How to be an email marketing ninja

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TaeWoo Kim

http://www.freshsupercool.com/

Technology Business

How to be an Email
Marketing Ninja
TaeWoo Kim
TaeWooKim

About Me
- Nerd turned Biz Man
- Zero business experience
- Trial & error
- Persistence

Email Marketing 101 - "DUH"
- Build list
- CAN-SPAM compliance - unsub.
- Don't buy/rent list
- A/B test your subject

Email Marketing 101 - "DUH"
ROI is proven

What do you think?
Quiz - What is the #1 reason people FAIL at
email marketing?
1. Irrelevant
2. Too boring
3. Too often
4. Too impersonal
5. Too sales-y

You Already Know Email Marketing
... believe it or not.

Tactic #1 - Lead Generation ("Seed
planting")

Tactic #1 - Discovery - NON-DIGITAL
Organic Paid
Dating Friends, Family, School,
Work, Neighbor
Bars, Nightclubs, Singles
cruises, / tours / events,
matchmakers, classifieds
Business /
Marketing
Company referral,
news/magazine article,
word of mouth,
TV/radio/newspaper ads,
yellow pages, billboards,
cold calls, flyers,
promotional materials
Organic = High trust, low scalability. Paid = Low trust, high scalability

Tactic #1 - Discovery - DIGITAL
Organic Paid
Dating (same), social networks (same), dating sites
Business /
Marketing
(same), SEO, social,
email, mobile, cross
promotions
(same), SEM, banner
ads, retargeting, paid
links

Tactic #1 - Discovery Mistakes:
Wrong Target Market
Dating Marketing

Tactic #1 - Discovery Mistakes:
Irrelevant Messaging
Dating Marketing

Tactic #1 - Discovery Mistakes:
No Personality / USP
Dating Marketing

Tactic #1 - Discovery Mistakes:
Premature "Conversion"
Dating Marketing

Tactic #1 - Discovery Mistakes:
Premature "Conversion"
Biggest problem: Who the F*CK are you?
- NO trust
- NO established rapport
- NO market credibility
Solution?

Tactic #2 - Lead Nurturing
("Watering the plant")

Tactic #2 - Nurture Your Lead
Dating Marketing

Tactic #2 - Nurture Your Lead
1. Don't sell right away
2. Build rapport
3. Be an expert
4. Use stories
5. Use personality
Teach first. Sell later.

Why is lead nurture crucial?
6x repetitions required

Idea Saturation Methods
1. Repetition Ads
2. Celebrities
3. Edutainment

Tactic #3 - Ask for the Sale
Dating Marketing

Tactic #3 - Ask for the Sale - How the
prospect thinks
Dating
- trustworthy
- evaluated other
guys/girls
- spent time with you in
person
- stories shared
Mate-worthy
Marketing
- trustworthy
- evaluated other
products & services
- spent time reading
your material
- stories shared
Sale-worthy

Case Study: Solar One Media
- B2B lead generation
- very niche
- #1 rank keywords
- ZERO cold calling
- 100% customer initiated contact (10-15/mo.)
- very clear cut:
Product: Solar lead generation service
Market: Solar sales & installation companies

1. Lead Generation
- Search PPC
- Display - LinkedIn Ads
- Content marketing
2. Lead Nurture
- email lead nurture - 24 in sequence
- open rate: initially 43.7%, ends at 27%
3. Closing - 35% subscribed to paid service
Case Study: Solar One Media

Build relationships. Save lives.
Case Study: PawshPal

Conclusion
Less douche. More ninja.
Thank You
TaeWoo Kim
@TaeWoo Kim
http://www.FreshSuperCool.com/

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How to be an email marketing ninja

1. How to be an Email Marketing Ninja TaeWoo Kim TaeWooKim

2. About Me - Nerd turned Biz Man - Zero business experience - Trial & error - Persistence

3. Email Marketing 101 - "DUH" - Build list - CAN-SPAM compliance - unsub. - Don't buy/rent list - A/B test your subject

4. Email Marketing 101 - "DUH" ROI is proven

5. What do you think? Quiz - What is the #1 reason people FAIL at email marketing? 1. Irrelevant 2. Too boring 3. Too often 4. Too impersonal 5. Too sales-y

6. You Already Know Email Marketing ... believe it or not.

7. Email Marketing = (Online) Dating

8. Understanding the Sale

9. Tactic #1 - Lead Generation ("Seed planting")

10. Tactic #1 - Discovery - NON-DIGITAL Organic Paid Dating Friends, Family, School, Work, Neighbor Bars, Nightclubs, Singles cruises, / tours / events, matchmakers, classifieds Business / Marketing Company referral, news/magazine article, word of mouth, TV/radio/newspaper ads, yellow pages, billboards, cold calls, flyers, promotional materials Organic = High trust, low scalability. Paid = Low trust, high scalability

11. Tactic #1 - Discovery - DIGITAL Organic Paid Dating (same), social networks (same), dating sites Business / Marketing (same), SEO, social, email, mobile, cross promotions (same), SEM, banner ads, retargeting, paid links

12. Tactic #1 - Discovery Dating Marketing

13. Tactic #1 - Discovery Mistakes: Wrong Target Market Dating Marketing

14. Tactic #1 - Discovery Mistakes: Irrelevant Messaging Dating Marketing

15. Tactic #1 - Discovery Mistakes: No Personality / USP Dating Marketing

16. Tactic #1 - Discovery Mistakes: Premature "Conversion" Dating Marketing

17. Tactic #1 - Discovery Mistakes: Premature "Conversion" Biggest problem: Who the F*CK are you? - NO trust - NO established rapport - NO market credibility Solution?

18. Tactic #2 - Lead Nurturing ("Watering the plant")

19. Tactic #2 - Nurture Your Lead Dating Marketing

20. Tactic #2 - Nurture Your Lead 1. Don't sell right away 2. Build rapport 3. Be an expert 4. Use stories 5. Use personality Teach first. Sell later.

21. Why is lead nurture crucial? 6x repetitions required

22. Idea Saturation Rate Differs

23. Idea Saturation Methods 1. Repetition Ads 2. Celebrities 3. Edutainment

24. Tactic #3 - Ask for the Sale Dating Marketing

25. Tactic #3 - Ask for the Sale - How the prospect thinks Dating - trustworthy - evaluated other guys/girls - spent time with you in person - stories shared Mate-worthy Marketing - trustworthy - evaluated other products & services - spent time reading your material - stories shared Sale-worthy

26. Case Study: Solar One Media - B2B lead generation - very niche - #1 rank keywords - ZERO cold calling - 100% customer initiated contact (10-15/mo.) - very clear cut: Product: Solar lead generation service Market: Solar sales & installation companies

27. 1. Lead Generation - Search PPC - Display - LinkedIn Ads - Content marketing 2. Lead Nurture - email lead nurture - 24 in sequence - open rate: initially 43.7%, ends at 27% 3. Closing - 35% subscribed to paid service Case Study: Solar One Media

28. Build relationships. Save lives. Case Study: PawshPal

29. Conclusion Less douche. More ninja. Thank You TaeWoo Kim @TaeWoo Kim http://www.FreshSuperCool.com/

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