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Building Your Businesswith Email Marketing
Building with Email MarketingWho are Chuck & Blaine?Why Email Marketing?Anatomy of a Great Email(AzMA Checklist)7 Deadly Errors to AvoidMasterpiece Email FormulaTips & ToolsWorkshop - Getting Results Tonight!Arizona Marketing Association
Business OwnersChuck Trautmanst1Blaine OelkersArizona Marketing Association
Arizona Marketing Association
Arizona Marketing Association
Arizona Marketing Association
Arizona Marketing Association
Arizona Marketing Association
Mastermind RootsArizona Marketing Association
Mastermind RootsArizona Marketing Association
Arizona Marketing Association
Bo’s GraduationArizona Marketing Association
Ready to ServeArizona Marketing Association
Email SuccessFrom 1 to 1,000,00070% of 100 MillionConnectEducatePromoteArizona Marketing Association
Why? Email
How manyEmails are sentper day?
205 Billion Emails per day!2.3 Million every second!
What Percentare Spam?
90%Still 20.5 Billion a Day!
Email Yields anaverage 4300% ROIfor businesses in USA!(Direct Marketing Association)
CustomersPreferEmail!
Using Email tonurture leads:50% more sales ready33% lower cost!(Hubspot)
Email conversion rates:3x higher than Social Media17% higher value!(McKinsey & Company)
Important to YOU!Extremely Low CostCapability to:Connect Educate Promote Relationships / Referrals Set It and Forget It (SIaFI)Arizona Marketing Association
KnowLikeTrustBuy
Direct Response EmailsCommunicationTransactionsSales FunnelsProduct OffersAnnouncementsCustomer iningSurveyNurturingReferralArizona Marketing Association
What’s the mostimportant partof an Email?
Anatomy of a Great Email#1 SUBJECT LinePREHEADER TextFROM LineSUB-HEADsCONTENTCall-To-Action (CTA)PHOTOTRACKabilityArizona Marketing Association
12DirectResponseEmailMarketing341926 Ad - John CaplesU. S. School of MusicOne of the mostEffective Direct Response Adsof all times!5
16 Categoriesof Subject Lines.Arizona Marketing Association
1.CuriosityWhy it works: This type of subject line plays on ournaturally inquisitive behavior. Curiosity subject lines are careful not toreveal too much – the purpose is toengage the reader and compel him toopen the email message.Arizona Marketing Association
Examples: Daddy, Are You Crying? ‘Yes’ I said- Rich Schefren Keep Your Pants On- Early To Rise coulda, shoulda, woulda- Chuck TrautmanArizona Marketing Association
2. Big BenefitWhy it works: You’re making a promise toremove pain, frustration, and fear of theunknown. The trick is to get as close as you can tounderstanding the specific pains and doubtsyour readers desperately want to resolve Your subject line, in the form of a benefit(big promise), offers relief.Arizona Marketing Association
Examples: How to Use Artwork Successfully inYour Marketing-Ted Nicholas 7 Healthy Ways to Unwind onWeekends- Matt Furey Everything You Need to Know AboutEmail Marketing- MindValley LabsArizona Marketing Association
3. Compelling QuestionWhy it works: Ask anyone a question and their first instinctis to think about whether they know theanswer or not. You’ve got their attention and you’ve gotthem engaged at least for a second. It works best when it addresses issues andsituations that weigh heavy on your readers’minds.Arizona Marketing Association
Examples:Is It Ever Right To Scare Customers?-John Forde"But isn't that spamming?"-Perry MarshallHow Dangerous is Your Daily Shower?- Dr. MercolaArizona Marketing Association
4.ControversyWhy it works: Email subject lines that embracecontroversy are some of the mosteffective. It's human nature to want to watchcontroversy unfold.Arizona Marketing Association
Examples:Art, You’re Fired!-Norm DePlumeThe myth of customer surveys-Michael MastersonWhy being dumb is so smart-Ken McCarthyArizona Marketing Association
5.Do You Qualify?Why it works:The artistry here is the turnabout that asavvy marketer takes with her reader(prospect).Arizona Marketing Association
