Category: Marketing Automation

This is a guest post from Charity Engine.
Businesses and nonprofits alike had to adjust to the “new normal” brought about by coronavirus. Everyone had to change strategies to adhere to new social distancing guidelines and safety precautions. It’s likely that your nonprofit’s doors are still closed and your staff members are still working from home. 
Given all the commotion, your organization probably enacted some short-term fundraising goals and marketing objectives to weather the crisis. But, as the year progressed, nonprofits adjusted their strategies to think more long-term. 
Specifically, nonprofits are starting to think beyond immediate fundraising needs to how they’ll develop long-term relationships with their supporters and strengthen big-picture fundraising while following COVID-19 guidelines.
To do this, nonprofits need to think critically about how they’re reaching supporters by leveraging their CRM software and donor data. In this guide, we’ll be covering four top tips to help nonprofits with these donor management concerns.
Now, let’s dive deeper into an ideal donor management strategy. 
1. Build comprehensive donor profiles. 
Before you start compiling donor data and incorporating it into your organization’s relationship-building strategies, you need to ensure you have the right tools to store and organize the information.
This comes back to the idea of having a donor database that can build out donor profiles with all the information you need. CharityEngine’s CRM guide explains that nonprofits need to track donor data to build out a complete view of all the engagement metrics that compose the donor journey. For instance, be sure you have access to engagement data such as: 

Donation history. When you know donation history, you can tailor fundraising appeals to meet their needs. For example,  let’s say one donor has contributed to your online donation page three times in the last few months. You should send them an email that details your recurring gift options and explains how they can sign up if interested. 

Events attended. Keep track of the nonprofit events (including virtual fundraising events) your supporters attend to support your mission. If a supporter frequently attends your events, you might create specialized invitations for them to the next one you plan. Similarly, if a supporter hasn’t donated in a while but regularly attends events, you’ll know that you haven’t lost their engagement altogether. As we all know, this is a tough time and some people might not be able to stay involved in their usual way.

Connections with other supporters. Understanding the familial connections within your donor database can go a long way in your communications. You can address entire families at once, particularly when it comes to direct mail. Also, be sure to track business connections to determine if your cause resonates with a specific company’s employees. If so, that business might be a good potential partner for your organization. 

Contact information. Many people have multiple email addresses, phone numbers, and several other ways to contact them. So, you should be able to save various aspects of contact information to a single profile when applicable. Also, keep track of how each supporter prefers you to contact them so that you reach out using the best channels. Otherwise, they may feel as though you’re overlooking their preferences and only doing what’s convenient for your team.

Collect and save this information to take the first step in developing an effective and engaging marketing strategy. From here, you can use supporters’ preferences to create smart donor segments, which we’ll discuss more in the next section. 
2. Create smart donor segments.
The best way to develop relationships with your donors is by paying personalized attention to each one of them. But, it’s not feasible to send individualized emails to each supporter every time you want to contact them. That would take far too much time. That’s why nonprofits create smart donor segments to reach out to supporters in a more efficient way. 
Donor segments allow your organization to tailor outreach to address groups of supporters who share common characteristics. 
To get a better grasp of this concept, let’s walk through some of the segments that your organization may consider creating: 

Giving levels. Consider how much and how frequently your donors give to your organization then create segments based on this data. After all, you wouldn’t communicate with your low-level donors in the same way you would with your mid-level supporters. Your mid-level donors have greater potential to become major donors, so your messages should lead them toward this goal. Meanwhile, if you sent those messages to a low-level audience, the difference in giving will be too great of a leap, which might steer them away.

Major and prospective donors. Use your prospect research and wealth screening tools to identify your major donors or major prospects. These individuals should be held in high regard and stewarded accordingly. Consider giving them their own segment in your donor database. 

Engagement level. If you have donors with high engagement levels, it’s important to note that in your donor database. This means you’ll have a group of accountable individuals that you can reach out to for volunteering, contributions during tough times, and so on. You can also reach out to prevent a supporter from lapsing altogether if someone from this group suddenly drops in their engagement rate. 

Once you’ve identified and created meaningful donor segments for your organization’s outreach, you can craft the most effective message possible tailored to each group of supporters. You’ll know that the message will be relevant to every person in that group, but you won’t need to spend time crafting individual messages. 
3. Track nonprofit communications.
One of the purposes of your nonprofit donor data is to guide your organization’s marketing strategy. According to this guide, your organization should consider the channels that will interest your audience. Then, use a variety of those channels in your outreach strategy.
By collecting more data and tracking communications with supporters, you’ll add more data for your nonprofit’s donor profiles. Using this data, you can craft more marketing segments that can be used to hyper-personalize outreach and get the most use out of your strategies.
Consider the following personalization strategies that you can use to reach your supporters: 

Use individuals’ preferred names in direct messages. Using names assures supporters that they’re not just receiving mass communications. Specifically, you should use their preferred names, to further develop your relationships.  

Use the preferred method of communication with supporters. Send a simple survey to ask supporters their preferred method of communication. Then, make sure you honor their preferences. For those who don’t respond to the survey, you can use data in their donor profile to make inferences about their preferred channel. 

Send personalized invitations for things they’re interested in. Take note of your supporter’s interests. In another survey (or the same one) ask supporters about their interests, such as their preferred events, programs, and volunteer opportunities. Once you know what their interests are, you can send personalized invitations for those activities that interest them.

