as "controversial" when it goes up against the more powerful enemy. You'll notice this hook being used a lot, especially in the health & financial space.

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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6 Annotations
Annotations
September 8, 2016

A solid opening that draws interest using appealing language like "natural cures & treatments" (nothing fake or artificial), "shown by science to work" (it's proven), and "hushed up by the mainstream media" (exclusive, secret information).

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

Not the strongest opening.. For instance, "doesn't...reflect our views" doesn't sound like they believe in the product.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

"Confirm" makes you feel like they already have your address & you simply have to give the okay. Notice how the email to the right uses "free" instead of "complimentary". Complimentary is not as hard-hitting, but implies a sense of deserving, like you earned it.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

Tying in friends & family while emphasizing the common enemy (government). If you don't have any major health problems, you likely know others who the book would be right for. It's a good way to recapture your attention if you weren't personally interested.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

"No prescriptions or doctor's visit" is bolded because it's a big selling point --> hassle-free.

Swipe-Worthy
Swipe-Worthy The Founder
September 8, 2016

The blurred image is a nice touch that plays up the "controversial" theme. Controversy can be an effective copy theme & attention-grabber, especially when used in a market like health & finance where there is a big common enemy such as greedy corporations & the government.

Swipe-Worthy
Swipe-Worthy The Founder

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