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How to Write High-Connection, High-Converting Emails with Donnie Bryant

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Studies consistently show that email has the highest ROI of any marketing channel. But that doesn't mean promoting your content effectively through email is easy! This presentation will cover:

How to maximize clickthroughs without overhyping (or otherwise setting the wrong expectations)
Proven ways to put your reader in a frame of mind that increases connection, trust and ultimately, conversions.
Top tips for keeping unsubscribes and website bounces from email traffic under control


With a few solid strategies in place, your emails can add value to your web content and more compelling than it would be on its own. This material will be most beneficial for marketers who already have email lists and something to sell them.

Published in: Marketing
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How to Write High-Connection, High-Converting Emails with Donnie Bryant

  1. 1. WHAT WE’LL COVER IN THE NEXT 45 MINUTES •THE OPPORTUNITY •COSTLY MYTHS & MISTAKES SABOTAGING YOUR EFFORTS •BATTLE-PROVEN INSIGHTS FOR WRITING EFFECTIVE EMAILS
  2. 2. “WHY THE HECK SHOULD I LISTEN TO YOU?” •OVER $10 MILLION IN REVENUE FOR CLIENTS OVER PAST YEAR •CLIENTS INCLUDE 6-, 7- AND 8-FIGURE BUSINESSES •VARIOUS INDUSTRIES…FROM DATING TO DEBT RELIEF •RUN TESTS TO LIST SIZES FROM HUNDREDS TO 800K
  3. 3. BUT FIRST, A JOKE…
  4. 4. BUT FIRST, A JOKE…
  5. 5. EMAIL: THE NEGLECTED GOLDMINE
  6. 6. EMAIL: THE NEGLECTED GOLDMINE •EMAIL SUBSCRIBERS ARE 4.5X MORE LIKELY TO BUY FROM YOU THAN SOCIAL MEDIA FOLLOWERS •THEY’RE ALSO 14X MORE LIKELY TO SEE YOUR MESSAGE THAN SOCIAL AUDIENCE •RETURN ON INVESTMENT: 38X
  7. 7. EMAIL: THE NEGLECTED GOLD MINE
  8. 8. COSTLY MYTHS & MISTAKES
  9. 9. “I DON’T WANT TO EMAIL TOO MUCH” "WE CAN SAY THIS WITHOUT RESERVATION: YOU MAKE MORE MONEY WHEN YOU COMMUNICATE WITH YOUR PROSPECTS AND CUSTOMERS MORE FREQUENTLY. EVERY SINGLE ADDITIONAL EMAIL YOU SEND WILL HAVE A POSITIVE REVENUE IMPACT.” ~ BOUNCE EXCHANGE
  10. 10. “I DON’T WANT TO EMAIL TOO MUCH”
  11. 11. “I DON’T WANT TO EMAIL TOO MUCH” •“ACCORDING TO THE DATA, THE CTR IS HIGHEST WHEN EMAILS ARE SENT LESS THAN 4 TIMES PER MONTH. HOWEVER, THE UNSUBSCRIPTION RATE REMAINS FAIRLY CONSTANT FOR EMAIL SENDING FREQUENCIES GREATER THAN 4 TIMES A MONTHS. TRY EXPERIMENTING WITH A HIGHER SENDING FREQUENCY AND SEE WHAT WORKS BEST FOR YOU.” •~ KISSMETRICS
  12. 12. “BALANCED” MESSAGING
