email campaigns from content to clickthroughs unr: from content to clickthroughs
TRANSCRIPT
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UNR: From Content to Clickthroughs
Email CampaignsFrom Content to Clickthroughs
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UNR: From Content to Clickthroughs
Email purpose?
Why do you email customers and prospects?What’s the purpose of your emails?
• Educate •White papers• Cross-sell products• New product
announcements
• Announce sales/events• Company newsletter• Blog posts• Reorder reminder
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UNR: From Content to Clickthroughs
Common email goals
Expand company visibility and reach Make a sale Lead generation Maintain current customers Increase repeat sales per customer
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What emails should NOT do
Facts about your reader:• Nearly 8 out of 10 read email from their
smartphones.• They are super busy• They have short attention spans/patience
Emails should NOT try to make the sale
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What emails should do
Emails should not try to make the sale
“Emails inspire a click”“Emails sell the click”
(Dr. Flint McGlaughlin, marketingexperiments.com)
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UNR: From Content to Clickthroughs
What emails should do
Emails should fall logically into your natural sales process.
Step the prospect through as if you’re physically meeting with them in your store.
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UNR: From Content to Clickthroughs
A typical online or offline sales process
Step 1: Introduction – Make prospect aware of your product
Step 2: Demonstrate value – See online demo or start free trial
Step 3: Warm close – If no order, go to step 4
Step 4: Nurture relationship – Whitepapers, demos, extended trial offer, free consulting, etc.
Step 5: Close the sale – Get the order
Step 6: Cross-sell/up sell/repeat sell existing customers
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UNR: From Content to Clickthroughs
Typical email sales process
Example: Accounting software
Step 1: Introduce the product and ask for the order
Step 2: Start process over with a newlist of names or continue emailing current list
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UNR: From Content to Clickthroughs
What emails should do
Emails should not try to make the sale
“Emails inspire a click”“Emails sell the click”
(Dr. Flint McGlaughlin, marketingexperiments.com)
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UNR: From Content to Clickthroughs
What emails should do
Purpose of the email is to get the reader to move further down the sales process:
• Download demo
• Sign up for trial offer
• Download white paper
• Look at new product
• Subscribe to blog
• Watch video and share it
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UNR: From Content to Clickthroughs
Ideal email flowEmail
(Inspire a click)
Landing Page(Convince to convert)
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Exceptions
Sometimes, you can sell on a long email. To know which process generates the most revenue, TEST IT!
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Writing Emails that Inspire a Click
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Winning Email Structure1. Subject line/headline
Grabs attention and engages reader
2. LeadPulls reader into conversation and introduces the “big idea”
3. BodySupports the big idea with convincing detail
4. Call to actionTells the next step you want them to take
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UNR: From Content to Clickthroughs
Winning Email Structure
Headline/subject line Lead
Body
Call to action
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How to write subject lines that get emails read
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Subject lines must do more than get attention because…
Readers don’t skim subject lines to see which emails they want to read.
REMEMBER: Readers skim subject lines to see which emails they want to delete.
Your subject line competes with the other subject lines listed in front of them. So you need to do more than get the reader’s attention.
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Writing subject lines: Purpose
That’s why the subject line’s true purpose is to:• Get attention• AND engage the reader
Attn only:
Stop stressing
Attn and engaging:
Dr. Phil’s trick to stop stressing in 10 seconds flat
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Writing subject lines: 4 U’s
The 4 U’s of subject lines1. Unique2. Ultra-specific3. Useful4. Urgent
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Writing subject lines: 4 U’s - Unique
Unique: Say it in a way no one’s heard before
Don’t say:Make your own foot soak kit
Say:How this common kitchen spice gently melts away calluses from your feet
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Writing subject lines: 4 U’s – Ultra-specific
Ultra-specific: Use precise qualifiers and numbers (show value)
Don’t say:Top 10 tips for increasing online ordering revenue
Say:Checkout page changes that boost Amazon.com sales by 211%
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Writing subject lines: 4 U’s – Useful
Useful: Offer a benefit – be relevant to the reader
Don’t say: Check out the latest hotel savings now
Say: Up to 60% off hotels in all major US cities
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Writing subject lines: 4 U’s – Urgent
Urgent: Time limited offer, or specify benefit time frame
Don’t say: Earn your bachelor’s degree online
Say: Earn your bachelor’s degree online – in only 14 months!
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Writing subject lines: 4 U’s – Urgent
Urgency could also be how helpful it is
Don’t say: ACME financial newsletter: July issue
Say: 5 banking lies that will keep small businesses from growing in 2013
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UNR: From Content to Clickthroughs
Writing subject lines: 4 U’s
The 4 U’s of subject lines1. Unique2. Ultra-specific3. Useful4. Urgent
General goal is to get 3-4 U’s per subject line
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Does your car smell funny?UniqueUltra-specificUsefulUrgent
5 things your lawyer might say…but shouldn’tUniqueUltra-specificUsefulUrgent
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Reduce cancer risk by 40% with this common vitaminUniqueUltra-specificUsefulUrgent
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4 ways to get more attentionwith your subject lines
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Writing subject lines: 4 ways to get more attention
#1 Put the main point at the beginning of the subject line. Sometimes the last part (usually not as strong).Never in the middle.
