Email Marketing

Email Marketing
Shivaram Swamy

Agenda
O Importance of Email List Building.
O Your Email List Building Plan.
O Companies that Benefit.
O Key Part of your Overall Marketing Plan.
O Email List Building Priority.
O Key Discoveries of Email Marketing.
O Create your List Building Map.
O Goals.
O Audience.
O Benefits/Results.
O Curriculum.
O Setting up your Traffic Net.
O Lead Magnets.
O Capture Interests of Blog Readers.
O Capture Interest of Landing Page Traffic.
O Autoresponders Vs Broadcasts.
O When to use Autoresponders.
O Purpose of Autoresponders.
O When to use Broadcasts.
O When to use Both.
O 3 Email Lists to Create in your ESP.
O Segmenting your List.
O Sliced Bread Marketing.
O Getting people on to your Webinars.
O The 5 Email Cluster.
O Plan your message sequence.
O First 5 Messages-Non Customers –
Message 1.
Message 2.
Message 3.
Message 4.
Message 5.
O First 5 Messages-Customers –Message 1.

Agenda
O First 5 Messages-
Customers –Message 4.
O First 5 Messages-
Customers –Message 5.
O Email Writing Tips.
O Using Follow ups to
Highlight Key Content on
your Website or Blog.
O Key Elements of your
Sales Page.
O Things to Consider.
O Connect CTA button to
your merchant account
O Split Test your Sales Pages
O Personalized Lead
Nurturing.
O Revise Later, Pay Attention
to…
O Email Signature..
O Do Webinars…
O Clincher Clusters..
O Email Only Specials
O Follow up Email Clusters..
O Affiliate Email Clusters
O Your Email List Building
Plan Recap..
O Questions and Answers…

Importance of Email List
Building
O Email List Building is leveraged
communication with a growing group of
subscribers to increase sales.
O Optimizing your content and marketing
efforts towards gaining new subscribers.
O Nurturing subscribers into repeat
customers.

Your Email List Building Plan
O Process involves getting visitors into subscribers and then into
customers.
O Visitors come to your blog page/post to browse your content.
O Interested visitors opt-in to receive the FREE gift you offer and visit
the thank-you page.
O Other visitors come to a landing-page you created where you give
away a report, guide, video series etc – which will turn them into
subscribers.
O This is when your email list marketing takes over.
O Subscribers start receiving follow-up messages.
O The followup messages will direct them to specific content/offers
that you may have.
O Over a series of days/weeks, you communicate with your
subscribers.
O With meaningful followup messages, the subscribers will start
converting into customers over time.
O Never be salesy with your subscriber list.

Companies of all types benefit
O Business to Business.
O Business to Consumer.
O Being in Business for Decades.
O Startup Companies.

Key Part of your Overall
Marketing Plan
O Social Media.
O Video Marketing.
O Content Marketing (Blogging, Webinars).
O Paid Media.

Email List Building Priority
O All roads should lead to your list.
O All other marketing tactics can disappear
in a flash!
O Your list – and the relationship that you
build with your subscribers – is your
largest marketing asset!

Key Discoveries of Email
Marketing
O 25% of subscribers become customers in the
1st week of introduction.
O With repeated followup messages – 50% of
the subscribers converted into customers in
the 1st month.
O New customers continue to join up to 6
months after first joining the subscriber list.
O You should continue with your email
marketing strategy for few months till many
subscribers convert.
O How many customers do you lose because
you are not following up with them?

Create your List Building Map
O 4 Questions to Answer:
O Goals: What do you want out of your list?
O Audience: Who are your ideal customers?
O Benefits: What does your ideal audience
really want?
O Curriculum: How will you deliver the goods
to get people to achieve those benefits?
O One of the most important tools that you
need to use is Mindmap before your start
your email marketing journey.

Goals
O What’s in it for you?
O Primary Products to sell.
O Income
O 90 days.
O 1 year.
O Time:
O Other:
O Credibility.
O Visibility.
O Public Relations
O TV.
O News.
O Speaking Gigs.
O Affiliates to help you grow your business.

