Spot the OutliersSet aside one afternoon to look at all the emails that you’ve sent out over last the 12 (or 6) months. Your focus is on any outliers – which emails or other media garner the highest open or view rates and which ones have the lowest rates. Look at click through rates as well, as you want to make sure you’re comparing apples to apples. If you had a specific sequence of emails that went out during an event or a more narrow email blast that went to a specific audience, you’ll want range, to control for these factors as well.
Determine Conversion RatesLook at where you send traffic based on emails, and then ask yourself which emails have the highest return on investment (ROI). Look at sales or appointment pages, look at video assets, or whatever other tangible evidence you need to determine the actual conversion rate on page (i.e. the percentage who landed and turned into a conversion or sale). Find what converted at the highest rates, then once you have your conversion rates on sales assets, marshall your resources together and aim to build the following copy bank:
2 benefits, 2 fears, 2 objections
- 2 top benefits – What do all of your highest converting emails and other media have in common? Look at your anchor text, sub headlines, font style (what’s bolded, what’s italicized, etc.), images, wording – identify the top 2 positive outliers across the board.
- 2 fears addressed – Perform the same exercise with specific customer fears or problems that you were addressing in each email or with each landing page. Even if your marketing assets were rather bland and vanilla, ask your self – if I could choose only 2 fears that I handled well to garner the best responses across these media samples, which are the 2 that come through strongest or that your address the most often.
- 2 top objections – Finally, what are the potential reasons that people would not want to become a customer and how are you overcoming these objections? Reasons could include issues about safety, about reputation, about the sales price, etc. Look deeply at positive outliers, identify the 2 most commonly overcome objections, and reflect on how you overcame these i.e. with headlines, bullet points, sales copy, etc.
Name the key terms and templatesNext, come up with 10+ key terms that you find across the positive outliers. It doesn’t matter what you’re selling, ask what terms (or phrases) you’re using the most that are likely getting people to click and buy. Once you have these terms, you can rotate and flip these weekly in subject lines, particularly in autoresponders, to encourage opens and clicks. Also, make sure you save email or other media templates. Find a good 4 or 5 top-performing email templates, and identify the basic tenants and keys for what makes these successful (you’ll already have done the brunt of this work above). If you’re looking to get better acquainted with types of email pitches, I recommend diving into this video tutorial on hard and soft email pitches. Once you’ve found commonalities, outline a few key templates. Now, when you or your employees go to write copy, you’ll be basing your emails off of your highest-performing material and molding future marketing campaigns off of best practices.
Wrap UpIf you put all of the common elements that you found while doing these exercises into one organized text document, you’ll have one reference point that will permit you to create copy almost guaranteed to perform better than anything that you pull out of thin air or you-know-where. Documenting best practices is also a great way to train employees and refine and improve marketing based on empirical evidence. In other words, you’re simply looking at what is working best with your customers, and reinvesting all of these strategies back into your business to improve your bottom line. Hope this week’s tutorial was helpful. Feel free to leave a comment or suggestion on the YouTube page or on the CLVboost blog page. We’d love to hear from you! -Daniel Faggella CLVboost Founder]]>
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