Transcript EmailMastery_PP

“Email Mastery and
Building Profitable
Relationships”
Developing the Skills of Writing Your
Emails to Get the Results You Want
What is Email Marketing?
Email marketing is a form of direct marketing which uses electronic mail as
a means of communicating to an audience.
It is used to encourage customer loyalty and repeat business.
Advantages to Email Marketing
 Distributes information to a wide range of “highly targeted” potential
customers.
 Generates repeat business affordably and automatically.
 Can track your exact return on investment.
 Instant delivery.
 Lets you “push” the message to your audience.
Disadvantages of Email Marketing
 It is getting more and more difficult all the time to distinguish between
legitimate and spam email marketing.
CAN-SPAM Act
Take time to read this.
 Nearly a third of respondents knowingly enter bogus email addresses.
List
Segmentation
Email
Deliverability
Email
Branding
Email
Analysis &
Reporting
List Creation
Marketing
Email
Marketing
Goals
Marketing Goals
As your knowledge of, and experience with email marketing grows, you'll
want to re-think and change your plan to incorporate the new ideas that
you've learned, and remove those that aren't meeting your expectations.
 Conduct a Competitive Analysis
 Find out what your competitors are doing
 Will give you the edge to make your communications more
effective.
 Get on your Competitors' Lists
 Keep track of the types of emails your competitors send, when
they send them, and who the emails are sent to.
 Look for strengths
 Look for weaknesses
 Look for opportunities
 What are your marketing Goals?
 What do you wish to achieve with your email marketing campaign!
 What Products or Services will you Promote?
 Include anything that's relevant in as much detail as you can your
products or services,
• features available,
• the benefits you provide over your competition, the
• special deals
 Who are you wanting to reach and what are your goals with each?
 Existing customers
 Subscription renewals
 Cross sells
 Up sells
 Perspective customers
 First purchase
 Brand awareness
 Relationship building
 Where will we find all that content?
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Affiliate products
Outsourcing
Own product creation
PLR
Setting Up Your List
Money Making webinar registration
Your Name
Valid Email address
Your company name and address will be here
Change to a name
you will recognize
Step 2 Click
Step 1 Save
your settings
Click
Click
List Segmentation
 Definition of List Segment- subset of a mailing list consisting of records
that match specific criteria
 For email to be relevant, your email lists need to be well targeted.
 Successful marketers understand that in order to get the best results,
that list must be segmented and broken into multiple groups
 An optimal segmentation strategy can lead to better email responses,
providing you with higher open rates, and increased conversions that
see subscribers turned to customers.
 No two consumers are identical, meaning you should not treat all the
subscribers on your mailing list exactly the same.
 The most important part of the process is to properly define the
criteria to use for list segmentation. Whatever you decide on, make
sure each segment has its own unique message
 lower unsubscribe rates than those who send the same email to
everyone on their list.
 Easiest list segmentation is: Segment by purchase activity
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Send an email to people who have purchased a particular produc.t
who have spent a certain amount of money.
Send an email to your most loyal customers.
Send to those that signed up for your FREE offers.
Know Your Lists, Who’s On Them, and What They Bought
Sales
Page
No sale Free
Offer Opt-In
Free Offer
List
Sale
Front End
OTO Offer
NO OTO
Sale
OTO Sale
Thank You
Opt-In Page
For Download
OTO
Buyers List
Thank You
Opt-In Page
for Download
Front End
Buyers List
Name & email address
Email Deliverability
Email deliverability is about ensuring requested opt-in email is delivered to
the intended recipient.
 Always Ask For Permission and BE Can Spam Compliant
 Use double opt-in
 Valid postal mail address
 Unsubscribe link
 Subscriber Addresses You Ask For
 Ask for “real” or “primary” email address
 Message Formatting Text or HTML
 If sending HTML it is important to always send a plain text alternative
message, also called text/HTML multi-part mime format.
 Limit Use of Images:
 Avoid creating messages that are entirely images. Use images
sparingly, if at all.
 Careful Use of Using Attachments:
 Many users are wary of attached documents due to viruses .
 Use a website URL to reduce recipient fear of attachments
 Words & Phrases You Choose:
 Choose your language carefully when creating email messages.
Avoid spam hot buttons such as dealing with medication,
mortgages, making money, and pornography.
Branding
In pre-Internet days, official company letterhead was used for all
communications, external and internal.
Typed on branded bond paper
Placed in a branded envelope
Included a business card with the company's logo on it.
Fast forward to today when 87% and higher of a company's
communications takes place through email.
Understanding Email Branding

Why is email branding important? You want to make an impression.
 People are busy, and having a good branding element enables its
message to stand out or differentiate your email in the recipient's
crowded inbox.
 Emails present an opportunity to expand a company's image and
awareness while demonstrating its professionalism
 Email addresses speak volumes about their owners and the image they
are trying to portray.
 Consistency in your branding is important!
The Email
Will Your Email Ever Get Read?