Your nonprofit will need a place to store information and data to make all this possible, which leads us back to the importance of your CRM system. 
Within your CRM system, you should track your marketing campaigns to see how successful they are with your intended audience. From here, you can analyze the success rates and make adjustments to your marketing strategy where necessary. 
For instance, keep an eye on metrics such as: 

Email open rate. This shows how initially appealing your emails are. If it’s low, you may consider adjusting your subject line or further diversifying your content. 

Bounce rate. If people are bouncing from your emails or your website, you’re probably not meeting their expectations in terms of content. Consider what it is they want and expect from the marketing materials. Then, deliver that material. 

Click-through rates. High click-through rates for emails, social media, and other marketing sources indicates that your message successfully drives supporters to your targeted action. 

These metrics are key to understanding the effectiveness of your marketing strategy. If it’s not going well, you may need to go back to the drawing board with donor data. Ask yourself: what isn’t meeting expectations or where are interests misaligned? 
4. Craft and track campaign data. 
One of the functions of your donor database is to track your fundraising campaigns as a whole. When you have a software system that’s interconnected with your donor data, your fundraising tools, and marketing solutions, you can track all campaign information in a single location. 
Using your CRM to track and analyze campaigns helps measure the impact of campaign elements. Then, you can make necessary adjustments to your marketing strategy.
Campaign data is, essentially, the composite donor data that you collect. For instance, consider the following campaign data: 

Total money raised. When you set up your fundraising campaign, you created a primary goal that you want to reach. We recommend that you also set benchmarks and checkpoints along the way as well to make sure you’re on track. If you’re not on course to hit the goal, take a look at your marketing strategy. Is your message reaching the right audience? Are they paying attention?

Donation page abandonment rates. With the right technology, you can track your website’s visitation rates. If you find that potential supporters navigate to your donation page but leave without giving, you may need to optimize that page. Try streamlining the donation process by requiring supporters to fill out fewer fields on the donation page itself.

Giving platforms used. If you’re employing a multichannel fundraising campaign, you’ll have multiple places to track incoming donations. You may have gifts from your donation page, direct mail, a peer-to-peer fundraiser, or social media fundraising platforms. Use your data to maximize your most effective platform and improve the other ones.

Analyze campaign information within your database to visualize fundraising campaign trends and make adjustments.
These trends can lead you to make smart decisions that will improve your fundraising efforts. However, you need to have the right software in your toolbox. re:Charity’s list of the top fundraising software for nonprofits can guide your organization in the right direction to choose solutions that will make this analysis possible. 
Wrap up
Effective donor management is essential to help nonprofits like yours collect data, enhance fundraising, and better build relationships with supporters. Be sure you have a software system that empowers your nonprofit. It should help you conduct research, collect data, store information, analyze trends, and take appropriate actions. Good luck! 
The post Nonprofit Donor Management: 4 Essential Tips for Success appeared first on Campaign Monitor.

If you follow @Pardot on Twitter and happened to check your timeline between Dec. 8 and Dec. 11, you probably saw us tweeting excitedly about the ongoing events at ParDreamin’ 2020. This was one of the biggest Pardot-related virtual events ever, and it was great to get the Pardot community together to network, share tips and best practices, and get extra training on Pardot and Salesforce. 
The four days of ParDreamin’ 2020 were packed with informative sessions and keynotes. If you registered to attend ParDreamin’ 2020, all sessions will be streamable in the platform for 30 days. If you didn’t register, no worries. All sessions will become available for public streaming in early 2021. To be notified when the videos are public, you can join the email list on the ParDreamin’ 2020 website.
For now, let’s take a brief look back at all four days of ParDreamin’ 2020.
The Lead-Up: #MarketingChats
To generate engagement within the Pardot community and spread the word about ParDreamin’ 2020, we teamed up with our friends at Marketing Cloud to host a #MarketingChats Twitter event on December 3rd.

Welcome back to our third #MarketingChats!
First things first…
What are your new year’s resolutions?
Let us know with emojis only.
Ready Set Go pic.twitter.com/wVIzYOMXAF
— Marketing Cloud (@marketingcloud) December 3, 2020

Responding to a series of fun questions posed by @MarketingCloud, we wove ParDreamin’ 2020 into the discussion. The entire event ended with a final tweet tagging @ParDreamin and featuring the #WheresParDragon hashtag.

That’s all for today!
Thank you for participating! We had so much fun chatting with you and @Pardot.
Bonus question: #WheresParDragon? @ParDreamin pic.twitter.com/SxIHbPUVoh
— Marketing Cloud (@marketingcloud) December 3, 2020

If you participated in #MarketingChats, we hope you enjoyed the conversation — and that it may have inspired you to join us at ParDreamin’ 2020!
Dec. 8: Day One
ParDreamin’ 2020 started with a set of exciting and intensive workshops, including:

Bootcamp: Pardot Basics with Erin Duncan

Campaigns & ROI Reporting with Allie Capitelli

Essentials of Salesforce Reports & Dashboards with Mike Morris

Pardot Developer: API & Advanced Troubleshooting with Adam Erstelle

Scoring & Grading Workshop with Heather Rinke

Our thanks go out to all attendees — we hope you learned a lot and had fun with these workshops!
Dec. 9: Day Two
The second day of ParDreamin’ 2020 opened with Marketers Leading Through Change, an inspirational and insightful keynote presentation hosted by Mike Kostow, SVP and GM of Pardot. Mike was joined by Carrie Pena from BuildOn and Gail Moody-Byrd from Noodle.ai for a moving discussion about how companies can successfully overcome crisis situations and create innovative solutions to new problems. Throughout the pandemic, BuildOn and Noodle.ai have both used Pardot to share information with customers, build connections between internal teams, and solve problems in a changing business landscape.
This keynote was followed by a series of morning sessions, including:

Benchmark Your Pardot Database Health with Matt Lincoln

Deliverability vs. Mailability – Nightclub Guide for Pardot Marketers with Lucy Mazalon

Pardot & EDA: Solutioning for Higher Ed with Michelle Littlefield

Leads in Salesforce: And Why You May Be Doing It Wrong with Erick Mahle

More Than Martech: Wall-to-Wall Automation with Sara McNamara, David Kreitter, and Mike Creuzer

Syncing Salesforce Custom Objects with Pardot with Dan Umbro

In the afternoon, we held the Marketing’s Role in Digital Transformation Panel, and then settled in for these sessions:

11 Key Insights About the New Pardot Email Builder with Jen Kazin

Getting Sophisticated with Scoring with Jessica Hope

Cool Handlebar Merge Language (HML) Tricks with Bill Fetter

Full Funnel Marketing with Auseh Britt

Passing Drivers Ed: How to Avoid a Crash as a First Time Pardot Admin with Marcos Duran

Dec. 10: Day Three
ParDreamin’ 2020’s third day opened with a Product Roadmap Keynote hosted by Kyle Skibbe and Prasanna Vijayakumar. If you’re the type of person who’s always wondering what’s next for Pardot, this one was for you! We’re so excited about the future of Pardot, and it was a big thrill to share our plans with the community.
You already know what came after the keynote — the morning sessions! Here’s what was on offer that morning:

How to Show Marketing’s Influence on Pipeline with Salesforce Campaigns with Ben Lamothe

No Ninjas, Unicorns or Rockstars: Real Career Options for Pardot Marketers with Holly Gage

Pushing the Boundaries of Marketing Measurability Towards True MROI with Jaime López

From Marketing to Support, Take Your Customers on a Journey Down the Appinium River with Steven Jacobson

Inside Out: 5 Personas of Email Marketing with Chris Zullo and Karmel James

The Recipe for Successful Lead Management with Jay Vira

After a well-deserved lunch break, we returned for the Enterprise Panel hosted by Luke Wotten, Rebecca White, and Lindzee Barrera. Then it was time for the afternoon sessions:

Always Be Testing: How Nonprofits Can Use Pardot to Increase Impact with Kirsten Kippen and Sheridan Marfil

Designing Pardot and Salesforce Solutions That Track ROI Off All Your Online Channels with Kristina Alexandra

Supercharge Pardot Insights with Datorama with Ryan Deshazer

The Hand-off Between Marketing & Sales Powered by Process, Salesforce & Pardot with Jennifer Schneider

Level Up Challenge: The One With Landing Pages! with Marcos Duran

Not Just for Customers: Use Pardot to Revolutionize New Hire Onboarding with Kate Lessard and Heidi Hodges

Dec. 11: Day Four
We may have saved the best for last — the final day of ParDreamin’ 2020 featured some of the most exciting sessions of all. Day four opened with a Demo Jam hosted by Celine Newsome and Mike Creuzer, showcasing products from sponsors of ParDreamin’ 2020. After that, we dove into a morning of exciting sessions, including:

Bad Data is the Plastic of the Marketing Ecosystem – How Much Should We Pay to Clean It Up? with Skip Fidura

Pardot Automation Rules to the Rescue with Thimuth Amarakoon

Building Custom Integrations with Pardot with Lauren Drugan and Mike Creuzer

GDPR, CASL, CAN-SPAM, Oh My! with Chloe Wilde

The Ugly Duckling – How 2020 Showed the Importance of Agile Ops Team in Traditional B2B Enterprise with Adele Heikkilä and Jaime Lopez

Snippets – Connected Campaigns Power Tool with Marianne Fields

The afternoon brought with it one of the most spectacular ParDreamin’ 2020 events: Transform ABM with the Power of the Platform hosted by Neha Shah and Meredith Brown, plus a fireside chat with Pardot co-founder Adam Blitzer and Mike Kostow, Pardot SVP and GM. It was incredible to hear Adam’s thoughts on the future of digital transformation — and Pardot’s place in it!
After the fireside chat, it was time for the final sessions of ParDreamin’ 2020:

Content That Converts with Ashley Anger

Deliver Richer Personalization Leveraging Pardot and Interaction Studio with Michael Roberts and Grace Izard

Pardot Sync Errors – Diagnosing, Solving, and Preventing Them with Lara Black

Bet You Didn’t Think You Could Put That in an Email! with Jacob Filipp

Dynamic Content: Personalization Taken to a New Level with Stephen Stouffer

The Future of Marketing is Conversational: Using Pardot + Conversational Marketing to Engage with Buyers in Real Time with Sean Whiteley

If you joined us at ParDreamin’ 2020, we hope you had just as much fun connecting with the Pardot community as we did! And if you missed it, there are still lots of virtual Pardot-related events on the horizon — stay tuned. 
We were proud to work with BuildOn at ParDreamin’ 2020 to raise funds toward building a school for a community in need. To give to BuildOn and help us reach this goal, please visit BuildOn’s donation page.

According to the National Retail Federation, eCommerce accounted for 20.9% of total holiday sales in 2019, and that number seems to increase every year. As a result, you have the opportunity to position your online shop in front of a huge base of consumers who are actively browsing the web with intent to purchase goods.