Audience
O Who is your ideal customer?
O Niche.
O Who do I want to play with?
O Demographics.
O Age
O Gender.
O Family Background.
O Kids or Not?
O Teenagers.
O Toddlers.
O Adults.
O Married or Not?
O Divorced.
O Never Married.
O Religion.
O Income.
O Employment.
O Job.
O Looking to grow.
O Satisfied.
O Psychographics.
O Behaviors.
O Where do they hang out?
O What do they buy?
O What do they complain about?
O Language used to express challenges.

Benefits/Results
O What’s in it for them?
O Transformation.
O Before.
O After.
O Status quo – Destination.
O A to Z.
O Here to There.
O Before and After.
O Big Benefit.
O Secondary Benefit.
O What’s important about that?

Curriculum
O Primary product/service (“the loaf”).
O Lead Magnet(“the slice”).
O Webinar.
O Free Report.
O Audio.
O Consulting Sessions.
O Autoresponder (“the crumbs”).
O First 5 Messages (Non-Customers).
O First 5 Messages (Customers).
O Broadcasts (“the samples”).
O What’s important now?
O Level 2 of product/service(“the gourmet loaf”).

Setting up your Traffic Net
O Visitors that we look at converting are as below:
O Blog Visitors.
O Landing Page Visitors.
O In Store Patrons.
O Audience Members during stage presentations.
O Why will they sign up?
O Lead Magnets:
O Resource Guide.
O Audio.
O Video.
O Checklist.
O Spreadsheet etc.

Lead Magnets
O Lead Magnets are a substantial step
forward towards your primary product or
service.
O Create a variety of lead magnets to
accelerate the growth of your list.
O Split test your lead pages for conversion
effectiveness.

Capture Interest of Blog
Readers
O Sidebar opt-in opportunity.
O Content upgrade in popular posts.
O Footer opt-in opportunity.
O Connect to ESP(Email Service Provider)
web form and/or list.

Capture Interest of Landing Page
Traffic
O Drive traffic to landing pages using Social
Media.
O Incentivize opt-in for a lead magnet.
O Use a Viral Thank-You page to drive more
traffic.
O Establish the relationship with your new
subscriber.
O Turn every new subscriber into an
ambassador for your free gift.

Autoresponders Vs Broadcasts
Autoresponders Broadcasts
O Also called Automatic
Responses.
O Drip Campaigns.
O Follow-up messages.
O Go out in the same
order for all new
subscribers, no matter
when they join your
list.
O Newsletters.
O Email Blasts.
O Go out to all the
members of the list
(or segment) who are
active at that moment.
O Someone who joins
your list a second
later, they do not
receive it.

When to use AutoResponders
O As much as possible.
O When new subscribers join your list (or
segment).
O When new customers buy your product.
O When you want to build out an automated
communication system that runs
regardless of what you are doing.
O Showcase your existing evergreen
content.

Purpose of AutoResponders
O Help subscribers consume what they’ve
asked for/purchased.
O Turn subscribers into customers.
O Turn customers into repeat customers.
O Turn active customers into
affiliates/ambassadors.

When to use Broadcasts
O Once per week at minimum.
O When you are testing out a new marketing
sequence.
O Time sensitive promotions.
O Current updates.
O New blog posts.

When to use Both
O Invitations to a live webinar (broadcast).
O Confirmation message (autoresponder of
a segmented list).
O Reminder email (broadcast to segment).
O Replay opportunity (broadcast to
segment).
O Turn replay into evergreen(autoresponder
of segment).

3 Email Lists to create in your
ESP
O General Subscriber List.
O New customer lists.
O Mini-list for consuming specific lead
magnet.
O Final message directs to general
subscriber list.

Segmenting your List
O Based on interest (Lead Magnet choices).
O Based on behavior(clicks, no clicks,
opens, no opens).
O Based on subscription history (joined last
30 days, more than 6 months) etc.

Sliced Bread Marketing
O Focus on the product first that you are going to give for
FREE to your visitors.
O Don’t get too excited on building your leads first.
O Work backwards from there.
O Be consistent with your efforts.
O Two sequences in e-mail marketing:
O Nurture Sequence.
O Long-term sequence.
O Keep your Call to Action Singular throughout the whole
process.

