#bybc2017 email marketing
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Building an Email Marketing Gold
MinePhil Hollows
CEO, FeedBlitz@phollows
#Selfie#NoFilter
There’s Gold in Tham Thar Inboxes!You are reaching the inbox. Aren’t you?
Prospecting: Grow Your ListText “Phil Sent Me” to 781.262.3877
Grow Your List• Text / SMS• Forms: Location, location, location• Offers and incentives• The power of the negative choice• Popups and penalties• Divide and conquer• Be ethical: Consent counts• Attend to the unsubscribes• Beyond the blog: Integrate social
Digging in the DirtHi ho, hi ho, it’s off to work you go
#Selfie#NoFilter
It’s not about you
It’s all about “You”
It’s all about “You”copyhackers.comcopyblogger.comsethgodin.com
No Products? No Problem!• Passive income from content marketing: The Newsletter• Generate traffic spikes for web-based, social monetization• Affiliate links (check your program’s ToS)• Sponsorships• Email advertising
• Update your media kit• Open rate of 20% or better
Dig Deeper, Work Harder: Email to Sell• Use the products you have – don’t wait for the products you want
• Bundle, baby, bundle• Sell what you have to fund what you want
• Determine when and where to sell them• Pre-activation landing page (check your inbox, meanwhile…)• Post-activation landing page (you made it! Here’s a 1-time deal…)
• Plan your sales paths• Product A -> Bundle B -> Subscription C• Expand you channel with your affiliate program
Sales 101• Motivate
• Identify the problem• Agitate• Solve it
• What works:• Trust• Relevance• Scarcity / urgency• FOMO
• ONE call to action (CTA)
• Target!
Know Your Buyer• Don’t target every visitor
• Target the ONE person who will buy from you
• Know what they’ve done• Tag – Product history• Tag – Sales value• Tag – Campaign source
• Target, Target, Target• New / existing customer• Low / High value• Recency
Product Launches & the Sideway Sales Letter• Long form copy pages work but …
• Split into three or more emails to your list• Last call to action is to your long form sales page• Use a multi channel approach to drive signups
• When?• For important launches or sales
StudioJewel: Annual Birthday Sale• Social, blog: Something special is coming, join my list• Facebook live: Here’s me at work, join my list
• Six email sequence:• Countdown sequence: Birthday! Deal! … 3, 2, 1• 1 hour warning• It’s ON!
• The Results?
StudioJewel: Two Weeks’ Sales in 47 Minutes• Sideways sales letter• List-only offer:• 47% off• Only on Lisa’s birthday• Only 9:00pm to 9:47pm
• Generated ~ 2 weeks worth of sales in just 47 minutes
Visit www.StudioJewel.com
• Trust: Personal• Deal: 47% off• Scarcity: Only 47 minutes• Deadline: No other chances• Inclusion: List only, prior buyers
Cuddle Up: Nurturing After you Close the Deal• Turn purchasers into a customers• Turn customers into a fans• Turn fans into advocates
• How to say “thank you”• How to move to the next funnel• Surveys, demos, value, advice …. to the next call to action
The Art of the Unexpected Delight• Anniversary, birthday? Special offer, just for you• On my list? One day flash sale• Holiday coming up? Be ready
• The call to action doesn’t have to be a sale• The email address is what matters• The history is what matters• Ask for the order in baby steps
List HygieneIs it something I can talk about in front of the kids?
Easy WinsLanding page and shopping cart monetization
Succeed Slowly.Do the work. Succeed on your terms.
Choose One Thing
Start That Thing
Finish That Thing
Repeat
