HOW-TO: Write Email Marketing Messages That Get Opened & Read +Chris Mohritz | [email protected] | #IdeaToOperations
Oct 21, 2014
HOW-TO:Write Email Marketing
MessagesThat Get Opened & Read
+Chris Mohritz | [email protected] | #IdeaToOperations
OUR JOURNEY
● Why email● Where to start● Creating results● Best practices● Resources
We’ll jump right inFeel free to ask about my background after session
MY GOAL
Everyone leaves today with a view intohow to structure your email sequence, andconcrete steps to compose the messages
WHY EMAILIt (Still) Rocks
KEEPS ON TICKING
● Still most cost-effective way to promote● Build loyal followers● More followers drives repeat traffic● Easy to track response rates● Higher engagement = higher conversions● Higher conversions = fatter bottom line● What’s new: mobile readers
WHERE TO STARTMake Something Good, Better
BUILD A SWIPE FILE
● Optin at related blogs & businesses● Check your email (lists you’re already on)● Search Google for top (related) articles● slideshare.
net/brianabbott/autoresponder-message-sample-series-free-sequence-of-emails-to-swipe
Note: starting points only, make it yours:your voice, your message, to your audience
CREATING RESULTSHelp Them Get Where They Want To Go
HOW TO RISE ABOVE NOISE
● Provide genuine value to your audience● Be their [ Path to Mastery ]● Don’t look like everyone else● Don’t sound like everyone else
eg. Most emails are self-servingSo be “reader-serving”
YOUR AUDIENCE HAS A GOAL
THEY FEEL OVERWHELMED
GIVE THEM ACHIEVABLE CHUNKS
DRIP-FEED THE SOLUTIONS
● Guide them to each milestone● One milestone per email*● Focus on (only) one milestone at a time● Want them to say: “Done. Now what?”
BEST PRACTICESDon’t Add To The Noise
RISE ABOVE THE SPAM FOLDER
● Subject = Get the open● First sentence = Get the read● Avoid the “Bounce”● Most marketers are way behind the curve● Forget the sales pitch● Develop a relationship● Be a student, not a salesman
MAKE IT A FAIR EXCHANGE
● Your valuable information, for their valuable time
● We’re in an “Attention Economy”● No value = No attention
UNDERSTAND YOUR AUDIENCE
Think through the entire experience● http://wireframes.linowski.ca/wp-
content/themes/darwin/images/full141.png
SPEAK TO YOUR IDEAL READER
● Speak to one person (“you”)● What terminology do they use?
GET TO THE POINT QUICKLY
● Demonstrate respect for their time
TELL A STORY
● What people will your audience relate to?● Easiest way to sell anything● Readers want to connect with you● Builds authority● Conveys friendliness
BE SUCCINCT & TO THE POINT
● Your message must be crystal clear● Edit and re-edit● Have others read and edit● Respect the reader’s time
DON’T BE A ROBOT
● “Hey, really good to see you here, hope you enjoy the content.”
GIVE THEM A WHY
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
A FEW MORE TO KEEP IN MIND
● Repeat but don’t be repetitive● State reasons why● Be consistent● Provide social proof● Use metaphors, similes, and analogies● Agitate & solve (marketing 101)● Provide a glimpse of the (better) future● Address myths & objections
GO DEEPER
copyblogger.com/email-marketing
RECAP
● Grow your swipe file!● Make something good, better● Be a “Likable Expert”● Always keep their best interests at heart
GOAL CHECK
● Know how to structure your sequence?● Ready to write?
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