Category: ecommerce

India’s richest man is ready to take on Amazon and Walmart’s Flipkart

As Amazon and Walmart-owned Flipkart spend billions to make a dent in India’s retail market and reel from recent regulatory hurdles, the two companies have stumbled upon a new challenge: Mukesh Ambani, Asia’s richest man.

Reliance Retail and Reliance Jio, two subsidiaries of Ambani’s Reliance Industries, said they have soft launched JioMart, their e-commerce venture that works closely with neighbourhood stores, in parts of the state of Maharashtra — Navi Mumbai, Kalyan and Thane.

The e-commerce venture, which is being marketed as “Desh Ki Nayi Dukaan” (Hindi for new store of the country), currently offers a catalog of 50,000 grocery items and promises “free and express delivery.”

In an email to Reliance Jio users, the two aforementioned subsidiaries that are working together on the e-commerce venture, said they plan to expand the service to many parts of India in coming months. The joint venture has also urged Jio subscribers to sign up to JioMart to access introductory offers. A Reliance spokesperson declined to share more.

The soft launch this week comes months after Ambani, who runs Reliance Industries — India’s largest industrial house — said that he wants to service tens of millions of retailers and store owners across the country.

If there is anyone in India who is positioned to compete with heavily-backed Amazon and Walmart, it’s him. Reliance Retail, which was founded in 2006, is the largest retailer in the country by revenue. It serves more than 3.5 million customers each week through its nearly 10,000 physical stores in more than 6,500 Indian cities and towns.

Reliance Jio is the second largest telecom operator in India with more than 360 million subscribers. The 4G-only carrier, which launched commercial operations in the second half of 2016, disrupted the incumbent telecom operation in the country by offering bulk of data and voice calls at little to no charge for an extended period of time.

In a speech in January, Ambani, an ally of India’s Prime Minister Narendra Modi, invoked Mahatama Gandhi and said, like Gandhi, who led a movement against political colonization of India, “we have to collectively launch a new movement against data colonization. For India to succeed in this data-driven revolution, we will have to migrate the control and ownership of Indian data back to India – in other words, Indian wealth back to every Indian.”

Modi, whose government at the time had just announced regulatory challenges that would impact Amazon and Flipkart, was among the attendees.

E-commerce still accounts for just a fraction of total retail sales in India. India’s retail market is estimated to grow to $188 billion in next four years, up from about $79 billion last year, according to research firm Technopak Advisors.

In an interview earlier this year, Amit Agarwal, manager of Amazon India, said, “one thing to keep in mind is that e-commerce is a very, very small portion of total retail consumption in India, probably less than 3%.”

To make their businesses more appealing to Indians, both Amazon and Flipkart have expanded their offerings and entered new businesses. Both of the platforms have started to sell grocery items in recent quarters and are working on food retail, too. Amazon has bought stakes in a number of retailers in India, including in India’s second largest retail chain Future Retail’s Future Coupons, Indian supermarket chain More, and department store chain Shopper’s Stop.

Flipkart has invested in a number of logistic startups including ShadowFax and Ninjacart. Amazon India was also in talks with Ninjacart to acquire some stake in the Bangalore-based startup, people familiar with the matter said.

In recent quarters, Reliance Jio executives have aggressively reached out shop owners in many parts of India to showcase their point-of-sale machines and incentivize them to join JioMart, many merchants who have been approached said.

In Favor of Long, Image-light Ecommerce Emails

We’ve written about email on Copyhackers… a lot.

And for good reason.

In 2019, email still has the highest ROI of any marketing channel ($42 return on every $1 spent, according to Litmus). And McKinsey found that email is 40x more effective at acquiring customers than Facebook and Twitter – combined.

Email just plain works.

And here at Copyhackers, we take optimizing email… seriously. Very seriously.

We wrote about optimizing SaaS free trial emails, upgrading launch emails and sending B2B cold emails that actually work.

Yet… we’ve never tackled this beast: ecommerce emails.

But we’re not going to stay silent any longer.

There’s too much at stake…

In ecommerce, the average order value from email is 20% higher with 3x the conversion rate compared to other channels. Email is your best fuel for customer retention, and Harvard Business School found that just a 5% increase in retention can increase profits by 95%.

Ecommerce emails done right can be the lifeblood of an ecommerce business.

Yet, many ecommerce stores are deeply underinvested in email.

Even though 59% of marketers say email gives the greatest ROI of any marketing channel… 64% of ecommerce marketers expected their company’s email marketing budget to increase or significantly increase in the following year.

They’re realizing they need to be spending more on email marketing.

Not surprising, given that Pure360 found in a survey of 205 marketers that 9 out of 10 brands are behind the email marketing maturity standards they expected.

Beyond the numbers, it’s something that email consultants like myself see every day.

Austin Brawner, my friend and the CEO of Brand Growth Experts, has had a similar experience to mine.

I once heard him say, “I’ve been in hundreds of email marketing accounts and I have yet to see someone who’s sending too many emails.”

He’s right. Though many of us are worried about over-emailing, that’s rarely the problem. And big wins can come from small, strategic optimizations.

That’s why I almost always encourage clients to invest more in their email marketing. I know the impact it can have.

Like when I optimized the welcome sequence and abandoned cart sequence for my client, EcoVibe Style, I was able to increase their revenue from email to 38%… from a mere 8.7%.

That’s a 236% increase in revenue from email… from just two sequences.

But the difficulty isn’t in convincing store owners to care about email marketing. They know they should optimize their email marketing.

The struggle store owners are having… is in knowing how to go about optimizing their email marketing.

The (email marketing) struggle is real

The DMA’s email marketing survey asked marketers about their most significant challenges to investing more in their email marketing.

Their top answers were: “limited internal resources,” “lack of strategy” and “lack of content.”

So they want to send more emails… but they struggle to get the strategy and content expertise they need to do so.

Bottom line…

Ecommerce email marketing requires a great deal of expertise.

There’s a lot of know-how that goes into emails that convert.

There are sequences and newsletters, send times and from names, dozens of ESPs and email clients, subject lines and calls to action, exit intent pop-ups and floating bars…

When I started out as an email marketer, I was overwhelmed, too.

And when you finally decide on your strategy and get your technical pieces all set up, and it’s time to write an actual email… then you have to know what to put in that email. 

You need to figure out what will get the attention of your recipients, so all that time and money you’ve invested actually pays off.

When you finally sit down to write an email…

That’s the moment of truth.

