The REAL Success Principles Of Email Marketing: http://internetmarketingandbussiness.com/category/email-marketing-tools Sales teams and marketing teams have a reputation for not always seeing eye to eye; but whilst they might think “this town ain’t big enough for the both us!”, the truth is: it has to be. It’s often the case that sales teams need marketing to bring in quality leads, and marketing teams need sales to convert their efforts. Perhaps the reason sales teams don’t always get on with marketing is due to how their performance is measured. With sales, the writing is on the wall very clearly in terms of whether you lived up to expectations, whereas marketing measurement is far vaguer. In terms of email marketing, of course you can run reports, but it’s still not always clear whether a campaign is on target. What does email marketing success look like, anyway?

1. The
6
REAL
Success
Principles
Of
Email
Marketing
By
David
Eisner
Copyright
David
Eisner
and
PAXMAN
LLC
Please
do
not
duplicate
or
distribute
without
permission.
It’s
well
known
that
Email
Marketing
is
one
of
the
most,
if
not
THE
most
powerful
marketing
method
available
for
businesses.
If
nothing
else,
the
ROI
available
and
the
inherent
ease
of
implementation
is
enough
to
justify
every
single
business
on
the
planet
using
it.
But
what
I
think
is
not
well
known,
are
the
actual
elements
of
it
that
a
business
owner
should
be
focusing
on
if
he
or
she
wants
to
make
more
and
more
money
with
it,
long-­‐term.
The
reason
why
the
“real”
leverage
points
are
not
clear
to
the
masses
is
because
there
is
so
much
damn
noise
out
there!
And
the
noise
is
out
there
for
a
specific
purpose
–
to
sell
you
something
new.
Listen,
regardless
of
me
saying
this
fact,
I’m
not
here
to
rampage
about
anybody
else
selling
anything.
Some
of
this
new
stuff
is
good
and
can
help.
AND
I’ll
be
the
first
one
to
admit
that
I’m
not
the
best
business
owner
or
email
marketer
on
the
planet
–
not
even
close.
Have
I
made
a
lot
of
money
from
email?
Yes.
In
fact,
the
vast
majority
of
my
over
a
million
dollars
in
online
sales
has
been
from
sending
out
emails.
But
I’ve
made
my
fair
share
of
mistakes
as
well.
And
in
a
sense,
that’s
where
I’m
able
to
derive
a
lot
of
this
information
that
I’m
about
to
share
with
you.
Because
if
you’re
smart,
every
time
your
business
plateaus
or
declines,
you’ll
track
WHY.
And
over
the
past
5
years,
I’ve
watched
what
I’ve
been
doing
and
a
lot
has
become
clear
to
me
about
why
certain
things
are
working
or
failing.
Basically,
with
the
ups
and
downs,
I’ve
seen
some
clear
patterns.

2. Additionally,
I
am
a
researcher;
I
study
what
other
people
are
doing.
When
someone
makes
a
$10,000+
payday,
I
try
to
find
out
why.
When
somebody
is
consistently
at
the
top
of
leaderboards,
I
get
on
their
list.
I
observe
and
absorb.
And
you
want
to
know
something
really
funny?
Not
a
single
person
or
company
does
email
marketing
exactly
the
same.
They
ALL
have
their
own
flair
and
different
ways
of
doing
things.
Yet,
they
all
make
a
great
ROI
on
it.
That
should
be
the
first
indication
of
what’s
going
on
here...
See,
those
people
I
was
talking
about,
the
ones
who
say
“this
and
that”
is
the
actual
lever
of
success
–
they’ll
put
an
emphasis
on
email
copywriting,
newsletter
style
and
format,
how
many
links
to
place
in
an
email,
etc.
But
that’s
not
even
close
to
the
extent
of
it.
The
list
of
what
I
like
to
consider,
“marginal
gain
mechanisms”,
if
they
even
provide
gains
at
all,
is
longer
than
the
list
of
marketing
methods
Ryan
Deiss
has
pronounced
dead.
I
make
jokes.
But
seriously…
Ryan
is
obviously
one
of
the
greatest
internet
marketers
ever.