Getting people on Webinars
O Date, Time and Title of the Webinars should
be sent in the follow-up sequence.
O Subscribers get confirmation after they opt-in.
O They get access to lead/capture page of the
webinar.
O Thank You Page should give the opportunity
for register for the Webinar.
O Use the Visitor Action Analytics for improving
the decision making strategies.

The 5 Email Cluster
O First 5 follow-up messages for new subscribers
to help transition to become new customers.
O First 5 follow-up messages for new customers
to transition to higher-level customers.
O Keep the follow-ups evergreen.
O Iterate for additional leverage long term.

Plan your message sequence
O What’s the gist of each message?
O What will the Call-to-Action (CTA) be?
O What will be your subject line?
O How will you close your message for
people taking the action you want them to
take (P.S.)?

First 5 Messages (Non-
Customers – Message 1)
O List Automation.
O If they purchase, remove them from the free list and move to
customer list.
O Message 1.
O Delivery
O Should be sent on Day 1.
O Subject
O Get (Your Product) with confidence. {Your FREE gift inside}
O Gist
O Get the thing you signed up for.
O Remind why they want it
O Repeat Benefits.
O Quick example of result.
O CTA
O Link to download page/replay.
O PS
O Tomorrow I will share my #1 tip from the FREE thing.

O Message 2.
O Delivery:
O Day 2
O Subject:
O My #1 tip to help you with (primary benefit).
O Subject line for message 2 should be similar to what you wrote for PS in Message
1.
O Gist:
O Make sure that they downloaded the free gift.
O Give them # 1 tip.
O Mention a deeper version that gets people results faster.
O CTA:
O Go back to the free thing download page.
O Leave a comment.
O PS:
O Response requested.
O Email Response.
O Download page comment.
O Blog post comment.
O Facebook Page.
O What is their biggest frustration about?

O Message 3.
O Delivery
O Day 4
O Subject
O The fastest way to better (get improved results).
O Gist
O Dive deeper with product or service.
O Top benefits seen in the product.
O Share example/result.
O CTA
O Get the product.
O PS
O Urgency.
O About them.
O Extra perks for buying now.

O Message 4
O Delivery.
O Day 6
O Subject.
O This was a hard lesson to learn…
O Gist.
O Example result/case study to overcome top objection.
O CTA.
O Enjoy Content.
O Classic Blog Post.
O Video Lesson Page.
O PS
O Let me know if you have specific questions I can help you with.
O Link to primary product.

O Message 5
O Delivery.
O Day 8
O Subject.
O Have you seen the latest?
O Gist.
O Connect with people on Social Media.
O CTA.
O Connect on Social:
O Facebook.
O Twitter.
O Pinterest.
O Google+
O LinkedIN.
O PS.
O I love sharing tips about (the benefits) online. Be sure to connect
with your favorite social channel so you don’t miss my next tip.

First 5 Messages (Customers –
Message 1)
O List Automation:
O If they upgrade, remove them from level 1 and move to level 2.
O Message 1:
O Delivery:
O Day 1.
O Subject:
O Congratulations on making a wise decision!
O Gist:
O Give the thing they signed up for.
O Remind why they want it.
O Repeat benefits.
O Quick example of result.
O How to get support.
O CTA:
O Link to the download page/replay.
O Link to support desk.
O Link to private FB group.
O PS:
O Tomorrow I will share my #1 tip from the product.

Message 2)
O Message 2:
O Delivery:
O Day 2.
O Subject:
O My #1 tip to help you with (the benefit).
O Gist:
O Make sure that they consume the product.
O Give them #1 tip.
O Mention a deeper version.
O CTA:
O Go back to the product/download page.
O Leave a comment.
O PS:
O Response requested:
O Blog post comment.
O Download page comment.
O Facebook page.
O Email Response.
O What’s your biggest takeaway so far about (the benefit)?

Message 3)
O Message 3:
O Delivery:
O Day 4
O Subject:
O The fastest way to better (the benefits).
O Gist:
O Dive deeper into level 2 product/service.
O Top benefits seen in the product.
O Share example/result.
O CTA:
O Get the level 2 product.
O PS:
O Urgency.
O About them.
O Extra perks for buying now.