Everything you’ve invested into your software and your content comes down to how well that email performs.

And… it’s only getting harder to win the inbox. 

The typical professional receives an average of 121 emails per day. Getting YOUR email to stand out is… tough.

Marketers know how hard it’s getting.

Which is why some resort to a strategy I don’t recommend:

Sending sale email… after sale email… after sale email… after sale email…

Every day, like clockwork, I get an email from Crate & Barrel.

Here, in my inbox, to announce a very exciting, ultra-exclusive, can-you-believe-it, hold-on-to-your-hat…. SALE SALE SALE!

And every day, their email goes… unopened.

But, I do understand why they send me these emails.

It’s an easy pattern to fall into: you send an email blast and it doesn’t get the conversions you’re after. So you send another email with a steep 40% discount and – BAM! – lots of people buy.

You try to go back to sending an email without a discount but it’s still not working. So now you send…

“FLASH SALE 70% OFF”

…and you get lots of conversions again.

Before you know it, every email you send out is a sale email.

Even if you’re not quite at Crate & Barrel’s level… it’s always tempting to send that sale email.

You want your email to pay off, after all. But… you also don’t want to get stuck sending emails that no one pays attention to.

And if you abuse the Sale Email, its magic starts to wear off.

The response from your subscribers changes from buckets of revenue to… deafening silence.

Unlike SaaS email marketing – where the bias tends to be toward nurturing subscribers, rather than selling to them – it seems that ecommerce has the opposite trend: selling without nurturing.

And Seth Godin would not approve.

The father of permission marketing, he revolutionized the way people think about marketing in the digital age:

“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. It recognizes the new power of the best consumers to ignore marketing.“ – Seth Godin

Marketing is easy to ignore. Especially in a crowded inbox.

So if you can send those relevant, anticipated messages your subscribers crave, you’ll be that unexpected gem people look forward to getting emails from.

And thinking of email as permission-based marketing sets us up well to answer the question…

Well, what do customers want
in their email marketing?

They want variety.

The problem with Crate & Barrel’s emails isn’t that they’re sales emails.

It’s that they’re ALL sales emails.

If you’re having a sale tomorrow (and every day until the end of time), why should I be excited about today’s sale?

If, however, every time you send me an email, I can’t be 100% sure what’s going to be in it (cool content? a funny story? new products? or maybe even a… SALE?!?), then I’m anticipating and wondering what’s in your email.

Novelty is the best tool email marketers have to keep subscribers engaged.

Neuroscience research supports the idea that novelty is almost as effective at grabbing our attention as physical need.

…Meaning something new is almost as exciting to my brain as something that will satisfy my hunger.

(And I get really excited when I see a box of donuts.)

You can also see proof of the power of novelty by looking at the counter-example…

What happens when you don’t switch it up?

I see this often with my clients: they’ll find a subject line that works well, so they reuse the same formula. But, pretty quickly… it stops working.

It happened with one client recently…

My client found great success with a subject line that followed the formula…

“[Product] is back!”

His email got an open rate 30% above their average open rate.

Not too shabby.

They used that same formula with a different product again, and this time they got another open rate 39.9% above average.

Great! This formula works like a charm.

But when they used it for a third time… their open rate unexpectedly dropped to 8.7% below their average open rate.

What happened?

The subject line wasn’t novel anymore, so people stopped paying attention.

Very quickly… after just three uses… this subject line formula was dead.

An attention-grabbing air horn can turn into snooze-inducing white noise pretty quickly in the world of email.

That’s why a combination of sales emails peppered in with other kinds of emails is your best chance to keep people interested.

Let’s see how top brands use novelty
in their email marketing

Top brands that do this well use three different kinds of emails:

  1. Sales emails
  2. Nurture emails
  3. Engagement emails

A sales email is going for the close – like a promotion or a product announcement.

A nurture email is nurturing subscribers and building their affinity for the brand and product line.

And an engagement email is going for a click, rather than a sale – linking to content like blog posts, surveys and social media.

Kettle & Fire, a brand selling bone broth to health-conscious customers, uses all three kinds of emails well.

Sales emails that provide discounts and make the case for their product:

Ecommerce sales email example
Sales email: welcome.
Sales email: abandoned cart.

Both emails are driving toward the use of a coupon. The welcome email is selling people on the brand, and the abandoned cart email is selling them on the product.

Kettle & Fire is anticipating where the customer is at and, in turn, matching their message to what the customer needs to hear (i.e.: “You’re likely here because you heard bone broth promotes skin, nail, joint and digestive health.”)

They also use nurture emails that educate people on bone broth and its importance for gut health:

Nurture email.

This builds a loyal subscriber base that can point to reasons why Kettle & Fire’s products are desirable.

And they send engagement emails that get people clicking through to their website and their content and building their relationship with Kettle & Fire.

Engagement email.

This email does a great job of showing why their content is worthy of a click – and sends readers clicking through to an email course.

Kettle & Fire rotates between these three kinds of emails, always trying to anticipate where the customer is in their journey and giving them the message they need to hear at that moment.

Another brand that does this well is Moo, a company that sells business cards and stationery.

They rely on design to drive curiosity in some engagement emails:

Moo engagement email.
Moo engagement email.

And then go full plain-text in other engagement emails:

ecommerce welcome campaign
Moo engagement email.

And also send a mix of sale and nurture emails:

Moo sale email.
Moo nurture email.

A short sale email driving you to an exciting, unusual sale. And a welcome email nurturing you on the brand.

These brands do it all. They use a variety of email types and use short emails alongside longer emails to engage their subscribers.

Now, I want to stop here, just in case the thought in the back of your head is…

“Wait, but people don’t read long emails. They want images, not text.”

If at this point, this is all making sense to you…

But you’re worried about sending longer emails that people have time to read…

There’s a study you might want to see.

In 2014, Hubspot surveyed thousands of people asking them what kind of email they preferred to receive: HTML or plain-text.

And their answers support the idea that you should send design-focused emails.

HubSpot email survey

They said they preferred HTML over plain-text.

And when HubSpot asked if they wanted mostly text or images in their emails, they said images.

HubSpot email survey

So… all of this would indicate that we should send short emails, right? More images. Less text.

Well, here’s where things get interesting…

What people say they want in email vs. what emails they actually preferred to engage with… tell two completely different stories.

HubSpot email survey

Increasing the design of HTML in the email – with more design and more images – actually decreased open rates. If you’re like “email content doesn’t affect open rates” (which it does), the study continues…

HubSpot also found that emails with more images had lower click-through rates. Zero images in an email generated the highest click-through rates.