Shear
genius
what
this
guy
comes
up
with
and
puts
out.
Actually,
one
his
products
was
“13
Sneaky
Little
Email
Marketing
Tricks”.
And
if
you
look
at
the
majority
of
those
13
tricks,
they
all
provide
those
“marginal
gain
mechanisms”
I’m
talking
about.
Guess
what?
That
product
sold
a
lot
of
copies.
That’s
because
those
mechanisms
are
sexy.
They
sell.
And
sure,
when
you
combine
them
all,
can
you
get
a
great
gain?
Sure.
There
are
hundreds
of
intricacies
within
Email
Marketing…
and
if
you
were
to
find
all
the
perfect
levers
and
pull
them,
you
can
improve
your
results.
But
none
of
them
are
really
worth
focusing
on
compared
to
the
most
important
ones…
the
ones
that
if
Ryan
made
a
product
about
them,
would
probably
never
sell.
It’s
much
easier
to
sell
these:
How
to
get
your
emails
opened,
how
to
improve
your
deliverability,
what
font
and
size
to
write
your
emails
in,
what
auto
responder
to
use,
how
to
get
less
spam
complaints
by
controlling
the
“complaint
link”,
how
to
co-­‐reg
leads
so
you
get
paid
to
build
your
list,
how
to
build
3
or
4
different
kinds
of
lists
simultaneously…
and
the
list
goes
on!

3. Any
of
those
sound
interesting?
Well,
I’ve
sold
products
on
many
of
them
or
included
information
about
almost
all
of
them
inside
of
my
email
marketing
trainings.
But
those
are
all
DETAILS!
That’s
NOT
where
your
focus
should
be
if
you
really
want
to
make
the
most
money
in
your
business.
Man
have
I
learned
this
the
hard
way.
There’s
a
lot
of
wasted
time
in
a
lot
of
those
subjects,
especially
if
you’re
a
one-­‐man
crew,
which
I
was
for
many
years.
So
the
question
is…
what
ARE
the
real
success
multipliers
of
email
marketing?
It
ALL
has
to
do
with
the
quality
and
number
of
your
leads
(email
addresses)
that
you
have
permission
to
send
to.
I
was
reading
“The
Boron
Letters”
by
Gary
and
Bond
Halbert
sometime
earlier
this
year
and
what
I
had
intuitively
known
for
years
about
email
started
to
ring
some
major
bells
in
my
head.
See,
Gary
was
a
direct
response
genius,
right?
But
for
most
of
his
career
he
didn’t
even
deal
with
email,
he
dealt
with
direct
mail
(snail
mail).
And
if
you
want
to
learn
about
how
to
be
successful
with
email,
the
best
people
to
learn
from
all
the
direct
mail
people.
Why?
Because
they
spend
massive
amounts
of
money
to
mail
advertising
pieces
to
mailing
lists.
That
means
in
order
to
get
a
good
return
without
losing
their
hats,
they
need
to
be
100x
better
than
we
need
to
be
with
email.
Email
is
far
more
accessible
to
the
average
business
owner
and
marketer
because
it’s
so
cheap
and
easy
to
use,
and
has
a
very
low
risk
level.
Sending
1000
emails
costs
mere
cents,
while
sending
1000
postcards
costs
HUNDREDS
of
dollars!
However,
the
concept
is
exactly
the
same,
and
this
is
what
you
must
understand.
All
you’re
doing
with
email
is
finding
a
way
to
get
back
in
touch
with
a
“list”
of
prospects
or
customers,
right?
Direct
mail
is
exactly
the
same
in
that
regard.
In
direct
mail,
if
you
don’t
own
a
list,
you
have
to
“rent”
one.
That’s
the
equivalent
of
a
“solo
ad”
in
email
terminology,
right?
It’s
obviously
cheaper
and
more
powerful
in
both
marketing
methods
to
eventually
build
your
own
list,
because
then
you
don’t
have
to
pay
for
the
privilege
of
getting
eyeballs
on
your
offers,
right?
