OPM Session #3Email Marketing

80% OF OPM IS EMAIL

Invitations

Event

ViewerFollow-Up

Confirmations

Reminders

Non-Viewer Video Invitations

Sales Page

Registration Page

Auto-Responder

MASTER EMAIL MARKETINGAND YOU'LL MASTER WEB MARKETING!

Email Marketing Produces More Than DOUBLE the ROI of Other Online Marketing Methods.

In 2008, Emails Will Produce $28 BILLION in Sales!

Source: Mailermailer.com

TWO TYPES OF EMAILS1. TEXT ...

TWO TYPES OF EMAILS2. HTML

EMAIL METRICS1. Delivery Rate: The percentage of your emails that are successfully delivered.2. Bounce Rate: The percentage not delivered.

Bad addressesBusy serversSpam filters

Rule of Thumb: Delivery Rate: 88% to 98% Bounce Rate: 2% to 12%

EMAIL METRICS3. Open Rate: The percentage of your emails that are “opened” by recipients.

Text emails not trackedTracking image blocked by client

Rule of thumb: Open Rates are all over the map; 13% to 35% are common.

EMAIL METRICS4. Click-Thru Rate: The percentage of unique recipients who click a link in your email and continue to your registration or sales page.

SenderSubject LineEmail CopyOffer

Rule of Thumb: Click Rates typically range from 1.4% to 6.7%

EMAIL FACTOIDS

Nearly one third of all emails are opened within two hours.

Best days for max click rates vary. Some find Sundays and Mondays best; others, Wednesday and Thursday. Most find Fridays and Saturdays the worst days of the week.

Best time to send emails: Early morning & early afternoon.

TYPICAL CLICK RATES:

Spiritual: 6.7%Real Estate: 6.4%Finance: 5.7%Travel: 4.7%Retail: 4.6%

Health: 3.9%Consumers: 3.6%Publishing: 3.1%Marketing: 1.4%

Median/All Industries: 2.73%

FOUR SURE‐FIRE WAYS TO GET MAXIMUM DELIVERY

1. Double Opt-In2. White-Listing3. Send a Text Back-Up4. Stomp the Spam Filters

BOOBY TRAPS IN YOUR EMAILS

Free!50% off!Click HereCall now!SubscribeEarn $Discount!Eliminate DebtDouble your income

You're a Winner!Reverses Aging"Hidden“ Info"Stop" or "Stops“Lose Weight Multi level MarketingMillion DollarsOpportunityCompare

BOOBY TRAPS IN YOUR EMAILS

HINT: Use slang and euphemisms to defeat spam filters:Free = “El-freebo” or “Your cost? Zilch!”

KEEP YOUR EMAIL SPAM‐FREE

1. Litmusapp.com2. Previewmyemail.com3. Mailchimp.com4. Become your own spam assassin

TWO KEYS TO MAXIMUM READERSHIP

1. The Sender Line2. The Subject Line

REMEMBER:  YOUR SUBJECT LINE HAS ONLY TWO PURPOSES

1. To grab your prospect by the eyeballs2. To make reading the first few paragraphs of your e-mail MANDATORY

14 COMMON ELEMENTS OF OUTSTANDING SUBJECT LINES

1. The shorter, the better 2. Report the news3. Drop a name4. Surprise them5. Deliver info6. Include irony or absurdity7. Try an apparent contradiction

8. Pique their curiosity9. Include urgency10. Use a must-read element11. Include empathy12. Try togetherness13. Mix it up14. Add a local element

MAKE YOUR SUBJECT LINES SING!1. Do not personalize2. Avoid “you”3. Avoid unusual spacing and characters4. Tell; don’t sell5. Watch the competition6. Send it to yourself7. Create a subject line focus group8. Monitor results9. TEST!

IMPORTANT TIP:

AOL doesn’t include the sender line in its email client – so if you have a large number or @aol.com email addresses, include your company name in the subject line for them ONLY.

SIX TYPES OF EMAILS IN OPM

Invitations

Event

ViewerFollow-Up

Confirmations

Reminders

Non-Viewer Video Invitations

Sales Page

Registration Page

Auto-Responder

THREE DEADLINES PER CAMPAIGN

1. Registration deadline2. Deadline to watch video (non-viewers)3. Deadline to accept offer (viewers)

MASTER THE ART OF THE DEADLINE COUNTDOWN

Crank up the thermostat each day ...1. Register NOW2. Introduce Deadline in copy3. Specify deadline day two days before4. Specify deadline TIME day before and day of5. Use HTML early; text emails late6. Two deadline day emails are shorter, more urgent

MASTER THE ART OF THE DEADLINE COUNTDOWN

Add visual excitement and urgency ...

15 ELEMENTS OF A KILLER INVITATION EMAIL

1. Fulfill on your subject line2. Get to the point3. Be personal4. Be passionate5. Write like you speak6. Deliver value7. Sell the event

15 CRUCIAL ELEMENTS OF A KILLER INVITATION EMAIL

8. Horrifying alternative9. Add urgency10. Make it quick & easy11. Promise a surprise12. Give detailed instructions13. Include several links 14. Use P.S. to restate a benefit; include link15. Use P.P.S. to restate deadline; include link

MY BEST INVITATION EMAIL EVER

Labor-Saving Tip: Re-use email copy describing the event throughout the campaign.

Posted for your pilfering pleasure at:www.MakepeaceTotalPackage.Com/profit-multiplier/

CONFIRMATIONS AND REMINDERS

1. Remind them that they registered2. Remind them of the date and time3. Re-sell the event4. Watch your inbox!

EMAILS FOR NON‐VIEWERS

1. Introduce countdown – days until the video of the event will be taken off-line.2. Attendance info and/or testimonials3. Repurpose invitation benefit copy to sell them on watching the video event4. Remind them of the deadline: Watch it now while you still can!5. Send transcript of the event6. Send sales page

EMAILS FOR VIEWERS

1. Send sales page2. Send sales page with lift note3. Add new front-end to sales page copy4. As deadline draws nearer, bring it into the subject line and lead 5. On last day, send two short e-mails with links to the sales page

AUTO‐RESPONDERS

1. Personal, cordial tone2. Thank or congratulate them3. Briefly restate product benefits4. Provide delivery & customer care info5. Watch your inbox!

YOUR ASSIGNMENT:

PRACTICE!1. Write your first invite email2. Write your “last chance” invitation email3. Practice writing your confirmation and reminder emails4. Write subject lines for each5. Send your work and questions to:

OPMcoaching@MakepeaceTotalPackage.comOR, submit your questions on the OPM blog!

QUESTIONS?