Video Transcript: Email Marketing - Part 2

So welcome back to the second lecture here about email marketing. And in this  particular section or lecture, we're going to talk about the principles of a well  executed marketing strategy. How do you go about it? What sort of parameters  do you pay attention to? There's five phases of email marketing, and we'll talk  about each of these a little bit. You get into the indoctrination phase, which is,  who am I? Why Am I important? Why should you pay attention to me? You get  into the engagement phase, where you're talking about actually starting to have  a bit of a conversation with your people in your target market. We talk about  ascension segmentation, where you kind of figure out demographics, you kind of figure out where they are on that value chain, and then re-engagement. If they  have kind of bought from you. They kind of floated through your universe for a  period of time, and they kind of drifted off. Re-engagement kind of draws them,  you know, kind of takes your planet and starts curving it back towards you and  get you, gets them back in your universe again. Indoctrination campaign is  actually one of the first. If you're relatively new at email marketing or a new  organization, a triggered campaign, it's sent immediately following an initial  subscription that is designed to introduce the brand to a new subscriber. Here's  why I'm important. Here's why this product is meaningful, or our service or our  organization is meaningful, and you're going to spend some time on there,  obliquely referring to your credentials as people or individuals or as an  organization, or relative to your products or services. So that's indoctrination,  engagement campaigns, relational interest based, triggered campaign, which is  sent immediately following an action that's designed to make a relevant offer or  sale and or a sale to one of your subscribers. And this is a technique that you'll  use to move people like from an awareness to say the next phase up, where  they start getting excited about who you are, what you're doing. And what's  being kind of left unsaid here is that people who exist at different places on that  value chain pathway that value journey, pathway that we were talking about,  need to be getting different messages from you. People who are just finding out  about you are going to have a lot different needs of information than people who are your best ambassadors and you're sending them requests for donations or  whatever. People who are just becoming aware of you may not want to be  getting those kinds of messages. So that's kind of the onset thing here. So  engagement campaigns are you can have different types of them. You could  have multiple engagement campaigns based on where these people are at or  based targeted at different places of your value, Journey pathway and designed  to give them the information that people who are at that level will want to receive from you. So kind of important ascension campaigns interest based triggered  campaign that's sent immediately following an action designed to make a  relevant offer and a sale to your subscriber, kind of a ditto of what we had  before. It's kind of again, taking them from one level on your value journey to a  higher level, more excitement, more invested. So in other words, they could 

have made a small purchase, but now you want to go back and say, Well, if  you're really interested, I'll make you an offer of a more expensive product and  more expensive sale. And part of what you do and how that shows up is you will  create a campaign that has a lead magnet, magnet that has a zero price it, you  know, give me your email address, and I'll send you this free PDF report. And,  oh, by the way, as long as you're interested in that, would you be willing to  spend seven, $7.95 and I'll also send you this t shirt. And, well, gee, if you're  interested in that T shirt, that's an immediate signal that maybe you might be  interested in donating $50 so that we could feed the homeless or whatever.  That's how this works. Segmentation campaigns, manual campaign is sent to  your entire database as a promotion. That is designed to segment your  subscribers by interests. And this could be loosely based around your value  journey pathway that we've talked about, but this could also be interested in,  well, the thing that pops in my mind is sports related. So you might have a list of  people who are really interested in sports, Real Sports nuts. Some of them are  interested in college football. Some of them are interested in baseball or major  league baseball. And you could send out a segmentation campaign that's  designed to get them to respond in a way that you immediately tell where their  interests are. So you build up, you have a marker on their record in your email  list that said this individual is interested in football and baseball, and somebody  else could be interested in soccer and baseball, and somebody else could be  only interested in swimming or who knows what, but that's kind of an illustration  of what a segmentation campaign is all about. Re-engagement campaign.  These are triggered campaigns that's sent to any subscriber who hasn't opened  or engaged or they just dropped off the edge of a cliff and they haven't clicked  on any emails in the last 30 or 60 days. And it's really kind of designed to get  their attention you say something to get their attention. To say, Hey, are you still  there? Are you still interested? And you do something that you have some sort  of an offer in there that's designed to get them to re-subscribe or re-indicate or  re, re-engage with you. Is what it's all about. Journey steps. This is that chart  that we were talking about again, becoming and starts from the bottom left hand  corner, and it goes across to the right, and then it goes up one level, and it goes  back to the left, towards the ladder, goes up the ladder, and then it goes back to  the upper right hand corner. So the steps that you take that you need to be very  aware of as you create your email strategy to communicate with people who are interested in your ministry or who are interested in your nonprofit, is the first step is, all of a sudden, people just start, there's an announcement, and people start  becoming aware of this. That could be one email campaign, and you want to be  very intentional about who you have on your list, email list, to make these  announcements to. The next step is to get them engaged. They subscribe. They say, hey, you know what? I'm interested. I'd like to kind of read some more  stories. I'd like to read your blog articles. I'd like to get that free PDF report and 

