email marketing webinar

Sean CloudenChief Operating Officeremail: sean@ats-training.com

Welcome to The Secrets of Easy Email

Profits Webinar

What We’re Going to Cover

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

What We’re Going to Cover

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

What We’re Going to Cover

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

What We’re Going to Cover

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

What We’re Going to Cover

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

The Marketing Tides are Changing

Outbound Marketing

See Ya!

The New Way to Research and Buy

Advertising is Sending People to the Internet

Inbound Marketing

Outbound Email Marketing

– Epsilon (2009)

67%

33%

Researched a specific offer as a result of receiving an email

EPSILON EMAIL STUDYEPSILON EMAIL STUDY

63%

37%

Clicked on a link to learn more

– Epsilon (2009)

EPSILON EMAIL STUDYEPSILON EMAIL STUDY

44%

56%

Inspired to make at least one online purchase

– Epsilon (2009)

EPSILON EMAIL STUDYEPSILON EMAIL STUDY

41%

59%

Email led to at least one offline purchase (in a store)

– Epsilon (2009)

EPSILON EMAIL STUDYEPSILON EMAIL STUDY

– Epsilon (2009)

66%

34%

Made a purchase because of an email marketing message

EPSILON EMAIL STUDYEPSILON EMAIL STUDY

ccLoop.com

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

The 5 Biggest Mistakes in Email Marketing

1. FLOODING YOUR LISTS. Remember that this is the permission age of marketing—you must earn the right to communicate to your customers and earn their time they will spend on you.

Flooding Your Lists

2. BUYING LISTS. The reason you shouldn’t bother with buying email lists is pretty simple: they are usually a waste of money.

Buying Lists

3. BEING SLOPPY. The biggest mistakes happen when marketers “have to get this email campaign out yesterday!”

Being Sloppy

4. WRITING LIKE A USED CAR SALESMAN.

Unfortunately, most small business owners and marketers aren’t writing experts, and their first email campaigns use copy like “BUY NOW!!!!!” or “LIMITED TIME OFFER!!!!!!”

Writing Like a Used Car Salesman

• Going crazy with exclamation points!!!!!!!!!!

How to Look Like Spam

• Going crazy with exclamation points!!!!!!!!!!

• USING ALL CAPS IS LIKE SCREAMING IN EMAIL FORM

How to Look Like Spam

• Going crazy with exclamation points!!!!!!!!!!

• USING ALL CAPS IS LIKE SCREAMING IN EMAIL FORM

• Using sloppy HTML (usually converting a Word document to HTML)

How to Look Like Spam

• Going crazy with exclamation points!!!!!!!!!!

• USING ALL CAPS IS LIKE SCREAMING IN EMAIL FORM

• Using sloppy HTML (usually converting a Word document to HTML)

• Using red or green colored fonts

How to Look Like Spam

• Going crazy with exclamation points!!!!!!!!!!

• USING ALL CAPS IS LIKE SCREAMING IN EMAIL FORM

• Using sloppy HTML (usually converting a Word document to HTML)

• Using red or green colored fonts• Creating an email that is just one big

image with little or no text

How to Look Like Spam

5. SENDING INFREQUENT, IRRELEVANT EMAILS.

Sending emails that don’t directly relate to why the customer gave you his email address to begin with is an easy way to irritate him, and if you let too much time go by without communicating, subscribers are much more likely to report your email as spam or unsubscribe.

Sending Infrequent, Irrelevant Emails

1. Flooding your lists.

2. Buying lists.

3. Being sloppy.

4. Writing like a used car salesman.

5. Sending infrequent, irrelevant

emails.

The 5 Biggest Mistakes in Email Marketing

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened

• How to get readers to respond

How to Build a Profitable Email List

What You Can Do With Your List of Customers

• Open an additional and reliable communication channel to your customers

What You Can Do With Your List of Customers

• Open an additional and reliable communication channel to your customers

• Increase sales with little effort and cost

What You Can Do With Your List of Customers

• Open an additional and reliable communication channel to your customers

• Increase sales with little effort and cost• Easily measure the impact of your

marketing campaigns and find new trends and preferences among your customers

What You Can Do With Your List of Customers

• Open an additional and reliable communication channel to your customers

• Increase sales with little effort and cost• Easily measure the impact of your

marketing campaigns and find new trends and preferences among your customers

• Increase customer interaction and retention rates at a cost far below direct mail

Your Customers Like You!

Gather Existing Customer Emails

Gather New Email Addresses

Adding Your Existing Customers to Your List

Capturing Email Addresses When People Buy

Capturing Email Addresses When People Buy

Capturing Email Addresses When People Buy

Why Should They Join Your Email List?

Why Should They Join Your Email List?

Immediate Benefit

Why Should They Join Your Email List?

Long-Term Benefits

The Immediate Benefit

The Immediate Benefit

• On-the-spot discounts

The Immediate Benefit

• On-the-spot discounts

• Free giveaways

The Immediate Benefit

• On-the-spot discounts

• Free giveaways

• Coupons

The Immediate Benefit

• On-the-spot discounts

• Free giveaways

• Coupons

• Limited-time discounts

The Long Term Benefits

The Long Term Benefits

• Special deals only for subscribers

The Long Term Benefits

• Special deals only for subscribers

• Special giveaway offers

The Long Term Benefits

• Special deals only for subscribers

• Special giveaway offers

• Useful information

The Long Term Benefits

• Special deals only for subscribers

• Special giveaway offers

• Useful information

• Coupons

Immediate benefit

Long term benefits

Remember...

