HOW-TO: Write Email Marketing Messages That Get Opened & Read

HOW-TO:Write Email Marketing

MessagesThat Get Opened & Read

+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

OUR JOURNEY

● Why email● Where to start● Creating results● Best practices● Resources

We’ll jump right inFeel free to ask about my background after session

MY GOAL

Everyone leaves today with a view intohow to structure your email sequence, andconcrete steps to compose the messages

WHY EMAILIt (Still) Rocks

KEEPS ON TICKING

● Still most cost-effective way to promote● Build loyal followers● More followers drives repeat traffic● Easy to track response rates● Higher engagement = higher conversions● Higher conversions = fatter bottom line● What’s new: mobile readers

WHERE TO STARTMake Something Good, Better

BUILD A SWIPE FILE

● Optin at related blogs & businesses● Check your email (lists you’re already on)● Search Google for top (related) articles● slideshare.

net/brianabbott/autoresponder-message-sample-series-free-sequence-of-emails-to-swipe

Note: starting points only, make it yours:your voice, your message, to your audience

CREATING RESULTSHelp Them Get Where They Want To Go

HOW TO RISE ABOVE NOISE

● Provide genuine value to your audience● Be their [ Path to Mastery ]● Don’t look like everyone else● Don’t sound like everyone else

eg. Most emails are self-servingSo be “reader-serving”

YOUR AUDIENCE HAS A GOAL

THEY FEEL OVERWHELMED

GIVE THEM ACHIEVABLE CHUNKS

DRIP-FEED THE SOLUTIONS

● Guide them to each milestone● One milestone per email*● Focus on (only) one milestone at a time● Want them to say: “Done. Now what?”

BEST PRACTICESDon’t Add To The Noise

RISE ABOVE THE SPAM FOLDER

● Subject = Get the open● First sentence = Get the read● Avoid the “Bounce”● Most marketers are way behind the curve● Forget the sales pitch● Develop a relationship● Be a student, not a salesman

MAKE IT A FAIR EXCHANGE

● Your valuable information, for their valuable time

● We’re in an “Attention Economy”● No value = No attention

UNDERSTAND YOUR AUDIENCE

Think through the entire experience● http://wireframes.linowski.ca/wp-

content/themes/darwin/images/full141.png

SPEAK TO YOUR IDEAL READER

● Speak to one person (“you”)● What terminology do they use?

GET TO THE POINT QUICKLY

● Demonstrate respect for their time

TELL A STORY

● What people will your audience relate to?● Easiest way to sell anything● Readers want to connect with you● Builds authority● Conveys friendliness

BE SUCCINCT & TO THE POINT

● Your message must be crystal clear● Edit and re-edit● Have others read and edit● Respect the reader’s time

DON’T BE A ROBOT

● “Hey, really good to see you here, hope you enjoy the content.”

GIVE THEM A WHY

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

A FEW MORE TO KEEP IN MIND

● Repeat but don’t be repetitive● State reasons why● Be consistent● Provide social proof● Use metaphors, similes, and analogies● Agitate & solve (marketing 101)● Provide a glimpse of the (better) future● Address myths & objections

GO DEEPER

copyblogger.com/email-marketing

RECAP

● Grow your swipe file!● Make something good, better● Be a “Likable Expert”● Always keep their best interests at heart

GOAL CHECK

● Know how to structure your sequence?● Ready to write?

The Mobile Minuteholhocollection.comgizmag.com/holho-smarphone-3d-projector/28645/pictures#1gizmag.com/holho-smarphone-3d-projector/28645/pictures#8

Questions?Feedback?chris@mohritz.co