Examples:Delete This Email Right Now Unless.- Early To RiseRead this only if -Alex MandossianFor entrepreneurial women who want tothrive-Troy WhiteArizona Marketing Association
6. FascinationWhy it works: Fascinations exploit a specific curiosity. The idea is to create an open loop ofmystery in the reader’s mind and revealonly enough information to trigger a“what’s that all about and why?”reaction.Arizona Marketing Association
Examples:5 Foods You Should Never Eat.- AgoraCreate a Stronger Brain in JUST 30 DAYS!- Nightingale‐ConantThe Man Who Divorced His Wife to Become aSpammer- Perry MarshallArizona Marketing Association
7. For FreeWhy it works: The “For Free” appeal is all about makingan offer. It’s very useful when highlightinga bonus or gift‐with‐purchase. “For Free” is a terrific attention getter(even in jaded, hyper‐competitivemarkets) but is most effective at draggingreaders in when the free item carries ahigh perceived value.Arizona Marketing Association
Examples:FREE Pedometer and FREE Trial Issue- PreventionChuck. choose any fight DVD you want ‐‐for NOTHING.- Bob PierceChuck, Your 5 Free Gifts - Matt FureyArizona Marketing Association
8. NewsWhy it works:Television “breaking news” storiescondition us to look for news.Arizona Marketing Association
Examples:BREAKING NEWS: Hell has officiallyfrozen over- Frank KernDOW WARNS: "Huge decline deadahead!" What to do .- Martin WeissThe Pelosi suicide pill- Richard YoungArizona Marketing Association
9. Numbered ListWhy it works:Numbered Lists subject lines eliminate oneof the major objections, “Hey, how MANYtips, secrets, ideas, or whatever will shebe discussing? Will it be worth my time?”Arizona Marketing Association
Examples:10 Commandments of Direct ResponseMarketing- Dan Kennedy23 Compelling Reasons to Attend ThisSeminar- Ted Nicholas5 "Wussy Signals" Women NoticeInstantly- David DeAngeloArizona Marketing Association
10. SavingsWhy it works: It makes no bones about the fact thatsomething is being offered for sale. It targets buyers and those sitting on thefence. “Savings” subject lines work best whenmixed with a deadline—adding a senseof urgency—to the appealArizona Marketing Association
Examples:ATTENTION! Less Than 48 Hours to Save 297.00.- Bill GlazerChuck, "Ugly Wrapper" means I'm knocking 20 off.- Bob PierceSave 50% ‐‐ for 72 hours only- Motley FoolArizona Marketing Association
11. Universal ProblemWhy it works: A widely recognized problem or condition that frustratesyour readers is a slam‐dunk attention getter. You’re usingthe power of empathy. When readers know that you genuinely understand their keyproblems, they want to listen to what you have to say.Arizona Marketing Association
Examples:I can't get any traffic!!!- Russell BrunsonSo Many Goals . So Little Time- Early To RiseTired of the hype?- Glenn LivingstonArizona Marketing Association
12. UrgencyWhy it works:What makes Urgency subject lines soeffective is the deadline component.The key here is to use real deadlines andactually kill the offer when the deadlinepasses.Arizona Marketing Association
Examples:Final 24 hours to save 3,003!- Martin WeissLast Call – Closing The Doors Today – AreYou Going To Miss Out?- Richard EastYou can get this today, but not next week!- Bob BlyArizona Marketing Association
13. The Case Study EmailExample:[Case Study] Mother of 3 earnsfirst 30,000 online14. The Versus EmailExample: Fake businesses vs realbusinessesArizona Marketing Association
15. The Avoid EmailExample: Avoid these 10 copywritingmistakes16. The Big Mistake EmailExample: I can’t believe I screwed thisup Arizona Marketing Association
Subject Line PersonalizationSubject line A: Bending the Email Best Practices RulesOpen rate: 13.45% with CTR: 2.17%Subject line B: [First name], Bending the Email BestPractices RulesOpen rate: 14.45% with CTR: 2.6%Open rate increase: 7.44%CTR increase: 20.05%Arizona Marketing Association
What Percent ofEmail is Openedon Mobile Phone?
