emm lesson 1 slides
EMAIL MARKETING MASTERY AND CERTIFICATION CL ASS
1
MEET YOUR INSTRUCTOR IN THE PAST 12 MONTHS I’VE… Managed well over a BILLION email sends in multiple markets… Created & implemented strategies to overcome major changes in Yahoo, Hotmail & Gmail algorithms...
RICHARD LINDNER
President & CMO DigitalMarketer
Used “sneaky tricks” to TRIPLE open rates, DOUBLE click through rates and… Generate over $20MM in revenue from email marketing alone!
2
OUR GOAL:
To turn you into an email marketing MASTER… Someone who can help ANY organization achieve their goals by creating and deploying a winning email strategy!
3
FACTS ABOUT
EMAIL MARKETING “EMAIL IS THE CHANNEL GENERATING THE HIGEST ROI FOR MARKETERS.” (VentureBeat)
TV
RADIO
SOCIAL
4
VIDEO
DISPLAY
PAID SEARCH AFFILIATE
EMAIL
FACTS ABOUT
EMAIL MARKETING “EMAIL MARKETING YEILDS AN AVERAGE 4,300% RETURN ON INVESTMENT FOR BUSINESSES IN THE UNITED STATES.” (Direct Marketing Association)
5
FACTS ABOUT
EMAIL MARKETING “FOR EVERY $1 SPENT ON EMAIL MARKETING, THE AVERAGE RETURN ON INVESTMENT IS $44.25.” (ExactTarget)
6
The Role Of Email Marketing
A QUICK COURSE OVERVIEW
Creating The Perfect Promotional Calendar Email Campaign Creation Email Copywriting & Design Optimizing Opens & Clicks Tracking & Measuring Results Email Deliverability
7
WHAT TO EXPECT FROM THIS COURSE You’ll have access to this slide deck as well as other course materials… You’ll be required to pass a quiz at the end of each section…. You should pay close attention and take notes… A certification exam will be given at the end of the course… The exam is open notes and open resources… You must score at least 70% to pass the exam…
8
THE ROLE OF EMAIL
MARKETING 9
EMAIL MARKETING SHOULD BE USE FOR…
Acquisition Branding Retention
Traffic
Reactivation
Engagement Referral Direct Sales
10
“…BUT HOW DO YOU KNOW WHERE TO FOCUS EMAIL MARKETING EFFORTS IN YOUR BUSINESS?”
11
SHOCKING STATEMENT
12
“EMAIL MARKETING IS JUST MARKETING…. AND HOPEFULLY YOU’RE ALREADY DOING THAT…”
13
“….SO START WITH WHAT’S ALREADY WORKING!”
14
UNDERSTANDING THE CUSTOMER JOURNEY
JOURNEY STEPS: 1. 2. 3. 4. 5. 6. 7. 8.
Become Aware Engage Subscribe Convert Excite Ascend Advocate Promote
See an Ad or Receive an Email About Your Brand
Opt-In for a Lead Magnet
Receive Value In Advance
Make an Initial Purchase
Learn To Consume the Product or Service
Get Real Value From the Product or Service
Acknowledge and Report the Value Received
Make an Additional Purchase
Learn To Consume New Product or Service
Get Even More Value and Become a Raving Fan
Start Saying Nice Things About You On Social Media
Become a Active Promoter
15
THE ROLE OF
EMAIL MARKETING (In Any Business… )
TO ASSIST IN MOVING A CUSTOMER FROM ONE STAGE OF THE CUSTOMER JOURNEY TO THE NEXT!
16
“WHAT TYPES OF EMAILS ARE NEEDED TO MOVE A CUSTOMER THROUGH EACH STAGE OF THE LIFECYCLE?”
17
UNDERSTANDING THE CUSTOMER JOURNEY
JOURNEY STEPS: 1. 2. 3. 4. 5. 6. 7. 8.
