email marketing - connectednonprofit.com · how to build your own email marketing “plan” email...
TRANSCRIPT
Earnings Disclaimer
Email marketing
EMAIL MARKETING that CONVERTS
Why email crushes social media (but we still love social media)
What might be holding you back?
Secret Sauce: what makes some email campaigns work when others fall flat
How to build your own email marketing “plan”
Email Campaigns Welcome and conversion Nurture (newsletters, updates) Sales campaign Donor campaign After-care emails Reactivation
ROI for email is almost $41 per $1 spent
Source: Direct Marketing Association
Email $41 Search
$22.24 Display $19.72
Social Media $12.71
Mobile $10.51
Email has nearly 3X as many user accounts as Facebook and Twitter…combined
Source: Epsilon
Source: Social Media Examiner
Real “online commerce” is happening in email, not social media
o “Writing good copy is hard”
o “I don’t want to be spammy, salesy, pushy,”
o “I don’t want to be too controversial and get a lot of unsubscribes”
o “I don’t want to be to boring and get a lot of unsubscribes”
o “I have a gut-wrenching internal approval process”
o “My email list is kinda dead”
o “I’m just not sure how I can best offer value and keep my subscribers fully engaged...”
o “I don’t know where to start. I don’t have a plan”
Webinar
Invite Confirmation Reminder Reminder
Campaign # 3
Email #1 Email #2
Email #5 Email #6
Referrals
Questions/Survey Can we use what you said
Reactivation
My best offer to solve your pain Restate benefit/offer Reset, different offer Still want to receive emails?
Edit/Photo/Final approval
After Care Email Buyer’s pride email (reaffirm benefits)
Ask for referrals or rating your product
New Product Launch
Full launch Email #1 Full launch Email #2
Last Chance
Campaign #2
Special Event Reminder Reminder
Campaign #1
Email #1 Email #2 Email #3 Email #4
Welcome series
What to expect Ask Questions
Nurture Newsletter Monthly Update
Breaking News
Email #3 Email #4
Bonus Video #1 Bonus Video #2 Bonus Video #3
Conversion email
Email #1 Email #2 Email #3 Email #4 Email #5
Confirmation Invite #2 Invite #1
Thanks for attending
Checking-in
Treat email as a conversation with “one person”
Early bird Members only access
Sneak peek
“If you can give voice to what I privately believe or fear in my heart but won’t say, I’ll trust you
forever.”
- Declan O’Flaherty
Readers buy benefits not features. Benefits we care most about are: Love, Money, Acceptance and Free Time, while at the same time wishing for less Stress, Conflict, Hassle and Uncertainty*
To look better than your brother-in-law at the next family dinner
I want my kids to admire me
Free up more time to spend with your kids
So you’ll look brilliant to your boss
So you don’t have to even “think” about it
So you don’t look dumb
Proven strategies
1
* Source: Chris Guillebeau
Make people feel understood, affirmed, validated and appreciated Appreciated
– I’m so happy you’re here – My special gift for you – Together we can do more than separate, you being here is huge! – Together, we are going to great things – You are my business and I’m so thrilled you’re here
Affirmed or Validated
– You’re losing sleep over your next speech, I know, I’ve been there – When you read the paper and see all the violence in Central Africa and wonder
“what can I do?” – You’re neck is on the line at work because you picked the wrong vendor – Your heart breaks every time your daughter struggles with her homework – You want a great vacation for your family without going deeply into debt
2
* Source: Chris Guillebeau
Enter into the conversation your reader already in their mind. Or, “dive into the war within their heart”
We all love to be agreed with, or made to feel we’re right—even if our fear is irrational and unfounded
Personalize by name whenever possible
3
4
5
Email is a one topic medium
In most cases, the goal of your email isn’t to sell a product or get the donation. You want your reader click the link to your landing or squeeze page where you make your offer and the real sale happens
Even copywriting experts argue that a strong offer will succeed in spite of weak copy
6
7
8
7
8
Frequency matters less than consistency
Segmentation is critical. “Blasts” are for breaking news only. See what works for you. Segmentation to consider:
Interest Behavior Geography Where your reader is at in their buying cycle
Email revenue is all about getting someone's attention and placing a relevant offer in front of them
9
Gut check questions • Is this a story/communication I would talk about outside of
this communication? • Is this email about how great my donor is, or how great you
are?
• Is there a role for your donor in your communication?
• What would happen if your donor disappeared?
10
“The first draft of anything is shit.” Ernest Hemingway
Subject line: Welcome to Piperlime! Enjoy 15% off
Subject line: Yesss...you made the list!
Subject line: Fashion secrets, revealed!
Make this campaign ALL about them, keep it short, focus on a single pain point you can solve, have a compelling call to action and a “killer” landing page. Example: Run three emails the first week with “an offer you can’t refuse.”
DAY 1
• Pain (real) • Solution • Benefit
DAY 2
• Pain • Solution • Benefit • Social Proof • P.S.
DAY 3
Skip
DAY 4
• Lead with content
• Restate benefit
• Reframe pain
DAY 5
• RESET • New opt-in • Different
offer
DAY 6
Skip
DAY 7
• RESET • New opt-in
• Do you want
to stay subscribed?
Why email crushes social media (but we still love social media)
What might be holding you back?
Secret Sauce: what makes some email campaigns work when others fall flat
How to build your own email marketing “plan”
Email Campaigns Welcome and conversion Nurture (newsletters, updates) Sales campaign Donor campaign After-care emails Reactivation
You get these slides
You get this recording
Want my on-the-house thank-you-gift-worksheet? (answer my post-training survey)
Limited number of one-on-one coaching calls available for this group Review of your email Fixing specific pain points Customized focus on you Pre-paid in advance $199
• Email Marketing that Converts: The crash course
Available next week! 100% Satisfaction Guarantee Core Strategies to launch a professional email marketing program that
WORKS! Get started immediately and work at your own pace Create the campaigns you want when you need them 3 Bonuses, including a swipe file
