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…

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