Become Aware Engage Subscribe Convert Excite Ascend Advocate Promote
See an Ad or Receive an Email About Your Brand
Opt-In for a Lead Magnet
Receive Value In Advance
Make an Initial Purchase
Learn To Consume the Product or Service
Get Real Value From the Product or Service
Acknowledge and Report the Value Received
Make an Additional Purchase
Learn To Consume New Product or Service
Get Even More Value and Become a Raving Fan
Start Saying Nice Things About You On Social Media
Become a Active Promoter
18
THREE TYPES OF EMAIL
1 2 3
19
TRANSACTIONAL RELATIONAL PROMOTIONAL
FACTS ABOUT
EMAIL MARKETING “THE AVERAGE REVENUE PER TRANSACTIONAL EMAIL IS 2X - 5X HIGHER THAN STANDARD BULK EMAIL.” (Experian Email Benchmark Report)
20
TYPES OF
TRANSACTIONAL EMAILS • ORDER CONFIRMATIONS* • PURCHASE RECEIPTS • SHIPPING NOTIFICATIONS* • ACCOUNT CREATION
• RETURN CONFIRMATIONS* • SUPPORT TICKETS • PASSWORD REMINDERS • UNSUBSCRIBE CONFIRMATION 21
FACTS ABOUT
EMAIL MARKETING ”COMPANIES USING EMAIL TO NURTURE LEADS GENERATE 50% MORE SALES-READY LEADS AT 33% LOWER COST”. (Hubspot)
22
TYPES OF
RELATIONAL EMAILS • NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY • NEWSLETTER/BLOG ARTICLE • WEBINAR CONFIRMATION
• SURVEYS & REVIEW REQUESTS • SOCIAL UPDATES • CONTEST ANNOUNCEMENTS • REFERRAL REQUESTS 23
FACTS ABOUT
EMAIL MARKETING “66% OF CONSUMERS HAVE MADE A PURCHASE ONLINE AS A DIRECT RESULT OF AN EMAIL MARKETING MESSAGE.” (Direct Marketing Association)
24
TYPES OF
PROMOTIONAL EMAILS • PROMOTIONAL CONTENT • NEW LEAD MAGNETS • SALE ANNOUNCEMENTS • NEW PRODUCT RELEASE
• WEBINAR ANNOUNCEMENT • EVENT ANNOUNCEMENT • TRIAL OFFERS • UPGRADE OFFERS 25
“BUT WON’T SOME OF THESE PROMOTIONAL EMAILS ALSO BE RELATIONAL IN NATURE?”
26
ANSWER:
ABSOLUTELY! 27
PRIMARY GOAL BY EMAIL TYPE CUSTOMER SERVICE
BRAND AWARENESS
LEAD GENERATION
TRANSACTIONAL: RELATIONAL: PROMOTIONAL:
28
RETENTION & LOYALITY
ENGAGEMENT & NURTURING
SALES & UPSELLS
“BUT WHEN SHOULD YOU SEND EACH TYPES OF MAIL… AND WHO SHOULD YOU SEND THEM TO?”
29
THE TWO SEND TYPES 30
BROADCAST VERSUS
TRIGGERED MAILS 31
THERE ARE ONLY TWO TYPES OF EMAILS THAT SHOULD BE BROADCAST TO YOUR ENTIRE DATABASE…
PROMOTIONS & NEWSLETTERS!
32
EVERYTHING ELSE SHOULD BE TRIGGERED BY A SPECIFIC ACTION OR BEHAVIOR!
33
REMEMBER THIS…
JUST BECAUSE YOU CAN TRIGGER SOMETHING DOESN’T MEAN YOU SHOULD!
34
EXAMPLES OF
TRIGGERED EMAILS • NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY • REGISTRATION CONFIRMATION • PURCHASE RECEIPT 35
• SEGMENTED PROMO • REFERRAL REQUESTS • CART ABANDONMENT • REENGAGEMENT
BUILDING YOUR
EMAIL LIST 36
“SINCE WE’RE TALKING ABOUT EMAIL WE NEED TO START WITH LIST BUILDING RIGHT?”
37
“WRONG!” 38
THE GREAT BIG LIE…
THE MONEY IS IN THE LIST! FACT: MOST MARKETERS FOCUS ON GROWING THEIR EMAIL LIST, AND SPEND VERY LITTLE THOUGHT OR EFFORT ON HOW THEY’RE GOING TO MAKE MONEY FROM THAT LIST ONCE THEY HAVE IT… 39
40
YOUR #1 PRIORITY: TO DETERMINE HOW YOU WILL MONETIZE A NEW LEAD (OR SUBSCRIBER) ONCE YOU HAVE IT!
41
“TWO BIG MISTAKES MOST MARKETERS MAKE WHEN BUILDING THEIR EMAIL LISTS…”
42
MISTAKE #1:
THEY FAIL TO FOLLOWUP WITH NEW SUBSCRIBERS
43
MISTAKE #2:
THEY SEND THE EXACT SAME EMAIL TO EVERYONE ON THEIR LIST!