Don’t say: Make homemade ice cream – 5 tested recipes – takes only 20 minutes
Say: 5 tested recipes for creamy, homemade ice cream in 20 minutes
Or Say: Homemade ice cream in 20 minutes – 5 tested recipes to try now
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Writing subject lines: 4 ways to get more attention
#2 Subject lines read better when they sound like a complete sentence.
Don’t say: Tips for better hair – using common pantry items – all natural!
Say: 3 tips for silkier hair using these common pantry items
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UNR: From Content to Clickthroughs
Writing subject lines: 4 ways to get more attention
#3 Make it relevant/important – is it something your reader wants or is interested in?
Don’t say: Handy algorithm to predict subject line conversions
Say: 10 retail subject lines that can triple your open rates
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Writing subject lines: 4 ways to get more attention
#4 Be credible
1. Use a sincere tone
2. Make realistic claims (numbers help)
3. Avoid fear tactics
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Writing subject lines: Common “best practices”
USE WITH CAUTION
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Writing subject lines: Common “best practices”
PersonalizationUsing the person’s name the subject line.
Don’t over use it:
“Mary, discounts for premium burial plots”“John, your order confirmation”
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Writing subject lines: Common “best practices”
PunctuationUsing CAPs, parentheses, colons
Don’t over use it:“[ABC Newsletter]: Nov issue – INCREASING PPCs!”“Super fast (works great) wart removal”
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Writing subject lines: Common “best practices”
Exclamation points Use judiciously to avoid sounding sales-y
Don’t over use:
“Bonus gift if you order today!”
“Extra 30% off this weekend only!”
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Writing subject lines: Common “best practices”
Fragmented sentencesAs if the reader’s part of a conversation that already started.
Know your audience:
“Dude!, This was f*@king awesome!”
“Hey,”
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Writing subject lines: Shortcuts
In a hurry and can’t think of anything? Get inspiration from:
• Major magazine covers• Popular email newsletters • Best sellers book list
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Swipe headlines and subject lines from top magazine covers and email newsletters.
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4 U’s• Urgent• Ultra-specific• Useful• Unique
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4 U’s• Urgent• Ultra-specific• Useful• Unique
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Practice time
52 headline formulas
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What emails should do
Emails do not sell
“Emails inspire a click”“Emails sell the click”
(Dr. Flint McGlaughlin, marketingexperiments.com)
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UNR: From Content to Clickthroughs
Winning Email Structure1. Subject line/headline
Grabs attention and engages reader
2. LeadPulls reader into conversation and introduces the “big idea”
3. BodySupports the big idea with convincing detail
4. Call to actionTells the next step you want them to take
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Email Lead and Body
Generally about a 30-second read
Introduces the big idea(make heads turn, creates discomfort)
Show you have the answer(relieve discomfort & pique curiosity)
State a single call to action
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Subject line: If you’re looking for more traffic, STOP!
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Subject line: If you’re looking for more traffic, STOP!
The lead gets attention by addressing issue readers want. But contradicts it to pique curiosity.
Call to action
The body includes credibility element and more curiosity
Show personality
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Let’s see how the big guys do it…
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Subject line: Refund checks for American drivers
The 4 U’s of subject lines1. Unique 2. Ultra-specific 3. Useful4. Urgent
Subject line score
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call to action
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7 out of 10 people read emails with their images off, so don’t design the copy into the graphic.
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Images off Images on
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Images off Images on
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Subject line: It’s Always Summer Somewhere
The 4 U’s of subject lines1. Unique 2. Ultra-specific 3. Useful4. Urgent
Subject line score
0
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What’s wrong with this email?
• One giant graphic
• Looks like a webpage or magazine ad
• Weak subject line/headline
• No benefits: Doesn’t pique interest to go to next step
• Sells too early ($299.99)
• 3 calls-to-action
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“Emails sell the click”Email Landing Page
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Designing Landing Pagesthat Convert
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The 8 types of landing pages(According to Don Nicholas of Mequoda.com)
3 types are “Reference” landing pages
5 types of “Transactional” landing pages
Your conversion goal dictates the type of landing page to use.• Lead generation• Download trial• Subscribe to newsletter• Sign up for event
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The 8 types of landing pages3 types are “Reference” Landing Pages(According to Don Nicholas of Mequoda.com)
Glossary – lists definitions of terms, phrases or concepts.
Directory – holds a directory of links to articles or news stories.
Article – contains articles, editorial content or news stories.
