Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Email marketing that works


Published on

As a marketer, you have products and services to sell … and an opt-in e-list of customers and prospects to sell them to. Sending e-mail marketing messages to your e-list is one of the most effective ways of increasing online sales and revenues. In this program, you will discover how to write compelling e-mail marketing messages that increase clicks, conversions, orders, and profits – without causing your prospects to complain or unsubscribe.


• What works best in e-mail marketing today – long copy or short copy?
• Lift your click-through rates (CTR) with “online freemiums” and “content sidebars.”
• Find the right balance between content and sales pitch in your online marketing campaigns.
• 3 types of subject lines that can increase click-through rates in your e-mail marketing campaigns.
• How to write e-mail leads that compel recipients to read and click.
• And more….

Published in: Business, Technology
  • Be the first to comment

Email marketing that works

  1. 1. E-mail Marketing That Works Presented by Robert W. Bly
  2. 2. The Agora Model Contextual Advertising Banner Ads Premium for other Offers Blogging Online Ads E-mails Pay per Click Free e-zine Social Media Co-Regs Search Engines Affiliate Deals Pop-unders Pop-ups Editorial Mentions E-mail Marketing Postcards
  3. 3. E-Mail Marketing Works! E-mail Marketing
  4. 4. The Agora (“Organic”) Model <ul><li>“ Marketers will have to enter that emerging inner circle of trusted companies from whom people are willing to keep reading e-mails.” </li></ul><ul><li>-- Quris Inc. Survey, reported in DM News (10/16/03) </li></ul><ul><li>The Inner Circle and the “Rule of 16” </li></ul><ul><li>“ Stop using e-mail to acquire new customers.” </li></ul><ul><li>-- Rob Cosinuke and Chuck DeSynder, DM News (10/13/03) </li></ul>E-mail Marketing
  5. 5. E-Zines at HP <ul><li>4.5 million opt-in subscribers </li></ul><ul><li>5X higher CTR than solo e-mails </li></ul><ul><li>Spend $60 million a month at </li></ul><ul><li>Tripled average revenue per subscriber </li></ul><ul><li>Subscriber churn 30% a year </li></ul><ul><ul><ul><ul><li>Source: B to B, 4/4/05 </li></ul></ul></ul></ul>E-mail Marketing
  6. 6. 4 Steps to Writing Stronger E-mail Marketing Messages   <ul><li>Matt Furey writes a simple e-mail message to his list each day. It takes him about 20 minutes, and he averages $10,000 in sales per e-mail. </li></ul><ul><li>What’s his e-mail copywriting secret? </li></ul><ul><li>Brevity – messages are 500 words or less. </li></ul><ul><li>Intimacy -- Matt makes his messages feel like they are personally addressed to the reader. </li></ul><ul><li>Informality – he creates a bond with his readers by writing like he speaks and using slang that his readers recognize as their mutual language. </li></ul><ul><li>Pace -- Matt varies the pace of his writing so you never feel like it is slowing down. It's always rushing forward and fun to read. </li></ul><ul><li>Source: AWAI, 3/15/07 </li></ul>E-mail Marketing
  7. 7. When Text is Better than HTML <ul><li>Audience used to text </li></ul><ul><li>Information seekers </li></ul><ul><li>Image not important </li></ul><ul><li>Product not “visual” </li></ul>E-mail Marketing
  8. 8. When Text is NOT Better than HTML <ul><li>Audience used to HTML </li></ul><ul><li>Image is important </li></ul><ul><li>Product is “visual” </li></ul><ul><li>Branding is key </li></ul>E-mail Marketing
  9. 9. Text in an HTML Shell <ul><li>Looks like text </li></ul><ul><li>Allows graphics and fonts </li></ul><ul><li>Can track like HTML </li></ul>E-mail Marketing
  10. 10. Anatomy of an E-mail Message <ul><li>From: Carol Shoenfield, IBM, Director of Executive Education Programs </li></ul><ul><li>Subject: “Redesigning your company for e-business” </li></ul><ul><li>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. </li></ul><ul><li>And if you click on [LINK] now, you may be able to get in on these </li></ul><ul><li>sessions while there are still a few seats available. </li></ul><ul><li>In this unique IBM Advanced Business Institute (ABI) college, “Redesigning for e-business,” these executives will be doing nothing less than learning how to redesign and lead their companies to success in today’s digital economy. </li></ul><ul><li>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: </li></ul><ul><li>A framework for building your company’s e-business strategy. </li></ul><ul><li>The key components of e-business redesign. </li></ul><ul><li>Adapting your corporate culture to satisfy today’s Internet customer. </li></ul><ul><li>How to gain a competitive edge with customer-valued Web solutions and services. </li></ul><ul><li>Making accurate financial assessments of proposed new e-business projects. </li></ul><ul><li>Becoming a superior leader in the new digital economy. </li></ul><ul><li>Opportunities and issues in global CRM (Customer Relationship Management). </li></ul><ul><li>How to properly align IT with business plans. </li></ul><ul><li>If you agree that the Internet has irreversibly changed how business is done, and you want to successfully lead your company through these new electronic changes and challenges, I urge you to click on [LINK] for complete course details or to sign up now. Registration for this college will close out shortly, and once that happens, no further attendees can be accepted. </li></ul><ul><li>We respect your online time and privacy, and pledge not to abuse this medium. If you prefer not to receive further e-mails from us of this type, please reply to this e-mail and type “Remove” in the subject line. </li></ul>Link in First 2 Paragraphs Subject Line (maximum 40 characters) Bullets Opt-out language Close with link and offer From Line * * First 15 characters for Blackberries E-mail Marketing
  11. 11. Put the Link “Above the Fold” E-mail Marketing
  12. 12. Place “Call to Action” Above the Fold E-mail Marketing E-mail: One Link Placed Deep in Body Many Throughout Open Rate 55% 43% Click-Through Rate 2% 37%
  13. 13. Proactive Viral Marketing 81% of recipients will pass it on! E-mail Marketing
  14. 14. Who’s It From? E-mail Marketing
  15. 15. Make it Look Like Valuable Information E-mail Marketing
  16. 16. Make a Big Promise E-mail Marketing
  17. 17. What Works Best in E-mail Copy? <ul><ul><ul><li>Short - always </li></ul></ul></ul><ul><ul><ul><li>Long - always </li></ul></ul></ul><ul><ul><ul><li>It depends </li></ul></ul></ul>(choose one) E-mail Marketing
  18. 18. E-mail Marketing Model Micro-site = long Landing page = briefer E-mail Marketing
  19. 19. Link to order page E-mail Marketing Link to order page News Benefit Promise Testimonial
  20. 20. When do you use a picture? E-mail Marketing
  21. 21. Tie in with current events E-mail Marketing
  22. 22. Catalog Buyers Respond to Multi-Product E-mails E-mail Marketing
  23. 23. 17 E-Mail Marketing Tactics That Work <ul><li>Give valuable content. </li></ul><ul><li>Appeal to a core emotion or desire. </li></ul><ul><li>Tell a story. </li></ul><ul><li>Appeal to the reader’s curiosity. </li></ul><ul><li>Tease the reader. </li></ul><ul><li>Write from the heart. </li></ul><ul><li>Just say what it is. </li></ul><ul><li>Ask a compelling question. </li></ul><ul><li>Lead with the offer. </li></ul>E-mail Marketing
  24. 24. 17 E-Mail Marketing Tactics That Work <ul><li>Landing page “freemiums.” </li></ul><ul><li>Lead with a benefit. </li></ul><ul><li>Push the bait piece. </li></ul><ul><li>Give news. </li></ul><ul><li>Make it timely. </li></ul><ul><li>Give them a pill. </li></ul><ul><li>Sell the online video. </li></ul><ul><li>One big idea. </li></ul>E-mail Marketing
  25. 25. Statistics 30 Orders = $2,910.00 Clicks: 623 CTR: 1.6% Conversion: 4.8% Subject: Is there a book inside you? Dear NAME: Do you want to write a nonfiction book and get it published? Then don’t write the book. At least not yet. Publishers don’t want to read an unsolicited book manuscript from an unknown author. If you send it, they’ll either mail it back unread . . . or toss your book in the trash. What you need to do is write a “book proposal.” A book proposal is a 10 to 20-page sales document describing the book you want to write. It covers such items as the audience for the book . . . the hook or “angle” (what makes your book different) . . . the size of the market . . . competing titles . . . and your qualifications to author such a book, among other things. Book proposals must follow a very specific format. And you won’t sell your book if you leave out critical elements. E-Mail Marketing Tactic #1: Give a free tip in the e-mail itself E-mail Marketing