44
1
MEET YOUR INSTRUCTOR IN THE PAST 12 MONTHS I’VE… Managed well over a BILLION email sends in multiple markets… Created & implemented strategies to overcome major changes in Yahoo, Hotmail & Gmail algorithms...
RICHARD LINDNER
President & CMO DigitalMarketer
Used “sneaky tricks” to TRIPLE open rates, DOUBLE click through rates and… Generate over $20MM in revenue from email marketing alone!
2
OUR GOAL:
To turn you into an email marketing MASTER… Someone who can help ANY organization achieve their goals by creating and deploying a winning email strategy!
3
FACTS ABOUT
EMAIL MARKETING “EMAIL IS THE CHANNEL GENERATING THE HIGEST ROI FOR MARKETERS.” (VentureBeat)
TV
RADIO
SOCIAL
4
VIDEO
DISPLAY
PAID SEARCH AFFILIATE
FACTS ABOUT
EMAIL MARKETING “EMAIL MARKETING YEILDS AN AVERAGE 4,300% RETURN ON INVESTMENT FOR BUSINESSES IN THE UNITED STATES.” (Direct Marketing Association)
5
FACTS ABOUT
EMAIL MARKETING “FOR EVERY $1 SPENT ON EMAIL MARKETING, THE AVERAGE RETURN ON INVESTMENT IS $44.25.” (ExactTarget)
6
The Role Of Email Marketing
A QUICK COURSE OVERVIEW
Creating The Perfect Promotional Calendar Email Campaign Creation Email Copywriting & Design Optimizing Opens & Clicks Tracking & Measuring Results Email Deliverability
7
WHAT TO EXPECT FROM THIS COURSE You’ll have access to this slide deck as well as other course materials… You’ll be required to pass a quiz at the end of each section…. You should pay close attention and take notes… A certification exam will be given at the end of the course… The exam is open notes and open resources… You must score at least 70% to pass the exam…
8
THE ROLE OF EMAIL
MARKETING 9
EMAIL MARKETING SHOULD BE USE FOR…
Acquisition Branding Retention
Traffic
Reactivation
Engagement Referral Direct Sales
10
“…BUT HOW DO YOU KNOW WHERE TO FOCUS EMAIL MARKETING EFFORTS IN YOUR BUSINESS?”
11
SHOCKING STATEMENT
12
“EMAIL MARKETING IS JUST MARKETING…. AND HOPEFULLY YOU’RE ALREADY DOING THAT…”
13
“….SO START WITH WHAT’S ALREADY WORKING!”
14
UNDERSTANDING THE CUSTOMER JOURNEY
JOURNEY STEPS: 1. 2. 3. 4. 5. 6. 7. 8.
Become Aware Engage Subscribe Convert Excite Ascend Advocate Promote
See an Ad or Receive an Email About Your Brand
Opt-In for a Lead Magnet
Receive Value In Advance
Make an Initial Purchase
Learn To Consume the Product or Service
Get Real Value From the Product or Service
Acknowledge and Report the Value Received
Make an Additional Purchase
Learn To Consume New Product or Service
Get Even More Value and Become a Raving Fan
Start Saying Nice Things About You On Social Media
Become a Active Promoter
15
THE ROLE OF
EMAIL MARKETING (In Any Business… )
TO ASSIST IN MOVING A CUSTOMER FROM ONE STAGE OF THE CUSTOMER JOURNEY TO THE NEXT!
16
“WHAT TYPES OF EMAILS ARE NEEDED TO MOVE A CUSTOMER THROUGH EACH STAGE OF THE LIFECYCLE?”
17
UNDERSTANDING THE CUSTOMER JOURNEY
JOURNEY STEPS: 1. 2. 3. 4. 5. 6. 7. 8.
