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Email Campaigns

Email Campaigns. From Content to Clickthroughs. Email purpose?. Why do you email customers and prospects? What’s the purpose of your emails?. Common email goals. Expand company visibility and reach Make a sale Lead generation Maintain current customers Increase repeat sales per customer.

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Email Campaigns

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  1. Email Campaigns From Content to Clickthroughs UNR: From Content to Clickthroughs

  2. Email purpose? Why do you email customers and prospects? What’s the purpose of your emails? UNR: From Content to Clickthroughs

  3. Common email goals • Expand company visibility and reach • Make a sale • Lead generation • Maintain current customers • Increase repeat sales per customer UNR: From Content to Clickthroughs

  4. What emails should NOT do • Facts about your reader: • Nearly 8 out of 10 read email from their smartphones. • They are super busy • They have short attention spans/patience • Emails should NOT try to make the sale UNR: From Content to Clickthroughs

  5. What emails should do • Emails should not try to make the sale • “Emails inspire a click” • “Emails sell the click” • (Dr. Flint McGlaughlin, marketingexperiments.com) UNR: From Content to Clickthroughs

  6. What emails should do • Emails should fall logically into your natural sales process. • Step the prospect through as if you’re physically meeting with them in your store. UNR: From Content to Clickthroughs

  7. A typical online or offline sales process • Step 1: Introduction – Make prospect aware of your product • Step 2: Demonstrate value – See online demo or start free trial • Step 3: Warm close – If no order, go to step 4 • Step 4: Nurture relationship – Whitepapers, demos, extended trial offer, free consulting, etc. • Step 5: Close the sale – Get the order • Step 6: Cross-sell/up sell/repeat sell existing customers UNR: From Content to Clickthroughs

  8. Typical email sales process • Example: Accounting software • Step 1: Introduce the product and ask for the order • Step 2: Start process over with a new • list of names or continue emailing current list UNR: From Content to Clickthroughs

  9. What emails should do • Emails should not try to make the sale • “Emails inspire a click” • “Emails sell the click” • (Dr. Flint McGlaughlin, marketingexperiments.com) UNR: From Content to Clickthroughs

  10. What emails should do • Purpose of the email is to get the reader to move further down the sales process: UNR: From Content to Clickthroughs

  11. Ideal email flow Email (Inspire a click) Landing Page (Convince to convert) UNR: From Content to Clickthroughs

  12. Exceptions Sometimes, you can sell on a long email. To know which process generates the most revenue, TEST IT! UNR: From Content to Clickthroughs

  13. Writing Emails • that Inspire a Click UNR: From Content to Clickthroughs

  14. UNR: From Content to Clickthroughs

  15. UNR: From Content to Clickthroughs

  16. Winning Email Structure • 1. Subject line/headline • Grabs attention and engages reader • 2. Lead • Pulls reader into conversation and introduces the “big idea” • 3. Body • Supports the big idea with convincing detail • 4. Call to action • Tells the next step you want them to take UNR: From Content to Clickthroughs

  17. Winning Email Structure Headline/subject line Lead Body Call to action UNR: From Content to Clickthroughs

  18. How to write subject lines • that get emails read UNR: From Content to Clickthroughs

  19. Subject lines must do more than get attention because… • Readers don’t skim subject lines to see which emails they want to read. • REMEMBER: Readers skim subject lines to see which emails they want to delete. • Your subject line competes with the other subject lines listed in front of them. So you need to do more than get the reader’s attention. UNR: From Content to Clickthroughs

  20. Writing subject lines: Purpose • That’s why the subject line’s true purpose is to: • Get attention • AND engage the reader Attn only: Stop stressing • Attn and engaging: • Dr. Phil’s trick to stop stressing in 10 seconds flat UNR: From Content to Clickthroughs

  21. Writing subject lines: 4 U’s • The 4 U’s of subject lines • Unique • Ultra-specific • Useful • Urgent UNR: From Content to Clickthroughs

  22. Writing subject lines: 4 U’s - Unique • Unique: Say it in a way no one’s heard before • Don’t say: • Make your own foot soak kit • Say: • How this common kitchen spice gently melts away calluses from your feet UNR: From Content to Clickthroughs

  23. Writing subject lines: 4 U’s – Ultra-specific Ultra-specific: Use precise qualifiers and numbers (show value) • Don’t say: • Top 10 tips for increasing online ordering revenue • Say: • Checkout page changes that boost Amazon.com sales by 211% UNR: From Content to Clickthroughs

  24. Writing subject lines: 4 U’s – Useful Useful: Offer a benefit – be relevant to the reader Don’t say: Check out the latest hotel savings now Say: Up to 60% off hotels in all major US cities UNR: From Content to Clickthroughs

  25. Writing subject lines: 4 U’s – Urgent Urgent: Time limited offer, or specify benefit time frame Don’t say: Earn your bachelor’s degree online • Say: • Earn your bachelor’s degree online – inonly 14 months! UNR: From Content to Clickthroughs

