WHAT WE’LL COVER IN THE NEXT 45 MINUTES

•THE OPPORTUNITY

•COSTLY MYTHS & MISTAKES SABOTAGING YOUR EFFORTS

•BATTLE-PROVEN INSIGHTS FOR WRITING EFFECTIVE EMAILS

“WHY THE HECK SHOULD I LISTEN TO YOU?”

•OVER $10 MILLION IN REVENUE FOR CLIENTS OVER PAST YEAR

•CLIENTS INCLUDE 6-, 7- AND 8-FIGURE BUSINESSES

•VARIOUS INDUSTRIES…FROM DATING TO DEBT RELIEF

•RUN TESTS TO LIST SIZES FROM HUNDREDS TO 800K

BUT FIRST, A JOKE…

BUT FIRST, A JOKE…

EMAIL: THE NEGLECTED GOLDMINE

EMAIL: THE NEGLECTED GOLDMINE

•EMAIL SUBSCRIBERS ARE 4.5X MORE LIKELY TO BUY FROM YOU

THAN SOCIAL MEDIA FOLLOWERS

•THEY’RE ALSO 14X MORE LIKELY TO SEE YOUR MESSAGE THAN

SOCIAL AUDIENCE

• RETURN ON INVESTMENT: 38X

EMAIL: THE NEGLECTED GOLD MINE

COSTLY MYTHS & MISTAKES

“I DON’T WANT TO EMAIL TOO MUCH”

"WE CAN SAY THIS WITHOUT RESERVATION: YOU MAKE MORE

MONEY WHEN YOU COMMUNICATE WITH YOUR PROSPECTS AND

CUSTOMERS MORE FREQUENTLY. EVERY SINGLE ADDITIONAL EMAIL

YOU SEND WILL HAVE A POSITIVE REVENUE IMPACT.”

~ BOUNCE EXCHANGE

“I DON’T WANT TO EMAIL TOO MUCH”

“I DON’T WANT TO EMAIL TOO MUCH”

•“ACCORDING TO THE DATA, THE CTR IS HIGHEST WHEN EMAILS ARE SENT

LESS THAN 4 TIMES PER MONTH. HOWEVER, THE UNSUBSCRIPTION RATE

REMAINS FAIRLY CONSTANT FOR EMAIL SENDING FREQUENCIES GREATER

THAN 4 TIMES A MONTHS. TRY EXPERIMENTING WITH A HIGHER SENDING

FREQUENCY AND SEE WHAT WORKS BEST FOR YOU.”

•~ KISSMETRICS

“BALANCED” MESSAGING

“BALANCED” MESSAGING

•BALANCED = WISHY WASHY

•YOUR READERS WANT YOU TO TAKE A STAND…

•YOUR READERS SIGNED UP TO HEAR FROM YOU. THEY WANT

TO KNOW WHAT YOU THINK...HOW YOU'D HANDLE CERTAIN

SITUATIONS... HOW YOU SEE RELEVANT CURRENT EVENTS

TOO LITTLE VS.

TOO MUCH SELLING

FOCUSING ON THE WRONG METRICS

•OPEN RATES ARE IMPORTANT (OBVIOUSLY) BUT THEY’RE NOT THE

MOST IMPORTANT METRIC

•SUBJECT LINES AFFECT DEEP METRICS – ALL THE WAY TO ORDER

FORM CONVERSION

FOCUSING ON THE WRONG METRICS

TOP INSIGHTS…TESTED ON THE BLOODY BATTLEFIELDS OF ONLINE BUSINESS

RE: SUBJECT LINES

•3 MAIN APPROACHES

•SPECIFICITY /CLARITY

•CURIOSITY

•PERSONAL

RE: SUBJECT LINES•SPECIFIC

•SPECIFICITY ABOUT THE PROMISE MADE, PROBLEM SOLVED

AND/OR PEOPLE ADDRESSED

•NUMBERS ARE HARD TO IGNORE

•PAINT A CLEAR PICTURE

RE: SUBJECT LINES

•SPECIFIC

•5 STEPS FOR BUILDING IMMEDIATE WEALTH FOR MILLENNIALS

•WATCH ME TAKE A NEW SHOPIFY STORE TO $4000 IN A FEW

DAYS

•7 STOCKS TO OWN RIGHT NOW

RE: SUBJECT LINES

•CURIOSITY

•SAY SOMETHING CRAZY…“HOW IS THAT POSSIBLE?”

•REVEAL THE HIDDEN SIDE OF A STORY

•TEASE A MAJOR OPPORTUNITY OR OBSTACLE

RE: SUBJECT LINES•CURIOSITY

•TIRED? STOP OVERDOSING ON COFFEE

•COMEY FIRING PROVED TRUMP IS A GENIUS?

•HOMELESS FOLKS NEED NETFLIX, TOO

•THE REAL REASON YOU’RE INVISIBLE ON LINKEDIN

RE: SUBJECT LINES

•CURIOSITY CAN GO WRONG

•TRY NOT TO GO TOO FAR

•MAKE SURE YOU PAY OFF WHATEVER YOU INTRODUCE

RE: SUBJECT LINES

•CURIOSITY CAN GO WRONG

•BREAKING: 4 SHAMPOO BRANDS CAUSE ALZHEIMER’S

•PAGE ON THE OTHER SIDE OF THE CLICK NEVER MENTIONS

SHAMPOO OR EVEN ALLUDES TO THE CONTENT OF THE EMAIL

•THIS TACTIC IS BECOMING INCREASINGLY COMMON.

FIGHT THE TEMPTATION!

RE: SUBJECT LINES

•PERSONAL

•SOUND LIKE THEY’RE COMING FROM A FRIEND…OR AT LEAST NOT A

MARKETER

RE: SUBJECT LINES

•PERSONAL

•EMAIL LESSON FROM THE WEEKEND BARBECUE

•GREAT NEWS, [FIRST NAME]

•HEY

RE: SUBJECT LINES

•PERSONAL-SOUNDING EMAILS CAN GO WRONG, TOO

•IF YOU DON’T HAVE A RELATIONSHIP WITH YOUR READERS, YOU

CAN’T SPEAK TO THEM AS IF YOU DO

•IT’S DISINGENUOUS

•PEOPLE CATCH ON FAST, ESPECIALLY WHEN YOU TRY TO TRICK THEM

EMAIL BODY

•IN MOST CASES, SHOULD BE WRITTEN CONVERSATIONALLY

•SHORTER ISN’T ALWAYS BETTER

•STORYTELLING IS POWERFUL AND ENDURINGLY INFLUENTIAL

•ESTABLISH CURIOSITY, DESIRE AND CREDIBILITY

•GIVE ‘EM A REASON TO CLICK

CONNECTING WITH YOUR READERS

CONNECTING WITH YOUR READERS•PLAY THE LONG GAME

•FROM LINE VS SUBJECT LINE

•BUILD ACTUAL RELATIONSHIPS

•RESPECT THE READER

•GIVE EMAIL THE RESPECT IT SHOULD HAVE

Q&A