  26. 26. Statistics 59 Orders = $6111.00 Clicks: 1,401 CTR: 3.44% Conversion: 4.5% Subject: Want to quit working some day? Dear Direct Response Letter Subscriber: Are you looking for a way to “escape” the 9-to-5 rat race? Do you feel chained to your desk – at a job you don’t like – by the reality of having to earn money? Most of us trade our time for money. We may make a very nice living doing that . . . but we are never truly free as long as we punch a time clock – or have a boss telling us what to do. We have to get up early in the morning every day . . . commute in the cold and dark . . and put in long hours making money for someone else. But now, I’ve discovered a safe, sure-fire way for you to completely retire – within 18 to 24 months from today – even if you haven’t saved a dime for retirement. In my new audio program, “The Internet Marketing Retirement Plan,” I show you how I did it. By following this plan, I went from zero to $4,000 a week in online income – in less than 8 months. E-Mail Marketing Tactic #2: Appeal to a core emotion or desire E-mail Marketing
  27. 27. E-Mail Marketing Tactic #3: Tell an engaging story Statistics 25 Orders = $3,493 Clicks: 768 CTR: 1.86% Conversion: 3.25% Subject: Get front-page PR this week Dear Direct Response Letter Subscriber: About 10 years ago, when “gigapets” were popular, I bought one for my son Alex, who was just 7 years old at the time. A gigapet is a little electronic device, about the size of a watch fob, displaying an electronic animal or “pet” on the screen. As the owner, you have to take care of your “pet” – feed it, water it, walk it – by pressing certain buttons on the device. If you don’t take care of the gigapet, it “dies.” Anyway, Alex was so excited about getting his new gigapet, within minutes, he took it with him to the bathroom … and promptly dropped it in the toilet. I quickly fished it out. But the water damaged the electronics, and the device was ruined. Upon seeing this, Alex burst into tears. “ Don’t worry, Al,” I told him. “I’ll buy you another.” “ C-c-can we b-b-bury this one?” he asked me tearfully. Being a soft-hearted dad, I immediately took him to the back yard -- and with a shovel, we buried his dead electronic pet, using a brick for a headstone. E-mail Marketing
  28. 28. E-Mail Marketing Tactic #4: Appeal to the reader’s curiosity E-mail Marketing
  29. 29. E-Mail Marketing Tactic #5: Tease the reader Statistics 102 Orders = $2958.00 Clicks: 1001 CTR: 2.5% Conversion: 10% Subject: The 22 habits of financially successful writers Dear Direct Response Letter Subscriber: A recent survey revealed that writers who earn more than $60,000 a year consistently do 22 things that writers who earn less money don’t. To get your hands on this list of 22 habits of highly profitable writers . . . and master dozens of additional strategies for earning six-figures as a freelance writer . . . click below now: Sincerely, Bob Bly E-mail Marketing
  30. 30. E-Mail Marketing Tactic #6: Write from the heart E-mail Marketing
  31. 31. E-Mail Marketing Tactic #7: Just say what it is 135 sold @ $39/each = $5,265 CTR: 3.2% Conversion: 10.4% A “teaser” e-mail. E-mail Marketing
  32. 32. E-Mail Marketing Tactic #8: Ask a compelling question E-mail Marketing
  33. 33. E-Mail Marketing Tactic #9: Lead with the offer E-mail Marketing
  34. 34. E-Mail Marketing Tactic #10: Promise useful information on the landing page E-mail Marketing
  35. 35. Landing Page “ Freemium” E-mail Marketing
  36. 36. E-Mail Marketing Tactic #11: Lead with a benefit E-mail Marketing
  37. 37. E-Mail Marketing Tactic #12: Push the Bait Piece E-mail Marketing
  38. 38. E-Mail Marketing Tactic #13: Give news E-mail Marketing
  39. 39. E-mail Marketing Tactic #14: Make it timely Viral Benefit Solution Problem Offer Convenient Saves time Act Now 5x higher response than their regular e-mails! Easy! E-mail Marketing
  40. 40. E-Mail Marketing Tactic #15: Give them a pill E-mail Marketing 3 Levels of Info Marketing What to do How to do it Do it for them