So it makes sense why many marketers believe that more images and more design is better for email marketing.

After all, that’s what people say they want. But what creates actual conversions is text (ahem, copy!) and simple design.

But, there’s a place for both kinds of emails. Design-rich and text-rich emails nurture and engage subscribers in different ways. And you can use text-rich emails when you want to increase conversion rates. (I prefer the nice sound of a ka-ching to praise, personally.)

So there’s a place for emails with more design than copy, and emails with more copy than design.

Now, we just need to figure out when a text-rich email makes sense and when you should be more to the point.

“How do I know how long to make my email? Then figure out… what to write in it??”

Well, dear copyhacker…

Let’s get copyhacking.

And let me show you the formula and template that will…

Let you determine exactly how long to make every ecommerce email you send. And solve the problem of what copy to include.

We will do this by answering four questions:

  1. What’s my One Reader’s beginning stage of awareness?
  2. Where’s my One Reader in their customer lifecycle?
  3. How many emails are in this sequence?
  4. What’s the one goal of my email?

(If you’re not sure about all this “One Reader” and “stage of awareness” talk, check out 10x Landing Pages by Copyhackers. Yup, the foundational copywriting training in that course works for emails, too.)

Cool! There’s your answer. End of article.

I kid, I kid.

Let’s break down those four questions. And work through an example so it’s crystal clear.

We can use the email sequence from the sustainable apparel client I referenced earlier. I’ll show you how I built their welcome sequence to get them their 236% increase in revenue from email.We’re going to answer the four questions, then use them to fill in this template (which you can download for your own use):

And once that’s filled in, we’ll know exactly what content to include.

(Don’t worry about that template for now. We’ll come back to it later.)

Step 1. Find your One Reader’s beginning stage of awareness

If you’re not a seasoned copywriter yet, then stages of awareness may sound strange. Here’s a quick refresher:

Picture a slippery slope.

(Yes, I stole that from the great Joe Sugarman.)

Here’s how Joanna illustrates the stages of awareness and how they impact what you’ll write:

And here’s a modified view of that for ecommerce specifically:

If your prospects (your not-yet customers) are sliding down a slippery slope, on their way to becoming your customers, then they need to move from pain aware all the way through most aware to get there.

At each new stage, they come closer to buying your product, and importantly you cannot skip a stage.

If you want your prospect to turn into a customer, they cannot go from pain aware straight to most aware. They need solution awareness and product awareness to continue sliding down the slope.

So, in our example – the welcome sequence for the sustainable apparel brand – our one reader is new to our brand and probably knows little about what we offer.

So, in this case, I assumed they were in the earliest stage of awareness: pain aware. We use that information to answer the first question:

  1. What’s my One Reader’s beginning stage of awareness?
    Pain aware.
  2. Where’s my One Reader in their customer lifecycle?
  3. How many emails are in this sequence?
  4. What’s the one goal of my email?

Great. One down, three to go.

Step 2. Figure out where your One Reader is in their customer lifecycle

Lifecycle marketing is the idea that customers go through a… well, lifecycle.

In the early stages, a prospect becomes aware of you. Then they buy from you. (Hooray!) Then, they might buy from you again. (Whoopee!)

…But eventually they lose interest in your products or stop needing them (how many {something funny} does one woman need anyway?) and they move on. 

A sad day, but an inevitable one.

To visualize, the customer lifecycle looks like:

Here are the main stages to remember, as they relate to email marketing:

  • New: New to our brand, never purchased
  • Abandoned cart: Close to purchasing
  • Post-purchase: Just after purchasing from the brand
  • Lifecycle: The natural lifecycle of a product when it would make sense to purchase again (e.g. for a 30-day supply of vitamins, the lifecycle would be 30 days)
  • Winback: When a customer has lapsed and is not purchasing at the normal lifecycle interval.

For our example…

Since it’s a welcome sequence, then we’re sending these to prospects who are new. They have yet to make a purchase from us.

  1. What’s my One Reader’s beginning stage of awareness?
    Pain aware.
  2. Where’s my One Reader in their customer lifecycle?
    New
  3. How many emails are in this sequence?
  4. What’s the one goal of my email?

Moving right along…

Step 3. How many emails are in your sequence?

Now, this is something you can decide before you start creating content for your email sequence. It depends on the timing of your emails and how long you want your sequence to run.

If you’re sending a newsletter, then that would be a one-off and you can just fill in ‘one’. (The formula works the same way for newsletters.)

To help you decide how many emails to include in your sequence, here’s benchmark data from Klaviyo on how emails perform based on how many there are in the sequence:

For my sequence, I wanted to send four emails (so I could send a mix of sales and nurture emails). So let’s answer question #3.

  1. What’s my One Reader’s beginning stage of awareness?
    Pain aware.
  2. Where’s my One Reader in their customer lifecycle?
    New
  3. How many emails are in this sequence?
    4
  4. What’s the one goal of my email?

Step 4. Figure out the goal of your email

And finally, we move from questions about the entire sequence to questions about each individual email.

To do this, we need to refer back to our template from earlier:

Now, let’s fill in the pieces that we already answered from the first three questions: lifecycle, stage of awareness and number of emails.

Now, for each of the four emails in this sequence, we need to decide on what kind of email we’re going to send: nurture, sales or engage.

Determine the kind of email you’ll send based on your goal:

  • Sales emails sell, so their KPI is revenue (if you’re generating more orders) or average order value (if you’re generating larger orders).
  • Nurture emails nurture, so the KPI… depends.
  • Engagement emails engage, so their KPIs are click-through rate followed by active time on site.

Now, let’s look at my welcome sequence for my sustainable apparel client.

In my four-email welcome sequence, I’m going to send:

  1. A welcome email with a discount coupon (which is the incentive to opt-in).
  2. A nurture email that tells a story about the brand.
  3. A second nurture email that tells another story about the brand.
  4. A reminder email – that their discount coupon (from email #1) is expiring today.

That means emails #1, #2 and #3 are nurture emails because we’re nurturing new subscribers. And email #4 is a sales email because it’s the final email in the sequence and it’s closing on the expiring discount. So now our template looks like this:

(Note: email #1 has Sales listed as a secondary goal. We won’t use that in our formula, but I included it because we may want to use revenue as a KPI for that email – since it has a discount coupon included.)

Now, let’s use our formula to fill in all the grey cells for us.

