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© 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
How to get killer results out of
email text ads
By Debbie WeilPublisher, WordBiz Report
Presentation for Intellor Group
December 4, 2003
See recommended email resources on last slide
2 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
Q. Why use email text ads to market your Web event (or product or service?)
A. If you’re not publishing an e-newsletter or ezine yourself, you can piggyback onto another “list” to deliver your message to your target audience.
1 pop quiz
Pop Quiz
3 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
- Email text ads are teasers
- They prompt a click-through
- But you get your ROI (return on investment) through visitor actions (aka conversion) on your landing page.
2 end goal
Start with the end goal
4 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
#1 in importance is your List - you must target the right audience
#2 You must have an “offer”
#3 Your “creative” (i.e. the copy) needs to be specific and compelling
3 list, offer
List / Offer / Creative
5 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
A downloadable white paper or tip sheet
A free trial
A discount
Something that prompts action RIGHT NOW
4 what is an offer
What is an “offer”?
6 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
Download “50 Ways”
Another example of a tangible offer
12 tangible offer
7 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
- Define your “offer”
- Write the ad copy
- Design landing page so that it continues the “conversation”
- Tweak copy in ad & on landing page (you always need to do this!)
5 step-by-step
Email Text Ads Step-by-Step
8 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
ExpressWeb Text Ad #1 as it ran in WordBiz Report
6 text ad #1
What’s missing from this ad? Hint: no clear ‘offer’
Click through to landing page
Not tangible or specific enough…
9 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
Landing page for previous text ad
7 landing page #1
Circled elements are effective. They make the transition from email newsletter to landing page clear…
10 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
Text Ad #2 – same product, same company, more effective ad!
- Enticing offer (free e-book)
- Puts value on it ($49)
- Get it NOW
- Limited to 1st 508 text ad #2
quickeasysimpleno work
Click through to landing page
Clear, enticing offer
11 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
Emphasizes this is easy and quick.
Make your landing page an extension of the publication you’re advertising in.
This offer has value: an incentive to click Continue button now!
You respect your visitor’s email privacy.
It’s tangible! You’re giving away a PDF e-book.
Anatomy of an effective landing page
9 landing page #2
12 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
- Click-through rate of over 2% (over 222 unique clicks)
- Of those, 154 completed sign up process on landing page
- Initial conversion rate of almost 70%
10 CTR performance
How this text ad performed
13 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
- This advertiser expects a 10X return on his ad dollars
- i.e. an ROI 10 times the cost of advertising (1 ad insertion plus licensing)
- He expects to close 2 sales for total revenues of $13K - $15K
11 final conversion
Expected Results (final conversion)
14 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
for a 50-word text ad
13 not bad for 50 words
Not bad…
15 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
14 questions
Article by Debbie Weil: “Top 3 Tips for Effective Text Ads”www.wordbiz.com/archive/textadtips.shtml
If you’re not a subscriber to WordBiz Report, sign up (free) at:
www.wordbiz.com/signup.html
BONUS: download a mini guide to killer copywriting for the Web
See recommended resources next page. If you’re serious about email and e-newsletter marketing, you should own every one of these reports! – DW
16 © 2003 WordBiz.com, Inc. www.wordbiz.com 202.364.5705 [email protected]
Good Resources for Email Metrics and Email / E-Newsletter Marketing
Insider Secrets of Profitable E-Newsletters: Get Opened. Get Read. Get Results. – 2004 ed.www.eNewsletterSecrets.com (my new handbook; well-organized and complete)
Email Marketing Metrics Guide – 2004 ed.www.wordbiz.com/metricsguide (a ton of useful metrics; I love this one – DW)
Permission Emailer’s Guide to Avoiding Spam Filters www.wordbiz.com/avoidfilters (new and up-to-date; I highly recommend it)
Best Practices in Marketing With E-Newsletterswww.wordbiz.com/marketingbest
Buyer’s Guide to Email Serviceswww.wordbiz.com/buyersguide