⚡️ Introducing Copybeast Issue 1: The "Back in Stock" Issue
A mini master class on finding a new winner for "Back in Stock" email campaigns.
Hey, It’s Luis.
Welcome to Copybeast. I hope you had a good weekend.
On Saturday, I went to a birthday party with the kids. Sunday, I watched the latest episode, “Industry,” on Max.
Summary
Copybeast Issue 1, The “Back in Stock” Issue, includes:
Reading time: About 7 minutes
Enjoy.
Playbook
“When do you add to your swipe file? The answer is whenever you see something that grabs your attention!” –Jim Edwards, Copywriting Secrets
Inspiration can strike like a bolt of lightning; when it does, it sparks one of two things in me:
I craft a "Proof of Concept" campaign on the same day, ready to email to a segment of customers by noon or early the next morning.
I add the source to my swipe file for future reference.
What is a Swipe File?
A Swipe File is a collection of inspiring ideas, examples, and materials marketers, copywriters, or creatives keep for reference when developing their work. It serves as a resource for gathering creative inspiration and strategies.
A swipe file typically includes:
Ads
Headlines
Emails
Design Inspiration
Sales Letters, FREE Reports, Postcards
Note: I’ve been keeping a swipe file for two decades. It’s helped me generate millions for my clients and businesses.
“Annotations”
In this section, I will uncork three examples from my swipe file and highlight the key sales appeals and mental triggers that influence buyer behavior as I see them.
“Back in Stock” Campaign
Typically, this message is sent to the main segment(s) of your list one to three days after an automated email has been sent to a “waiting list.” I recommend sending the Back in Stock campaign one day after the restock alert so people on the waiting list can buy first.
Example 1 is from Alex Mill, a clothing brand based in New York City. I swiped this email because its clever use of curiosity and social proof caught my attention.
Subject line: Not sold out anymore
Preview: The cardigan with 5 stars
Category: Fashion
Appeal(s):
Gain: Improved Appearance
Gain: Praise from others
Mental Triggers:
Curiosity
Social Proof
FOMO
I am a fan of the Alex Mill brand and regularly swipe their emails. I recommend signing up for their newsletter.
Application
Try this: Split test your control for Back in Stock campaigns using the one-two combo below.
One-Two Combo:
Subject line: Not sold out anymore
Preview: The [item] with 5 stars
Example 2 from Nike, a major sportswear and footwear company based in Beaverton, Oregon. I swiped this email because the Subject Line is like a flag designed to grab the attention of a specific segment of Nike’s customers: sneakerheads, specifically fans of Off-White.
Subject line: Nike c/o Off-White™️
Preview: “BACK IN STOCK”
Category: Sneakers, New Luxury
Appeal(s):
Gain: Praise from others
Gain: Greater Popularity (Status)
Do: Acquire or Collect Things
Mental Triggers:
Curiosity
Urgency
Scarcity
FOMO
Application:
If you have an out-of-stock item with an extensive waiting list or are rereleasing an item from your vault, split test your Back in Stock control against this one-two combo. See what happens.
One-Two Combo:
Subject line: [Item Name]
Preview: “Back in Stock”
RIP: Virgil Abloh
Example 3 from Hudson Grace, a boutique home décor, entertaining, and gift brand based in San Francisco. I swiped this email so I could show you how I would split test against it by applying the Maxim: Less is more.
Subject line: JUST RESTOCKED | Berry Bowls are back!
Preview: Wash, serve & store in style with a vintage-inspired favorite
Category: Home
Appeal(s):
Gain: Improved appearance
Gain: Praise from others
Do: Acquire or collect things
Mental Triggers:
Urgency
FOMO
Nostalgia
Social Proof
So, if Hudson Grace hired me, I would split their controls against a one-two combo like this one:
Subject: 🍓🫐 Berry Bowls are back!
Preview: Wash, serve & store in style with a vintage-inspired favorite
One-Two Combo:
Subject line: [ITEM(s)] are back!
Preview: [Function, Function & function] in style with a vintage-inspired favorite
Results
On the average, five times as many people read the headlines as read the body copy. It follows that unless your headline sells your product, you have wasted 90 per cent of your money.” –David Ogilvy, Ogilvy on Advertising
Two weeks ago, a container of goods arrived at the port, and a few days later, my client received it at the warehouse.
I finally had my chance to try to beat the control. I finally had the opportunity to test my control for Back in Stock campaigns against the one-two combo I swiped from Alex Mill.
Objective: Find the one-two combo with the highest click rate.
The winner?
The Alex Mill-inspired subject line proved its power with a 4.72%, winning click-rate
Note: This experiment has two steps. If the champion defeats the control in a heads-up battle, we proceed to the second experiment to determine the one-two combo with the most significant force.
Experiment #1
I ran the experiment on August 6, 2024, to see if the subject line I swiped from Alex Mill could beat my control.
A/B Split Test Campaign
Variation A (Control)
Subject line: 🇫🇷 These Favorites are Back in Stock
Preview: Back, but not for long.
Variation B (Champion)
Subject line: 🇫🇷 Not Sold Out Anymore
Preview: Back, but not for long.
Results
My New “Back in Stock” subject line Control is:
🇫🇷 Not Sold Out Anymore
Experiment #2
So now that we have a new hook, it’s time to test it against the full force of the one-two combo I swiped from Alex Mill.
A/B Split Test Campaign
Variation A (Champion)
Subject line: 🇫🇷 Not Sold Out Anymore
Preview: The [stuff]* with 5 stars
Variation B (Control)
Subject line: 🇫🇷 Not Sold Out Anymore
Preview: Back, but not for long.
Results
My new control for “Back in Stock” campaigns is:
Subject line: 🇫🇷 Not Sold Out Anymore
Preview: The [stuff]* with 5 stars
*Item or stuff that has been restocked.
Key Takeaway
“There is nothing more exhilarating for a copywriter or marketer than getting a new control—a campaign that sets a new standard of performance, converts first-time buyers into second-time buyers or renewals, pays out by whatever criteria is necessary, brings customers back as multibuyers over and over, and, simply put, beats the pants off the previous control.” –Brian Kurtz, OVERDELIVER
“The Control is your enemy.”1 Keep an eye out for a new champion. Improving your marketing benefits both your customers and your business.
What’s the control you’ve been working to beat? Could one of these tactics do the trick?
Here’s my new control for “Back in Stock” campaigns. Make it your champion, and try to slay your control.
When you do, let me know what happens.
One-Two Combo:
Subject line: Not sold out anymore
Preview: The [item] with 5 stars
Here are the links for the “Back in Stock” campaigns so you can add them to your swipe file:
I hope you enjoyed the first issue of the Copybeast. If you found at least one valuable nugget, please reply with “Hey Luis” (it helps with deliverability).
Stay tuned for Copybeast Issue 2, which will be released on September 3. In it, we will explore “Winners.”
–Luis
P.S. Subscribe to the Copybeast newsletter for free, and I will send you a gift.
“I learned this from Gary Bencivenga, one of the true legends of the direct marketing world.” Brian Kurtz, Overdeliver
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