Here’s the formula that will eliminate the guesswork from how long to make our emails:

For nurture emails, the ending stage of awareness of that email is one stage past the beginning stage of awareness of that email (e.g. Problem → Solution, Solution → Product).

For sales emails, it doesn’t matter what the beginning stage of awareness is. The ending stage of awareness is always most aware. (Since we’re trying to make the sale).

For engagement emails, the beginning and ending stages of awareness are the same. Since we’re trying to engage, not sell.

To make it easy, here’s your handy-dandy formula:

Nurture email: Add +1 to Stage of Awareness

Sales email: Ending SoA = Most Aware

Engagement email: Beginning SoA = Ending SoA

So for our example welcome sequence, this fills in the rest of our template to look like this:

Of course, this formula didn’t give me the description of our One Reader at the top.

I got that from all my voice of customer research. (You can check out content from master researchers – like the tutorial of Copyhackers’s own Hannah Shamji on getting quality VoC from customer interviews – to learn how to get inside the head of your One Reader.)

Armed with your VoC research, and now with this template, you can see how to work your VoC data into the email sequence you’re building.

Now, I made two promises to you…

That you’d know how long to make your emails AND that it would become clear what to write in your emails.

So let’s see how this template helps us with both of these problems.

Problem #1: Knowing how long to make your email

Just as the original conversion copywriter, Joanna Wiebe, teaches: copy is as long as it needs to be.

And you can figure out how long a piece of copy needs to be… by looking at the beginning and ending stages of awareness.

(Where your prospect is now vs. where they need to be for your goal.)

This template shows our beginning and ending stages of awareness for each email.

Let’s look at emails #1 and #4 from our sequence to see how this template influenced their length.

If you remember, both emails are giving a discount to the subscriber. So it would seem like they’d be identical in length. Right?

But what the template shows us, is:

  • Email #1 moves from problem aware to solution aware
  • Email #4 is already at most aware – and stays there

So email #1 is slightly longer than email #4 because it has more work to do. And email #4 is just going for the close.

Email #1
Email #4

They’re both discount, promotional emails, but that’s not what determines length. It’s the stages of awareness from our template that we need to adhere to. Here’s how to figure out how long your email should be:

The greater the distance between our beginning and ending stage of awareness of the email (with problem to most aware being the greatest), the longer our email needs to be.

So, length: solved.

Problem #2: Knowing what to write in your email

Now, this is the real magic of filling out the entire template.

To find what content is best, you need only to isolate the email that you’re currently writing and find the copy that solves your problem. 

Let’s look at email #2 for this one.

For this email, we’re moving the One Reader from solution to product aware for sustainable apparel.

So she knows about other sustainable apparel options, but she wants to know why our line of clothing in particular is better than our competitors’. And she’s frustrated that most sustainable clothes don’t look great and are expensive.

Bingo.

Now, all I have to do is weave the VoC I have from my research into an email about how problems with sustainable clothing shopping (the solution) are solved by a particular brand: EcoVibe (the product).

And the resulting email…

Armed with this template, and your voice-of-customer data, writing your email is largely done before you even open up your blank Google Doc. You know where to start, which is a great way to end Blank Page Syndrome. And you know your destination, which means you’re less likely to ramble. Now just plug that VoC into a compelling framework! Well, there’s a little more to it…

“I still don’t want to send long emails.”

If you’re still against writing a longer email with more than just a sentence or two of copy…

Darling, let’s not fight.

Let’s compromise.

Try writing an email with just a bit more length, but feel confident by putting a call-to-action above the fold.

Like I did in the first email of this sequence:

So no one has to read, if they don’t want to. They can click-through right away.

(And you and I can pick up this discussion later.)

“Okay, but what about campaign emails? Those go to a variety of people.”

You are absolutely right. I’ve got a suggestion for how to handle the varied audience of a typical email newsletter, but first I want to say…

THIS is exactly why segmentation is so powerful.

Segmentation helps you know which portion of your audience you’re speaking to, where they are in their customer lifecycle and what their stage of awareness is. The better your segmentation, the more you can dial-in your messaging and use this formula to your advantage. (Jo talks more about segmentation inside 10x Emails.)

But if you (like many ecommerce stores) are sending newsletters to your whole list…

You should switch it up between longer and shorter emails. Just like the examples I showed you above from Kettle & Fire. By getting different messages to your email list, you’ll get more of the right message to more of the right people.

Use nurture, sales and engagement emails to engage your whole email list. Use variety to target the natural segments within your email list.

A quick note on the engagement email –
the bread-and-butter of email newsletters.

Many times your campaign emails will be engagement emails. That’s the classic newsletter email that people think of when they think of marketing emails, where you link to content and try to get people to click through.

So let’s talk about what an engagement email should look like. Since, from our formula, you remember that the beginning and ending stages of awareness are the same.

Engagement emails, as you expect, should be very short.

Our stage of awareness doesn’t change with an engagement email. The content that people click through to might change their stage of awareness, but that’s not our email’s job. Our email’s job is to get them to that content.

So, here, the copy should be very short. Just enough to entice them to want to know what’s after that button.

That’s why the very short Moo engagement email works.

It’s doing just enough to get you curious, and not distracting you with anything else.

Copyhackers also sends engagement emails that follow this principle:

Just enough to make your curious about the content. Nothing else to distract.

It’s your sales emails and nurture emails that will be longer. Since those need to bring your subscribers further along in their journey. So make sure you’re still including engagement emails in your email newsletter strategy.

Your ecommerce emails…
mapped, wrapped and ready

By answering the following four questions:

  1. What’s my One Reader’s beginning stage of awareness?
  2. Where’s my One Reader in their customer lifecycle?
  3. How many emails are in this sequence?
  4. What’s the one goal of my email?

And armed with our voice of customer data and the answers to those four questions, we are able to fill in the white cells of this chart:

Then, use the following formula to automatically fill in the remaining grey cells:

Nurture email: Add +1 to Stage of Awareness

Sales email: Ending SoA = Most Aware

Engagement email: Beginning SoA = Ending SoA

We’ve mapped out the entire content strategy of any ecommerce email sequence.

Whether the emails you’re sending are automated, a single newsletter, a 10-email long sequence… or any other hypothetical you can imagine, with these tools in your arsenal, your email content strategy is solved.

So you never have to stare at the blank page again.

The post In Favor of Long, Image-light Ecommerce Emails appeared first on Copywriting for startups and marketers.