The smartest marketers prepare for website traffic increases not only by prepping their website for higher-than-normal traffic and optimizing it for mobile devices, but also by giving their website design a dose of holiday cheer.
It all starts with the homepage: The first page many people will see when they come to your website.
Holiday Homepage Designs to Get You in the Spirit
How have other companies redesigned their homepages for the holidays? Let’s take a look.
Note: Businesses change their homepages on a regular basis. The examples below may not be current.
1. Free People

When your business has a loud personality like American bohemian retail company Free People does, making a big first impression on your homepage can be a great thing. Free People’s redesign is all-encompassing, starting with a large banner promising free express shipping, which appeals to any buyers concerned about delivery times when doing their last-minute shopping.
Underneath the main banner are four navigational calls-to-action emphasizing gifts and festive products. This directs holiday shoppers to the pages of their site they’ll find most useful.

2. PayPal

Who ever said online money transfer websites can’t have fun at the holidays? After all, sometimes the best gift is a little more padding in your bank account, and PayPal acknowledges this with the slogan: “Making Spirits Brighter: Spend, send and see the savings for extra joy all season long when you use PayPal.”
This holiday design from PayPal works because it still looks like PayPal — just a little more festive. It’s still easy to navigate but adds seasonal flair with a clever spin on a lyric from “Jingle Bells” as its holiday slogan. The whitespace encourages visitors to focus on the happy models in the image, putting human faces to an industry that’s businesslike and technical.

3. Sephora

Like PayPal, Sephora didn’t make many changes to the overall look and feel of its website. What it did do was feature a holiday edition of its highest-rated products and editors’ picks, specially curated for different gift recipients, price ranges, categories, and so on.
By putting editors’ picks front and center, Sephora is reminding customers how much the company values customers’ success. Plus, we love the gold background color — it’s a cute, festive way to make the homepage cheery and bright.

4. Baudville

While seasonal website redesign is often dominated by B2C companies, a few B2B businesses have been known to dress up websites a bit too. Baudville, an employee recognition solution, is one.
While some web designers like to add a ton of new elements to their holiday designs, Baudville’s design below shows you don’t have to. Something as simple as adding a holiday gift shop slide to your homepage photo banner can be enough to warmly welcome users to your site during this time of year.

5. La Colombe

La Colombe’s holiday homepage design features soft, warm hues and with festive red accents. Visitors are greeted with an image of La Colombe coffee products in boxes, a call-out to the idea that many shoppers are sending gifts through the mail. The slogan “Give the Gift of Coffee” is a great example of a business staying true-to-brand with an added holiday touch.

6. L.L. Bean

For a U.S. outdoor retail company like L.L. Bean, the holidays mean winter… which means cold. (For most of us, unfortunately.)
This design keeps the holidays out of the seasonal redesign completely: The featured photo on the homepage is a model wearing apparel in front of pine trees covered in show, which is in keeping with the brand’s outdoorsy theme.
L.L. Bean shares a list of holiday gift ideas featuring some of its most popular and beloved products. The seasonal homepage slogan — “Gifts That Last Beyond the Present” — reminds visitors of L.L. Bean’s amazing satisfaction guarantee.
If you’re more attracted to a winter-themed seasonal redesign, consider using winter-themed stock photos for your homepage. You might also consider cooling down the color scheme of your whole site for the holiday season. This means using cooler tones like blues, purples, and greens to give it a more “wintry” feel.

7. The Container Store

The Container Store’s homepage design below is a fantastic move for the holidays because it is chock-full of goodies for visitors. Every module on this homepage has something helpful to offer customers — stocking stuffers, gift ideas, luggage for holiday travel, party favors, and DIY projects.
The various CTAs on the homepage are clear and tell visitors everything they need to know about what’s on the rest of the site. The geometric shapes organize all of the content cleanly, so despite the fact that the homepage has several different offers on it, it’s not cluttered.

8. Base Butter

Instead of tapping into the greens, reds, and golds that you’d typically expect on a holiday homepage, Base Butter keeps to their cool color palette and foregoes the pine trees, ornaments, and other holiday imagery. Instead, they use a minimalistic image of their product being gifted from one person to another with the headline “Gift a Glow.” This is significant because it’s emphasizing the act of giving.
Notice also that it’s “Gift a Glow” rather than “Gift Skin Care Products.” They are selling the outcome rather than their product, enhancing the idea of giving a gift that truly matters.

9. J. Crew

This J. Crew holiday homepage design goes above and beyond expectations for a clothing store. The whitespace on the page is simple and lets the clothing and accessories stand out to prospective shoppers while keeping the website true to brand.
Its homepage advertises “Present-Topia,” a Gift Guide that breaks down J. Crew products by age, gender, and price for ease of shopping. The black callout box advertises a sale it’s running that includes seasonal clothing. J. Crew also published curated looks that visitors can browse or directly shop from to make the shopping experience easier and more visual. This homepage redesign prioritizes the user experience while still keeping the site beautiful and on-brand.

10. Lume

Like the rest of Lume’s advertising, they take a humorous spin with their homepage.
As a natural deodorant company, Lume flips expectations of “Your Days Will Be Merry and Bright” in their hilarious and witty copy, which instead says “Your Days Will Smell Merry & Bright.” This falls in line with the tone of their brand, pushing the benefits of their product with entertaining jokes.
Paired with the copy is attractive imagery of their products along with a snowy pine tree spread and ornaments in the background.

11. Fitbit

The dark background of this Fitbits homepage design lets the festive gold color scheme and the products shine. The photography styling positions Fitbits as a gift similar to jewelry in beautiful boxes, rather than a piece of sporting equipment, to make Fitbit products appeal to a wider variety of shoppers and not just athletes.

