Do you ever just read an email and think to yourself…
“This is fucking bro-tastic!”
That might not be an actual word, recognized in the English language. Maybe it’s more of a feeling.
I myself recently started golfing.
Let me tell ya…
I’m pretty fucking bad at it!
I never really was the most coordinated athlete in my class. I was a great wrestler (*cough* Divison 1 *cough*), but that didn’t require the same kind of hand-eye coordination something like golf or baseball or basketball does.
I fully intend to be a very, very, VERY rich old man one day… so I figured learning how to golf was just the natural progression of things.
It comes with the territory.
When I saw the name of this e-commerce company, it spoke to my soul.
U Suck At Golf
When I read the email Justin forwarded to me… I KNEW I had to break this email down.
This email has everything:
Calls to action
In short… it had everything.
Don’t let the length of this email fool you, it’s a masterclass in persuasive email copywriting.
Without further ado…
Let’s dive into this week’s Email of the Week!
This is the 27th installment of my Email of the Week series. (Catch up on previous episodes here.)
And in case you’re new around here, here’s how this all works…
The Rules For Email Of The Week
Each week, I go out into the wild to find a super-effective e-commerce marketing email… and I break down what made it work. My goal is for you to tune in each week, so I can teach you strategies and best practices YOU can use to make your own emails better.
I find these emails in my inbox, but I also accept suggestions from readers who have a remarkable email they’d like to share.
If you recently received an email that was so awesome it made your jaw drop, I wanna see it.
Forward it to me (chris at theemailcopywriter dot com) with a brief message about what you liked about it. If I choose to do a breakdown of the email you sent, I’ll give you a shout out and link to your site.
The only rule is… you can’t pick yourself.
Now then, without further ado, let’s check out the Email of the Week!
A few weeks back, I took a look at an email from The BroBasket. The email I broke down was one of those ‘welcome to our list’ automated emails you get AFTER someone joins your list through a giveaway.
Usually, when this happens… you need to, in a few sentences, introduce yourself in a memorable way so that people not only wanna buy from you… so that they want to KEEP reading the emails they get from you.
I thought The BroBasket did a great job with their email. Except, for one thing.
They didn’t insert a call-to-action to get people to their site.
They since reached out to me, thanked me for the suggestion, and corrected it… and I hope that one small tweak to their email makes them a ton of sales.
I really think it will.
Now, when I saw this same ‘type’ of email from U Suck At Golf, I thought it would be a great email to break down… because it’s very similar to The BroBasket’s email… except they had a bit of a different style.
This one’s super fun.
Let’s take a look…
Ok, a couple things…
First of all, what a great name for their company… am I right?
I can’t help but smile every time I see their company name in the “from” line.
I think most of their readers probably feel the same way. It just makes you laugh… and it kind of builds a bond.
These guys aren’t snobby, PGA tour level dudes that YOU will never come close to in skill level. It makes me feel like their brand is for every day guys like me and (possibly) you.
Now, the subject line:
RE: The Craft Beer Fanatics Giveaway
I normally don’t like title casing… and I don’t like RE:…
But I feel like if there was EVER a time where it’s acceptable to break both of these rules, I feel like it’s this situation.
It doesn’t invoke curiosity… but it DOES provide context.
And clarity trumps persuasion, especially in this case.
So, well done on that subject line and from line combo.
Let’s take a look at the body. This is where this email gets really awesome…
Now, I know that you know that I know that you know that I don’t like big ass images that bury the copy. But again with this email in particular… if there was ever a good reason to break the rules, it’s because you’re including an image of a golf ball floating in a glass of beer.
This just furthers your perception of the brand.
This truly is an example of one time when an image speaks louder than words.
Without even reading a line of copy… you ALREADY think to yourself: “This company sounds like fun.”
At least, that was my reaction.
And if we’re being honest… this is my website and my article so my reaction is the only one that fucking counts, right?
Let’s get into the body copy…
Who doesn’t want a beer when they’re thinking about golf?