Become Aware Engage Subscribe Convert Excite Ascend Advocate Promote
See an Ad or Receive an Email About Your Brand
Opt-In for a Lead Magnet
Receive Value In Advance
Make an Initial Purchase
Learn To Consume the Product or Service
Get Real Value From the Product or Service
Acknowledge and Report the Value Received
Make an Additional Purchase
Learn To Consume New Product or Service
Get Even More Value and Become a Raving Fan
Start Saying Nice Things About You On Social Media
Become a Active Promoter
18
THREE TYPES OF EMAIL
1 2 3
19
TRANSACTIONAL RELATIONAL PROMOTIONAL
FACTS ABOUT
EMAIL MARKETING “THE AVERAGE REVENUE PER TRANSACTIONAL EMAIL IS 2X - 5X HIGHER THAN STANDARD BULK EMAIL.” (Experian Email Benchmark Report)
20
TYPES OF
TRANSACTIONAL EMAILS • ORDER CONFIRMATIONS* • PURCHASE RECEIPTS • SHIPPING NOTIFICATIONS* • ACCOUNT CREATION
• RETURN CONFIRMATIONS* • SUPPORT TICKETS • PASSWORD REMINDERS • UNSUBSCRIBE CONFIRMATION 21
FACTS ABOUT
EMAIL MARKETING ”COMPANIES USING EMAIL TO NURTURE LEADS GENERATE 50% MORE SALES-READY LEADS AT 33% LOWER COST”. (Hubspot)
22
TYPES OF
RELATIONAL EMAILS • NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY • NEWSLETTER/BLOG ARTICLE • WEBINAR CONFIRMATION
• SURVEYS & REVIEW REQUESTS • SOCIAL UPDATES • CONTEST ANNOUNCEMENTS • REFERRAL REQUESTS 23
FACTS ABOUT
EMAIL MARKETING “66% OF CONSUMERS HAVE MADE A PURCHASE ONLINE AS A DIRECT RESULT OF AN EMAIL MARKETING MESSAGE.” (Direct Marketing Association)
24
TYPES OF
PROMOTIONAL EMAILS • PROMOTIONAL CONTENT • NEW LEAD MAGNETS • SALE ANNOUNCEMENTS • NEW PRODUCT RELEASE
• WEBINAR ANNOUNCEMENT • EVENT ANNOUNCEMENT • TRIAL OFFERS • UPGRADE OFFERS 25
“BUT WON’T SOME OF THESE PROMOTIONAL EMAILS ALSO BE RELATIONAL IN NATURE?”
26
ANSWER:
ABSOLUTELY! 27
PRIMARY GOAL BY EMAIL TYPE CUSTOMER SERVICE
BRAND AWARENESS
LEAD GENERATION
TRANSACTIONAL: RELATIONAL: PROMOTIONAL:
28
RETENTION & LOYALITY
ENGAGEMENT & NURTURING
SALES & UPSELLS
“BUT WHEN SHOULD YOU SEND EACH TYPES OF MAIL… AND WHO SHOULD YOU SEND THEM TO?”
29
THE TWO SEND TYPES 30
BROADCAST VERSUS
TRIGGERED MAILS 31
THERE ARE ONLY TWO TYPES OF EMAILS THAT SHOULD BE BROADCAST TO YOUR ENTIRE DATABASE…
PROMOTIONS & NEWSLETTERS!
32
EVERYTHING ELSE SHOULD BE TRIGGERED BY A SPECIFIC ACTION OR BEHAVIOR!
33
REMEMBER THIS…
JUST BECAUSE YOU CAN TRIGGER SOMETHING DOESN’T MEAN YOU SHOULD!
34
EXAMPLES OF
TRIGGERED EMAILS • NEW SUBSCRIBER WELCOME • LEAD MAGNET DELIVERY • REGISTRATION CONFIRMATION • PURCHASE RECEIPT 35
• SEGMENTED PROMO • REFERRAL REQUESTS • CART ABANDONMENT • REENGAGEMENT
BUILDING YOUR
EMAIL LIST 36
“SINCE WE’RE TALKING ABOUT EMAIL WE NEED TO START WITH LIST BUILDING RIGHT?”
37
“WRONG!” 38
THE GREAT BIG LIE…
THE MONEY IS IN THE LIST! FACT: MOST MARKETERS FOCUS ON GROWING THEIR EMAIL LIST, AND SPEND VERY LITTLE THOUGHT OR EFFORT ON HOW THEY’RE GOING TO MAKE MONEY FROM THAT LIST ONCE THEY HAVE IT… 39
40
YOUR #1 PRIORITY: TO DETERMINE HOW YOU WILL MONETIZE A NEW LEAD (OR SUBSCRIBER) ONCE YOU HAVE IT!
41
“TWO BIG MISTAKES MOST MARKETERS MAKE WHEN BUILDING THEIR EMAIL LISTS…”
42
MISTAKE #1:
THEY FAIL TO FOLLOWUP WITH NEW SUBSCRIBERS
43
MISTAKE #2:
THEY SEND THE EXACT SAME EMAIL TO EVERYONE ON THEIR LIST!
44