The biggest complaint we hear is, “My inbox is crammed full of hundreds of
emails every day because I am on so many lists.”
Why Doesn’t My Email Get Opened?
Ineffective subject line
Bad timing
List fatigue
Poor list quality
Your content just sucks
Spam filters
The Email: From Field & Subject Line
Two main factors that drive the open rate are the From Field and Subject
Line. “Who is it from and what’s in it for me?”
Your recognition factor The 'from' field is at times the most important
factor motivating your subscriber to open emails. People are more likely to
open an email from a sender they recognize.
 The “from” field Keep the “from” field the same over time
 The subject line This single line is where the subscribers will determine
whether they open the email or delete. Your subject line has to grab their
attention.
Subject Line
 Don’t mislead.
 Avoid 'promotional' words or phrases.
 Personalize.
 Focus on what’s in it for the reader.
 Keep it short.
 The most effective subject lines are often not the ones a marketer would
predict to win."
If you segment your list ensure you test subject lines for each segment.
You may find, for example;
 long-serving, active subscribers react best to a simple branded subject
line that focuses on recognition
 newer or more inactive subscribers may need a more benefit-laden
subject line to get them to pay attention.
Familiarity usually tends to breeds contentment with most subscribers
but sometimes brings on contempt. Always using the same subject line
approach might lose its performance over time.
Always be willing to try something different now and then to mix things
up and spark a little curiosity in subscribers.
The Role of Recognition In A Subject Line
Two reasons to use branded subject lines
 Transactional message from you
 Example: Business Name “Subscription Renewal Confirmation“
 You have an excellent reputation for always delivering useful, valuable
content.
 Your main priority may be to ensure people recognize your emails.
Name and salutations : most personal things in the communication piece
and subscribers see them before they even get to the main feature.
Get it wrong from the first line - it will most likely go in the bin.
Fisrtname_fix Example: bOB or BOB - Bob
Reason To Not Personalize Subject Line
 No real relationship with your subscriber and personalizing may seem as
being artificial or spammy.“
 A name takes away space you might use to greater effect with other copy.
 People typing anything in subscription box for first name just to get
through the registration process
 Inaccurate or unreliable data will make it clear to readers that you really
don't know who they are. That's worse than no personalization.
 Obvious typos
 Lots of spam puts first names in the subject line so perception (based on
experience) that such emails are either spam or marketing messages
Subject Line Examples
Question form subject line – “Danny, are you sick and tired of your Boss?”
Commands action subject line – “Act now, Patricia, and get this once in a
lifetime opportunity!”
Use a subject that says your e-mail contains teaching content – “Dottie, use
this guide to get past the stumbling blocks.”
Create curiosity – “Barbara, here's something you wouldn't expect....”
Create scarcity and urgency – “John, the doors are opening again for only 48
hours….”
Use breaking news as your subject – “Phil, my product just went LIVE!”
Email Message
 Personalize – This can increase sales by as much as 300%.
 Content of your email (The Body) – Get your opt-in subscribers to trust
you quickly.
 Remember – KNOW YOU, LIKE YOU, TRUST YOU.
Broadcast Messages
Broadcast Messages
Scheduled Sending
Follow-up messages are sent in
sequence, one after another.
Broadcast messages are sent
once at a specific date and time.
Create a time/date-specific email
broadcast and schedule its sending.
Send repeat email broadcasts to
reinforce your message.
Follow Up Email Series
you decide your interval style.
Two common interval styles:
 • RAPID FIRE: One after another. So you could possibly send a message out
everyday or even twice a day or more. I wouldn’t recommend this unless
your in a niche that tolerates aggressive marketing… (Make Money Online
Niche)
 • SPACED: Sending out one or two messages a week, and then waiting 1or
2 weeks. When used correctly, people on the list begin to anticipate and
wait for the messages.
What these two styles have in common, is that they’re both consistent.
Follow Up Email Series Build Relationships First
 It’s always important that you know how to create follow up messages
in your autoresponder.
 The thing you should focus on is building your relationship with your
list.
 Don’t initially think of selling first. Think “Pre-sell.”
 Before anything is sold, you have to establish yourself as a reliable
source.
 Create With Confidence- Don’t sweat over follow up messages – your
prospects are waiting for you!
Follow Up Email
Follow Up Email
Follow Up Email Series
Follow-Up Email 1
 Send immediately after your customer/subscriber takes action.
 Welcome them and re-assure that the right decision has been made.
 Mention the product or newsletter name again.
 Include any product download pages
 Your main goal is an introduction to you and to make sure the
customer/subscriber gets what they opted in for.
Follow-Up Email 2
 Start with mentioning the product or newsletter name again.
 Let the subscriber know what they can do with the downloaded files and
how to actually download them.
 Assure them your there for them
 Ask them how they are doing with the product
 Give any additional resources you may have to offer.
 You can mention your affiliate program if you haven’t yet.
Follow-Up Email 3
 Ask if they have had time to work with your product.
 Ask how your product has helped solve any problems for the
customer, or what you may add to make it even better.
