Session#3EmailMarketingMastery
Today’sTrainingWillHelpYou…
TrainingOverview
• EmailMarketingMyths
• MostCommonObstaclestoEmailMarketingSuccess
• The7HabitsofHighlyEffectiveEmailMarketers
• 5-PointActionPlanforEmailMarketingSuccess
YourMostImportantMarketingAsset…
• Isnotyoursocialmediaprofiles
• Isnotyourlogo,colorsortagline
• It’snotevenyourwebsite!
• It’syouremaillist.
EmailMarketing
TheMostExpensiveThinginLife
“Nothinginbusiness(orlife)ismoreexpensivethan
badinformation."GaryHalbert(1942–2007),Copywriterandmarketingexpert
Myth#1:MillennialsDon'tUseEmail.Fact:theaverageyoungpersonchecks
emailmoreoftenthanmostolderpeople.
•Ashocking38%ofMillennials(bornafter1982)are freelancers,meaningthatthey'renotconstrainedtoworkexclusivelyfrom9-5.
•OfMillennialsworkingregularhours,89%checktheiremaillong aftertheworkday.
Source:https://www.upwork.com/press/2014/09/03/53-million-americans-now-freelance-new-study-finds-2
Myth#2:SocialMediaKilledEmail.Fact:The#1smartphoneappisnotFacebook,it’semail.
•AccordingtoastudybyIDC(sponsoredbyFacebook)themostpopularapplicationspeopleuseontheirphonesare:
3. 70% Facebook2. 73% Web1. 78% Email
Source:http://newsroom.fb.com/news/2013/03/idc-study-mobile-and-social-connectiveness/
Myth#3:NobodyOpensEmail.
Fact:Emailgetsdeliveredfarmorethansocialmediaposts.
AccordingtoareportbyForrester,emailgetsdeliveredmorethan90%.Facebookpostsgetdelivered2%ofthetime(unlessyoupay!)
Source:http://blogs.forrester.com/nate_elliott/14-11-17-facebook_has_finally_killed_organic_reach_what_should_marketers_do_next
HowCanAutomatedEmailMarketingMakeYouMoreMoney?
1. Followupwithevery leadquickly=more$2. Askevery clientforreferrals=more$3. Cross-sellevery client=more$4. AccountReviewsforall clients=more$5. Followuponall lostaccounts=more$6. Followuponall lostleads=more$
AutomatedEmailMarketingCanAlsoSaveYouTime…
Ifyouhave2,500clients...onMondayyou'llhave:• 6birthdays• 6clientsrenewingin90days• 1claims• 7newprospects• 3newcustomers• 3unclosedquotes• 2lostleads• 3crosssales• 1lostpolicies• 1returningclients
-->33 movingpieces
Part1:
MostCommonObstaclestoEmailMarketingSuccess
“Theobstacleinthepathbecomesthepath.Neverforget,withinevery
obstacleisanopportunitytoimproveourcondition.”
―RyanHoliday,TheObstacleIstheWay:TheTimelessArtofTurningAdversitytoAdvantage
“Idon’tknowwheretostart!”• Whatwillmakeyoumoneynow?• Knowthetopmoneymakingcampaigns.• Justgetstarted.Don’toverthinkit.• Gethelpifyou’restillstuck.
“Anounceofactionisworthatonoftheory.Don'tbetootimidandsqueamishaboutyouractions."- RalphWaldoEmerson.
“Idon’tknowwhichsystemtouse.”
• AgencyManagementSystems.• MarketingAutomationSystems.• Whowillrunthesystem?• Knowyouroptions.
“Menhavebecomethetoolsoftheirtools.”– HenryDavidThoreau
ThingsToRememberAboutSystems
• Theystillrequire“thinking”.• Nomarketingautomationsystemwillbuild/runitself.• Ifyourbusinessisamessthenyoursystemswillbetoo.• Whatareyouhopingtoaccomplish?
“Ifallyouhaveisahammer,everythinglookslikeanail."– AbrahamMaslow
“I'mnotawriter.”
• Thenhireawriter.•Knowhowtohirewell.•Havesomeonereview/edit.
HowtoHireaGoodCopywriter1. Dotheyhaveatrackrecord?2. Dotheyknowinsurance?3. Dotheyneedhandholding?4. Watchforbigegos5. Aretheyreliable?6. Startwithapilotproject.