The primary CTA — “Shop The Gift Guide” — serves to lead visitors through all of the products with descriptions that suggest who they might purchase it for, making it easy for shoppers to imagine their family and friends using the product.
Fitbit included a neat feature where visitors can hint to someone that they themselves want to get a Fitbit as a gift.

12. Peloton

Peloton doesn’t change much by way of copy, choosing instead to highlight membership information and their most important CTAs. However, here they do include several videos in their full-page slider that are quite festive. Happy Peloton users exercise in front of decorated Christmas trees, in cozy living rooms, or in front of snowy windows. The focus stays on the bike and its benefits, but the setting is one of holiday cheer.

13. HP

Instead of the traditional holiday homepage layout presenting products as potential gifts, this HP design kept the page minimally decorated with only their featured video, “Reinvent Giving,” above the fold. 

The touching video features a brother using HP technology to come up with the perfect gift for his brother, who is hearing impaired — a guitar set that displays flashing lights when played so his brother can see himself playing music, even if he can’t hear it.

HP – BROTHERS REINVENT GIVING from 151 Awards on Vimeo.
Emotion in advertising is effective, especially around the holiday season — everyone has a friend or family member they want to find the perfect gift for. We can’t guarantee that HP’s holiday homepage video won’t make you cry, but we can say that it’s a unique and heartfelt spin on traditional holiday marketing.
14. Madewell

The image and header on Madewell’s design are very much in line with the company’s typical branding: a model wearing a gorgeous dress in front of a neutral background, accompanied by a holiday spin on their name in festive, embellished font.
This is both attractive to first-time visitors who are greeted with simple imagery and user experience as well as returning users who expect a design like this but still appreciate the added holiday touches. The #giftwell hashtag prompts visitors to start a conversation about their shopping experiences on social media, which fosters a sense of brand loyalty.

15. Pholk

Pholk also uses the word “glow” on their homepage, pairing this benefit-driven copy with a seasonal touch: “Tis’ the Season to Glow.” However, their focus is on treating yourself, which is a refreshing angle when other websites are hoping to attract shoppers that are getting gifts for others.
What makes this holiday homepage especially attractive is the typographic style paired with a soft, cool pine background image. Of course, it wouldn’t be complete without an image of a bag of their products advertised on the opposite side of the text.

16. Pillow Cube

Pillow Cube is… pretty much what it sounds like: A cube-shaped pillow designed for side-sleepers. On their homepage, they use imagery to bring up an important question: What if Santa was a side-sleeper?
The copy then calls the website visitor to consider buying a Pillow Cube for the side-sleeper in their life: “Support the side-sleeper who makes your dreams come true.” Support being a sneaky way to talk about the product’s big advantages.In addition, the big heading “Merry Cubemas!” is just adorable.

As you plan your own marketing strategy and website design for the holidays, be sure to plan and prepare your site for higher-than-normal traffic. The last thing you want is for your site to go down during a time when you hope to be doing great business.
Editor’s Note: This post was originally published in November 2015 and has been updated for freshness, accuracy, and comprehensiveness.

Ask any marketer who’s responsible for copywriting about their writing process, and you’ll quickly find out that there’s no specific process to follow.
Additionally, copywriting varies depending on your audience, purpose, and format — copywriting for an Instagram post, for instance, is entirely different than copywriting for a press release.
At HubSpot, we know the struggle. Copywriting demands creativity, inspiration, and hard work — and it can be difficult to find all three, day-in and day-out.
To help with writer’s block, we’ve put together 10 copywriting templates you might use for any of your marketing efforts, including blogging, social media, email marketing, and even internal memos.
Let’s dive in.

10 Copywriting Templates to Use in Marketing
1. Email Marketing
First, you’ll need to determine what type of email you’re writing to ensure you’re speaking to the right audience. Coordinate with your team to see if this is a one-off marketing email like a monthly newsletter, or if you’re being asked to write for a series of emails, like a nurture campaign.
As you’re drafting your copy, consider how your email will encourage the reader to take a desired action, like clicking a link to purchase or scheduling a call with a sales rep to learn more about your services.
If you’re not aiming for the reader to take a specific action and instead just want to send a general update, like a company announcement, you’ll want the copy to easily and clearly communicate the core of your message to your reader.
Here’s an example of a template you might use to welcome new subscribers to your newsletter:
Hi [First Name],
Thank you for signing up for [include what someone just signed up for like a blog subscription, newsletter subscription, company services, etc.]
At [Company Name] we’re working to [list a few of your company’s core goals, or include your mission statement]. We highly encourage you to check out [suggest a few recommendations so the reader can continue learning more about your company].
If you ever have any questions please feel free to contact us at [Contact information].
Thank you,
[Company Name, or individual sender’s name]

Featured Resource: 15 Email Templates for Marketing and Sales

We’ve considered the types of emails marketers and salespeople are likely to send on a repeat basis, and crafted templates that can help eliminate that time.
Download these templates
2. Blogging
Blogs give copywriters a chance to dive deeper into topics in a way that isn’t captured through emails, ads, or social media posts. There are so many different types of blogs you might write, so be sure to develop your blog strategy to keep a close pulse on what types of blog posts and clusters perform best for your business.
Since blogs tend to be longer than other types of copy, you want to make sure you’re keeping your audience engaged. Consider what your reader is reading your post for and center your post on answering the topic-related questions readers are most likely to ask.
This blog post template is an example of a product or service review.
Title
Introduction
[Introduce the product/service that you’re reviewing and relevant background information about the company the product/service is from. Clearly state what the reader will gain from reading the post.]
Subheading
[Write a brief using keywords. Use headings throughout the post to break up the key sections your post]
Body
[A few paragraphs will cover the bulk of the review here. If there are multiple features to the product/service section them separately as you review. Be detailed and answer as many questions you think your audience may have about the product or service]

How much did it cost?

