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