email marketing webinar
DESCRIPTION
TRANSCRIPT
Sean CloudenChief Operating Officeremail: [email protected]
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!