How to be an Email Marketing Ninja

TaeWoo Kim

TaeWooKim

About Me

- Nerd turned Biz Man- Zero business experience- Trial & error- Persistence

Email Marketing 101 - "DUH"

- Build list- CAN-SPAM compliance - unsub.- Don't buy/rent list- A/B test your subject

Email Marketing 101 - "DUH"

ROI is proven

What do you think?

Quiz - What is the #1 reason people FAIL at email marketing?

1. Irrelevant2. Too boring3. Too often4. Too impersonal5. Too sales-y

You Already Know Email Marketing

... believe it or not.

Email Marketing = (Online) Dating

Understanding the Sale

Tactic #1 - Lead Generation ("Seed planting")

Tactic #1 - Discovery - NON-DIGITAL

Organic Paid

Dating Friends, Family, School, Work, Neighbor

Bars, Nightclubs, Singles cruises, / tours / events, matchmakers, classifieds

Business / Marketing

Company referral, news/magazine article, word of mouth,

TV/radio/newspaper ads, yellow pages, billboards, cold calls, flyers, promotional materials

Organic = High trust, low scalability. Paid = Low trust, high scalability

Tactic #1 - Discovery - DIGITAL

Organic Paid

Dating (same), social networks (same), dating sites

Business / Marketing

(same), SEO, social, email, mobile, cross promotions

(same), SEM, banner ads, retargeting, paid links

Tactic #1 - Discovery

Dating Marketing

Tactic #1 - Discovery Mistakes: Wrong Target Market

Dating Marketing

Tactic #1 - Discovery Mistakes: Irrelevant Messaging

Dating Marketing

Tactic #1 - Discovery Mistakes:No Personality / USP

Dating Marketing

Tactic #1 - Discovery Mistakes:Premature "Conversion"

Dating Marketing

Tactic #1 - Discovery Mistakes:Premature "Conversion"

Biggest problem: Who the F*CK are you?- NO trust- NO established rapport - NO market credibility

Solution?

Tactic #2 - Lead Nurturing ("Watering the plant")

Tactic #2 - Nurture Your Lead

Dating Marketing

Tactic #2 - Nurture Your Lead

1. Don't sell right away2. Build rapport3. Be an expert4. Use stories5. Use personality

Teach first. Sell later.

Why is lead nurture crucial?

6x repetitions required

Idea Saturation Rate Differs

Idea Saturation Methods

1. Repetition Ads

2. Celebrities

3. Edutainment

Tactic #3 - Ask for the Sale

Dating Marketing

Tactic #3 - Ask for the Sale - How the prospect thinks

Dating- trustworthy- evaluated other guys/girls- spent time with you in person- stories shared

Mate-worthy

Marketing- trustworthy- evaluated other products & services- spent time reading your material- stories shared

Sale-worthy

Case Study: Solar One Media

- B2B lead generation- very niche- #1 rank keywords- ZERO cold calling- 100% customer initiated contact (10-15/mo.)- very clear cut:

Product: Solar lead generation serviceMarket: Solar sales & installation companies

1. Lead Generation- Search PPC- Display - LinkedIn Ads- Content marketing

2. Lead Nurture- email lead nurture - 24 in sequence- open rate: initially 43.7%, ends at 27%

3. Closing - 35% subscribed to paid service

Case Study: Solar One Media

Build relationships. Save lives.

Case Study: PawshPal

Conclusion

Less douche. More ninja.

Thank You

TaeWoo Kim@TaeWoo Kim

http://www.FreshSuperCool.com/