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HOW-TO: Write Email Marketing Messages That Get Opened & Read


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Meet the lazy marketer’s best friend: the email autoresponder. An autoresponder is just a sequence of email marketing messages that gets sent to subscribers in the order and frequency that you decide. It delivers your best content, in the best possible order and frequency, to every new reader who finds you. Forever.

Join us for a step-by-step guide to building an email autoresponder that works!

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HOW-TO: Write Email Marketing Messages That Get Opened & Read

  1. 1. HOW-TO: Write Email Marketing Messages That Get Opened & Read +Chris Mohritz | | #IdeaToOperations
  2. 2. OUR JOURNEY ● ● ● ● ● Why email Where to start Creating results Best practices Resources We’ll jump right in Feel free to ask about my background after session
  3. 3. MY GOAL Everyone leaves today with a view into how to structure your email sequence, and concrete steps to compose the messages
  4. 4. WHY EMAIL It (Still) Rocks
  5. 5. 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
  6. 6. WHERE TO START Make Something Good, Better
  7. 7. 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-messagesample-series-free-sequence-of-emails-toswipe Note: starting points only, make it yours: your voice, your message, to your audience
  8. 8. CREATING RESULTS Help Them Get Where They Want To Go
  9. 9. 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-serving So be “reader-serving”
  13. 13. 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?”
  14. 14. BEST PRACTICES Don’t Add To The Noise
  15. 15. 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
  16. 16. MAKE IT A FAIR EXCHANGE ● Your valuable information, for their valuable time ● We’re in an “Attention Economy” ● No value = No attention
  17. 17. UNDERSTAND YOUR AUDIENCE Think through the entire experience ● png
  18. 18. SPEAK TO YOUR IDEAL READER ● Speak to one person (“you”) ● What terminology do they use?
  19. 19. GET TO THE POINT QUICKLY ● Demonstrate respect for their time
  20. 20. 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
  21. 21. 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
  22. 22. DON’T BE A ROBOT ● “Hey, really good to see you here, hope you enjoy the content.”
  23. 23. GIVE THEM A WHY
  24. 24. 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
  25. 25. GO DEEPER
  26. 26. RECAP ● ● ● ● Grow your swipe file! Make something good, better Be a “Likable Expert” Always keep their best interests at heart
  27. 27. GOAL CHECK ● Know how to structure your sequence? ● Ready to write?
  28. 28. The Mobile Minute
  29. 29. Questions? Feedback?