“Email Mastery and Building Profitable

Relationships”Developing the Skills of Writing Your Emails to Get the Results You Want

What is Email Marketing?

Email marketing is a form of direct marketing which uses electronic mail as a means of communicating to an audience.

It is used to encourage customer loyalty and repeat business.

Advantages to Email Marketing

Distributes information to a wide range of “highly targeted” potential customers.

Generates repeat business affordably and automatically.

Can track your exact return on investment.

Instant delivery.

Lets you “push” the message to your audience.

Disadvantages of Email Marketing

It is getting more and more difficult all the time to distinguish between legitimate and spam email marketing.

Nearly a third of respondents knowingly enter bogus email addresses.

CAN-SPAM Act

Take time to read this.

Email

Marketing

List Creation

Email Marketing

Goals

Analysis & Reporting

Email Deliverability

Email Branding

List Segmentation

Marketing Goals

As your knowledge of, and experience with email marketing grows, you'll want to re-think and change your plan to incorporate the new ideas that you've learned, and remove those that aren't meeting your expectations.

Conduct a Competitive Analysis

Find out what your competitors are doing Will give you the edge to make your communications more

effective. Get on your Competitors' Lists Keep track of the types of emails your competitors send, when

they send them, and who the emails are sent to. Look for strengths Look for weaknesses Look for opportunities

What are your marketing Goals?

What do you wish to achieve with your email marketing campaign!

What Products or Services will you Promote?

Include anything that's relevant in as much detail as you can your products or services, • features available, • the benefits you provide over your competition, the • special deals

Who are you wanting to reach and what are your goals with each?

Existing customers Subscription renewals Cross sells Up sells

Perspective customers First purchase Brand awareness Relationship building

Where will we find all that content?

Affiliate products Outsourcing Own product creation PLR

Change to a name you will recognize

Your company name and address will be here

Setting Up Your List

Money Making webinar registration

Your Name Valid Email address

Step 2 Click

Step 1 Save your settings

Click

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List Segmentation

Definition of List Segment- subset of a mailing list consisting of records that match specific criteria

For email to be relevant, your email lists need to be well targeted.

Successful marketers understand that in order to get the best results, that list must be segmented and broken into multiple groups

An optimal segmentation strategy can lead to better email responses, providing you with higher open rates, and increased conversions that see subscribers turned to customers.

No two consumers are identical, meaning you should not treat all the subscribers on your mailing list exactly the same.

The most important part of the process is to properly define the criteria to use for list segmentation. Whatever you decide on, make sure each segment has its own unique message

lower unsubscribe rates than those who send the same email to everyone on their list.

Easiest list segmentation is: Segment by purchase activity

Send an email to people who have purchased a particular produc.t who have spent a certain amount of money. Send an email to your most loyal customers. Send to those that signed up for your FREE offers.

Sales Page

No sale Free Offer Opt-In

Free Offer List

Sale Front End

OTO Offer

OTO Sale

Thank You Opt-In Page

For Download

OTO Buyers List

NO OTO Sale

Thank You Opt-In Page

for Download

Front End Buyers List

Know Your Lists, Who’s On Them, and What They Bought

Name & email address

Email Deliverability

Email deliverability is about ensuring requested opt-in email is delivered to the intended recipient.

Always Ask For Permission and BE Can Spam Compliant

Use double opt-in Valid postal mail address Unsubscribe link

Subscriber Addresses You Ask For

Ask for “real” or “primary” email address

Message Formatting Text or HTML

If sending HTML it is important to always send a plain text alternative message, also called text/HTML multi-part mime format.

Limit Use of Images:

Avoid creating messages that are entirely images. Use images sparingly, if at all.

Careful Use of Using Attachments:

Many users are wary of attached documents due to viruses . Use a website URL to reduce recipient fear of attachments

Words & Phrases You Choose:

Choose your language carefully when creating email messages. Avoid spam hot buttons such as dealing with medication, mortgages, making money, and pornography.

Branding

In pre-Internet days, official company letterhead was used for all communications, external and internal.

Typed on branded bond paperPlaced in a branded envelopeIncluded a business card with the company's logo on it.

Fast forward to today when 87% and higher of a company's communications takes place through email.

Understanding Email BrandingWhy is email branding important? You want to make an impression.

People are busy, and having a good branding element enables its message to stand out or differentiate your email in the recipient's crowded inbox.

Emails present an opportunity to expand a company's image and awareness while demonstrating its professionalism

Email addresses speak volumes about their owners and the image they are trying to portray.

Consistency in your branding is important!

The Email

Will Your Email Ever Get Read?

The biggest complaint we hear is, “My inbox is crammed full of hundreds of emails every day because I am on so many lists.”

