OPM Session #3 Marketing
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1 OPM Session #3 Marketing
2 80% OF OPM IS Invitations Registration Page Confirmations Reminders Event Sales Page Auto- Responder Non-Viewer Video Invitations Viewer Follow-Up
3 MASTER MARKETING AND YOU'LL MASTER WEB MARKETING! Marketing Produces More Than DOUBLE the ROI of Other Online Marketing Methods. In 2008, s Will Produce $28 BILLION in Sales! Source: Mailermailer.com
4 TWO TYPES OF S 1. TEXT...
5 TWO TYPES OF S 2. HTML
6 METRICS 1. Delivery Rate: The percentage of your s that are successfully delivered. 2. Bounce Rate: The percentage not delivered. Bad addresses Busy servers Spam filters Rule of Thumb: Delivery Rate: 88% to 98% Bounce Rate: 2% to 12%
7 METRICS 3. Open Rate: The percentage of your s that are opened by recipients. Text s not tracked Tracking image blocked by client Rule of thumb: Open Rates are all over the map; 13% to 35% are common.
8 METRICS 4. Click-Thru Rate: The percentage of unique recipients who click a link in your and continue to your registration or sales page. Sender Subject Line Copy Offer Rule of Thumb: Click Rates typically range from 1.4% to 6.7%
9 FACTOIDS Nearly one third of all s 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 s: Early morning & early afternoon.
10 TYPICAL CLICK RATES: Median/All Industries: 2.73% 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%
11 FOUR SURE FIRE WAYS TO GET MAXIMUM DELIVERY 1. Double Opt-In 2. White-Listing 3. Send a Text Back-Up 4. Stomp the Spam Filters
12 BOOBY TRAPS IN YOUR S Free! 50% off! Click Here Call now! Subscribe Earn $ Discount! Eliminate Debt Double your income You're a Winner! Reverses Aging "Hidden Info "Stop" or "Stops Lose Weight Multi level Marketing Million Dollars Opportunity Compare
13 BOOBY TRAPS IN YOUR S HINT: Use slang and euphemisms to defeat spam filters: Free = El-freebo or Your cost? Zilch!
14 KEEP YOUR SPAM FREE 1. Litmusapp.com 2. Previewmy .com 3. Mailchimp.com 4. Become your own spam assassin
15 TWO KEYS TO MAXIMUM READERSHIP 1. The Sender Line 2. The Subject Line
16 REMEMBER: YOUR SUBJECT LINE HAS ONLY TWO PURPOSES 1. To grab your prospect by the eyeballs 2. To make reading the first few paragraphs of your MANDATORY
17 14 COMMON ELEMENTS OF OUTSTANDING SUBJECT LINES 1. The shorter, the better 2. Report the news 3. Drop a name 4. Surprise them 5. Deliver info 6. Include irony or absurdity 7. Try an apparent contradiction 8. Pique their curiosity 9. Include urgency 10. Use a must-read element 11. Include empathy 12. Try togetherness 13. Mix it up 14. Add a local element
18 MAKE YOUR SUBJECT LINES SING! 1. Do not personalize 2. Avoid you 3. Avoid unusual spacing and characters 4. Tell; don t sell 5. Watch the competition 6. Send it to yourself 7. Create a subject line focus group 8. Monitor results 9. TEST!
19 IMPORTANT TIP: AOL doesn t include the sender line in its client so if you have a large number addresses, include your company name in the subject line for them ONLY.
20 SIX TYPES OF S IN OPM Invitations Registration Page Confirmations Reminders Event Sales Page Auto- Responder Non-Viewer Video Invitations Viewer Follow-Up
21 THREE DEADLINES PER CAMPAIGN 1. Registration deadline 2. Deadline to watch video (non-viewers) 3. Deadline to accept offer (viewers)
22 MASTER THE ART OF THE DEADLINE COUNTDOWN Crank up the thermostat each day Register NOW 2. Introduce Deadline in copy 3. Specify deadline day two days before 4. Specify deadline TIME day before and day of 5. Use HTML early; text s late 6. Two deadline day s are shorter, more urgent
23 MASTER THE ART OF THE DEADLINE COUNTDOWN Add visual excitement and urgency...
24 15 ELEMENTS OF A KILLER INVITATION 1. Fulfill on your subject line 2. Get to the point 3. Be personal 4. Be passionate 5. Write like you speak 6. Deliver value 7. Sell the event
25 15 CRUCIAL ELEMENTS OF A KILLER INVITATION 8. Horrifying alternative 9. Add urgency 10. Make it quick & easy 11. Promise a surprise 12. Give detailed instructions 13. Include several links 14. Use P.S. to restate a benefit; include link 15. Use P.P.S. to restate deadline; include link
26 MY BEST INVITATION EVER Posted for your pilfering pleasure at: Labor-Saving Tip: Re-use copy describing the event throughout the campaign.
27 CONFIRMATIONS AND REMINDERS 1. Remind them that they registered 2. Remind them of the date and time 3. Re-sell the event 4. Watch your inbox!
28 S FOR NON VIEWERS 1. Introduce countdown days until the video of the event will be taken off-line. 2. Attendance info and/or testimonials 3. Repurpose invitation benefit copy to sell them on watching the video event 4. Remind them of the deadline: Watch it now while you still can! 5. Send transcript of the event 6. Send sales page
29 S FOR VIEWERS 1. Send sales page 2. Send sales page with lift note 3. Add new front-end to sales page copy 4. As deadline draws nearer, bring it into the subject line and lead 5. On last day, send two short s with links to the sales page
30 AUTO RESPONDERS 1. Personal, cordial tone 2. Thank or congratulate them 3. Briefly restate product benefits 4. Provide delivery & customer care info 5. Watch your inbox!
31 YOUR ASSIGNMENT: PRACTICE! 1. Write your first invite 2. Write your last chance invitation 3. Practice writing your confirmation and reminder s 4. Write subject lines for each 5. Send your work and questions to: OR, submit your questions on the OPM blog!
32 QUESTIONS?
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