1. 1. The Role Of Email Marketing
1.1. 1.1. Customer Jouney Steps
1.1.1. 1. Become Aware
1.1.2. 2. Subcribe
1.1.3. 3. Engage
1.1.4. 4. Convert
1.1.5. 5. Excite
1.1.6. 6. Ascend (single purchase => mutil buyer)
1.1.7. 7. Advocate (brand defend)
1.1.8. 8. Promote
1.2. The Role Of Email Marketing
1.2.1. To assist in MOVING CUSTOMER TO THE NEXT STAGE OF CUSTOMER JOURNEY
1.3. 1.2. Three Categories Of Email Marketing
1.3.1. Transactional (TR)
1.3.1.1. Order Confirmations
1.3.1.2. Purchase Receipts
1.3.1.3. Shipping Notifications
1.3.1.3.1. Remind exciting time
1.3.1.4. Account Creations
1.3.1.4.1. Keep them exciting
1.3.1.4.2. Reconfirm decition
1.3.1.4.3. Ask them to ascend
1.3.1.5. Return Confirmations
1.3.1.6. Support Tickets
1.3.1.7. Password Reminders
1.3.1.8. Unsubscribe Confirmations
1.3.2. Relational (RE)
1.3.2.1. New Sub Welcome
1.3.2.2. Lead Magnet Delivery
1.3.2.3. Newsletter/ Blog Article
1.3.2.4. Webinar Confirmation
1.3.2.5. Surveys & Review Request
1.3.2.6. Social Updates
1.3.2.7. Contest Announcement
1.3.2.8. Referral Requests
1.3.3. Promotional (PRO)
1.3.3.1. Promotional Content
1.3.3.2. New Lead Magnet
1.3.3.3. Sale Announcements
1.3.3.4. New Product Release
1.3.3.5. Webinar Announcement
1.3.3.6. Trial Offers
1.3.3.7. Upgrade Offers
1.3.4. Goal by Email Category
1.4. 1.3. Two Send Types
1.4.1. Broadcast
1.4.1.1. Send to all your sub
1.4.1.2. Only 2 email type are used
1.4.1.2.1. Promotion
1.4.1.2.2. Newsletter
1.4.2. Triggered
1.4.2.1. Triggered by a specific behavior or action
1.4.2.2. Example
1.4.2.2.1. New subscriber welcome
1.4.2.2.2. Lead magnet delivery
1.4.2.2.3. Registration confirmation
1.4.2.2.4. Purchase receipt
1.4.2.2.5. Segmented Promo
1.4.2.2.6. Referral requests
1.4.2.2.7. Cart abandonment
1.4.2.2.8. Re-Engagement
1.5. 1.4. Building Email List
1.5.1. Do not start with the list building
1.5.2. Focus on how to monetize the list once you have it
1.5.3. ALWAYS FOLLOW UP WITH THE NEW SUB
1.5.4. NEVER SEND THE SAME EMAIL TO EVERYONE
1.5.5. Email Marketing = Traditional Relationship
2. 5. Optimizing Opens & Clicks
3. 6. Tracking & Measuring Results
4. 7. Email Deliverability
5. 2. Creating The Perfect Promotional Calendar
5.1. The Role
5.1.1. To elicit action (buy, come into store,...)
5.2. Two Vital Assets For Winning Marketing Calendar
5.2.1. 2.1. Gatherting Promotional Assets (Promotional Assets Sheet)
5.2.1.1. Name of the product/service
5.2.1.2. Price (Full price & sale price)
5.2.1.3. Where does the buyer transaction occur?
5.2.1.4. Have you sold it via email before?
5.2.1.5. Did it work?
5.2.1.6. When did your promote is last?
5.2.1.7. How many email did you send?
5.2.1.8. It is currently available to promote?
5.2.1.9. If no, why not?
5.2.2. 2.2. Promotional Planning (Promotional Planning Worksheet)
5.2.2.1. 12 Steps To Create A Promotional Calendar
5.2.2.1.1. Step #1. Start with 12 month revenue goals (where do you want to be?).
5.2.2.1.2. Steps #2. List non-revenue goals (launch blog, podcast, book, new location, etc.)
5.2.2.1.3. Step #3. Slot holiday promotions into the appropriate month
5.2.2.1.4. Step #4. Slot annual promotions into the appropriate month
5.2.2.1.5. Step #5. Denote seasonality (slow and busy months!).
5.2.2.1.6. Step #6. Slot non-revenue goals into the appropriate month.
5.2.2.1.7. Step #7. Break out revenue goals monthly (keep seasonality in mind).
5.2.2.1.8. Step #8. Add revenue projections (set promos plus rebills and subscriptions).
5.2.2.1.9. Step #9. Subtract “expected” from “target” & fill in “remaining” revenue needed.
5.2.2.1.10. Step #10. Brainstorm additional promo ideas (list in potential promotions).
5.2.2.1.11. Step #11. Spot-check and adjust (does it meet your goals? Is it achievable?).
5.2.2.1.12. Step #12. List additional needs (new product/service, sales presentation).
5.3. 2.3. Four Types Of Promotion Campaign
5.3.1. Activation Campaign
5.3.2. Monetization Campaign
5.3.3. Segmentation Campaign
5.3.4. Wildcard Campaign
5.4. 2.3. Creating Your 30 Day Calendar
5.5. 2.4. Creating Your 90 Day Rolling Calendar
6. 3. Email Campain Creation
6.1. 3.1. Indoctrination
6.1.1. 3.1.1. Definition
6.1.2. 3.1.2. Role
6.1.3. 3.1.3. Sample
6.1.4. 3.1.4. Casestudy
6.1.4.1. Case #1
6.1.4.2. Case #2
6.1.4.3. Case #3