So
now
that
you
see
the
parallels…
let’s
talk
about
what
Gary
had
to
say…

4. In
the
book,
Gary
talks
about
the
quality
of
different
mailing
lists
and
which
ones
got
the
best
response.
I
mean,
to
mail
1000
people
from
list
ABC
costs
exactly
the
same
as
list
XYZ…
so
it
makes
the
most
sense
to
mail
the
list
that’s
going
to
get
the
best
response.
In
building
your
email
list,
you
want
to
abide
by
the
same
principles.
Success
Principle
#1:
“Recent”
If
you’ve
ever
done
a
product
launch
and
then
emailed
that
list
directly
after
the
launch…
and
then
again
a
week
or
month
later…
there’s
a
pretty
significant
drop-­‐off
in
response,
isn’t
there?
That’s
just
a
week
or
month
later!
It’s
kind
of
crazy.
The
fact
is,
the
more
recent
somebody
has
shown
interest
in
a
topic,
the
more
“responsive”
they’re
going
to
be
towards
your
future
messages.
That
obviously
doesn’t
mean
that
if
you
don’t
sell
them
something
in
the
first
couple
of
weeks,
that
they
will
never
buy
something.
We’re
just
talking
about
the
“responsiveness”
or
“power”
of
your
list
as
a
whole,
on
average.
Because
since
emailing
people
or
even
storing
their
addresses
is
so
cheap,
it
doesn’t
make
much
sense
NOT
to
send
them
email
years
down
the
line.
In
direct
mail,
that
would
be
a
risky
proposition
because
you
have
to
pay
big
money,
comparatively
to
send
postcards
or
letters.
But
here’s
what
I
want
you
to
take
away…
Never
ever
stop
adding
fresh
prospects
and
customers
to
your
list.
You
must
do
it
consistently,
if
you
want
to
keep
your
opens,
clicks,
and
sales
consistent.
Sure,
if
you
build
your
list
this
year,
you
can
still
make
significant
sales
from
that
very
list
years
down
the
line…
But
it
WILL
fade.
I
am
tempted
to
go
as
far
as
to
say,
“it
is
law”
because
I
would
be
shocked
to
find
a
business
owner
out
there
whose
email
list
is
just
as
spry
as
the
day
they
built
it.
That’s
because
people
change
interests.
They
unsubscribe.
They
get
distracted.
It
all
happens.
And
obviously
there
are
also
technical
reasons
like
hitting
spam
boxes
that
decrease
response.

5. Here,
let’s
crunch
some
numbers
to
see
how
important
this
is.
This
is
what
I
believe
looks
like
a
likely
scenario
in
email
marketing
today:
Let’s
say
for
every
new
1,000
subscribers
you
can
generate…
300
clicks
on
the
first
email
200
clicks
on
the
second
email
150
clicks
on
the
third
email
And
it
goes
down
5
clicks
for
every
email
after
that
and
levels
out
at
30
clicks
(3%
CTR)
after
3-­‐6
months
and
20
clicks
(2%
CTR)
after
6-­‐12
months.
(Some
people
will
do
better
or
worse
than
this
based
on
many
factors
–
it’s
just
an
estimate
for
illustration.)
In
this
example,
after
27
emails,
you’ll
be
generating
30
clicks
per
email
from
1,000
subscribers.
Even
if
you
applied
the
best
email
hack
in
the
world
and
quadrupled
your
response
off
of
that,
you
would
still
only
get
to
120
clicks
after
the
27th
email.
On
the
other
hand,
if
you
just
got
1,000
new
subscribers,
you
would
instantly
add
300
clicks.
Basically
what
I’m
saying
is…
people
will
sell
all
kinds
of
“list
resurrection”
techniques,
but
to
this
day,
nobody
has
shown
me
definitive
evidence
that
they
can
get
anywhere
close
to
the
results
of
adding
fresh
subscribers
who
are
showing
TODAY
that
they
have
an
interest
in
what
you
have
to
offer.
Success
Principle
#2:
“Buyers”
This
is
yet
another
type
of
list
that
Gary
Halbert
said
he
would
rent
–
people
who
are
proven
“buyers”
of
a
product
in
the
niche.
