Case Study: How Twitter Uses Email Campaigns to Sell Ads

Cut the production company


A highly-specific email targeted towards a particular audience.

It is important to point out how every of these emails are positioned within the series.

Tailored to specific customers, the Twitter team is doing a good job at varying their plan. Instead of repeating the same boring, repetitive sales pitch, every email is unique.

Here, Email #4 targets content creators & media companies.

And, like the last 3 emails, this one includes a CTA link. Clicking this will take the user to an another blog post full of helpful information regarding live streaming with Twitter. This makes the email feel even more valuable to its subscribers.

At the same time, the linked blog article also has plenty of CTA buttons for Twitter ads (the ultimate goal of the email plan).

By linking to this article, Twitter is hoping to both support value to its users & get them to purchase an ad campaign.


As you begin to curate new messages for your email campaign, do not forget that your focus should ALWAYS be how you could provide value to your reader.

The more your reader starts to view you as their go-to resource, the more likely they’re to trust you enough to make a purchase from you.

You need more than 140 characters


Halfway through the email series, Twitter wants to change things up.

Here, with 4 emails already in our inbox, Twitter has wanted to make a small change. They have decided not to include an image in the email body.

The email shares a helpful tip with their readers but this time, keeps it simple.


As you craft your own emails, do not to focus on cramming each single email full of content, instead try dropping a simple text, unedited email into your email plans to break things up.

You may be pleasantly surprised at the results: increased engagement & extra clicks!

Get more reach on Twitter


Email 6 continues to provide value, ask for a conversion, and address users based on the pain points.

This time they are circling back to their topic of building awareness & presenting it in a new, more simplistic way.


Not every email you write needs to share entirely new information.

It is okay to revisit previous topics you have touched on as a way to give your audience a fresh reminder of the offering.

Followers want to hear from you


“93 percent of followers plan to buy something from an SMB they followed.”

Does not that statistic just demand your attention as soon as you see it?

Social proof has been strategically added to show how other businesses have used the Twitter presence to increase sales.

When we purchase something we want to know that it is actually worked for other people, right?


Consider adding a little social proof into your email messages by:

  • Including testimonials from past audiences
  • Using stats & numbers to show how your product or service has been able to help others (ie: serving 45,000 customers since 2015)
  • Linking to your reviews on Yelp, Facebook/your website to encourage readers to take a deeper look at what other satisfied readers have had to say

Partner with power users


It is the last email in the series & may be Twitter’s last chance to sell us some ads.

Check out the small tweak they have made to the “We want to help…” line.

Now it says, “We need to help you get more out of Twitter & Twitter Ads.

By adding those last 3 words, Twitter is hoping to get a little more awareness around their ads.

Here they are encouraging their readers to use Twitter to partner with influencers to build the brand.

This email serves as more of a “gentle” reminder that Twitter’s there for them when they are ready to build their business.


Although your ultimate purpose is to sell your product or service to your readers, you do not want to come off as being too “salesy.”

Focus on what you could teach or share in your message and then add the sale.

A Solid Email Campaign Keeping Twitter in the Black

You have probably noticed at this point that every subject line or headline of this series communicates a benefit of Twitter Ads.

That is one of the best elements of this campaign, and one you could be focusing on for your own: communicating the value of your product/service.

Twitter has had its challenges. Till they launched Twitter Ads, the company had virtually no method to generate revenue from its user base.

Now, with the help with of a well thought out email series like this one, Twitter is able to sell ads & bring in a little income for its investors.


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