  41. 41. E-mail Marketing Tactic #16: Promote the Video Clip Subject: Zero-pressure selling Dear Direct Response Letter Subscriber: One of the techniques I teach for bonding with your prospects in my Zero-Pressure Selling classes is the “3-step elevator pitch formula.” www. An elevator pitch is a 60-second introduction to who you are, what you do, and why others might be interested in connecting with you. You deliver your elevator pitch to strangers in networking and social situations – like riding up in an elevator together – to get the conversation going. Taught to me by my friend, sales trainer Paul Karasik, the 3-step elevator pitch formula is a unique, no-pressure way of actually getting the other person interested in learning more about what you do. I find it also helps alleviate the discomfort of approaching and talking to strangers. To see a short video in which I explain and demonstrate the technique to you, click on the link below … and then click on my picture in the upper right of the screen to play the video. It’s free. And you can watch as many times as you need at no cost: Date: 1/8/09 Orders: 50 Gross revenues: $1,950.00 E-mail sent: 47,833 Number of clicks: 1,665 CTR: 3.5% Conversion rate: 3% Opt-outs: 54 E-mail Marketing
  42. 42. E-mail Marketing Tactic #17: One Big Idea <ul><li>Dear Direct Response Letter Subscriber: </li></ul><ul><li>There’s no product easier to create or sell online… </li></ul><ul><li>… than a simple, straightforward instructional or how-to e-book: </li></ul><ul><li> </li></ul><ul><li>Why are e-books the perfect information production to sell on the Internet? </li></ul><ul><li>>> 100% profit margin. </li></ul><ul><li>>> No printing costs. </li></ul><ul><li>>> No inventory to store. </li></ul><ul><li>>> Quick and easy to update. </li></ul><ul><li>>> No shipping or cost delays. </li></ul><ul><li>>> Higher perceived value than regular books. </li></ul><ul><li>>> Quick, simple, and inexpensive to produce. </li></ul><ul><li>My very first e-book has generated $20,727 (so far). </li></ul><ul><li>My total investment in producing it: just $175 </li></ul><ul><li>Now I want to show you how to make huge profits creating and selling simple e-books – in my </li></ul>January 2007 Selling Simple Information on the Internet Date: 5/6/08 Orders: 392 Gross: $7,448 CTR: 2.7% Conversation Rate: 32%
  43. 43. 17 E-Mail Marketing Tactics That Work <ul><li>Give valuable content. </li></ul><ul><li>Appeal to a core emotion or desire. </li></ul><ul><li>Tell a story. </li></ul><ul><li>Appeal to the reader’s curiosity. </li></ul><ul><li>Tease the reader. </li></ul><ul><li>Write from the heart. </li></ul><ul><li>Just say what it is. </li></ul><ul><li>Ask a compelling question. </li></ul><ul><li>Lead with the offer. </li></ul>E-mail Marketing
  44. 44. 17 E-Mail Marketing Tactics That Work <ul><li>Landing page “freemiums.” </li></ul><ul><li>Lead with a benefit. </li></ul><ul><li>Promote the bait piece. </li></ul><ul><li>Give news. </li></ul><ul><li>Make it timely. </li></ul><ul><li>Give them a pill. </li></ul><ul><li>Sell the video clip. </li></ul><ul><li>One big idea. </li></ul>E-mail Marketing
  45. 45. Auto-Responder Series E-mail Marketing #1 – Free Touch Lead Requested Free Content #2 – Free Touch #3 – Conversion #4 – Conversion #5 – Conversion Product Order Page Buyer
  46. 46. E-mail Marketing Email confirmation: #1 Subject line: Your 4 Bonus Reports From Bob Bly Thanks for subscribing to The Direct Response Letter. As a subscriber, you'll be getting practical, utterly pragmatic tips and ideas to help improve your copywriting skills, increase your marketing results and achieve greater success in your freelance career or small business. As promised, here are your 4 free bonus reports. Just click on the link below to download: These informative reports--- containing over 167 pages of valuable marketing advice- normally sell for - $ 116 on my website. But as a new Direct Response Letter subscriber, you get all 4 absolutely FREE! If you're a freelance writer... copywriter ... information marketer ... small business owner... consultant... coach... speaker... author..... or anyone else who needs to generate more leads, orders and sales ... you'll find the tips in these reports- and my newsletter -- invaluable. Your subscription brings you one regular monthly issue, usually at the beginning of the month, plus one or two supplementary messages each week. These are typically either free tips or personal recommendations for information products on marketing or related topics. ( I review products before recommending them and in many cases know the authors. ) Click here to download your 4 free special reports now: Best, Bob Bly P.S. We do not rent or share your name with any third party.
