Welcome to the first email breakdown and case study. We will start with the breakdown first and then you’ll see a link to the email I sent to my audience at the end.
“News Jacking” is taking a story from the current news cycle and putting your spin on it. In my book, this falls under the “Current Events” theme.
Jacking the news works because it is at the top of everyone’s mind at that moment. If I were to write about the Superbowl today, it would not work as well as it did.
This particular email had 21% higher engagement than average.
So, I wrote email at the end of January right before the Superbowl. At that time, everyone was talking about the New England Patriots and Tom Brady.
This works for my audience because it is one of my passions that I’ve talked about before. So, if your audience is not into football, you will want to find a big story that they follow.
Notice how I take the story about Belichick and then project those same qualities on myself. Doing it this way gives you some of the goodwill that people have for Belichick the Superbowl coach. Plus it shows your clients your level of professionalism and what it’s like to work with you.
Then at the end of my email, I prepare them for what they will receive tomorrow. It sets up a level of excitement for what they will receive the next day. Just like your favorite show.
Last, the headline gets a boost from “the Villain.” People love villains, bizarre stories and strange things. It creates a level of curiosity thats hard to pass over.
That should do it for today. Read the email at the below and then let me know what you think.
Talk to you soon!