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5 types of “Transactional” landing pages
Rapid Conversion Landing PageGoal: Capture email address
• Starts the conversation with the prospect
• Asks for an email in exchange for something (e.g., white paper, webinar, free newsletter)
• A.K.A. “squeeze page”
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Rapid Conversion landing page
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5 types of “Transactional” landing pages
Priority Code Landing Page (a twist on rapid conversion page)Goal: Capture email address• Starts the conversation with the prospect
• Prospect enters special discount code or offer code from outside source (e.g., radio, newspaper, magazine, TV)
• Asks for an email in exchange for something (e.g., white paper, webinar, free newsletter)
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Priority Code email
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Priority Code landing page
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5 types of “Transactional” landing pages
Sales Letter Landing Page Goal: Get prospect to buy
• Looks like a sales letter
• Video landing pages
• Usually long copy
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Sales Letter landing page
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5 types of “Transactional” landing pages
Up-Sell Landing Page Goal: Get prospect to make another purchase immediately after finishing a transaction
• Shows up on thank you page• Usually limited time offer on something related
to purchase• Expires once customer leaves page• Can increase sales revenue another 20-30%
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5 types of “Transactional” landing pages
Access Challenge Landing Page Goal: Get paid subscribers
• Offers prospect premium, members-only content
• If the prospect is not a member, the page copy tries to convert him
• Often used when you see a partial article, then need to click a “read more” link which takes you to a landing page saying you need to be a subscriber to see the rest of the article
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Tips for a successful flow
When transitioning a reader from an email to a landing page, remember:
• Keep the reader engaged by keeping the design consistent
• Follow the natural sales sequence
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“Emails sell the click”Email Landing Page
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Based on this ad, what do you expect to see when you click?
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1. Land on “new today” page instead of sale page as promised
2. No mention of special deals anywhere
3. No sale prices on images
4. “Buy now” links everywhere with no incentive/reason to buy
Reader immediately feels tricked/confused/lost
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All take and no give.The whole experience focuses on what the company wants and ignores the prospect’s needs completely.
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What do you expect to see when you click?
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Page type: Rapid ConversionGoal: Capture email address
• Headline echoes promise on ad for thought continuity
• Good eye flow that follows logical thought flow
• Friendly form
Ad Landing page
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(continued)
• Bullets reduce prospect resistance
• Images support message and add credibility
• Credibility elements placed around form
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Landing Page(video sales letter style)
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Video landing pageEmail Sales landing page
• Consistency in design, so reader isn’t distracted by feeling disjointed
• Consistency in messaging, so reader doesn’t feel lost or confused
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Landing page design tips• Make the headline a complete thought• Make it conversational – engage the reader• Vertical flow• Logical eye path (left to right, top to bottom)• Don’t make it look like a magazine ad or webpage• Make all of the elements support each other to
funnel reader towards page goal• Only one call to action• Use supportive images…
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About eye path…
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When using images…
Generic doesn’t sell. Informative sells.
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When using images…
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Nope… Yep…
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Landing page design
“Relevance is not enough.”
“You must have relevance and clarity.”Dr. Flint McGlaughlin, MarketingExperiments.com
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Let’s look at some real world examples…
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Putting it all together
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Call to action
Prefill – less work
Benefit-driven button
Testimonials to overcome last-minute resistance
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Split forms for ease
Appropriate benefit button
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Quick review
“Emails sell the click”
“Relevance is not enough.” “You must have relevance and clarity.”
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What emails should do
Emails should fall logically into your natural sales process.
Step the prospect through as if you’re physically meeting with them in your store.
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Quick review
The 4 U’s of subject lines:1. Unique2. Ultra-specific3. Useful4. Urgent
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Quick review1. Subject line/headline
Grabs attention and engages reader
2. LeadPulls reader into conversation and introduces the “big idea”
3. BodySupports the big idea with convincing detail
4. Call to actionTells the next step you want them to take
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Quick reviewLanding page design:
• Make the headline a complete thought• Make it conversational – engage the reader• Vertical flow• Logical eye path (left to right, top to bottom)• Don’t make it look like a magazine ad or webpage• Make all of the elements support each other to funnel
reader towards page goal• Only one call to action• Use supportive images
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Your submissions
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Subject line:
9 ways your “recycling” neighbor is hurting your home
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Also, can you imagine being at a football game a few hundred feet up the street from the "recycling" center on a hot day with the stench of compost wafting your way, or at a football game on a windy day where category 4 hazardous airborne silica waste from the concrete crushing operation comes blowing your way to deposit particles in your lungs which can never be removed, only accumulate..... (in a similar situation the incidence of asthma was 4 times the national average, the Buffalo Peace Bridge case....)
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Subject line:
The Clay Canvas awesome offers for February
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Subject line:
Join NRHA on Feb 20th to Become a Certified Realtor
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Subject line:
New Income limits & Interest Rate on Access Program
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Before sending out emails:
• Establish your email goal• Send what the reader wants (make it relevant)• Guide the reader to the click (make it clear)• Design a focused, dedicated landing page that
supports the email goal
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