Why?
Because
some
people
have
enough
desire
and
means
to
lay
down
some
dough
and
some
don’t.
It’s
often
as
simple
as
that.
And
selling
to
those
that
do,
well,
that
just
makes
your
job
about
10x
easier.
I
say
10x
because
that’s
about
what
you
should
expect
is
the
relative
response
difference
from
non-­‐buyers
to
buyers.
Meaning,
if
my
average
lifetime
subscriber
value
(ALSV
from
here
forward)
of
a
non-­‐
buyer
is
$1,
then
I
should
expect
my
ALSV
of
a
buyer
to
be
$10.

6. More
than
that,
once
you’ve
gotten
someone
to
trust
you
once
and
buy
your
stuff,
they’re
definitely
more
likely
to
repeat
the
process.
That
means
immediately
and
long-­‐term.
If
they’ve
only
opted
in,
the
chances
that
they’ve
even
consumed
the
product
that
they
got
for
free
is
significantly
lower
than
if
they
would
have
bought
it.
And
if
they
actually
consume
the
product,
that
bodes
well
for
you
because
they’ll
trust
you
more
and
be
more
likely
to
buy
from
you
again
(as
long
your
products
are
good!).
Let’s
just
say
that
my
10x
theory
is
true.
This
is
what
the
math
might
look
at
when
choosing
how
to
structure
your
funnel…
So
let’s
say
you’re
building
your
list…
And
your
current
funnel
looks
like
this:
Free
Report
(30%
conversions)
-­‐-­‐>
$47
buyer
(5%
Conversions)
On
1,000
Clicks
you
would
receive:
ALSV
of
300
Opt-­‐ins
(minus
15
sales):
$285
15
Sales:
$705
ALSV
of
15
buyers:
$150
Total:
$1140
But
let’s
say
you
just
restructure
the
funnel
a
little
bit
and
sell
the
initial
product
for
$1
in
order
to
get
more
people
buying
instead
of
opting
in…
Note:
Your
initial
offer
conversion
rate
drops
but
your
immediate
upsell
conversion
rate
increases.
So
your
funnel
looks
like
this
instead:
$1
Report
(10%)
-­‐-­‐>
$47
buyer
(10%)
On
1,000
Clicks
you
would
receive:
100
sales
@
$1:
$100
ALSV
of
100
Buyers:
$1,000
10
sales
@
$47:
$470
Total:
$1570

7.
In
this
rudimentary
example,
the
increase
is
37%
over
the
lifetime
of
the
leads.
Obviously
these
conversions
would
have
to
hold
true
to
support
the
theory,
but
the
theory
can
be
tested
in
this
way
across
any
funnel
to
see
if
the
gains
could
potentially
be
greater
by
restructuring
the
funnel
to
attract
more
people
to
buy.
One
of
the
clear
tradeoffs
in
this
example
is
less
money
immediately
in
exchange
for
greater
lifetime
lead
values
-­‐
and
that
is
a
decision
you’ll
have
to
make
when
structuring
the
pricing
of
your
offers.
One
more
thing
that
is
worth
mentioning
is
the
cost
of
storing
or
emailing
leads.
Over
time,
it
does
add
up.
For
example,
the
cost
of
storing
10,000
leads
in
the
average
auto-­‐responder
is
about
$80/month.
For
100,000
leads,
it’s
about
$550/month,
or
an
extra
cost
of
$5,640/year.
If
everything
else
is
equal
and
the
ALSV
is
truly
a
10:1
response
difference,
storing
buyer
leads
is
far
more
cost-­‐effective
as
well.
Success
Principle
#3:
“Expensive
Buyers”
This
is
a
similar
principle
to
the
Buyers
principle
and
has
to
do
with
the
same
concept
–
qualification.
If
someone
has
proven
that
they’ve
bought
an
$1,000
product
before,
then
logic
holds
that
they
are
physically
able
and
of
the
mental
mindset
to
possibly
spend
that
money
again.
Whereas
someone
who
has
only
bought
a
$7
product
from
you
has
not
proven
that.