Instagram Captions for Ecommerce: Why Visuals Are Only Half the Picture

With Instagram’s growing user base, high engagement rate and increased Average Order Value (compared to Facebook), you already know that being present on Instagram is non-negotiable.

You post high quality product images, tag your products for maximum shoppability, post daily stories, have all the right hashtags, dabble in influencer marketing and endlessly fuss over your feed’s aesthetic….

Only then you’re left shaking your fists at the sky and cursing the dreaded algorithm because your post didn’t get much traction

But when it comes to your Instagram captions, you slap together two to three words, chuck an emoji on the end and call it a day.

So the thing is… it’s not the algorithm’s fault. 

It’s yours.

Because that caption you barely gave a thought to? It’s the key to increasing your engagement, your reach and, yep, even your sales.

Sure, Instagram might be a visual platform, but your captions will make or break your posts.

As Joanna has pointed out, captions and visuals need to work together:

“…the image may capture attention – but it’s
the copy that closes people.”

– Joanna Wiebe, Copyhackers.com

Let’s take a look at the most liked post on Instagram ever:

With over 53 million likes, it’s an EGG (yes, as in the kind you scramble on a Sunday morning).

It’s not even a particularly interesting picture of an egg.

But the caption gives people a reason to like, comment and share. The caption is the reason it went viral. And without that caption, it wouldn’t be a world-record-breaking egg.

The more people that liked, commented on and shared the egg, the more people it reached because:

The Instagram algorithm has heart-eyes 😍 for engagement

When Instagram first introduced the algorithm back in 2016, it seemed like all hope was lost.

Cue the angry hashtags and floods of influencer tears.

But at the risk of sounding crazy, the algorithm is a good thing for your account.

Like most algorithms, it exists to create a positive user experience by showing relevant content (so users stay on the platform longer).

And according to Instagram, what users see is directly tied to which accounts they engage with.

(Call me slightly evil, but that’s something you can use to your advantage.)

And even though The Egg has shown us that the caption is crucial to increasing engagement, many brands still consider captions an afterthought.

But not you. 

Not anymore.

You’re different. You’re smarter than that. You know that pretty pictures only get you so far.

And from this day forward, you’re going to use your captions to engage your audience, sell your products and increase customer loyalty.


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You in? Then let’s write some scroll-stopping captions

Start by getting their attention, fast

Instagram users are in the habit of scrolling, double tapping and sometimes skimming the first few words of a caption – which means those first few words need to sink a claw into their eyeballs if you have any chance of keeping their attention.

It’s no different than a blog title or email subject line – if you want someone to read more, you need to lead with your most important message upfront.

Pique their curiosity, pick a fight or tease them with what they’re about to learn, and you’ll have them hitting the read more button rather than looking for something more interesting.

You can even throw in an emoji or some all caps to help draw the eye to your first line. However, in the name of all things scrolly, let that first line sit on its own. Give it space to do its thing.

As an added bonus, if you share your post to Stories (which you should, because extra reach 🙌), you can choose to have the first snippet of your caption show there too – enticing people to click through to your post. 

Here The Beauty Chef sets up the first two lines of its caption to pique curiosity with an intriguing question that leaves readers wanting to find out more:

Give ’em something to stop for

Users are selective with what they’ll pay attention to, so if they’ve deemed you worthy, then you’d better make it worth their time. The unfollow and mute buttons are only a click away – and they won’t hesitate to use them.

Avoid being ignored, muted or unfollowed by creating content that educates or entertains (ideally both, if you can manage it).

People are also more inclined to share something useful with others:

“People don’t just value practical information, they share it. Offering practical value helps make things contagious.” 

― Jonah Berger, Contagious: Why Things Catch On

To pull this off, find out what your target audience struggles with (hot tip: try asking them) and create content that teaches them how to solve that problem – just like Go-to Skincare has done in this how-to post:

Format, format, format

If people don’t read every word of a blog, they’re not going to read every word of a lengthy caption.

The truth is that the majority of people are scanners – which is why you need to format your caption in a way that makes it scannable.

And although Instagram limits formatting options, you can still use:

  • Line breaks to separate paragraphs
  • Emojis to create visual interest (or to create a bullet list)
  • Brackets, all caps or *asterisks* 
  • Strategically placed hashtags (because they show up as a blue link)

So even though your options are limited, there is no excuse for assaulting your audience’s eyes with unreadable walls of text.

Instead, break up your caption by using line breaks, emojis and all caps to create visual interest:

Keep it casual

Instagram isn’t the place for overly formal language, but beware of trying too hard to fit in…

With that in mind, here are a few tips for nailing your voice on Insta:

  • Aim for casual language and a conversational tone, keeping in mind how your audience speaks.
  • Whatever your voice is, keep it consistent. Nothing screams “identity crisis!” more than a voice that changes from post to post.
  • Avoid trust-destroying inconsistency by dialing in your brand voice and (especially if there are multiple people handling your social media) defining it via a brand voice guide.

Above, Il Makiage embraces the same bold, cheeky tone used throughout its copy.

Talk up your product… a bit

With 80% of Instagrammers using the platform to help make purchasing decisions, your caption is the perfect place to talk your product up without having to get too salesy about it.

There are a few ways you can do this:

  • Highlight the problem your product solves
  • Talk about a lesser known use case for it
  • Tell a story around how your product was made or why you picked a certain material or ingredient
  • Talk about a specific feature and its benefit in depth

This can be as simple as listing out features and benefits (bonus points for using checkmark emojis to break it up):

Let your followers see the real you

Connection might sound like a warm and fuzzy word, but it has real-life impact – building trust, increasing the amount customers spend and strengthening customer loyalty.

Think higher purchase frequency, higher average order value and higher customer lifetime value – in other words, the metrics you want to focus on to offset customer acquisition costs.

In practice this means letting customers see behind the scenes, featuring team members and simply being present and responsive.

Plus, when prospective customers know there are real humans (that they can put a name and a face to) behind a brand, they may be less inclined to fire off a nasty customer support request. For example, Koala (an Australian mattress company) could easily come across as a faceless big brand, but by adding a bit of fun behind-the-scenes content, they keep it personable.

Go all-in on engagement

If you’ve spent 0.5 seconds on the Copyhackers site, then you already know that having an appropriate call to action is non-negotiable.

And yet, even after crafting a scroll-stopping caption, the CTA is often nowhere to be found – leaving the user with no other option than to move on.

