Great copy doesn’t just get clicks. It builds trust, delivers value, and keeps people coming back.
During the holidays, we launched a digital Christmas Study focused on the meaning of Advent. It was simple: daily reflections delivered to your inbox, built around a season that’s often more hectic than holy. We ran a paid social ad campaign to promote it, and over 20,000 people signed up.
But for me, the real work started after the sign ups came in.
I created a full email drip campaign to guide people through the study—short, thoughtful emails that felt more like conversation than content. Each one was written to feel human, grounded, and worth opening. Because if you’re going to show up in someone’s inbox during December, you need to make it count.
The drip campaign wasn’t just about the study itself. It was about deepening trust. Introducing who we are. Giving people more than they expected. And by the end of the series, those who stuck with us were added to our weekly content emails every Monday—no bait, no switch, just a clear path from seasonal curiosity to ongoing connection.
It worked.
This wasn’t just about adding names to a list. It was about writing with intention. Understanding what people are looking for, and walking with them one email at a time.
Copy writing isn’t just about getting someone to click. It’s about earning the right to keep speaking.
