Luke Heffernan @lukeheffemail
Copywriter for 8-figure brands I create superfans with words ✍️ @heartandsoilHQ Dad of 3 | Big fan of steak 🥩 Ireland Joined October 2022-
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Recently wrote a new abandon cart sequence for my client: 📈 Click-throughs up +117% 📈 Conversions up +167% Huge lifts in engagement and revenue - especially in later emails that re-engage colder leads. Most abandon cart emails hit you with the same tired "You left something…
How to turn customer reviews into transformational story-style emails that crush Subject line: Joe’s ‘manly urges’ Open Rate: 67.9% Click Rate: 16.7% Placed Order Rate: 5% These transformational story-style emails work really well because who doesn’t love a bit of drama? And…
One of the MOST important things to offer in your marketing emails is UNIQUE insights into your prospects problems. You need to give them the "EUREKA" and "AHA" moment. E.g. "The reason you have joint-pain is because you're getting old" VS "The reason you have joint-pain is…
Most brands treat email like a sales channel. But I think of it more like a campfire – a place to deepen identity, reinforce belonging, and activate belief. For example, I did a recent newsletter for Heart & Soil Supplements titled “How To Red Pill Your Friends About Radical…
This assault bike is probably my favourite gift to myself ever. With 3 young kids I can’t always dedicate an hour to workout… Or go to Muay Thai classes (that’s 2 hours out of my day including the drive there and back). But with this machine, all I need is 15 minutes to do a…
Here's how I do retention marketing at Heart & Soil without being pushy. We're not just selling supplements. We're selling IDENTITY. I'm creating a CLEAR DIVIDE between the "normal people" and our "awakened" tribe. I'm using humor not just for entertainment, but to make our…
Thanks to AI, most brands are like a medieval warlord who’s been gifted 10,000 archers. Except the archers can’t shoot for shit. So now he’s got 10,000 arrows flying anywhere but Borg’s arse. These are the brands pumping out mediocre content that fails to resonate with their…
Click rates are a trap. Here's two emails I sent out to the same segment. Same product. Same landing page. Email 1: 66.36% opens 3.46% clicks $151,066 revenue Email 2: 65.18% opens 1.26% clicks $209,469 revenue Email 2 had a much lower click rate but did $58k more revenue.…
You realize your email marketing would do so much better if you just told your customers stories like this?
Us marketers can spot an AI-written email from a mile away now. Some dead giveaways include dramatic pauses or hook lines like: "Want to know the craziest part?" "Here's the thing..." "Because guess what?" Bullets or check lists to communicate benefits, e.g. ✅workouts that…
Workouts pre-children: - 2 hour Sunday runs with a halfway stop for coffee - 5PM Muay Thai classes after work - Powerlifting sessions with 4 min rests between sets Workouts post children: - 4 min intervals on the assault bike - pushups in the kitchen - kettlebell farmers carries…
AI can now build your: • Website • Landing page • Ads • Product photos • Copy • Videos • Influencer briefs • Email flows • Research reports • Creative tests • Product descriptions • Survey analysis • Media plans • Product concepts • Brand strategy decks • Campaign…
Every brand needs to send regular emails (2-3/week) to its customers to stay top-of-mind, nurture brand loyalty, and encourage repeat purchases. Doesn’t matter how many plates your spinning, fires your fighting, or shit copywriters you’ve tried. If you’re not doing it, the…
All I want for my 40th birthday is 3 days alone in the woods with no phone please
Seriously considering upgrading to LinkedIn premium just so I can find out who this person is who keeps viewing my profile about once per week for the past couple months
Why aren’t you writing emails with opening lines like these famous movies? 1 - Goodfellas “As far back as I can remember, I always wanted to be a gangster.” 2 - Stand By Me "I was 12 going on 13 the first time I saw a dead human being." 3 - Ferris Bueller’s Day Off “The key…
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