WHAT’S WORKING IN EMAIL MARKETING?
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WHAT’S WORKING IN EMAIL MARKETING?
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What’sWorkinginEmailMarke3ngTodayToday’sPresenter:
Bob Bly, Featured Guest Copywriter, Internet Marketing Strategist www.bly.com Phone: (201) 505-9451 [email protected]
Twitter: @robertbly
[email protected] | @Pinpointe.com | www.facebook.com/pinpointe | (800) 557-6584
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Ques3ons Pleaseaskques*onsinques*onpanel Wewillworkques*onsintopresenta*on Postques*onsonTwi4erwithtag#emailmarke3ng
Addi3onalInforma3on Webinarisbeingrecorded EmailtoOn‐demandwebinar,slidesin3‐4days
Pleaseshare!Tweetthis,likeusonFB,LinkedIn
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ForToday’sAEendees Pinpointe:◦ Free‐1monthPinpointeService
◦ (Monthlysubscrip*on5k/mo–100k/mo)
◦ $49~$550value◦ h4p://www.pinpointe.com/get‐started◦ UseCouponcode:PPTWEBNRinshoppingcart
BobBly:◦ 4freemarke*ngreportsworthover$100
◦ Downloadath4p://www.bly.com/reports
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AboutPinpointe• “BusinessClass”EmailMarke*ng
• 6,000+companiesusingPinpointepla[orm
• MostlyMid‐Sizedbusinesses–“B2B”and“B2C”
Products• Feature‐richinterface:spamchecker,splittests,dripmarke*ng
• Agency/Enterpriseversions:• Dedicated,cloud‐basedinstance(so_ware,emailservers,IPs)• 5‐250+users,250k–5millionemails/mo
• Yourbranding
• “PinpointeislikeConstantContactonsteroids!”–Pinpointecustomer
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AboutBobBly• InternetStrategist,Copywriter
• Authorof75+books
• HasappearedonTV,andradio
• ClientsincludeIBM,MedicalEconomics,AT&T,BOCGasses,andothers
• Helpsawiderangeofclientswithemailmarke*ng,copy,directmarke*ng&more.
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TheAgora(“Organic”)Model
“Marketersneedtoentertheemerginginnercircleoftrustedcompaniesfromwhompeoplearewillingtokeepreadinge‐mails.”
‐‐QurisInc.Survey,reportedinDMNews
TheInnerCircleandthe“Ruleof16”
“Stopusinge‐mailtoacquirenewcustomers”
‐‐RobCosinukeandChuckDeSynder,DMNews
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Contextual Advertising
Banner Ads
Premium for other Offers
Blogging
Online Ads
E-mails
PPC
Free e-zine
Postcards
Co-Regs
Search Affiliate Deals
Pop-unders
Pop-ups
Editorial Mentions
TheAgora(“Organic”)Model
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4.5millionopt‐insubscribers 5XhigherCTRthansoloe‐mails Spend$60millionamonthatwww.hp.com Tripledaveragerevenuepersubscriber Subscriberchurn30%ayear
Source:BtoB
E‐ZinesatH‐P
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#1 – Free Touch
Online Conversion E-mail Series
Lead Requested Free Content
#2 – Free Touch
#3 – Conversion
#4 – Conversion
#5 – Conversion
Product Order Page Buyer
OnlineConversionModel
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1. Writeforsurfersandscanners.
2. Provideinforma*onquicklyandeasily.
3. Thinkbothverballyandvisually.
4. Uselotsoflistsandbullets.
5. Writeinchunks.6. Usehyperlinks.
Source: Don Ranly, www.ranly.com, presented at NEPA
6TipsforWri3nganemailthatPeopleMightActuallyOpenandRead
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1. AEen3on2. Problem
3. Solu3on4. Proof5. Ac3on
Mo3va3ngSequence
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1. Attention
2. Problem
3. Solution
4. Proof
5. Action
Mo3va3ngSequence
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From: Carol Smithfield, IBM, Director of Executive Education Subject: “Redesigning your company for e-business”
In a secluded wooded enclave just minutes from Manhattan, a private group of top-level executives and renowned e-business consultants will be having — on March 6-9 — what could be the most important meeting of their lives.
And if you click on [LINK] now, you may be able to get in on these sessions while there are still a few seats available. And when you join them, you too will learn — from some of the nation’s top e-business experts and
consultants — what it takes to compete and prosper in the new Internet era. Including:
A framework for building your company’s e-business strategy. The key components of e-business redesign. Adapting your corporate culture to satisfy today’s Internet customer. How to gain a competitive edge with customer-valued Web solutions and services.