Start Capturing Email Addresses!

Image courtesy of Salvatore Vuono

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened

• How to get readers to respond

What We’re Going to Cover

High Open Rates

30% +Open Rates

FROM FIELD & SUBJECT LINE

The Secret to Great Open Rates

The From Field

FROM FIELD

The name should be congruent with who they expect to be emailed from (who they’re already familiar with).

The name should stay consistent—always send from the same name.

The From Field

The Subject Line

Headlines

Famous Headlines

Famous Headlines

Famous Headlines

Famous Headlines

“Why some foods ‘explode’ in your stomach.”

Famous Headlines

“How I improved my memory in one evening.”

Famous Headlines

“Give me 5 days and I’ll give you a Magnetic Personality … Let Me Prove It — FREE”

David Ogilvy

“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 percent of your money...”

- David Ogilvy

Subject Lines Determine Responses

80%!

Sole Purpose of Email Subject Line

How to Write Good Subject Lines

1. Good subject lines are short (usually no longer than 60 characters so they can be fully read at a glance), while good headlines can be double that length and work very well.

How to Write Good Subject Lines

1. Good subject lines are short (usually no longer than 60 characters so they can be fully read at a glance), while good headlines can be double that length and work very well.

2. Good subject lines almost always use both self-interest and curiosity to get the emails opened (not just one or the other).

Examples

SUBJECT LINE #1: How to Get More Blog Readers

Examples

SUBJECT LINE #1: How to Get More Blog Readers

SUBJECT LINE #2: 5 Weird Tricks That Will Get You More Blog Readers

Examples

SUBJECT LINE #1: How to Get More Blog Readers

SUBJECT LINE #2: 5 Weird Tricks That Will Get You More Blog Readers

Examples

SUBJECT LINE #1: The Secrets of Rapid Weight Loss

Examples

SUBJECT LINE #1: The Secrets of Rapid Weight Loss

SUBJECT LINE #2: 99% of People Dieting NEED to Do This (But Aren’t)

Examples

SUBJECT LINE #1: The Secrets of Rapid Weight Loss

SUBJECT LINE #2: 99% of People Dieting NEED to Do This (But Aren’t)

Odd Numbers

You can use odd numbers in your subject line to make it stand out.

I Can’t Believe Americans Spend $45,644,283 Per Year on This...

Why He Paid Google $343,788.10

Question Marks

You can use question marks to make your subject line more interesting.

5 reasons to never waste money at Starbucks again?

Naked man arrested for concealed weapon?

Percentages

You can use percentages to give your subject line an air of authority.

64% of Americans can’t afford a $1,000 emergency?

The Biggest Mistake 99% of Small Business Owners Make

Brackets or Parentheses

You can use brackets or parentheses to highlight a particular feature of what you’re offering.

[VIDEO] Do You Make Any of These 7 Deadly SEO Mistakes?

What You Don’t Know About the Food Industry is Making You Fat (Free Seminar)

Re: and Fwd:

You can use Re: and Fwd: to increase open rates.

Re: Oprah’s big diet discovery.

Fwd: An amazing, all-natural way to handle thyroid problems.

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened

• How to get readers to respond

How to Get Readers to Respond

Measure Your Results

What is your response rate?

Don’t Worry

Interest...

Interest and Enthusiasm!

Nothing Worse Than Boring Copy

John Caples

“Get steamed up. Make your copy sizzle. Put all the power of a runaway locomotive into it. Later go over it in cold blood and cut out the things your critics will object to. In this way you can produce copy that is both lively and acceptable. If you write with the prejudices and preferences of other people uppermost in your mind, you will produce copy as correct as a school child’s essay, but utterly lifeless.

John Caples

“Get excited! Get worked up! Tell yourself that you have the biggest piece of news to tell since man walked on the moon. Remember that enthusiasm is as contagious as measles. It spreads from speaker to listener, from writer to reader.”

- John Caples

Two Basic Qualities of Good Copy

INTEREST and Enthusiasm!

Three Rules of Good Email Copywriting

1. Write to One Person, Never to “You All”

Three Rules of Good Email Copywriting

1. Write to One Person, Never to “You All”

2. Write Like You Speak

Three Rules of Good Email Copywriting

1. Write to One Person, Never to “You All”

2. Write Like You Speak

3. Show Your Personality

Email Length

Think of emails as classified ads

How to Create a Compelling Message

How to Create a Compelling Message

1. What do you have?

How to Create a Compelling Message

1. What do you have?

2. What will it do for me?

How to Create a Compelling Message

1. What do you have?

2. What will it do for me?

3. How do I get it?

How to Create Good Calls to Action

How to Create Good Calls to Action

How to Create Good Calls to Action

Never forget to include a call to action in your email. Ever.

What Do You Want the Reader to Do?

CLICK HERE! 800-555-5555

Links as Calls to Action

Click the link below to learn how to get profitable referrals TODAY:http://www.acmeinc.com/product

The other way is to make the call to action an actual link.Click here to learn how to get profitable referrals TODAY

What You Just Learned

• The marketing tides are changing

• How to build a profitable email list

• The 5 biggest mistakes you can make in email marketing

• How to get your emails opened • How to get readers to respond

WANT TO LEARN MORE?

Accelerated Training Solutions

In the last 5 years, we've created over 50 training courses, large and small, on the many aspects of what it takes to succeed in business, such as marketing, sales, productivity, organization, leadership, finances, and more. We've trained thousands of businesspeople on our courses, and thousands more have been trained on our materials by consulting and training companies that include our courses in their curricula.

Q&A Time!