subscribe. They actually convert. They might place a small order, they, you  know, they might order that lead magnet or whatever. And they start getting  excited about things. And then they kind of ascend up that ladder of increasing  involvement of whatever it is you're doing. And finally, they just get to a point  where they've been around a while, and they start functioning as your advocate  for your organization, or actually actively promoting whatever it is you're doing.  So the role of an indoctrination campaign. We talked about this just kind of in  passing several minutes ago, but the role of an indoctrination campaign is to  welcome new subscribers, tell them what they can expect, what do they need,  what do they need to do next to get the biggest benefit from you and your  brand? This is kind of an in addition to introducing yourself or giving them more,  more in depth introduction about you and about your organization and whatever  it is you're offering. So somebody subscribed to your email list, but they don't yet recognize your name on their inbox, or they're not exactly programmed to be  looking forward to hearing from you so storyboarding and indoctrination  campaign you're going to do a welcome and introducing the subscribers to your  brand, to your ministry, to your business. Restate the benefits of being a  customer. Tell them what to expect. Tell them what to do, what they need to do  next. What sort of action steps do you have. And this is really kind of a critical  point here, so don't go bold and pass this one. What do they have to do next?  Make it obvious. Do they send you $7.95 to get that cheap t shirt, or do they  have to give you an email address to subscribe to a specific list or to download a specific digital report or whatever it is? And as you do that, one of the things you want to be very aware of is to give them instructions on how to white list your  email address. The problem is, is that, unless they do that, of. Very large  percentage of your emails go directly into the spam folder. White listing is a  process that will help you. They make a decision to help you get bypass their  spam folder, and they will actually get your email. Put your best foot forward on  this campaign link. It may be more than what is very likely going to be more than one email might be a series of very carefully thought out consecutive emails, 1 2 3, emails over a distinct period of time. So the role of an engagement campaign  is to turn subscribers into buyers by prescribing the next logical step. It's based  on what you know they're already interested in. So if you already know they're  interested in baseball, then all of a sudden you can start selling them baseball,  softball gear, like bats, balls, gloves, all that stuff. So an engagement campaign  is really as much of a soft sell as opposed to just a blatant, hey, send me money  and I'll send you a baseball bat. You know, it's more of a, almost a content  marketing kind of a thing where you're sending them stories about techniques  for playing better tennis, for improving your backhand, techniques for having a  better swing when you're up at the up to bat, at the plate, for example, you know that sort of thing. That's what an engagement campaign will be doing. But it also prescribes kind of the next logical step. In other words, you're writing a story 

about an email campaign, or in writing an email campaign about improving your  tennis backhand, and they'll want to talk about we use a special type of  substance on the grip of our tennis racket, for example, to help us hold it there.  And if you're interested, you can buy that here, and you give them a link to go,  click on it. That's how the game gets played here. This almost a soft sell type  engagement campaign. So now that you've been sending out some emails and  your subscribers already know who you are, and you got a little name  recognition going, and, you know, you got some really good ideas of what  they're interested in and how interested they might be. Right now, you get into  storyboarding and engagement campaign and turning subscribers into converts.  You know, this is what the whole thing is about. An engagement campaign  references the previous positive action that they just took that puts them, at this  point, on the value journey. It overcomes, or it does some sort of a vaccine  against any known objections that you have experience with, and you're going to preempt that kind of stuff. This is the point where you would be doing that,  prescribing again, being very explicit about the next logical step. One of the  biggest mistakes that people make when they develop these campaigns is they  Well, you developed it. The next step is obviously pretty obvious to you, but the  people who get these emails, it's not obvious at all. So you've got to be very  explicit about identifying the next logical step you want these people to take. And this kind of helps you when you get that feedback, if they take that action, they  go in this bucket. If they don't take that action after a period of time they go in  that bucket. So very good strategy to be using. And very typically, towards the  end of any engagement campaign, you're going to ask for the order. All right, so  let's talk a little bit about an ascension campaign, expediting and accelerating  the value journey. In other words, picking up the pace of things a little bit. It turns new buyers into repeat buyers, multiple multi buyers. By prescribing the next  logical step, you're always identifying that next step that you want these people  to take to get to that next position, that next bucket on that value journey or  nurturing and exciting them until it's appropriate for them to take that step. So  let's start if we did a little bit of storyboarding here on an ascension campaign  references all of the positive actions that have taken place to this point. You  remind them of all the the fact that they've subscribed to this your email list that  they've asked for the certain literature. And I know that because of that, you'd be very interested in hearing about our latest campaign to wipe out hunger and in  our neighborhood kind of a thing. So that's that's how the game gets played  over. Comes or inoculates against known objections. Again, if you're aware of  problems or competitive threats that you need to sort of preempt. This is  something that you'll very definitely want to cover at some point in this  ascension campaign. And again, it prescribes the next logical step. Don't  assume that they know what you want them to do. You got to explicitly tell them.  And you'll also want to say things in a way here, if you're doing any copywriting 

here at all, or writing your own copy, I guess, to clarify that is that you're going to turn you want to say things that turn ordinary buyers into repeat buyers or  multiple buyers. In other words, they're going to really kind of buy into whatever  Kool Aid you're selling, hook, line and sinker. And you kind of want to do things  that reinforce the quality of your organization and the quality of your product, the quality of your service, and increasing trust. Well, there you go, increasing trust  and authority that they have for your brand. And it ascends. It takes them from  being a customer, it makes that trans you're giving them the fuel that takes them from being just an average run of the mill customer into being a raging fan. So  it's time to ask yourself a couple of important questions. Question number one,  what is the next step I want them to take? Question number two is, Do I have  any reason to believe that they are ready to take that next step?