If you agree that the Internet has irreversibly changed how business is done, and you want to successfully lead your company, I urge you to click on [LINK] to sign up now. Registration will close out shortly, and once that happens, no further attendees can be accepted.
If you prefer not to receive further e-mails from us of this type, please click here or reply to this e-mail with “Remove” in the subject line.
Link in First 2 Paragraphs
Subject Line (maximum 40 characters)
Bullets
Opt-out language
Close with link and offer
From Line *
AnatomyofanEmailMessage
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PuttheLink“AbovetheFold?”
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E-mail: One Link Placed Deep in Body
Many Throughout
Open Rate 55% 43%
Click-Through Rate 2% 37%
Placethe“Call‐to‐Ac3on”AbovetheFold
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Up to 81% of recipients will pass it on!
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1. Boost Sales, Increase Profits, and Expand Market Awareness
2. FREE Direct Mail Encyclopedia
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(+)
(−) Spam filter depresses response
“Free” or other selling word lifts response
Net effect is still a lift in response
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1. Businesstravelgotyoudown?
2. Travelingwellisthebestrevenge.
3. Travel*psforroadwarriors.
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1. Urgent2. Unique3. Ultra‐Specific4. Useful
The4U’s
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“Free White Paper”
Urgent ……………………. 1 2 3 4 Unique …………………… 1 2 3 4 Ultra-Specific …………... 1 2 3 4 Useful ……………………. 1 2 3 4
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“From”isblankorcontains:
◦ sales@,success,success@
◦ mail@,profits@,hello@
◦ @public,@savvy,
“To”contains:
◦ friend@,public@
◦ success@
Subjectcontains:
◦ $$◦ adver*sement,free
Bodycontains:
◦ moneyback,extraincome
◦ cardsaccepted,forfree?◦ forfree!,guarantee◦ Sa*sfac*on,one‐*memail
◦ SpecialPromo*on,absolute
◦ $$,$$$,ordertoday◦ ordernow,100%sa*sfied◦ money‐backguarantee
◦ mlm,@mlm,//////////
◦ checkormoneyorder
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Beginwithakillerheadline&lead‐insentence.Getinaterrificbenefitrightupfront.
Paragraph#1:delivermini‐versionofyourcompletemessage.Statetheoffer,provideanimmediateresponsemechanism(Call‐to‐ac*on)
Next,presentexpandedcopythatcoversfeatures,benefits,proof,andotherinforma*on.
Repeattheofferandresponseinthecloseofthee‐mail,asinatradi*onaldirectmaille4er.
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Usewidemargins.Limitto55~60charactersperline.
Avoidall‐caps.WORDSINALLCAPSgivetheimpressionthatyou’reshou*ng.
Beconcise.Readersskimabunchofmessagesquickly.
Gettheimportantpointsacrossquickly.
Thetoneshouldbehelpful,friendly,informa*ve,andeduca*onal,notpromo*onalorhard‐sell.
Informa*onisgoldinemail.
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Audienceusedtotext
Informa*onseekers
Imagenotimportant
Productnot“visual”
Messageisperson‐to‐person
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Audience used to HTML Image is important Product is “visual” Branding is key
Message can be “B2C” or “B2B”
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Looksliketext
Allowsgraphics&fonts
TracklikeHTML
Idealfor“B2B”
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A
B
C
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The Rule of “10/10”
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Link to order page
Link to order page
News
Benefit
Promise
Testimonial
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RESULTS:
• Opened: 30%
• Watched video: 46%
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Results: Open rate = 29%
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Tieinwithcurrentevents–themore*melythebe4er.
Yourbestprospectsarepeoplewhoalreadyknowyou.
Workthefunnel:free→front‐end→premiumservices.
Sellingisthesameonlineoroffline.
Thereareafewsmall,importantdifferencesbetweenofflineandonlinecopywri*ng
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ThankYouforJoiningUsGotowww.pinpointe.com/get‐started
Usecouponcode:PPTWEBNR(through 10/2011)
Pleasejoinusforfuturewebinars
Forques*ons,ortorequestatrialaccount,pleasecontact:
Pinpointe(EmailMarke3ng)
(408)834‐7577,Op*on#2
@pinpointewww.pinpointe.com/blog
Bob Bly Copywriter, Internet strategist
Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports
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