 You can recommend other products, resources, etc., that you have, but
keep it a very soft pitch. Use related content in your follow up to
presell your offer.
Follow-Up Email 4
 Offer nothing else than your personal help. Build a relationship.
 Include something of value that relates to your original product or to an
upcoming or previous offer.
 How many follow-ups in a series?
 You can continue it on as long as you want.
 The follow-up is all about building relationships and creating the right
first impression.
 Focus on delivering and over delivering value
Crafting Your Email Message
 Remember to inject your personality and style as you are building your
list.
 Promote the things that excite you.
 Keep your email content light, creative and original.
 Provide good content. Focus on Value
 Outline the benefits of your product and services.
 Provide a clear image of what you are offering.
 Give a simple yet strong clear call to action
Use Social Proof….
Use Social Proof – This is a powerful psychological mechanism by which
we look to others to guide our own actions. “If everyone else is doing it,
so can I.”
Example – “Product name” has now been labeled "the runaway hit of the
summer." There have already been over 5,000 copies of “product name”
sold in the first 4 days.
Use testimonials as social proof and credibility.
Use Urgency and Scarcity
Fear of loss is one of our biggest motivators.
You will become effective when you become good at communicating that
something is time-sensitive or quantity-bound.
Take a look at your own action: What do you do when you feel the sense
of urgency or scarcity?
Example of Scarcity and Urgency
Why is it so important for you to be ready the moment it goes LIVE?
Not only do I not want you to miss out on the bonus package that I will be offering you, but also
because of the fast action bonuses that “product owner” is getting ready for you. They will be as
follows:
First 77 Buyers (expected in first minute of going live)
Bonus = TBA (To Be Announced) live on the sales letter
First 7 Minutes
Bonus = TBA
First 77 Minutes
Bonus = TBA
First 7 Hours
Bonus = TBA
First 77 Hours
Bonus = TBA
First 7 Days
Bonus = TBA
You will have to act fast to get in on these AWESOME bonus deals. They will be gone soon. If
you miss the deadline… then you have already missed out. Don't let them all get away from
you. Why shouldn't it be you that gets the goods?
Eliminate Risk to Customer
The Money Back Guarantee:
The clearer, stronger and more detailed the guarantee, the more credibility
and impact it will have on a buyer.
This will eliminate the feeling of taking some kind of a big risk if they
purchase.
Call to Action
Make sure you give a clear call to action – specific instructions prompting
the reader to take specific action.
You must lay out exactly what you want the recipients of your message to
do.
Provide an Unsubscribe Link
To unsubscribe or change subscriber options, visit:
http://www.aweber. com/z/r/?LAwc jEyMwszGyM
What the Law Requires – The CAN-SPAM Act requires that your email give
recipients an opt-out method, and you must honor it.
You don’t want to have a lot of unhappy subscribers on your list – or
worse, a high amount of SPAM complaints.
Signature File
 The text you insert at the end of all your emails.
 Identifies you, your company, and your products and services.
 Should contain company name, contact details, website address and
marketing tag line.
 Can also be used as a marketing or sales tool.
 A signature file is a powerful marketing and communication tools
available to businesses. Make sure you use one!
Mailing Address of Your Business
 You must provide a mailing address and contact information for
your business.
 Your message must include your valid physical postal address.
 your current street address,
 a post office box you’ve registered with the U.S. Postal Service,
 or a private mailbox you’ve registered with a commercial mail
receiving agency established under Postal Service regulations
Test Your Email
Okay, the last point in this section of email marketing is *VERY*
important.
Check and test your e-mail.
Check formatting
Check all the links.
Check the spelling.
Check & Test Your Email
Step 2
Fill with your email address
Step 3 Click
Step1Click
Spam Check
 Look for a score of 5 or lower
 (the lower the better).
Click
Using the Canned Email
You just spent a good deal of time and effort (and maybe even some ad
dollars) to get subscribers.
You then put even more time and effort into building a relationship with
them.
So why would you want to send them a canned pitch?
It might be great copy and has been tested for
conversion, but they are not you.
We are not saying that you can’t take advantage of the
pre-written emails. Copying their structure and using
some of the power words they include is totally okay!
It is crucial to put your personality into the message.
We are all extremely busy and it is really easy to just copy and paste.
Take the time to craft your own email copy, in your own writing style.
Remember, your personality is what makes your mailing list unique.
What to Promote to Your List
Be picky about what you promote.
Be HONEST when making your recommendations!
Know exactly what you are promoting and that it is actually worth the value.
The Affiliate products you promote often come with their own articles and
swipe emails for promotion. You can use these also in your follow up
messages when promoting through your follow up series.
In Summary
Let your voice shine through. After all, you are the list owner and
responsible for building the relationship.
Over-deliver.
Stay in contact.
Build credibility and become the marketer of choice. Do this by always
delivering great content that will benefit your list and help them succeed.
Always test and look for ways to improve.
Don’t let fear hold you back!