Look how the copy starts off…
I don’t know enough about the art and science of constructing humor… but this is DEFINITELY a solid joke formula that anyone can model.
This is funny copy.
It’s completely disarming.
If you even began to think, “What the hell is this… I just got added to another email list?”… this first line completely disarms you and makes you laugh.
Seriously good copy.
Study this first paragraph.
What I love about it most, is the use of specific detail. Take notes on this technique.
That’s a play on tickled pink… which would be way to femme for this brand.
The play on words is funny. As is the second sentence in this copy block.
What’s great about this sentence is that it appeals to IDENTITY.
It welcomes you into their community, with open arms. It shows that this is a place for shitty golfers… just like you (and me, for that matter).
And most importantly… it sets expectations.
“… with the rare ability to laugh at ourselves…”
You’re not going to expect PGA tour level, windmill swing tips and shit like that in their emails. You’re just not. They do a great job of setting that expectation from the beginning of the relationship… so you know EXACTLY what to expect from them.
If you resonate with this message, you’ll stick around and keep reading… and you’ll probably become a great customer.
If not, go kick rocks.
Their customer is NOT every golfer alive.
It’s OK to not be a hero to everyone. In fact, you can’t.
I love how they know their target market and speak their language.
Here’s the MONEY part of this email.
They add in their USP.
How many brands completely BOTCH this part of their email game?
You need to let your customers know HOW and WHY you are different from every other site or store out there.
This is brilliant copy. And… it’s funny as shit.
I totally identify with this company.
As an absolutely terrible golfer, I do pride myself on having some nice gear so I don’t look like a complete jackass when I’m out there slicing the ball into the neighboring hole’s fairway.
I’m telling you… I think they NAILED their messaging with this email.
Now, here’s the best part…
They give a call to action…and a coupon for first-time buyers.
So many brands completely forget this step in this kind of email.
But this is such a great CTA. Not only is it clear and concise… it’s funny. Keep your hands off the kegerator.
Notice the PS – there’s urgency behind it.
I think for a first-time buying situation… this is a best practice. Get them to convert.
Here’s how they end this email…
They include some popular product options… AND a request for user-generated content.
If I had to grade this email, I’d give it an A+.
It had everything.
Good direct-response principles.
I bet this email made them a ton of sales, rightfully so.
Hats off to you, U Suck At Golf… you guys are doing an awesome job.
Keep it up.
(Also… I live in North Brunswick, this company’s headquarters is in Piscataway, like 10 minutes from my house. Their company is right up Rt 18. Small world!)
Special Shout Out to Justin Blackman
I think this is Justin’s 4th time getting featured on Email of the Week?
Guy is on top of it.
He’s the type of Email of the Week email submitter YOU should aspire to be.
Justin’s site is www.prettyflycopy.com and if you’re not on his list, well… you’re an asshole. GET ON HIS LIST.
His emails are good. He’s a master at voice. He’s a funny dude. And he’s a great copywriter.
He gets the Chris Orzechowski seal of Approval. That’s for damn sure.
Here was his analysis of the email:
Totally agree, Justin.
Big Takeaways from U Suck At Golf’s Welcome Email
- Clarity trumps persuasion.
- Be funny, it makes people like you.
- Insert your USP and make it simple and clear.
- HAVE A CTA.
- Specific details make things funnier.
- Proven joke frameworks will make people sit up and pay attention.
- Appeal to your reader’s sense of identity.
- Don’t take yourself too seriously.
- Don’t try and sell to everyone. Know your market and be their hero.
- If you’re going to use an image, make sure it sends the right message.
What You Should Do Next
- Subscribe to my email list so you can get ALL of the Emails of the Week delivered straight to your inbox, automatically.
- Leave a comment for me below and let me know what you liked about this email.
- Send this breakdown to someone you know who has a physical product business. You might give them some inspiration to write an awesome welcome email that makes their readers laugh.
- Buy something from U Suck At Golf. I know I am. For real – they speak my language. I’m sold. You should pick up something from them to, if you golf.
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