© 2003 wordbiz.com, inc. 202.364.5705 [email protected] how to get killer results out of email text...

© 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


- 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


#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


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”?


Download “50 Ways”

Another example of a tangible offer

12 tangible offer


- 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


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…


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…


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


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


- 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


- 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)


for a 50-word text ad

13 not bad for 50 words

Not bad…


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


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

© 2003 wordbiz.com, inc. 202.364.5705 [email protected] how to get killer results out of email text...

Documents

slide slide

tangible offer slide

page clear slide

landing page clear

effective landing page

list offer creative

ad copy design landing

clear offer