  26. Writing subject lines: 4 U’s – Urgent Urgency could also be how helpful it is • Don’t say: • ACME financial newsletter: July issue • Say: • 5 banking lies that will keep small businesses from growing in 2013 UNR: From Content to Clickthroughs

  27. Writing subject lines: 4 U’s • The 4 U’s of subject lines • Unique • Ultra-specific • Useful • Urgent • General goal is to get 3-4 U’s per subject line UNR: From Content to Clickthroughs

  28. Does your car smell funny? Unique Ultra-specific Useful Urgent 5 things your lawyer might say…but shouldn’t Unique Ultra-specific Useful Urgent UNR: From Content to Clickthroughs

  29. Reduce cancer risk by 40% with this common vitamin Unique Ultra-specific Useful Urgent UNR: From Content to Clickthroughs

  30. 4 ways to get more attention • with your subject lines UNR: From Content to Clickthroughs

  31. Writing subject lines: 4 ways to get more attention • #1 Put the main point at the beginning of the subject line. Sometimes the last part (usually not as strong).Never in the middle. • Don’t say: • Make homemade ice cream – 5 tested recipes – takes only 20 minutes • Say: • 5 tested recipes for creamy, homemade ice cream in 20 minutes • Or Say: • Homemade ice cream in 20 minutes – 5 tested recipes to try now UNR: From Content to Clickthroughs

  32. Writing subject lines: 4 ways to get more attention • #2 Subject lines read better when they sound like a complete sentence. • Don’t say: • Tips for better hair – using common pantry items – all natural! • Say: • 3 tips for silkier hair using these common pantry items UNR: From Content to Clickthroughs

  33. Writing subject lines: 4 ways to get more attention • #3 Make it relevant/important – is it something your reader wants or is interested in? • Don’t say: • Handy algorithm to predict subject line conversions • Say: • 10 retail subject lines that can triple your open rates UNR: From Content to Clickthroughs

  34. Writing subject lines: 4 ways to get more attention • #4 Be credible • 1. Use a sincere tone • 2. Make realistic claims (numbers help) • 3. Avoid fear tactics UNR: From Content to Clickthroughs

  35. Writing subject lines: Common “best practices” USE WITH CAUTION UNR: From Content to Clickthroughs

  36. Writing subject lines: Common “best practices” • Personalization • Using the person’s name the subject line. • Don’t over use it: • “Mary, discounts for premium burial plots” • “John, your order confirmation” UNR: From Content to Clickthroughs

  37. Writing subject lines: Common “best practices” • Punctuation • Using CAPs, parentheses, colons • Don’t over use it: • “[ABC Newsletter]: Nov issue – INCREASING PPCs!” • “Super fast (works great) wart removal” UNR: From Content to Clickthroughs

  38. Writing subject lines: Common “best practices” • Exclamation points • Use judiciously to avoid sounding sales-y • Don’t over use: • “Bonus gift if you order today!” • “Extra 30% off this weekend only!” UNR: From Content to Clickthroughs

  39. Writing subject lines: Common “best practices” • Fragmented sentences • As if the reader’s part of a conversation that already started. • Know your audience: • “Dude!, This was f*@king awesome!” • “Hey,” UNR: From Content to Clickthroughs

  40. Writing subject lines: Shortcuts • In a hurry and can’t think of anything? Get inspiration from: • Major magazine covers • Popular email newsletters • Best sellers book list UNR: From Content to Clickthroughs

  41. Swipe headlines and subject lines from top magazine covers and email newsletters. UNR: From Content to Clickthroughs

  42. 4 U’s • Urgent • Ultra-specific • Useful • Unique UNR: From Content to Clickthroughs

  43. 4 U’s • Urgent • Ultra-specific • Useful • Unique UNR: From Content to Clickthroughs

  44. Practice time • 52 headline formulas UNR: From Content to Clickthroughs

  45. What emails should do • Emails do not sell • “Emails inspire a click” • “Emails sell the click” • (Dr. Flint McGlaughlin, marketingexperiments.com) UNR: From Content to Clickthroughs

  46. Winning Email Structure • 1. Subject line/headline • Grabs attention and engages reader • 2. Lead • Pulls reader into conversation and introduces the “big idea” • 3. Body • Supports the big idea with convincing detail • 4. Call to action • Tells the next step you want them to take UNR: From Content to Clickthroughs

  47. Email Lead and Body • Generally about a 30-second read • Introduces the big idea(make heads turn, creates discomfort) • Show you have the answer(relieve discomfort & pique curiosity) • State a single call to action UNR: From Content to Clickthroughs

  48. Subject line: If you’re looking for more traffic, STOP! UNR: From Content to Clickthroughs

  49. Subject line: If you’re looking for more traffic, STOP! The lead gets attention by addressing issue readers want. But contradicts it to pique curiosity. Call to action The body includes credibility element and more curiosity Show personality UNR: From Content to Clickthroughs

  50. Let’s see how the big guys do it… UNR: From Content to Clickthroughs

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