Does
that
mean
that
a
buyer
of
a
$7
product
WON’T
buy
an
$1,000
product?
Absolutely
not.
All
it
means
is
that
they
have
not
proven
to
you
that
they
will
do
so.
I
know
someone
who
has
13,000
buyers
on
his
list,
most
of
whom
have
spent
$5,000
on
a
course
with
him.
He’s
made
over
$6,000,000
promoting
other
offers
to
that
very
list.
That’s
a
ALSV
of
$461.
Granted,
this
guy
is
amazing
at
building
a
community
and
is
frequently
giving
his
customers
tons
of
value
for
the
$5,000
they
spend
with
him
–
that
is
necessary.
But
as
far
as
email
marketing
is
concerned,
what’s
the
moral
of
the
story?
ALSV
is
directly
correlated
to
the
amount
your
buyer
lead
is
qualified
at.
In
English:
If
you
sell
more
expensive
stuff,
you’ll
more
easily
be
able
to
sell
more
expensive
stuff
to
your
leads
later
on.

8.
Success
Principle
#4:
“Relationship”
This
is
one
of
those
impossible-­‐to-­‐quantify
metrics
that
people
often
talk
about
when
referring
to
email
marketing
success.
But
regardless
of
its
“un-­‐
quantifiableness”,
it’s
definitely
a
factor
of
response.
The
person
in
the
spotlight
who
I’ve
seen
talk
about
this
the
most
is
Frank
Kern.
He’s
quoted
as
saying,
“The
money
is
not
in
the
list,
it’s
in
the
relationship
with
the
list.”
Beyond
that,
he
would
also
say
that
the
response
that
you
get
is
often
based
on
how
much
“good
will”
you
have
banked
up.
So
every
time
you
send
out
something
awesome
to
your
list
that
they
love
you
for,
you
bank
some
good
will.
Then,
theoretically,
when
you
promote
something
to
them
or
try
to
convince
them
to
buy
something,
you
“tap
into”
that
bank
of
good
will.
This
is
presumably
why
Frank,
for
many
years,
was
able
to
waltz
into
any
affiliate
contest
and
take
home
6-­‐figure
paydays
or
more
with
a
single
email.
Sure
it’s
easy
to
pass
off
Frank’s
massive
success
to
how
damn
suave
he
is,
his
timing
into
the
market,
or
how
huge
his
list
is…
but
you
have
to
admit,
he
has
a
point.
And
especially
in
the
last
couple
of
years,
he’s
truly
been
walking
the
walk,
so
to
speak.
SIDEBAR:
I’ve
been
on
his
list
for
YEARS
–
my
entire
internet
marketing
career…
he
was
one
of
the
first
people
to
teach
me
about
email
marketing.
And
this
should
say
many
things
to
you,
about
many
points
in
this
article
(not
just
this
particular
section)…
I
often
open
and
read
Franks
emails.
But
it
took
me
about
4
years
to
actually
buy
something
from
him.
Why?
Good
relationship,
learned
a
lot
from
him…
but
he
never
qualified
me
as
an
expensive
buyer
–
and
his
products
are
generally
very
expensive.
Success
Principle
#5:
“Relevant
and
Complimentary”
This
one
may
seem
obvious
to
some
people…
but
it
really
wasn’t
obvious
to
me
for
the
first
couple
of
years
I
was
in
this
business.

9. When
I
started,
I
would
mail
my
list
every
offer
under
the
sun.
I
sold
products
on
email
marketing
and
solo
ads…
yet
I
would
turn
around
and
sell
the
latest
“offline/local
marketing”
moneymaking
scheme,
even
though
I
never
had
ANY
interest
in
selling
internet
marketing
services
to
local
companies.
Totally
unrelated,
and
in
no
way
complimentary
to
why
my
list
was
listening
to
me
in
the
first
place.
Why
did
I
do
it?
Well,
for
the
most
part,
I
didn’t
know
better.
I
was
new
to
business
in
general.
I
just
promoted
what
looked
good
and
I
thought
people
would
buy.