Who usesPreheaderText inEmails?
From NameSubject LinePreheader Text
Preheader: Typically the first line of the EmailCan be set in some systems or hiddenTREAT IT like an Extended SUBJECT LineArizona Marketing Association
FROM LineWho’s the email from?Trusted? Known?Avoid bad ones: DoNotReplyDon’t use email addressesName & Brand/Company bestArizona Marketing Association
8% frontend and 31% backend!Arizona Marketing Association
SUB-HEADsImportant – often overlookedScan-abilityMini-HeadlinesInviting and Slippery SlidePulls the Reader InShort, Clear , CompellingArizona Marketing Association
12DirectResponseEmailMarketing341926 Ad - John CaplesU. S. School of MusicOne of the mostEffective Direct Response Adsof all times!5
CONTENTHigh Value – To ThemRelevant – To ThemPersonalized – To ThemShort Text BlocksNice Format – Readable FontTHEM – Ask / Survey / TestArizona Marketing Association
Call To ActionClear – Simple – Specific - SingleStrong Action Verb“Download”, “Click”, “Order”Reason to act & act now“Call Today”, “Get it Now”Arizona Marketing Association
ButtonOptimizer.com
PhotoIncreases ResponseGraph – Info GraphicCanva.comScreen ShotsPersonal ImagesFree Use Stock PhotosPixabay.comArizona Marketing Association
TRACKabilityMust Measure to ManageEmail ServicesInfusionSoft, MailChimpOpen Rates(Resend to Un-Opens)Click Through Rates (CTR)Action/Order RatesArizona Marketing Association
Average 18 to 20%Arizona Marketing Association
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1. Making More Than One Offer in aSales EmailWhen you make multiple offers in thesame note, you confuse your prospect anda confused mind takes no action.One offer per email!Arizona Marketing Association
2. Omitting Links Even your cultivation emails should have alink to a piece of content, survey, orresource. You want to train your readers to click yourlinks so when your selling they click yoursales links, too.Arizona Marketing Association
3. Sending Only Sales EmailsYou must have a balance betweenproviding valuable content and selling.If you're always selling, your prospects willquit opening your emails.Arizona Marketing Association
4. Not Tracking and Testing Do you measure open rates for yoursubject lines? Do you measure opt outs? Do you test the conversion of emailswith the same body but different subjectlines?Arizona Marketing Association
5. Bad FormattingYou must make your email messageseasy to read.Use a line length of 60 characters max.Write at a 6th grade level to mostaudiences.Use short sentences.Paragraphs should be limited to 2 or 3sentences.Arizona Marketing Association
6. Using Boring Copy What’s the number one marketing sin?Being boring! It applies to email marketing, too.Arizona Marketing Association
7. Using Subject Lines That AreEasy to Ignore This is the deadliest error of all. If your message is not opened you haveno chance for a response.Arizona Marketing Association
Masterpiece Email FormulaArizona Marketing Association
Top Tips and ToolsBest time to send? Stats/TestProof ReadCan-Spam CompliantTemplate BuildersHave Fun – Be AuthenticArizona Marketing Association
Build Your Next EmailWorkshopArizona Marketing Association
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Table Feedback – A Great One!Arizona Marketing Association
- Matt Furey Everything You Need to Know About Email Marketing - MindValley Labs . Arizona Marketing Association 3. Compelling Question Why it works: Ask anyone a question and their first instinct is to think about whether they know the answer or not. You’ve got their attention and you’ve got them engaged at least for a second. It works best when it addresses issues and .