How is the functionality?

How was the customer service?

Are you recommending the product/service?
Who would benefit from using the product/service?

Conclusion
[Wrap up your post with final thoughts and a CTA if you want readers to check out the product/service.]

Featured Resource: 6 Free Blog Post Templates

We’ve put together six essential blog post templates every marketer needs — from how-to posts to listicles.

Download these templates
3. Social Media
Writing copy for social media depends on the social platform. If you’re writing copy for Twitter, you have a strict character count, so the copy has to be brief but still appealing enough to get the attention of someone scrolling.
Similar to Twitter, Instagram is known for catchy captions. Character count isn’t as much of a concern on Instagram. However, since the social media powerhouse is visually oriented, you’ll want to write a caption that echoes the image or video in a post.
Overall, the primary goal when copywriting for social media is to thoroughly understand the different use cases of the social media platform for which you’re writing. Here’s an example of an outreach template you could use for another major social media platform, LinkedIn.
Hi [First Name], I just finished [reading/watching your post, reading/watching a post you shared, reading a comment you left on a post, etc.] I found it interesting that [include a few brief key points you found interesting, or anything that you feel showcases some common ground]. I also noticed that we share a few mutual connections like [list mutual connections].
Let’s connect and keep sharing great content with each other!
Featured Resource: Social Media Templates

Download these templates
4. Website Copy
Copywriting for websites is about staying true to the business’ overall brand, while making it easy for users to navigate the site. The copy that makes it to a site plays a huge role in setting the tone for a brand’s voice. When writing website copy, then, it’s critical you collaborate with key decision-makers for feedback to ensure your copy is on brand.
There’s so many different components of a website, so start with clarifying what type of page you’re writing for on the site. This may include, but is not limited to, the following:

Home page
About Us page
Contact page
Product or Service category page(s)
FAQ page
Blog page

Let’s take a look at one of the most necessary pages to include on your site, the About Us page:
[Company name] was founded in [Year] by [Founder’s name]. When [Founder’s name] began building [Company name] [he/she/they was/were] determined to [help ,build, create] a company that offers [include the solution that the company problem solves for].
[Include as much or as little about the founders of your company. Sharing personable stories about how your company was founded is a great way to connect with readers and provide more insight into the people behind your brand.]
[Company name] helps people with [identified pain points of your buyer persona(s)]. To give our customers the best

we focus on [value proposition #1], [value proposition #2], and [value proposition #3].
[Company name] takes pride in working with people like you to provide quality and exceptional customer service. We look forward to having you as a valued customer.
[Closing Signature]

Featured Resource: About Us Pages Guide + Lookbook

Get inspired by these awesome ‘About Us’ page examples and learn how to make yours great, too.

Download these templates
5. Ebooks
Ebooks are one of the most common types of content copywriters can create. Since ebooks are meant to contain extensive information, it’s best to take the drafting process one section at a time.
Here’s an example of a general ebook template.
Cover/Title Page
[In addition to including the title of your ebook, you’ll also include your cover image. If this is a company resource also add your company’s logo. If it’s a resource coming directly from an individual contributor, include the author’s name.]
Table of Contents
[The table of contents should clearly include a list of all the chapters or sections in the ebook, with the corresponding page numbers.]
Introduction [Introduce the ebook topic with relevant background information and clearly state what the reader will gain from reading the ebook.]
Chapter/Section Pages
[This is the best part of your ebook because it’s where the core of your information will be for your readers. Break the writing into digestible paragraphs for better readability, and include relevant images to help break up the copy and fill excessive white space.]
Conclusion Page
[This is the closing of your ebook. The goal of your conclusion should emphasize what the reader has gained, and any actionable steps they can use to put their new knowledge to good use.]
Optional pages to include:
About the Author page
[This page helps readers learn more about the author. The background information can vary depending on the author’s level of comfortability, but overall the tone should be personable. This is also an opportunity to speak to the author’s credibility of the ebook topic.]
Interactive pages
[Interactive pages can help keep your readers engaged. These pages may include: quizzes, worksheets, checklists etc. Including an interactive page in each chapter or section can help your reader feel they’re actively learning as they read.]
Resources page
[You’ve most likely referenced tons of sources to help you get the final version of your ebook. Include the most important resources on this page for readers that may want to do further exploration on their own.]

Featured Resource: Ebook Templates

Let us take care of the design for you. We’ve created six free ebook design templates — available for PowerPoint, Google Slides, and InDesign — for a total of 18 templates.

Download these templates
6. Crisis Communications
If you’ve been tasked with writing for a crisis, you’ll need to be especially attentive since this type of content is usually addressing serious or sensitive matters.
Developing clear messaging for crisis communications requires a special level of detail. You’ll want to convey an empathetic tone that appropriately addresses the crisis. It’s a good idea to collaborate with team members to ensure the overall message is properly aligned with your company’s brand.
You may end up creating several pieces of content for a crisis including blog posts, social media posts, emails, an announcement from the CEO, a newsletter, etc. The following template is an overview of what to address:
An overview of the crisis
[Clearly identify the crisis and share detailed background information on what has occurred. If you’re addressing something that includes individuals use discretion. Check with your company’s legal team to ensure all documents are following proper protocol.]
Plan of action and timeline
[Create a plan that includes a timeline of how the events have developed and how your team will be addressing the issue/s at hand. Consider the types of questions media outlets could ask and write prepared statements the company, leadership, and general team members can use to respond.]
Contact information
[Share the best contact information people can use to learn more about what’s happening and ask any additional questions. This could be your company’s PR team or agency or an internal customer service or support team.]