  13. 13. “BALANCED” MESSAGING •BALANCED = WISHY WASHY •YOUR READERS WANT YOU TO TAKE A STAND… •YOUR READERS SIGNED UP TO HEAR FROM YOU. THEY WANT TO KNOW WHAT YOU THINK...HOW YOU'D HANDLE CERTAIN SITUATIONS... HOW YOU SEE RELEVANT CURRENT EVENTS
  14. 14. TOO LITTLE VS. TOO MUCH SELLING
  15. 15. FOCUSING ON THE WRONG METRICS •OPEN RATES ARE IMPORTANT (OBVIOUSLY) BUT THEY’RE NOT THE MOST IMPORTANT METRIC •SUBJECT LINES AFFECT DEEP METRICS – ALL THE WAY TO ORDER FORM CONVERSION
  16. 16. FOCUSING ON THE WRONG METRICS
  17. 17. TOP INSIGHTS… TESTED ON THE BLOODY BATTLEFIELDS OF ONLINE BUSINESS
  18. 18. RE: SUBJECT LINES •3 MAIN APPROACHES •SPECIFICITY /CLARITY •CURIOSITY •PERSONAL
  19. 19. RE: SUBJECT LINES •SPECIFIC •SPECIFICITY ABOUT THE PROMISE MADE, PROBLEM SOLVED AND/OR PEOPLE ADDRESSED •NUMBERS ARE HARD TO IGNORE •PAINT A CLEAR PICTURE
  20. 20. RE: SUBJECT LINES •SPECIFIC •5 STEPS FOR BUILDING IMMEDIATE WEALTH FOR MILLENNIALS •WATCH ME TAKE A NEW SHOPIFY STORE TO $4000 IN A FEW DAYS •7 STOCKS TO OWN RIGHT NOW
  21. 21. RE: SUBJECT LINES •CURIOSITY •SAY SOMETHING CRAZY…“HOW IS THAT POSSIBLE?” •REVEAL THE HIDDEN SIDE OF A STORY •TEASE A MAJOR OPPORTUNITY OR OBSTACLE
  22. 22. RE: SUBJECT LINES •CURIOSITY •TIRED? STOP OVERDOSING ON COFFEE •COMEY FIRING PROVED TRUMP IS A GENIUS? •HOMELESS FOLKS NEED NETFLIX, TOO •THE REAL REASON YOU’RE INVISIBLE ON LINKEDIN
  23. 23. RE: SUBJECT LINES •CURIOSITY CAN GO WRONG •TRY NOT TO GO TOO FAR •MAKE SURE YOU PAY OFF WHATEVER YOU INTRODUCE
  24. 24. RE: SUBJECT LINES •CURIOSITY CAN GO WRONG •BREAKING: 4 SHAMPOO BRANDS CAUSE ALZHEIMER’S •PAGE ON THE OTHER SIDE OF THE CLICK NEVER MENTIONS SHAMPOO OR EVEN ALLUDES TO THE CONTENT OF THE EMAIL •THIS TACTIC IS BECOMING INCREASINGLY COMMON. FIGHT THE TEMPTATION!
  25. 25. RE: SUBJECT LINES •PERSONAL •SOUND LIKE THEY’RE COMING FROM A FRIEND…OR AT LEAST NOT A MARKETER
  26. 26. RE: SUBJECT LINES •PERSONAL •EMAIL LESSON FROM THE WEEKEND BARBECUE •GREAT NEWS, [FIRST NAME] •HEY
  27. 27. RE: SUBJECT LINES •PERSONAL-SOUNDING EMAILS CAN GO WRONG, TOO •IF YOU DON’T HAVE A RELATIONSHIP WITH YOUR READERS, YOU CAN’T SPEAK TO THEM AS IF YOU DO •IT’S DISINGENUOUS •PEOPLE CATCH ON FAST, ESPECIALLY WHEN YOU TRY TO TRICK THEM
  28. 28. EMAIL BODY •IN MOST CASES, SHOULD BE WRITTEN CONVERSATIONALLY •SHORTER ISN’T ALWAYS BETTER •STORYTELLING IS POWERFUL AND ENDURINGLY INFLUENTIAL •ESTABLISH CURIOSITY, DESIRE AND CREDIBILITY •GIVE ‘EM A REASON TO CLICK
  29. 29. CONNECTING WITH YOUR READERS
  30. 30. CONNECTING WITH YOUR READERS •PLAY THE LONG GAME •FROM LINE VS SUBJECT LINE •BUILD ACTUAL RELATIONSHIPS •RESPECT THE READER •GIVE EMAIL THE RESPECT IT SHOULD HAVE
  31. 31. Q&A

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