But with the Insta algorithm favoring content that people engage with, your main goal for every post should be this:

to encourage interaction.

This can be as simple as:

  • Asking a question (who, what, where, why, how), or
  • Prompting action (tap, check out, comment, visit, tell, tag, share or save)

‘Tag a friend’ captions (like tentree’s example above) are everywhere – because they work.

Ok, so now you know how to nail those Insta captions, you’re done, right? 

Hahaha, cute. 

But no. 

We’re not done yet, because…

Your captions aren’t the only place to include copy

Sure they’re important (see: literally everything above), but here are a few other spots where copy can improve your Instagram game:

Level up your bio. No, really

Don’t let the 150 character limit fool you. Instagram bios may look simple, but there are lots of opportunities to level up your copy here.

Let’s start with the Name field ← because no, your name does not go here.

You really thought you had that one figured out, didn’t you?

But names are a searchable field on Instagram, which means that rather than wasting it on repeating your business name (a version of which should be your @handle), you need to include a keyword or two here instead (or as well) – the same way Dirt has included “Laundry Detergent” in theirs.

That way, when a user is searching for what you offer, you’re more likely to show up in the results. 

And once they do find you, it’s your bio that helps them decide whether or not to hit that follow button.

That’s why a good bio is similar to your homepage headline: it needs to tell the reader what you’re offering and why they should care.

Think about including your flagship product (or the two to three you’re known for) in your bio, along with your point(s) of difference, shipping info, sales/discount codes or a branded hashtag if you have one.

Make your bio easy to read by including emojis and line breaks. 

(Pro tip: you’ll need to type your bio into the notes app on your phone and then copy and paste it into Instagram to get those sweet line breaks to work.)

And given that your bio is the only Insta space that allows an external link (aka: The One Link to Rule Them All), make sure you give people a compelling reason to click that link.

Here’s an example of a concise but powerful Instagram bio that ticks the boxes:

Put copy right into your images 

Instagram is a visual platform, and users are conditioned to quickly scan post and story images to decide whether or not the caption is worth reading.

Take advantage of this by adding copy to your image – using it to either get your point across in full or to entice them to read more. 

These can be on-brand text graphics, branded gifs, screenshots of reviews or less polished but highly-shareable meme posts.

Get a good convo going

The real power behind Instagram is that it gives consumers the opportunity to communicate directly with brands via comments and DMs.

These casual conversations are essential for building relationships and have a positive impact on trust between a brand and consumers (plus there’s a connection between engagement and consumer loyalty).

So whether they’re asking a question about a product via DM, commenting on your post or responding to your Story… potential customers will interact with your brand. (Instagram still has a 1.2% engagement rate, miles ahead of other platforms.) And that’s kinda the whole point.

Beyond customer acquisition and loyalty, these conversations can also serve as a source of voice of customer data, giving you insight into how they describe your product, what they love about it and the outcome they are looking for. 

Engaged followers are warm prospects, and if someone is asking a question, then their finger is hovering over the Add To Cart button. But they’re not the only ones who can see that comment and your reply. By answering questions publicly (and adding them to your website and product page FAQs), you can help move multiple prospects toward buying.

On the flipside, nothing raises suspicion (and signals that a brand is either unresponsive or doesn’t care) more than unanswered questions on a post…. 

Don’t have time to respond to potential customers? Outsource it to your customer service team or hire an engagement manager – just make sure that they’re equipped with the info they’ll need to get the job done.

Give your product descriptions a fresh eye

The introduction of shoppable posts added a whole new area to optimize: your Instagram product descriptions.

Insta is still trialling the in-app checkout feature (and the jury is out on it, given that you can’t upsell and won’t capture customer emails), but in the meantime users can still tap on a product tag in your post to be taken to a in-app product page with a ‘View on Website’ button.

Tagged posts also show up under the shop section of your feed, like this: 

So a user can browse all of your products easily without clicking over to your website. And with the addition of the Shop section to the Explore page, and an instant Wishlist created when users save a tagged product, it’s obvious that Instagram is going all in on getting users to shop.

You can import your product descriptions into Instagram (along with the product) straight from your store, but make sure that the formatting doesn’t disappear. Nobody is going to read your blob of text if it’s all smooshed together without formatting.

And with the app still pushing users to your product page, if your description doesn’t cover all the essentials (things like fit, materials, ingredients and shipping), now would be a good time to get on that.

Use copy to encourage post-purchase sharing

People love to share their unboxing experiences (which might be why there are over one million posts under #unboxing).

And while this doesn’t technically fall under Instagram copy, having packaging copy that consumers deem share-worthy can increase social proof, get your brand in front of more people and supply you with a healthy stream of user-generated content (which you can repost to your feed).

Take Go-To Skincare’s Transformazing mask for example, with its bold on-package quotes featured in customer posts and stories consistently since its release.

You can also harness the power of surprise and delight by including Easter egg copy. A line of unexpected copy on the inside of a box or bottom of a package can not only positively impact customer satisfaction, but is just the type of thing that could get someone to share.

But don’t just leave it up to chance. Use product tags and/or transactional emails to ask customers to snap a pic and share using your branded hashtag ← *tada* instant social proof and user-generated content.

SHHHOWERCAP uses the shipping notification email to encourage customers to share and tag:

…And it works, with #SHHHELFIE clocking up over 1,200 posts.

Alright, NOW we’re done (for real this time)

You now know that crafting compelling Instagram captions is just as important as finding the perfect visuals, and you know exactly how to use your social media copy to capture attention, build trust and influence purchase decisions. 

Which means it’s time for you to go and sharpen up your Insta captions and copy already and get ready for your post engagement to soar. #whatchuwaitingfor? 

The post Instagram Captions for Ecommerce: Why Visuals Are Only Half the Picture appeared first on Copywriting for startups and marketers.

How to Engage Instagram Followers with Copy So They Love Your Brand and Buy Your Products

I remember when Instagram was yay high. When we were just kids posting filtered photos of street graffiti.

That all changed when I signed on as YOGABODY’S in-house copywriter.

The company’s Facebook game was on point, but we wanted to give it a bigger go at selling our products on Instagram, too.

Whoa, whoa, whoa. You mean to say I can’t just use pictures of fit yoga women and the quote “If you can’t handle me at my worst, you don’t deserve me at my best” and call it a day? 

Not anymore. That’s right… Instagram is straight grown.

Oh, they grow up so fast.

To boot, its users aren’t preteens just handing out those red-hearted likes like candy on Halloween night anymore. They’re also… shopping. 