It
made
me
money
because
there
was
1/100th
of
the
competition
that
there
is
today.
In
truth,
I’m
still
guilty
of
it
in
smaller
ways,
because
it
still
makes
me
money.
But
at
least
these
days
I
discriminate
much
more
and
stay
within
a
general
border.
I’ve
maybe
promoted
1
“offline”
offer
in
2
years
because
I
realize
just
how
off
base
it
is
with
my
constituency.
The
only
reason
I
was
able
to
get
away
with
it
in
the
first
place
is
because
if
you
sell
a
“Make
Money
Online”
product
to
someone
and
put
them
on
your
list…
there’s
a
good
chance
you
can
sell
them
another
business
opportunity
right
after
that.
There’s
a
reasonable
amount
of
relevance
to
that
person’s
mindset
and
that’s
why
it
works.
But
not
only
is
that
not
a
good
way
to
do
business
long-­‐term,
nor
does
it
generally
help
the
person
who’s
buying
the
stuff,
it’s
also
a
good
way
to
lose
loyalty,
good
will,
and
eyeballs
on
your
emails
(by
crowding
that
person’s
space
even
more).
Keeping
your
offers
relevant
to
what
the
subscriber
has
shown
interest
in
is
one
of
the
biggest
differentiators
in
response.
You
can
see
it
on
the
leaderboards
all
the
time…
One
week
“list
owner
X”
who
has
sold
a
keyword
research
software
will
crush
a
huge
SEO
launch
and
make
5-­‐figures…
but
then
the
next
week
will
promote
a
copywriting
launch
and
make
5
sales.
That’s
because
people
who
are
interested
in
SEO
are
rarely
interested
in
creating
great
sales
copy.
It
might
be
somewhat
related,
because
both
topics
are
in
the
marketing
niche,
which
his
why
he
was
able
to
make
5
sales…
but
the
level
of
response
is
based
on
how
well
it
complements
what
the
majority
of
the
people
on
the
list
are
attempting
to
accomplish.
If
he
tried
to
promote
dog
training
to
his
SEO
list,
he’ll
probably
make
no
sales,
right?
It’s
not
relevant
at
all.

10. If
he
tried
to
promote
a
Wordpress
theme
that
proved
to
rank
sites
better,
he’d
probably
hit
the
leaderboard
again.
It’s
relevant
and
complimentary
to
his
keyword
research
software.
Success
Principle
#6:
“Bigger”
Don’t
let
anybody
fool
you;
when
it
comes
to
list
size,
bigger
is
better.
That
is
IF
you’re
following
the
first
5
success
principles.
Because
every
time
you
hear
someone
say,
“I’ve
seen
people
with
a
10,000
person
lists
trump
guys
with
500,000
person
lists
all
the
time…”
YOU
WILL
KNOW
the
difference
between
those
two
lists
and
why
the
smaller
list
trumps
the
larger
one…
and
it
lies
in
the
5
previous
principles.
One
of
the
things
that
always
attracted
me
to
email
marketing
is
that
it’s
just
about
the
easiest
marketing
method
in
the
world
to
scale.
There
is
absolutely
NO
DOWNSIDE
to
building
your
list
bigger.
The
sky
is
the
limit!
If
you’re
following
the
first
5
principles,
building
your
list
bigger
will
only
proportionately
increase
your
results
and
make
you
a
ton
of
money.
Conclusion:
Your
perfect
email
marketing
strategy
in
a
few
sentences:
Focus
on
collecting
the
email
addresses
of
lots
of
recent
buyers
of
expensive
products
of
yours,
who
respect
your
opinions
and
are
excited
for
your
emails.
Mail
them
relevant
and
complimentary
content
and
offers
that
increase
their
results
and
your
level
of
good
will
with
them.
Then
scale
your
list-­‐building
efforts
as
much
as
possible.
The
other
stuff
is
just
marginal
gains…
just
details.
Thanks
for
reading!
Author:
David
Eisner,
AKA
the
Backpack
Businessman
–
go
to
http://backpackbusinessman.com
for
more
articles,
training,
and
resources.