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What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
What Works in Email Marketing Today
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What Works in Email Marketing Today

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Noted industry expert, Bob Bly, shares valuable tips to help improve your email marketing. Gain a full understanding of strategies that increase click-through rates, conversions and …

Noted industry expert, Bob Bly, shares valuable tips to help improve your email marketing. Gain a full understanding of strategies that increase click-through rates, conversions and revenues.

Topics Covered:
• The ‘Agora Model’ for making money with email marketing
• 4 steps to writing strong email messages
• Where to place links in your email for best results
• 16 great creative ideas for your next email campaign

Presenter: Bob Bly

Published in: Marketing, Business, Technology
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  • 1. WHAT’S WORKING IN EMAIL MARKETING?
  • 2. Page 1 What’s
Working
in
Email
 Marke3ng
Today
 Today’s
Presenter:
 Bob Bly, Featured Guest Copywriter, Internet Marketing Strategist www.bly.com Phone: (201) 505-9451 rwbly@bly.com Twitter: @robertbly sales@pinpointe.com | @Pinpointe.com | www.facebook.com/pinpointe | (800) 557-6584
  • 3. Page 2 Ques3ons
   Please
ask
ques*ons
in
ques*on
panel
   We
will
work
ques*ons
into
presenta*on
   Post
ques*ons
on
Twi4er
with
tag
#emailmarke3ng
 Addi3onal
Informa3on
   Webinar
is
being
recorded
   Email
to
On‐demand
webinar,
slides
in
3‐4
days
 Please
share!

Tweet
this,
like
us
on
FB,
LinkedIn


  • 4. Page 3 For
Today’s
AEendees
   Pinpointe:
 ◦  Free
‐
1
month
Pinpointe
Service
 ◦  (Monthly
subscrip*on
5k/mo
–
100k/mo)
 ◦  $49
~
$550
value
 ◦  h4p://www.pinpointe.com/get‐started
 ◦  Use
Coupon
code:
PPTWEBNR
in
shopping
cart
   Bob
Bly:
 ◦  4
free
marke*ng
reports
worth
over
$100
 ◦  Download
at
h4p://www.bly.com/reports

  • 5. Page 4 About
Pinpointe
 •  “Business
Class”
Email
Marke*ng
 •  6,000+
companies
using
Pinpointe
pla[orm
 •  Mostly
Mid‐Sized
businesses
–
“B2B”
and
“B2C”
 Products
 •  Feature‐rich
interface:
spam
checker,
split
tests,
drip
marke*ng
 •  Agency
/
Enterprise
versions:

 •  Dedicated,
cloud‐based
instance
(so_ware,
email
servers,
IPs)
 •  5‐250+
users,
250k
–
5
million
emails
/mo
 •  Your
branding
 •  Pinpointe
is
like
Constant
Contact
on
steroids! 

 –
Pinpointe
customer

  • 6. Page 5 About
Bob
Bly
 •  Internet
Strategist,
Copywriter
 •  Author
of
75+
books
 •  Has
appeared
on
TV,
and
radio
 •  Clients
include
IBM,
Medical
Economics,
 AT&T,
BOC
Gasses,
and
others
 •  Helps
a
wide
range
of
clients
with
email
 marke*ng,
copy,
direct
marke*ng
&
more.

  • 7. Page 6 The
Agora
(“Organic”)
Model
   “Marketers
need
to
enter
the
emerging
inner
 circle
of
trusted
companies
from
whom
 people
are
willing
to
keep
reading
e‐mails.”
 ‐‐
Quris
Inc.
Survey,
reported
in
DM
News

   The
Inner
Circle
and
the
“Rule
of
16”
   “Stop
using
e‐mail
to
acquire
new
 customers”
 ‐‐
Rob
Cosinuke
and
Chuck
DeSynder,
DM
News

  • 8. Page 7 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 The
Agora
(“Organic”)
Model

  • 9. Page 8   4.5
million
opt‐in
subscribers
   5X
higher
CTR
than
solo
e‐mails
   Spend
$60
million
a
month
at
www.hp.com
   Tripled
average
revenue
per
subscriber
   Subscriber
churn
30%
a
year
 Source:
B
to
B
 E‐Zines
at
H‐P

  • 10. Page 9 #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 Online
Conversion
Model

  • 11. Page 10 1.  Write
for
surfers
and
 scanners.
 2.  Provide
informa*on
 quickly
and
easily.
 3.  Think
both
verbally
 and
visually.
 

 4.  Use
lots
of
lists
and
 bullets.
 5.  Write
in
chunks.
 6.  Use
hyperlinks.
 Source: Don Ranly, www.ranly.com, presented at NEPA 6
Tips
for
Wri3ng
an
email
that
People

 Might
Actually
Open
and
Read

  • 12. Page 11 1. AEen3on
 2. Problem
 3. Solu3on
 4. Proof
 5. Ac3on
 Mo3va3ng
Sequence

  • 13. Page 12 1. Attention 2. Problem 3. Solution 4. Proof 5. Action Mo3va3ng
Sequence

  • 14. Page 13 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 * Anatomy
of
an
Email
Message

  • 15. Page 14 Put
the
Link
“Above
the
Fold?”

