After The Lead Increasing LTV and Reducing Time To Break Even On New Leads
Skip Shean 7 years CEO of 16Wells, online marketing cons ultancy, almos t all financial / trading Head of Marketing @ TradeMonster Business Development @ optionsxpress Over 45 clients served 85%+ financial related We focus on growing businesses by lead generation and revenue generation Product Development @ E*TRADE Google AdWords Partner Agency 9 years in management consulting ActiveCampaign Certified Cons ultant Univ of Chicago MBA, Finance / Strategic Management / Entrepreneurship Over $1MM Facebook campaigns managed
The problem Lead Generation Publishers tend to do at least a decent job of bringing in new email addresses. Affiliate Swaps Online Advertis ing Lead Magnets Lead Cultivation Converting a new email address into a prospect through a conversation. Explain value prop Product ladder Cornerstone content links Cus tomer Es calation After initial purchas e, moving the customer to deeper engagement and higher lifetim e value. Usually not even attempted Too early/ late
Challenges deep-dive Challenge 1 Challenge 2 Challenge 3 Acquire audience Tracking sources with more detail can lead to smarter allocation of ad budget. Up 30-day actives How to consistently engage your leads so that they want to know more? Increase conversion Leading with your best foot forward every time clarifies what you do for your people.
3 email series ( Indoc ) Perfect Welcome Solution Engage each lead the same way. Every. Single. Time. Best Of Campaign Bonding Campaign (Bonus) How Can I Help? This 3-part email s eries consistently doubles s ales (and... I m going to give it to you today)
Where does Indoctrination fit in lead lifecycle? New Leads Indoctrination Y Engage $ Ascend Y N N Y Segmentation Y Re-Engage N Bucket
3-5 days Ideal length is 3 days, 5 days max
Campaign overview Perfect Welcome Email Be s t Of e m a il 2 How Can I Help You? email DAY 0 DAY 1 DAY 2 DAY 3 & 4 DAY 10 Be s t Of e m a il 1 Bonding email ½ (optional)
Perfect Welcome email - Day 0 You only get one shot at a first impression - that s what this email is Purpose: Introduce yourself and your company Align yours elf with them Set expectations for exactly what they will get Restate the benefits of being a subscriber Get them to make a micro-committment Open a loop with them (soap opera / 24 series) It s also your first committment. You re committing to a consistent schedule. People want to know where to start Whitelis ting (m icro-com m ittm ent, delivera bility) p.s. Is a hint about opening a loop, creates anticipation
Perfect Welcome template
Campaign overview Perfect Welcome Email Be s t Of e m a il 2 How Can I Help You? email DAY 0 DAY 1 DAY 2 DAY 3 & 4 DAY 10 Be s t Of e m a il 1 Bonding email ½ (optional)
[Alt #1] Best Of campaign - Da y 1 Follows the perfect welcome email One or more emails in this s tep Remember to include whatever the p.s. was in the Welcome email! If you have content you re proud of - articles, blog pos ts, videos, even third-party published content - this is your opportunity to profile it 1 of 3 gifts suggests more is coming. Keeping my promise NO optin form to get the gifts. (That s for engagement series). No hoops. In p.s. - deliver the gift #2. Underpromise/overdeliver. Not 3 days in a row. End with another open loop
Campaign overview Perfect Welcome Email Be s t Of e m a il 2 How Can I Help You? email DAY 0 DAY 1 DAY 2 DAY 3 & 4 DAY 10 Be s t Of e m a il 1 Bonding email ½ (optional)
[Alt #1] Best Of campaign - Da y 2 Provides gift # 3. Mention 3rd gift in s ubject line becaus e it will caus e them to go back in inbox and look for gifts #1 & 2. They won t find #2 because it s embedded in gift #1 email. If they didn t get those, they will go look for them and read. You re training them they ve got to read your emails. Social proof - without a doubt the most popular Not the best - when people hear that, they think it s B.S. Mos t Popular is s ubjective and there s s ocial proof So I know you ll love it too - a bit of a embedded command Simple, s hort email - purpose is to send them to previous
Campaign overview Perfect Welcome Email Be s t Of e m a il 2 How Can I Help You? email DAY 0 DAY 1 DAY 2 DAY 3 & 4 DAY 10 Be s t Of e m a il 1 Bonding email 1 & 2 (optional)
[Alt #2] Bonding Campaign - Da y 1 This is alternate path to the Best Of Campaign Designed to follow Perfect Welcome email If you don t produce a lot of content or you don t have a lot of existing content You need to say something that is engagement - interesting Q, interesting A. Do you know the #1 reason to write a book? If you have something to say. What are you for? What are you against? One way is to say you don t like X. Congratulations! s ubject line - deliverability high, people tend to open it What do your s ubs cribers really want? (i.e., to los e weight, not diet pills ) Enter the conversation in their head, use their language Giving prais e is the s ign of authority
[Alt #2] Bonding Campaign - Da y 2 By this point, they re opening your messages, recognize your name. Teach a key lesson from the video. If you can make someone think that they never would have thought of something the way you mentioned, you re an authority in your market Whitelis t reminder P.S. - identical to what we covered in Best Of campaign
Campaign overview Perfect Welcome Email Be s t Of e m a il 2 How Can I Help You? email DAY 0 DAY 1 DAY 2 DAY 3 & 4 DAY 10 Be s t Of e m a il 1 Bonding email 1 & 2 (optional)
How Can I Help email Designed to further engage with your subscribers, and hopefully get in depth info from them on why they subscribed Done right, they ll tell you exactly what they need and how you can solve their biggest problem This is the ultimate engagement, and will give you insight into new products you should create Send these from a person - they have a conversational tone
How Can I Help email (con t) Don t tweak the template to make it formal or professional - this one is meant to have fun with. Don t use this message if you don t want to respond to people, or have someone monitor replies - it s the opposite of increasing engagement p.s. - if you re actively on s ocial media, include links, s hows access ibility p.p.s. - Social media s houtout. Very valuable, people freak about it. If someone takes time to send you feedback, acknowledge them.
Final notes Don t recommend stacking a bonding campaign AND a Best Of campaign AND a How Can I Help campaign. Keep it to 3-5 days, max Remember new leads will be receiving your other emails at the same time - you don t want to send them too many emails BUT...experiment. If you do, maybe Welcome email, Bonding, then Best Of, then maybe How Can I Help 1 week later?
How To Implement It This Week?
Want to get the emails now? Pull out your phone
Send a text to: 1-678-506-7543 Send 16welcome in the message (or http:/ / 16w.co/ ac)
You can put the email templates in use two ways Download Google doc Copy each email separately Make the edits you need to customize it for your business Paste into your email sender Make final edits OR... Choose 14 Day Free Trial of ActiveCa mpa ign We set it up in your account You edit the emails and are done Send 16welcome to 1-678-506-7543 or http://16w.co/ac
Thank You! Want to talk about your company s marketing? Skip Shean E: s kip@16wells.com M: (312) 613-6591