Why Doesn’t My Email Get Opened?

Ineffective subject line

Bad timing

List fatigue

Poor list quality

Your content just sucks

Spam filters

The Email: From Field & Subject Line

Two main factors that drive the open rate are the From Field and Subject Line. “Who is it from and what’s in it for me?”

Your recognition factor The 'from' field is at times the most important factor motivating your subscriber to open emails. People are more likely to open an email from a sender they recognize.

The “from” field Keep the “from” field the same over time

The subject line This single line is where the subscribers will determine whether they open the email or delete. Your subject line has to grab their attention.

Don’t mislead.

Avoid 'promotional' words or phrases.

Personalize.

Focus on what’s in it for the reader.

Keep it short.

The most effective subject lines are often not the ones a marketer would predict to win."

Subject Line

If you segment your list ensure you test subject lines for each segment.

You may find, for example;

long-serving, active subscribers react best to a simple branded subject line that focuses on recognition

newer or more inactive subscribers may need a more benefit-laden subject line to get them to pay attention.

Familiarity usually tends to breeds contentment with most subscribers but sometimes brings on contempt. Always using the same subject line approach might lose its performance over time.

Always be willing to try something different now and then to mix things up and spark a little curiosity in subscribers.

The Role of Recognition In A Subject Line

Two reasons to use branded subject lines

Transactional message from you

Example: Business Name “Subscription Renewal Confirmation“

You have an excellent reputation for always delivering useful, valuable content.

Your main priority may be to ensure people recognize your emails.

Name and salutations : most personal things in the communication piece and subscribers see them before they even get to the main feature.

Get it wrong from the first line - it will most likely go in the bin.

Fisrtname_fix Example: bOB or BOB - Bob

No real relationship with your subscriber and personalizing may seem as being artificial or spammy.“

A name takes away space you might use to greater effect with other copy.

People typing anything in subscription box for first name just to get through the registration process

Inaccurate or unreliable data will make it clear to readers that you really don't know who they are. That's worse than no personalization.

Obvious typos

Lots of spam puts first names in the subject line so perception (based on experience) that such emails are either spam or marketing messages

Reason To Not Personalize Subject Line

Subject Line Examples

Question form subject line – “Danny, are you sick and tired of your Boss?”

Commands action subject line – “Act now, Patricia, and get this once in a lifetime opportunity!”

Use a subject that says your e-mail contains teaching content – “Dottie, use this guide to get past the stumbling blocks.”

Create curiosity – “Barbara, here's something you wouldn't expect....”

Create scarcity and urgency – “John, the doors are opening again for only 48 hours….”

Use breaking news as your subject – “Phil, my product just went LIVE!”

Email Message

Personalize – This can increase sales by as much as 300%.

Content of your email (The Body) – Get your opt-in subscribers to trust you quickly.

Remember – KNOW YOU, LIKE YOU, TRUST YOU.

Broadcast Messages

Broadcast Messages

Scheduled Sending

Follow-up messages are sent in sequence, one after another. Broadcast messages are sent once at a specific date and time. Create a time/date-specific email broadcast and schedule its sending. Send repeat email broadcasts to reinforce your message.

Follow Up Email Seriesyou decide your interval style.

Two common interval styles:

• RAPID FIRE: One after another. So you could possibly send a message out everyday or even twice a day or more. I wouldn’t recommend this unless your in a niche that tolerates aggressive marketing… (Make Money Online Niche)

• SPACED: Sending out one or two messages a week, and then waiting 1or 2 weeks. When used correctly, people on the list begin to anticipate and wait for the messages.

What these two styles have in common, is that they’re both consistent.

It’s always important that you know how to create follow up messages in your autoresponder.

The thing you should focus on is building your relationship with your list.

Don’t initially think of selling first. Think “Pre-sell.”

Before anything is sold, you have to establish yourself as a reliable source.

Create With Confidence- Don’t sweat over follow up messages – your prospects are waiting for you!

Follow Up Email Series Build Relationships First

Follow Up Email

Follow Up Email

Follow Up Email Series

Follow-Up Email 1

Send immediately after your customer/subscriber takes action.

Welcome them and re-assure that the right decision has been made. Mention the product or newsletter name again.

Include any product download pages

Your main goal is an introduction to you and to make sure the customer/subscriber gets what they opted in for.

Follow-Up Email 2

Start with mentioning the product or newsletter name again.

Let the subscriber know what they can do with the downloaded files and how to actually download them.

Assure them your there for them

Ask them how they are doing with the product

Give any additional resources you may have to offer.

You can mention your affiliate program if you haven’t yet.

Follow-Up Email 3

Ask if they have had time to work with your product.

Ask how your product has helped solve any problems for the customer, or what you may add to make it even better.