Message 4)
O Message 4:
O Delivery:
O Day 6
O Subject:
O Checking In….
O Gist:
O Consumption of product.
O How are you doing with XXXXX so far?
O CTA:
O Dig into the best part of the product/course.
O PS:
O Let me know if you have any specific questions I can
help you with.
O Link to level 2 product.

Message 5)
O Message 5:
O Delivery:
O Day 8.
O Subject:
O Don’t keep this to yourself.
O Gist:
O Encourage referrals.
O Through official affiliate program.
O Good karma for social sharing.
O CTA:
O Sign up to the affiliate program.
O PS:
O I love sharing tips about (the benefits) online. Be sure to tell
others about what I can do for them so they don’t have to
struggle trying to figure it out on their own!

Email Writing Tips
O Focus on your MAP Curriculum.
O Keep it personal: you/I, your’s/our’s; first
names judiciously.
O Avoid group speak words: you guys,
everybody.
O Use consistent, simple HTML- essential
images with minimal text, text links with direct
instruction.
O Tell stories periodically within your email
follow-up sequence.

Using Follow ups to Highlight
Key Content on your Website
or Blog
O Send traffic to evergreen blog posts and
About Me pages.
O Garner new comments for expanding
social proof.
O Use video lesson pages for focused
consumption.

Key Elements of your Sales
Page
O Benefit-driven Headline.
O Clarity of the problem being addressed.
O Your Story.
O Case Studies and/or testimonials.
O “So what” whenever possible.
O Guarantee.

Things to consider
O How much “pre-selling” have you already
done?
O Do you have multiple price points?
O Are your ideal audience members more
visual or logical?
O What characteristics of your sales page
will you want due to demographics
/psychographics of your ideal audience?

Connect CTA button to your
merchant account
O Send to checkout page using
checkout/payment URL.
O See Partner Offer for SamCart for
checkout pages integrated with Paypal,
Stripe, Authorize.net etc…

Split Test your Sales Pages
O Vary benefit-driven headlines.
O Test different images (including your own,
product graphics).
O Test buy button copy (Add to cart, buy
now, get started now etc.)

Personalized Lead Nurturing
O Important for performing both intellectual
and emotional connection.
O Very small percentage of people buy from
you when you first introduce your brand.
O Making a personal touch with your
prospect is very important.
O Your solution is to cover the gap the
prospect is missing.

Revise Later, Pay Attention to…
O Open Rates for better subject lines to use
with your audience.
O Click-through rates for better calls-to-
action.
O Use autoresponder analytics and split-
testing to optimize conversion rates.
O Also use the analytics to measure list
growth, unsubscribes and sales.

Email Signature
O Merge field in most broadcasts and most
autoresponders.
O Dynamically inserted into your messages.
O Time sensitive offers, promotions, or
focused on desired action.
O Change it up every month.

Do Webinars
O Email list health gets a boost with frequent
webinars.
O New subscribers, re-engaged subscribers.
O Test out new product/service ideas.
O Provides sales boost for new buyers and
upgraded customers.

Clincher Clusters
O Encourage a decision through 2-4 part
message series.
O Transition to ongoing non-customer
education if they do not purchase right
away.

Email Only Specials
O Provide “subscriber only” purchase
opportunities via email.
O Bonus stacks vs price cuts.
O Use for non-customers for primary product
and current customers for
upgrades/cross-sells.

Follow up Email Clusters
O After testing broadcasts, add to primary
autoresponder.
O Stick to a theme for 3-4 messages in the
cluster.

Affiliate Email Clusters
O Recommend products or services that
help your ideal audience.
O Create a 3-part email series.
O Recommend using – “I use this….”
O What do you think? My favorite thing is…..
O Getting started with…..

Your Email List Building Plan
Recap
O You start with visitors.
O Then convert the visitors into Subscribers.
O Convert the Subscribers into Buyers.
O Whole Email List Building Campaign centers around taking
your visitors to your Blog Post or a Landing Page and
making them opt-in.
O Email Marketing takes over from the new subscribers.
O They receive followup messages which gives them great
content.
O Over period of days and weeks- they get to consider your
offer/product more seriously till they become a buyer.
O Once they become a buyer – you are all set to convert
them into a repeat customers and ambassadors of your
brand.

THANK YOU
QUESTIONS AND ANSWERS

Email Marketing

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