Instagram users spend $65 on average per purchase (more than on Facebook), and the ‘gram has seen a 115% increase in engagement since 2012.

What does that mean for your eCommerce business?

Instagram captions perform better
when they use conversion copy techniques.

The copy is the difference between a follower (who likes your photos) and a customer (who buys your products). 

Images may grab the reader’s attention as they endlessly scroll, but according to Instagram’s algorithm, posts that get activity (likes, comments, shares and tags) are seen as valuable and therefore are promoted beyond your feed.

Your Instagram caption—AKA copy (we’ll use these terms interchangeably for this article)—engages your new followers with your brand, which leads to conversions and sales.


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Take Glossier for example. Vogue staffer, Emily Weiss, took her lifestyle and beauty blog and spun it into a hugely popular Instagram account where she then launched her beauty line, Glossier. The account now has over 2 million followers and an eCommerce company valued at a billion dollars.

In this in-depth look by Sked Social at Glossier’s Instagram marketing strategy, we see that its posts sometimes hit a 10% engagement rate, immensely overshadowing the average rate of 3%. “They’re knocking it out of the park,” writes Kat Boogard. She says:

“They didn’t fall into the common trap of so many companies where social media was an afterthought—they were proactive about it from the get-go. In fact, Glossier’s account had attracted 13,000 Instagram followers before any products were even launched on the brand’s e-commerce site.”

Sked Social’s Kat Boogard

You can still grow your Instagram using great copy even if you don’t have the cult-like following of Emily Weiss.

Let’s look at clever captions that make you likeable.

Instagram gives you 2,200 characters to play with in a caption. 

That’s a lot. That’s like a miniature sales page!

While you may have roughly 300 words, not all of them will display in your follower’s feed. Instagram truncates your caption.

That’s why it’s vital to plan those first 2 (mobile) to 3 (desktop) lines with care to not get cut off at an inopportune moment.

Unlike Kanye, Instagram does this with your best interests in mind. They do it to not clog up the feed. Here’s what the max may look like (outlined in red):

Dermstore, which sells professional-strength beauty products online, uses this bite-sized moment to highlight their subscription box service. This is a perfect example of getting your readers to nod their heads in an enthusiastic “yes” to your question. That’s always good copy… even in an Instagram post. 

The gold standard: write 125 meaningful characters before the “More…” shows up. 

There’s truly so much you can do with that. 

Like use it as a way to update your followers about re-stocks.

Mention a sale.

Or use a pop culture reference.

Hey… if Joann Stores (formerly known as Joann Fabrics)—you know, the ones you associate with your elderly neighbor who knit you a scarf that one time for Christmas—can trendy-up, so can you.

Again, Instagram rewards posts with tons of comments and likes by sending them beyond the wall—ahem, beyond your feed. So not EVERY post has to be sale-slash- product-oriented. 

But how do I do all that without a big budget? 

Glad you asked…

Post user-generated content.

Here’s the thing: 

Instagram users love to crowdsource their content. 

So how do you take advantage of that? 

For starters, you can repost what others have said about you (hello, Voice of Customer data!)—or—this could mean asking influencers and customers to post about YOUR products directly.

For copywriting’s sake, you’ll want to focus on simply reposting user-generated content: show off your customers showing off your products, just like in the GoT example above. 

  1. Someone creates something amazing using your product. 
  2. You see their post. 
  3. You post their post. #repost

It leads to a feel-good trust factor from your fans. And your audience gets to see what your product looks like in a real-life sitch. 

Here’s an example from @yogabody. We shared a native post from a Yoga Trapeze user (a YOGABODY product). 

I always carve out some time to scour through native posts looking for something I could use—essentially gold-mining.

If the original caption includes a positive comment about our product… YOINK!

This is a golden opportunity to post a customer review directly in your feed, so your audience gets a quick bite of a real review that also feels super genuine.

If your product isn’t talked about (yet), you can #regram someone within your realm.

Dermstore uses an original caption that shows their voice, followed by a quick mention of the user’s photo (for proper cred). 

The upside is possibly getting on that special someone’s radar. The downside: it may look as if you can’t create your own content. Use this tactic very sparingly.

Here’s how to #regram:

For photos, you can do this manually.

  1. Take a screenshot of the photo you want to regram.
  2. Use the photo editor on your phone to crop everything but the picture.
  3. Share to Instagram.
  4. Add a unique caption and @tag the original user in the post.

For videos, you’ll need a reposting app. I recommend SkedSocial.

To emoji or not to emoji?

I won’t keep you waiting… 

The answer is…

YES! They’re a quick way to show you’re human. That you’re a clever human. That you’re a trendy, clever human behind the caption. Not at aaaall a copywriter/business person sweating over which emoji to use and where. And what’s this eggplant one and why is it so popular? And oh god how do I emoji?!????

I gotchu. Here’s an app where you can urban dictionary the straight heck out of those little hieroglyphics beforehand just so you don’t make a blunder by accident. Or simply see which emojis are trending so you can have up-to-date lookin’ copy. Because it really matters.

To be honest, emojis are also great for breaking up text, spicing up your copy visually and saying things with fewer words. Here, Glossier uses a down arrow to mean “post your answer in the comments.”

Also, instead of saying “click here,” you could post a pointing finger emoji instead. Here are some ideas of common Instagram copy in emoji form:

☝ Click the link above / check link in bio

👉 Here’s the link

👇 Check the link below / Leave your comment down below

🙏 We are grateful / We love it!

🔥 Hot sale

🚨 New sale / Important 

💣 / ⚠ time-sensitive sale

💯 The best deal around / We agree!

📷 This photo was taken by:  / Photo cred to:

💬 ⬇ This asks the audience to leave a comment

✔ Use this to separate new points

But more than that, they actually stimulate a feel-good response from readers which, say it with me folks, creates engagement

An engaged audience will read a full (300-word) caption.

As people spend less time on desktop reading and an average of 53 minutes per day on Instagram, that means it’s possible to deliver information to them on their favorite social platform.

Here’s how you can do it in a way that makes sense for your business:

Show the benefits of your product. 

The Honest Company, founded and run by none other than the Jessica Alba, specializes in ingredient-safe baby products made from renewable resources. They highlight their Organic Belly Balm in this post via photo and loootsss of text. 

Tell a story through case studies or other narratives.

You can try in the third person as @honest does here:

Or interview customers and post their story in the first person:

Real human stories like these are 22x more memorable than facts.