  47. 47. E-mail Marketing Email #2 Subject line: Recession Proof Business Strategies Dear #firstname#, Bob Bly here. I just wanted to make sure you got the 4 Free Bonus Reports you asked me to send you. In today's uncertain economy, I'm confident you'll find your free report &quot;Recession-Proof Business Strategies&quot; to be a life-saver for your business. I recently read a survey that says that Americans are concerned about the economic recession and have now cut back their spending. That means you, the business owner, need to find ways to keep servicing clients and offering products they still want to buy. Why does an online store like QVC continue to see profits in a recession? Why would someone struggling with a job loss go online and buy another purse or yard tool that costs more than their electric bill they said they can't afford to pay this month? The answers to these questions can make you a lot of money. Are you equipped to meet the desires of today's consumers so you can profit in a down economy? This newsletter and the 4- Free Bonus Reports can get you off to a fast start. &quot;I receive so many e-mail offers -- too many -- but Bob always delivers a product worth having. The marketplace for writing and marketing products has become over-hyped; in that environment it's reaffirming to see that Bob continues to stand for a level of quality that matters -- and happily, at a price that works. &quot; --Peg Prideaux Yours for profits and prospects! Bob Bly P.S. Whether you want to make money as a freelance writer or an internet marketer, the best product you can start with is a simple hot-to or information e-Book. Now it's easier than ever to produce your first e-Book within 90 days guaranteed. Check out : for more detailed information. In case you lost it- The link again: to start reading your report now: &quot;Recession Proof Business Strategies&quot;
  48. 48. E-mail Marketing Offer: Free tele-seminar CTR: 32.4% Conversion rate: 24.9% SUBJECT; Tiger Woods just got his @#$ kicked... No, it wasn't me. The only thing of Tiger's that I could kick is his daughter's soccer ball. But listen up--because I'm going to tell you EXACTLY who would whip Tiger like a red-headed stepchild. It's like this... Whenever Tiger hits a shot in a tournament, some beer-soaked schmuck in the gallery will inevitably scream &quot;YOU DA MAN!&quot; at the top of his lungs. And let's face it--Tiger IS the man when it comes to golf. Not to mention endorsements, celebrity pals, and hot wives. But as much as I like playing golf, it isn't what gets my blood pumping. Nope--my focus is on one thing and one thing only: BIGGER PROFITS. Truth is, when it comes to being THE MAN, there's only one guy out there who makes me sit up and pay attention. And when it comes to making the cash register ring, he kicks Tiger's @#$. LINK You got it--Jay Abraham is the MAN if you're looking to build a successful business that plops cash into your lap 24-7... And right now, you can have a 2 hour coaching session with this marketing legend...absolutely free. See, Jay's fed up with this whole recession business, so he's doing something about it. And during this call, he'll give you 42 strategies for conquering the recession mindset and not only making profits--but SERIOUS profits--during this economic downturn.
  49. 49. More E-mail Copywriting Tips <ul><li>Begin with a killer headline or lead-in sentence. You need to get a terrific benefit right up front. </li></ul><ul><li>In the first paragraph, deliver a mini-version of your complete message. State the offer and provide an immediate response mechanism. </li></ul><ul><li>After the first paragraph, present expanded copy that covers features, benefits, proof, and other information. </li></ul><ul><li>The offer and response mechanism should be repeated in the close of the e-mail, as in a traditional direct mail letter. But they should almost always appear at the very beginning, too. </li></ul>E-mail Marketing
  50. 50. More E-mail Copywriting Tips <ul><li>Use wide margins. Limit your self to about 55-60 characters per line. </li></ul><ul><li>Take it easy on the all-caps. WORDS IN ALL CAPS give the impression that you’re shouting. </li></ul><ul><li>Be concise. Readers are quickly sorting through a bunch of messages and aren’t disposed to stick with you for a long time. </li></ul><ul><li>Regardless of length, get the important points across quickly. </li></ul><ul><li>The tone should be helpful, friendly, informative, and educational, not promotional or hard-sell. Information is the gold in cyberspace. </li></ul><ul><li>Check your e-mail on spamassasin. </li></ul>E-mail Marketing
  51. 51. Thank you. Subscribe to “Bob Bly’s Direct Response Letter” at