Anddon’tsendemailslikethis…
Anddon’tdothis...
Ifyoufindoutsomeonedied,thenremovethemfromyourlistsoyoudon’tsend“HappyBirthdayEmails”totheDeceased.”
“Idon’thaveaprocessforcreatingcampaigns.”
• Sequence?• Mappingitout?• Writecopybeforedesign?• Howdoweimplementit?
“Wejustdon’thavetimeforthis.”• Doyouhavetimetomakemore$?• ThisisworkingONyourbusiness.• Startsmallsoyoucanseeresults.• Consideroutsourcing.
Part2:
The7HabitsofHighlyEffectiveEmailMarketers
Habit1:BeCommitted!
•Challenge:attheendofthistrainingdecidetocommit.•Consider: a6-MonthPilotTest.•Whatdoyouwanttoachieve?•Doyouneedoutsidehelp?•Remember,thisisworthfiguringout!
Habit2:MaintainClearPerspectiveKnowallthecampaignsyoucouldberunning:1. LeadConversionCampaigns2. AccountRoundingCampaigns3. AccountReviews(RenewalCampaigns)4. LostAccountCampaigns5. LostLeadCampaigns(X-Date)6. ReferralCampaigns7. LeadMagnetCampaigns
ListAlltheCross-SellCampaigns• PersonalLinestoPersonalLines• PersonalLinestoCommercialLines• CommercialLinestoPersonalLines• ClienttoLifeInsurance• Any"x"but"noty"
Habit3:BeSystemsandProcessMindedExampleof6-StepProcess:1. Mapitout(whiteboardfirst,digitallater)2. Writethecopy3. Formatit4. Addtrackinglinks5. Implementit6. Measuretheresults.
Habit4:ValueGoodCopywriting1. Usecompellingsubjectlines2. Openratesarenotasimportantasclicks/actions3. Letyourlandingpagesdotheheavylifting4. Useshortsentences,wordsandparagraphs5. Keepitconversational6. Gettothepointquickly
ExampleofNOTgettingtothepointquickly
Habit5:BeHuman(AndHelpful)1. What’syouragency’svoice?2. Someoneshouldberesponsibleforthis.3. Separatethewritingfromtheediting.4. Alwaysask,“Isthisaddingvaluetothereader?”5. Bemindfulofthemessages.
ExampleofHumanWelcomeEmail
Habit6:ShowUp(Deliverability)1. Useadoubleopt-inorconfirmedopt-in.2. Cleanyourlist(removeinactiverecipients):Accordingto
Oracle,“highhardbounce(invalid)ratesarethefastestwaytotriggerfilteringandblockingonyourIPaddress.”
3. Checkyoursenderreputation(SenderScorebyReturnPath).4. Ifyou’redoingoutboundemail,useadifferentdomain.
Habit7:ThinkMobileFirst1. Alwaystestemailsonyourphone.2. Avoidthe“tinytext”style.3. AnotherreasontoavoidfancyHTMLemails.
The7Steps(Recap)
1. BeCommitted2. MaintainClearPerspective3. BeSystemsandProcessMinded4. ValueGoodCopywriting5. BeHuman(AndHelpful)6. ShowUp(Deliverability)7. ThinkMobileFirst
5-PointActionPlan
1.CreateONEnewcampaigninthenext30days.2.Documentyourprocessforcampaigncreation.3.Evaluateemailsystemsandsoftware.4.Usetrackinglinksinyouremails.5.DoONEthingtoimproveyouremaildeliverability.
CampaignSequenceExample
LeadConversionCampaignSequenceInstant- Thanksforyour insurance requestInstant- Follow-upPhoneCall
UnreachableSequenceInstant- EmailDay1- Email(toscheduleatime)Day3- TriggeranotherphonecallDay4- EmailDay5- EmailDay6- Onelastphonecall*Automaticallylaunch"LostLeadNurtureCampaign”
StartSmall.QuickWins.
“Startsmall.PhaseIn.QuickWins.MeasureforSuccess.Buildfor
Scalability."KenSchmitz,CEO,Salesfish
IfYouNeedHelp…
Insfunnels.com