You can recommend other products, resources, etc., that you have, but keep it a very soft pitch. Use related content in your follow up to presell your offer.

Follow-Up Email 4

Offer nothing else than your personal help. Build a relationship.

Include something of value that relates to your original product or to an upcoming or previous offer.

How many follow-ups in a series?

You can continue it on as long as you want.

The follow-up is all about building relationships and creating the right first impression.

Focus on delivering and over delivering value

Remember to inject your personality and style as you are building your list.

Promote the things that excite you.

Keep your email content light, creative and original.

Provide good content. Focus on Value

Outline the benefits of your product and services.

Provide a clear image of what you are offering.

Give a simple yet strong clear call to action

Crafting Your Email Message

Use Social Proof….

Use Social Proof – This is a powerful psychological mechanism by which we look to others to guide our own actions. “If everyone else is doing it, so can I.”

Example – “Product name” has now been labeled "the runaway hit of the summer." There have already been over 5,000 copies of “product name” sold in the first 4 days.

Use testimonials as social proof and credibility.

Use Urgency and Scarcity

Fear of loss is one of our biggest motivators.

You will become effective when you become good at communicating that something is time-sensitive or quantity-bound.

Take a look at your own action: What do you do when you feel the sense of urgency or scarcity?

Example of Scarcity and UrgencyWhy is it so important for you to be ready the moment it goes LIVE?Not only do I not want you to miss out on the bonus package that I will be offering you, but also because of the fast action bonuses that “product owner” is getting ready for you. They will be as follows:

First 77 Buyers (expected in first minute of going live)Bonus = TBA (To Be Announced) live on the sales letterFirst 7 MinutesBonus = TBAFirst 77 MinutesBonus = TBAFirst 7 HoursBonus = TBAFirst 77 HoursBonus = TBAFirst 7 DaysBonus = TBA

You will have to act fast to get in on these AWESOME bonus deals. They will be gone soon. If you miss the deadline… then you have already missed out. Don't let them all get away from you. Why shouldn't it be you that gets the goods?

 Eliminate Risk to Customer

The Money Back Guarantee:

The clearer, stronger and more detailed the guarantee, the more credibility and impact it will have on a buyer.

This will eliminate the feeling of taking some kind of a big risk if they purchase.

Call to Action

Make sure you give a clear call to action – specific instructions prompting the reader to take specific action.

You must lay out exactly what you want the recipients of your message to do.

Provide an Unsubscribe Link

To unsubscribe or change subscriber options, visit:http://www.aweber. com/z/r/?LAwc jEyMwszGyM

What the Law Requires – The CAN-SPAM Act requires that your email give recipients an opt-out method, and you must honor it.

You don’t want to have a lot of unhappy subscribers on your list – or worse, a high amount of SPAM complaints.

Signature File

The text you insert at the end of all your emails.

Identifies you, your company, and your products and services.

Should contain company name, contact details, website address and marketing tag line.

Can also be used as a marketing or sales tool.

A signature file is a powerful marketing and communication tools available to businesses. Make sure you use one!

Mailing Address of Your Business

You must provide a mailing address and contact information for your business.

Your message must include your valid physical postal address.

your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail

receiving agency established under Postal Service regulations

Okay, the last point in this section of email marketing is *VERY* important. Check and test your e-mail.

Check formatting

Check all the links.

Check the spelling.

Test Your Email

Fill with your email address

Step1Click

Step 3 Click

Step 2

Check & Test Your Email

Spam Check

Look for a score of 5 or lower (the lower the better).

Click

Using the Canned Email

You just spent a good deal of time and effort (and maybe even some ad dollars) to get subscribers.

You then put even more time and effort into building a relationship with them.

So why would you want to send them a canned pitch?

It might be great copy and has been tested for conversion, but they are not you.

We are not saying that you can’t take advantage of the pre-written emails. Copying their structure and using some of the power words they include is totally okay!

It is crucial to put your personality into the message.

We are all extremely busy and it is really easy to just copy and paste.

Take the time to craft your own email copy, in your own writing style.

Remember, your personality is what makes your mailing list unique.

What to Promote to Your List

Be picky about what you promote.

Be HONEST when making your recommendations!

Know exactly what you are promoting and that it is actually worth the value.

The Affiliate products you promote often come with their own articles and swipe emails for promotion. You can use these also in your follow up messages when promoting through your follow up series.

In Summary

Let your voice shine through. After all, you are the list owner and responsible for building the relationship.

Over-deliver.

Stay in contact.

Build credibility and become the marketer of choice. Do this by always delivering great content that will benefit your list and help them succeed.

Always test and look for ways to improve.

Don’t let fear hold you back!