  • 16. Page 15 E-mail: One Link Placed Deep in Body Many Throughout Open Rate 55% 43% Click-Through Rate 2% 37% Place
the
“Call‐to‐Ac3on”
Above
the
Fold

  • 17. Page 16 Up to 81% of recipients will pass it on!
  • 18. Page 17 1.  Boost Sales, Increase Profits, and Expand Market Awareness 2.  FREE Direct Mail Encyclopedia
  • 19. Page 18 (+) (−) Spam filter depresses response “Free” or other selling word lifts response Net effect is still a lift in response
  • 20. Page 19 1.  Business
travel
got
you
down?
 2.  Traveling
well
is
the
best
revenge.
 3.  Travel
*ps
for
road
warriors.

  • 21. Page 20 1. Urgent
 2. Unique
 3. Ultra‐Specific
 4. Useful
 The
4
U’s

  • 22. Page 21 “Free White Paper” Urgent …………………….  1  2  3  4 Unique ……………………  1  2  3  4 Ultra-Specific …………...  1  2  3  4 Useful …………………….  1  2  3  4
  • 23. Page 22   “From”
is
blank
or
contains:
 ◦  sales@,
success,
success@
 ◦  mail@,
profits@,
hello@
 ◦  @public,
@savvy,

   “To”
contains:
 ◦  friend@,
public@
 ◦  success@
   Subject
contains:
 ◦  $$
 ◦  adver*sement,
free
   Body
contains:
 ◦  money
back,
extra
income
 ◦  cards
accepted,
for
free?
 ◦  for
free!,
guarantee
 ◦  Sa*sfac*on,
one‐*me
mail
 ◦  Special
Promo*on,
absolute
 ◦  $$,
$$$,
order
today
 ◦  order
now,
100%
sa*sfied
 ◦  money‐back
guarantee
 ◦  mlm,
@mlm,
//////////
 ◦  check
or
money
order

  • 24. Page 23
  • 25. Page 24   Begin
with
a
killer
headline
&
lead‐in
sentence.
Get
in
a
 terrific
benefit
right
up
front.
   Paragraph
#1:
deliver
mini‐version
of
your
complete
 message.
State
the
offer,
provide
an
immediate
 response
mechanism
(Call‐to‐ac*on)
   Next,
present
expanded
copy
that
covers
features,
 benefits,
proof,
and
other
informa*on.
   Repeat
the
offer
and
response
in
the
close
of
the
e‐ mail,
as
in
a
tradi*onal
direct
mail
le4er.


  • 26. Page 25   Use
wide
margins.
Limit
to
55~60
characters
per
line.
   Avoid
all‐caps.
WORDS
IN
ALL
CAPS
give
the
 impression
that
you’re
shou*ng.
   Be
concise.
Readers
skim
a
bunch
of
messages
quickly.
   Get
the
important
points
across
quickly.
   The
tone
should
be
helpful,
friendly,
informa*ve,
and
 educa*onal,
not
promo*onal
or
hard‐sell.

   Informa*on
is
gold
in
email.

  • 27. Page 26   Audience
used
to
text
   Informa*on
seekers
   Image
not
important
   Product
not
“visual”
   Message
is
person‐to‐ person

  • 28. Page 27   Audience used to HTML   Image is important   Product is “visual”   Branding is key   Message can be “B2C” or “B2B”
  • 29. Page 28   Looks
like
text
   Allows
graphics
&
 fonts
   Track
like
HTML
   Ideal
for
“B2B”

  • 30. Page 29
  • 31. Page 30 A B C
  • 32. Page 31
  • 33. Page 32
  • 34. Page 33 The Rule of “10/10”
  • 35. Page 34 Link to order page Link to order page News Benefit Promise Testimonial
  • 36. Page 35
  • 37. Page 36
  • 38. Page 37 RESULTS: • Opened: 30% • Watched video: 46%
  • 39. Page 38 Results: Open rate = 29%
  • 40. Page 39   Tie
in
with
current
events
–
the
more
*mely
the
be4er.
   Your
best
prospects
are
people
who
already
know
you.
   Work
the
funnel:
free
→
front‐end
→
premium
services.
   Selling
is
the
same
online
or
offline.
   There
are
a
few
small,
important
differences
between
 offline
and
online
copywri*ng

  • 41. Page 40 Thank
You
for
Joining
Us
 Go
to
www.pinpointe.com/get‐started
 Use
coupon
code:
PPTWEBNR
(through 10/2011)
 Please
join
us
for
future
webinars
 For
ques*ons,
or
to
request
a
trial
account,
please
contact:
 Pinpointe
(Email
Marke3ng)
 sales@pinpointe.com
 (408)
834‐7577,
Op*on
#2
 @pinpointe
 www.pinpointe.com/blog
 Bob Bly Copywriter, Internet strategist Subscribe to Bob’s “Direct Response Letter”: www.bly.com/reports

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