Featured Resource: Crisis Management and Communication Kit

The templates in this crisis communication kit will help your crisis management team prepare for how to handle a crisis and respond to the media during the difficult time. Having clear lanes gives your team to operate effectively during times of crisis.

Download these templates
7. Customer Communications
Customer service is an essential part of any business. Writing to better understand and better communicate with your customers is necessary to foster stronger connections. One of the best ways to better understand your customers is by creating buyer personas. Buyer personas are semi-fictional representations of your ideal customers based on data and research.
Use this template outline to begin developing your buyer personas.
Background
[Create a background for your persona that best exemplifies the types of customers you have. This can include their job title, career path, and family life.]
Demographics
[Include age, gender, salary range, location, and anything else that best represents your customer persona.]
Identifiers
[Identifiers can include your personas general demeanor or communication preferences. This type of information is vital because it helps businesses build a more curated approach for their customers.]

Featured Resource: 17 Templates to Help You Put the Customer First

To help you foster better relationships with delighted customers, we put together this collection of templates — buyer persona templates, email templates, and survey templates — that put the customer first.

Download these templates
8. Case Studies
Potential customers often turn to case studies when they’re researching a product or service they’re interested in buying. Case studies provide evidence as to how a product or service has helped customers by identifying a pain point and providing a solution. They’re a great resource for copywriters to show off their interview skills and boast strong statistics.
The key components of a case study are listed in the following template:
Executive Summary
[Provide a mini headline to grab your reader’s attention. Then, underneath this headline, write 2–4 sentences (under 50 words) summarizing the whole story, making sure to include the most relevant points of the case study.]
About the Client
[Share a brief description of the company you’re featuring in the case study. This should include the name of the company, when the company was founded, what the company does, and any other relevant information you think would be helpful for readers.]
The Challenges
[Write 2–3 short paragraphs describing the pain points your client was experiencing before they bought from you, the challenges this presented and/ the goals that were trying to be achieved.]
The Solution
[Write 2–3 short paragraphs describing how your company worked with your customer to find a solution to their challenges and implement a winning strategy. Use this space to describe how they are now using your product or service to solve their challenges from the previous section.]
Results
[Write a 2–3 paragraph conclusion to prove that your product/service impacted the customer’s business and helped them to achieve their goals, especially if they’ve been able to quantify or speak to the ROI of their investment.]
Call-to-Action
[Use your CTA to lead your prospect to a landing page or a contact form. This will give you more information on who’s reading your case study and who’s interested in your company.]

Featured Resource: Case Study Template

Need help getting your first case study off the ground? Look no further. We’ve put together a comprehensive guide, complete with templates, designed to make the process a whole lot easier.

Download this template
9. Call-to-Action
A call-to-action (CTA) is an image or line of text that’s included in different types of content to encourage leads and/or customers to take action. In short, you want someone to click your CTA to carry out a desired action.
Add CTAs to blogs, emails, ebooks, and anywhere else you want a lead to complete a certain action to push them to the next stage of the buyer’s journey.

Featured Resource: CTA Templates

These resources will empower you to create an impressive call-to-action strategy by helping you understand how CTAs work across different use cases, while also providing you with the means to create them for your own website.

Download these templates
10. Memos
A memorandum, or memo, is used to address internal communications within an organization. Think about the type of message you’re aiming to communicate. If you’re sharing minutes from a meeting, or detailing new policies and procedures, or communicating anything that people may need to refer back to in the future, a memo is likely a good idea.
Memos tend to be longer and more formal than emails (although you may attach a memo to an announcement email) and may be formatted according to your company’s style guidelines.
Use this general memo template to get started.
Memo: [Memo Title]
Date: [Date of sending]
Memo To: [Individual(s), Department(s), or Organization(s) the memo is being sent to]
From: [Your Name, or the Name of the Department on whose behalf the memo is being sent]
Subject: [Enter a brief, 5-10 word subject line to describe the purpose’s memo]
Introduction
Provide an executive summary of this memo in one-two paragraphs, highlighting the change that is happening, when it is effective, and what the key takeaways are for the memo recipient.
Background
Explain the background for this organizational change in one-two paragraphs. Some questions to answer in this section might be:

Why was this idea pursued in the first place?

What data, research, or background information informed this decision?

What are the intended results of this organizational change?

Overview and Timeline
Describe the organizational change in clear, direct language. Specify the following:

What will be changing.

Who will be responsible for driving the change.

When the changes will go into effect.

Closing
Close things out with a final note on:

Why employees should feel excited and motivated about this change.
Where and when employees should submit questions, comments, and/or concerns.

Featured Resource: 4 Free Memo Templates

We’ve drafted up four free memo templates for general, organizational, financial, and problem-solving updates. We’ve also included a best practices checklist for you to review before sending your memo out.

Download these templates
Adding these templates to your marketing arsenal can help you save time during your drafting process. Copywriters are shifting gears from blogs to case studies to emails all the time.
If you’re responsible for writing amazing copy for different types of content on a regular basis, using templates is a great way to get your creative juices flowing.

