email campaigns

UNR: From Content to Clickthroughs

Email CampaignsFrom 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


Common email goals

Expand company visibility and reach Make a sale Lead generation Maintain current customers Increase repeat sales per customer


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


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)



Emails should fall logically into your natural sales process.

Step the prospect through as if you’re physically meeting with them in your store.


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


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



Emails should not try to make the sale





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


Ideal email flowEmail

(Inspire a click)

Landing Page(Convince to convert)


Exceptions

Sometimes, you can sell on a long email. To know which process generates the most revenue, TEST IT!


Writing Emails that Inspire a Click


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


Winning Email Structure

Headline/subject line Lead

Body

Call to action


How to write subject lines that get emails read


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.


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


Writing subject lines: 4 U’s

The 4 U’s of subject lines1. Unique2. Ultra-specific3. Useful4. Urgent


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


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%


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


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!


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


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


Does your car smell funny?UniqueUltra-specificUsefulUrgent

5 things your lawyer might say…but shouldn’tUniqueUltra-specificUsefulUrgent


Reduce cancer risk by 40% with this common vitaminUniqueUltra-specificUsefulUrgent


4 ways to get more attentionwith your subject lines


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



#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



#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



#4 Be credible

1. Use a sincere tone

2. Make realistic claims (numbers help)

3. Avoid fear tactics


Writing subject lines: Common “best practices”

USE WITH CAUTION



PersonalizationUsing the person’s name the subject line.

Don’t over use it:

“Mary, discounts for premium burial plots”“John, your order confirmation”



PunctuationUsing CAPs, parentheses, colons

Don’t over use it:“[ABC Newsletter]: Nov issue – INCREASING PPCs!”“Super fast (works great) wart removal”



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!”



Fragmented sentencesAs if the reader’s part of a conversation that already started.

Know your audience:

“Dude!, This was f*@king awesome!”

“Hey,”


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


Swipe headlines and subject lines from top magazine covers and email newsletters.


4 U’s• Urgent• Ultra-specific• Useful• Unique


Practice time

52 headline formulas



Emails do not sell




Winning Email Structure1. Subject line/headline






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


Subject line: If you’re looking for more traffic, STOP!


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


Let’s see how the big guys do it…


Subject line: Refund checks for American drivers

The 4 U’s of subject lines1. Unique 2. Ultra-specific 3. Useful4. Urgent

Subject line score


call to action


7 out of 10 people read emails with their images off, so don’t design the copy into the graphic.


Images off Images on


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


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


“Emails sell the click”Email Landing Page


Designing Landing Pagesthat Convert


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


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.



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”


Rapid Conversion landing page



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)


Priority Code email


Priority Code landing page



Sales Letter Landing Page Goal: Get prospect to buy

• Looks like a sales letter

• Video landing pages

• Usually long copy


Sales Letter landing page



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%



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


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


“Emails sell the click”Email Landing Page


Based on this ad, what do you expect to see when you click?


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


All take and no give.The whole experience focuses on what the company wants and ignores the prospect’s needs completely.


What do you expect to see when you click?


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


(continued)

• Bullets reduce prospect resistance• Images support message and add credibility• Credibility elements placed around form


Email


Landing Page(video sales letter style)


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


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…


About eye path…


When using images…

Generic doesn’t sell. Informative sells.

When using images…


Nope… Yep…


Landing page design

“Relevance is not enough.”

“You must have relevance and clarity.”Dr. Flint McGlaughlin, MarketingExperiments.com


Let’s look at some real world examples…


Putting it all together


Call to action

Prefill – less work

Benefit-driven button

Testimonials to overcome last-minute resistance


Split forms for ease

Appropriate benefit button


Quick review

“Emails sell the click”

“Relevance is not enough.” “You must have relevance and clarity.”



Emails should fall logically into your natural sales process.

Step the prospect through as if you’re physically meeting with them in your store.


Quick review

The 4 U’s of subject lines:1. Unique2. Ultra-specific3. Useful4. Urgent


Quick review1. Subject line/headline






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


Your submissions


Subject line:

9 ways your “recycling” neighbor is hurting your home


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....)


Subject line:

The Clay Canvas awesome offers for February


Subject line:

Join NRHA on Feb 20th to Become a Certified Realtor


Subject line:New Income limits & Interest Rate on Access Program


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


Want more free copywriting tips from me?• Sent twice a month• Short reads• Tips you can apply that day• Focused on revenue generation• No sales pitches or junk – ever!

Sign up at: www.BLCopywriting.com

Or email: [email protected]

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