OPM Session #3 Email Marketing
80% OF OPM IS EMAIL Invitations Registration Page Confirmations Reminders Event Sales Page Auto- Responder Non-Viewer Video Invitations Viewer Follow-Up
MASTER EMAIL MARKETING AND YOU'LL MASTER WEB MARKETING! Email Marketing Produces More Than DOUBLE the ROI of Other Online Marketing Methods. In 2008, Emails Will Produce $28 BILLION in Sales! Source: Mailermailer.com
TWO TYPES OF EMAILS 1. TEXT...
TWO TYPES OF EMAILS 2. HTML
EMAIL METRICS 1. Delivery Rate: The percentage of your emails 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%
EMAIL METRICS 3. Open Rate: The percentage of your emails that are opened by recipients. Text emails not tracked Tracking image blocked by client Rule of thumb: Open Rates are all over the map; 13% to 35% are common.
EMAIL METRICS 4. Click-Thru Rate: The percentage of unique recipients who click a link in your email and continue to your registration or sales page. Sender Subject Line Email Copy Offer Rule of Thumb: Click Rates typically range from 1.4% to 6.7%
EMAIL FACTOIDS Nearly one third of all emails 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 emails: Early morning & early afternoon.
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%
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
BOOBY TRAPS IN YOUR EMAILS 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
BOOBY TRAPS IN YOUR EMAILS HINT: Use slang and euphemisms to defeat spam filters: Free = El-freebo or Your cost? Zilch!
KEEP YOUR EMAIL SPAM FREE 1. Litmusapp.com 2. Previewmyemail.com 3. Mailchimp.com 4. Become your own spam assassin
TWO KEYS TO MAXIMUM READERSHIP 1. The Sender Line 2. The Subject Line
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 e-mail MANDATORY
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
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!
IMPORTANT TIP: AOL doesn t include the sender line in its email client so if you have a large number or @aol.com email addresses, include your company name in the subject line for them ONLY.
SIX TYPES OF EMAILS IN OPM Invitations Registration Page Confirmations Reminders Event Sales Page Auto- Responder Non-Viewer Video Invitations Viewer Follow-Up
THREE DEADLINES PER CAMPAIGN 1. Registration deadline 2. Deadline to watch video (non-viewers) 3. Deadline to accept offer (viewers)
MASTER THE ART OF THE DEADLINE COUNTDOWN Crank up the thermostat each day... 1. 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 emails late 6. Two deadline day emails are shorter, more urgent
MASTER THE ART OF THE DEADLINE COUNTDOWN Add visual excitement and urgency...
15 ELEMENTS OF A KILLER INVITATION EMAIL 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
15 CRUCIAL ELEMENTS OF A KILLER INVITATION EMAIL 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
MY BEST INVITATION EMAIL EVER Posted for your pilfering pleasure at: www.makepeacetotalpackage.com/profit-multiplier/ Labor-Saving Tip: Re-use email copy describing the event throughout the campaign.
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!
EMAILS 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
EMAILS 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 e-mails with links to the sales page
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!
YOUR ASSIGNMENT: PRACTICE! 1. Write your first invite email 2. Write your last chance invitation email 3. Practice writing your confirmation and reminder emails 4. Write subject lines for each 5. Send your work and questions to: OPMcoaching@MakepeaceTotalPackage.com OR, submit your questions on the OPM blog!
QUESTIONS?