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Some argue that in the world of marketing, ebooks are dead. Others say they are not. But the fact is that ebooks — when written, designed, and marketed properly — can generate thousands upon thousands of contact submissions for your business. Whether you’re just getting started with ebook creation as a marketing tool, or you’re reconsidering the role of ebooks in your existing content strategy, you’re likely asking yourself an important question: What is the best ebook format for the ebooks in my marketing library?It’s important to note that this question can be answered in two different ways:

What is the best ebook format for content creation?
What is the best ebook format for content consumption?

Here, we’ll cover best practices for both of these topics — and explain how HubSpot’s Ebook Templates can help you achieve your marketing team’s lead generation goals.
Featured Resource: 18 Free Ebook Formatting & Creation Templates
Download Free Ebook Templates
Need help formatting your ebooks? Our collection of 18 free ebook templates will help you create and format your ebook content for an incredible reader experience in Microsoft PowerPoint, Adobe InDesign, and Google Slides so that you can format your ebooks in the way that best suits your marketing team and your content readers.
The 3 Best Ebook Formats for Content Creation
1. Adobe InDesign

Adobe’s advanced design software gives content creators a myriad of options for creating and formatting their ebooks.
These advanced features do come at a price, but experienced marketing designers rely on Adobe InDesign because of those features.Click Here to Download 6 Adobe InDesign Ebook Templates.
Pros:
Adobe is known for being feature-rich. As a result, you can expect your ebooks to look their best when made with InDesign, as you’ll be able to create and incorporate original design elements right in your document.
Cons:
For an inexperienced designer or for the marketer who just needs to get a serviceable offer released, the bells and whistles that InDesign offers might not be necessary. InDesign’s interface and usability aren’t the most straightforward, and could require you to put in more effort than is needed for your final deliverable.
2. Google Slides

Google Slides is a simpler tool for making an ebook when compared to InDesign, and the fact that documents live online mean you can collaborate in real-time with your team members to make a fantastic deliverable. Oh — and it’s free, which is helpful if you have a limited marketing budget. Click Here to Download 6 Google Slides Ebook Templates.
Pros:
Google Slides is a great tool for marketers who need to make a good ebook quickly — especially if you’re working alongside team members and are sourcing feedback from them. The interface of Slides is arguably more straightforward than InDesign’s, meaning you can move and edit creative elements faster if you’re new to both tools.
Cons:
Because Google Slides is primarily a presentation tool rather than an ebook creation tool, you may miss out on some necessary features that would help make your ebooks the quality they need to be in order to warrant your leads’ attention.
Conversely, you might need to make design elements elsewhere, such as an Adobe software or Canva, and later import these creative elements into your Slides deck. This could create an inconsistent creation experience if you need to track down design elements after you’ve created them.
3. Microsoft PowerPoint

A slightly more advanced option than Google Slides — but not quite as advanced as Adobe software — PowerPoint is another presentation-making platform that can be used to design an ebook.
Pros:
PowerPoint has some features that Google Slides does not, such as better effects for designing. PowerPoint is also an offline software, meaning you can build your ebooks without wifi.
Cons:
PowerPoint is a paid software, as opposed to a free tool available in G Suite. You’ll also be in asynchronous communication with your team if you’re collaborating with them on edits and additions. Lastly, while it has better creative features than Slides, it doesn’t come close to the advanced features of InDesign.
Click Here to Download 6 Microsoft PowerPoint Ebook Templates.
The 2 Best Ebook Formats for Consumption
1. Interactive PDF
The best ebook format for ebook consumption is an interactive Portable Document Format, or PDF. PDFs are the go-to option for content marketing ebooks for many reasons — among them the consistency of their design and readability on different devices.We at HubSpot use PDFs for our ebooks because we can embed links to relevant pages and sources in them, can upload them right into our content library and File Manager, and trust that the design will appear as intended if our leads open the ebook in Chrome, Safari, Preview, on their phones, or on a desktop.
The interactive nature also means if we include an open text box for readers to complete an activity in the book (like in our Content Marketing Workbook), readers can complete the activity in whatever application they’re consuming the content.
2. EPUB

EPUB, short for electronic publication and saved with an .epub file extension, is another way for you to save your ebooks. EPUBs rose in popularity after becoming a prominent ebook format for e-readers, but given its accessibility on Apple macOS and iOS products via Apple Books, the format is also a viable — though somewhat limiting — option for content marketing ebooks.
One unique feature of the .epub file format is its scrollability. To mimic the reading of an actual book, readers can view one page at a time and must scroll or swipe horizontally, as opposed to vertical scrolling with PDFs, which gives your readers the feeling of reading a book as opposed to interacting with website content. However, this also means readers might have to do more work to navigate the content and find the information they are looking for. Additionally, video and audio files can be embedded in the .epub format, unlike PDFs, which means your readers can consume more interactive content without leaving the ebook.
If you’re tired of the PDF option and want to spruce up your content format, you can save your InDesign ebooks as an .epub file – just be prepared for some readers being unable to read your content, which is something you likely don’t want to be the case.
Formatting Your Ebooks
There’s no one perfect ebook format, but that just means there’s more options for your team to work with.
If you’re just getting started, we recommended using Google Slides – since you’ll be able to collaborate with your team more easily, create your content for free, and see how your audience reacts to ebooks before making a major investment in time and resources.
As you scale, and if you’re able to work with a designer, we suggest formatting your ebooks in InDesign. When it comes to saving your ebooks, it’s best to stick with the interactive PDF format for wider accessibility.Either way, make sure you check out HubSpot’s 18 Ebook Templates for free InDesign, PowerPoint, and Slides templates to build, format, and design your ebooks.