Post an update on the company (or other really valuable information).

By now you may be thinking… yeah, yeah, yeah, I’ll engage my customers with these excellent tips of yours, Kaleena, (aw shucks) but how do I get more of these Instagrammers-who-shop to follow my account?

Use hashtags so customers can find you easily.

Instagram allows a maximum of 30 hashtags, which is more than enough for the average eCommerce business. These tags are not just some trendy way to play on Instagram but rather a business tool to get people to find your brand. 

Think of it as the SEO of Instagram. 

Without them, customers will never see your content. You neeeeed to incorporate them into your posts. There are three levels of hashtags you’ll want to brainstorm and use. 

ONE: Geotags.

They get 79% more engagement and yet, only 5% of posts have ’em! 

Essentially, geotags mean you are placed in the geotag page of that city/place. And the better your post natively performs, the more likely Instagram will push it toward the top of the said page.

These tags are great if you also have a brick-and-mortar store or a pop-up like the Glossier example above.

At YOGABODY, we saw a 10% spike in user engagement when we went from a simple #yoga to adding #yogainbarcelona and #yogalosangeles geotags.

TWO: Branded hashtags.  

These hashtags should relate to your products, brand name and brand slogan. 

For example, if you’re a zodiac-inspired jewelry company called Gemini Jewelry and you sell necklaces on Instagram, your branded hashtags may be #geminijewelry and #whatsyoursign.

Quest Nutrition, which sells protein-rich treats like this White Chocolate Raspberry Quest bar below, sprinkles its branded hashtags #OnaQuest and #Questify into almost every post.

THREE: Niche hashtags. 

At YOGABODY, we quickly realized that #yoga is too broad a term —there are around 70 MILLION (!!) posts for that word in the Discover section of Instagram at any given moment. Content gets buried in an instant, only leaving the biggest and baddest of companies to be seen.

Michael Aynsley exemplifies this further in his 2019 guide for hashtags

“Let’s say you’re a social media manager for a travel agency. There are a ton of hashtags that are popular with jet-setters: #welltravelled, #justbackfrom, #whatsinmybag, and #passportexpress—to name a few. Tag your posts with any number of these and you will likely get a few extra likes.”

But don’t do any guesswork here.

You’ll want to play with different Instagram keyword tools to find a handful of hashtags to begin with, then check Instagram analytics after some time to see what’s working and what’s not. 

But just like SEO keywords in a blog post, many Instagrammers see too many hashtags as spammy.

To avoid this, intertwine brand-related hashtags into captions because these are the ones that get a good response and add voice to the copy. 

Leave geotags and niche keywords in the first comment of the post. 

They’ve found you, followed you, interacted with you and seen your products… Now what?

Let Instagrammers know what they should do next with simple calls to action (CTAs). You can ask them to buy your product, shop your store, or share with a friend.

To choose your CTAs, you’ll need to think about what’s your company goal. Are you interested in building a community? Brand awareness? Product awareness?

On other platforms, CTAs typically include a link so that the next step is as easy as pie. However, Instagram removes clickability within captions to improve user experience (and let’s be real, keep you on their platform for as long as possible). 

That’s why the most common CTA you’ll find on Instagram is “Click the link in bio!”

Here, Reformation, a sustainable fashion company, uses this tactic nicely. Mind you they’ve gone beyond writing a simple “link in bio” because that’s so 2018.

Like above, CTAs belong at the end of the caption, after you’ve already warmed up the ‘grammer with why they should care and what’s in it for them.

Here’s why:

Humans love to talk about themselves. So, get them talking!

Not only does it start a conversation, but it may also get you some juicy voice of customer data.

(BTW—you can create graphics like that in under 5 minutes using Canva.)

Here are some other CTAs you can use:

  • Head to our stories to shop!
  • Join our affiliate network
  • Download the full guide
  • Tell us your favorite!
  • Tag someone who’d look good in this (emoji)
  • Share your (insert on-brand related term) down below

Take a Gary Vee “jab, jab, jab, right hook” approach by asking followers some easy asks like “enjoy!” “comment!” “check the link!” before bigger asks like “shop”, “share”, or “buy.” 

Your bio: The elevator pitch of Instagram.

You have ~10 words to sell yourself.

What do you have to say? This will make or break you!

Just kidding. It’s actually totally changeable at any moment. 

As Allie Decker writes in this great article about Instagram copy

“Brainstorm a few key terms that people might be looking for in relation to your brand, products, or industry. Add these to your bio where relevant. Using Foundr as an example, you’ll see words like epic instead of awesome and the word startup, knowing that our audience responds positively to terms like these.”

Allie Decker

If and when you do have a branded hashtag you want to encourage followers to use, it’s good practice to list it in your Instagram bio for ease of reference—just like Joann does.

Your bio is still the only place where you can post a live link. But you do not have to keep it static.

In fact, I’d recommend you constantly change yours. Perhaps as often as you change the bedsheets. I know it’s a hassle, but it should be done weekly.

Why? That link is a chance to increase traffic to your promoted content. 

Play around with your entire Instagram bio according to the product or sale you want to highlight or drive traffic to partner accounts such as a blog, podcast, eCommerce shop, or other business. 

Since the majority of Instagram users are on mobile, you’ll either want your link to direct traffic to a landing page or use a bitly link pointing to your shop.

If you have sooo many things you need people to see, and you’re not about that ever-changing bio life, try an app like Link.tree or tap.bio which house all the links you’d need followers to be driven to. This is what that looks like:

How to write Instagram copy that won’t be overshadowed by a badass Insta-photo

  • Be punchy within the first 125 characters (that’s what the audience first sees)
  • Feature customers and how your brand helped them with a struggle through storytelling
  • Use emojis related to the post and your brand; use emojis to break up text and point the readers in the right direction
  • Post user-generated content to get your audience involved and feeling like rockstars
  • Let readers find you through the following hashtag types:
    • Geotags like #yogalosangeles.
    • Brand-related like #geminijewelry #whatsyoursign
    • Niche terms like #yogaeverydamnday
  • Scatter a few on-brand hashtags within the caption if you wish, all others belong in the first comment of the post
  • Use CTAs at the end of your post with action verbs like share, comment, shop, go, tag, check, buy, or tell

A picture is not worth a thousand words—choose yours carefully and #shineon.

The post How to Engage Instagram Followers with Copy So They Love Your Brand and Buy Your Products appeared first on Copywriting for startups and marketers.