Slides to accompany my talk on making email marketing your personal digital gold mine at #BYBC2017

1. Building an
Email Marketing Gold Mine
Phil Hollows
CEO, FeedBlitz
@phollows

2. #Selfie
#NoFilter

3. There’s Gold in Tham Thar Inboxes!
You are reaching the inbox. Aren’t you?

4. Prospecting: Grow Your List
Text “Phil Sent Me” to 781.262.3877

5. Grow Your List
• Text / SMS
• Forms: Location, location, location
• Offers and incentives
• The power of the negative choice
• Popups and penalties
• Divide and conquer
• Be ethical: Consent counts
• Attend to the unsubscribes
• Beyond the blog: Integrate social

6. Digging in the Dirt
Hi ho, hi ho, it’s off to work you go

7. #Selfie
#NoFilter

8. It’s not about you

9. It’s all about “You”

10. It’s all about “You”
copyhackers.com
copyblogger.com
sethgodin.com

12. No Products? No Problem!
• Passive income from content marketing: The Newsletter
• Generate traffic spikes for web-based, social monetization
• Affiliate links (check your program’s ToS)
• Sponsorships
• Email advertising
• Update your media kit
• Open rate of 20% or better

13. Dig Deeper, Work Harder: Email to Sell
• Use the products you have – don’t wait for the products you want
• Bundle, baby, bundle
• Sell what you have to fund what you want
• Determine when and where to sell them
• Pre-activation landing page (check your inbox, meanwhile…)
• Post-activation landing page (you made it! Here’s a 1-time deal…)
• Plan your sales paths
• Product A -> Bundle B -> Subscription C
• Expand you channel with your affiliate program

14. Sales 101
• Motivate
• Identify the problem
• Agitate
• Solve it
• What works:
• Trust
• Relevance
• Scarcity / urgency
• FOMO
• ONE call to action (CTA)
• Target!

15. Know Your Buyer
• Don’t target every visitor
• Target the ONE person who will buy from you
• Know what they’ve done
• Tag – Product history
• Tag – Sales value
• Tag – Campaign source
• Target, Target, Target
• New / existing customer
• Low / High value
• Recency

16. Product Launches & the Sideway Sales Letter
• Long form copy pages work but …
• Split into three or more emails to your list
• Last call to action is to your long form sales page
• Use a multi channel approach to drive signups
• When?
• For important launches or sales

17. StudioJewel: Annual Birthday Sale
• Social, blog: Something special is coming, join my list
• Facebook live: Here’s me at work, join my list
• Six email sequence:
• Countdown sequence: Birthday! Deal! … 3, 2, 1
• 1 hour warning
• It’s ON!
• The Results?

18. StudioJewel: Two Weeks’ Sales in 47 Minutes
• Sideways sales letter
• List-only offer:
• 47% off
• Only on Lisa’s birthday
• Only 9:00pm to 9:47pm
• Generated ~ 2 weeks worth of
sales in just 47 minutes
Visit www.StudioJewel.com
• Trust: Personal
• Deal: 47% off
• Scarcity: Only 47 minutes
• Deadline: No other chances
• Inclusion: List only, prior buyers

19. Cuddle Up: Nurturing After you Close the Deal
• Turn purchasers into a customers
• Turn customers into a fans
• Turn fans into advocates
• How to say “thank you”
• How to move to the next funnel
• Surveys, demos, value, advice …. to the next call to action

20. The Art of the Unexpected Delight
• Anniversary, birthday? Special offer, just for you
• On my list? One day flash sale
• Holiday coming up? Be ready
• The call to action doesn’t have to be a sale
• The email address is what matters
• The history is what matters
• Ask for the order in baby steps

21. List Hygiene
Is it something I can talk about in front of the kids?

22. Easy Wins
Landing page and shopping cart monetization

23. Succeed Slowly.
Do the work. Succeed on your terms.

24. Choose One Thing

25. Start That Thing

26. Finish That Thing

27. Repeat

28. #Selfie
#NoFilter
@phollows – Phil@FeedBlitz.com