Session #3 Automated Email Marketing Mastery
Today’s Training Will Help You…
Training Overview • Email Marketing Myths • Most Common Obstacles to Email Marketing Success • The 7 Habits of Highly Effective Email Marketers • 5-Point Action Plan for Email Marketing Success
Email Marketing
The Most Expensive Thing in Life “Nothing in business (or life) is more expensive than bad information." Gary Halbert (1942 – 2007), Copywriter and marketing expert
Myt yth #1: Millennials Don't Use Email. Fact: the average young person checks email more often than most older people. • A shocking 38% of Millennials (born after 1982) are freelancers, meaning that they're not constrained to work exclusively from 9-5. • Of Millennials working regular hours, 89% check their email long after the workday. Source: https://www.upwork.com/press/2014/09/03/53-million-americans-now-freelance-new-study-finds-2
Myt yth #2: Social Media Killed Email. Fact: The #1 smartphone app is not Facebook, it’s email. • According to a study by IDC (sponsored by Facebook) the most popular applications people use on their phones are: 3. 70% Facebook 2. 73% Web 1. 78% Email Source: http://newsroom.fb.com/news/2013/03/idc-study-mobile-and-social-connectiveness/
Myt yth #3: Nobody Opens Email. Fact: Email gets delivered far more than social media posts. According to a report by Forrester, email gets delivered more than 90%. Facebook posts get delivered 2% of the time (unless you pay!) Source: http://blogs.forrester.com/nate_elliott/14-11-17- facebook_has_finally_killed_organic_reach_what_should_marketers_do_next
How Can Automated Email Marketing Make You More Money? 1. Faster lead follow up = more $$$ 2. Asking everyone for referrals = more $$$ 3. Cross-selling every client = more $$$ 4. Account Reviews = more $$$ 5. Following up on all lost accounts = more $$$ 6. Following up on all lost leads = more $$$
Automated Email Marketing Can Also Save You Time…
If If you have 5,000 cli lients...on Monday you'l 'll l have: • 13 birthdays • 13 clients renewing in 90 days • 2 claims • 15 new prospects • 5 new customers • 5 unclosed quotes • 4 lost clients • 6 cross sales • 3 lost policies • 2 returning clients (70 moving parts)
Part 1: Most Common Obstacles to Email Marketing Success
“The obstacle in the path becomes the path. Never forget, within every obstacle is an opportunity to improve our condition.” ― Ryan Holiday, The Obstacle Is the Way: The Timeless Art of Turning Adversity to Advantage
“I don’t know where to start!” • What will make you money now? • Know the top money making campaigns. • Just get started. Don’t overthink it. • Get help if you’re still stuck. “An ounce of action is worth a ton of theory. Don't be too timid and squeamish about your actions." - Ralph Waldo Emerson.
“I don’t know which system to use.” • Agency Management Systems. • Marketing Automation Systems. • Who will run the system? • Know your options. “Men have become the tools of their tools.” – Henry David Thoreau
Things To Remember About Systems • They still require “thinking”. • No marketing automation system will build/run itself. • If your business is a mess then your systems will be too. • What are you hoping to accomplish? “If all you have is a hammer, everything looks like a nail." – Abraham Maslow
“I'm not a writer and I don't want to sound stupid.” • Then hire a writer. • Know enough to hire well. • Have someone review/edit. • If you don’t want to sound stupid then don’t be stupid. For example, if you find out someone died, then remove them so you don’t send “Happy Birthday Emails” to the Deceased.”
How to Hir ire a Good Copywriter 1. Do they have a proven track record? 2. Do they know insurance? 3. Do they need hand holding? 4. Watch for big egos 5. Are they reliable? 6. Start with a small project first.
And don’t send emails like this…
“I don’t have a process for creating campaigns.” • Sequence? • Mapping it out? • Write copy before design? • How do we implement it?
“We just don’t have time for this.” • Do you have time to make more $? • This is working ON your business. • Start small so you can see results. • Consider outsourcing.
Part 2: The 7 Habits of Highly Effective Email Marketers
Habit 1: Be Committed! • Challenge : at the end of this training decide to commit. • Consider: a 6-Month Pilot Test. • What do you want to achieve? • Do you need outside help? • Remember, this is worth figuring out!
Habit 2: Maintain Cle lear Perspective Know all the campaigns you could be running: 1. Lead Conversion Campaigns 2. Account Rounding Campaigns 3. Account Reviews (Renewal Campaigns) 4. Lost Account Campaigns 5. Lost Lead Campaigns (X-Date) 6. Referral Campaigns 7. Lead Magnet Campaigns
Lis ist All ll the Cross-Sell Campaigns • Personal Lines to Personal Lines • Personal Lines to Commercial Lines • Commercial Lines to Personal Lines • Client to Life Insurance • Any "x" but "not y"
Habit 3: Be Systems and Process Min inded Example of 6-Step Process: 1. Map it out (whiteboard first, digital later) 2. Write the copy 3. Format it 4. Add tracking links 5. Implement it 6. Measure the results.
Habit 4: Value Good Copywriting 1. Use compelling subject lines 2. Open rates are not as important as clicks/actions 3. Let your landing pages do the heavy lifting 4. Use short sentences, words and paragraphs 5. Keep it conversational 6. Get to the point quickly
Example of NOT gettin ing to the poin int quic ickly
Habit 5: Be Human (And Help lpful) 1. What’s your agency’s voice? 2. Someone should be responsible for this. 3. Separate the writing from the editing. 4. Always ask, “Is this adding value to the reader?” 5. Be mindful of the messages.
Example of H Human Welc lcome Email
Habit 6: Show Up (Deli liverability) 1. Use a double opt-in or confirmed opt-in. 2. Clean your list (remove inactive recipients): According to Oracle, “high hard bounce (invalid) rates are the fastest way to trigger filtering and blocking on your IP address.” 3. Check your sender reputation (Sender Score by Return Path). 4. If you’re doing outbound email, use a different domain.
Habit 7: Thin ink Mobile Fir irst 1. Always test emails on your phone. 2. Avoid the “tiny text” style. 3. Another reason to avoid fancy HTML emails.
The 7 Steps (Recap) 1. Be Committed 2. Maintain Clear Perspective 3. Be Systems and Process Minded 4. Value Good Copywriting 5. Be Human (And Helpful) 6. Show Up (Deliverability) 7. Think Mobile First
5-Point Actio ion Pla lan 1. Create ONE new campaign in the next 30 days. 2. Document your process for campaign creation. 3. Evaluate email systems and software. 4. Use tracking links in your emails. 5. Do ONE thing to improve your email deliverability.
Campaign Sequence Example Lead Conversion Campaign Sequence Instant - Thanks for your insurance request Instant - Follow-up Phone Call Unreachable Sequence Instant - Email Day 1 - Email (to schedule a time) Day 3 - Trigger another phone call Day 4 - Email Day 5 - Email Day 6 - One last phone call * Automatically launch "Lost Lead Nurture Campaign”
Start Small. Quick Wins. “Start small. Phase In. Quick Wins. Measure for Success. Build for Scalability." Ken Schmitz, CEO, Salesfish
If You Need Help…
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