How to get killer results out of email text ads

Mar 22, 2019

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How to get killer results out of email text ads. By Debbie Weil Publisher, WordBiz Report Presentation for Intellor Group December 4, 2003 See recommended email resources on last slide. 1 pop quiz. Pop Quiz.

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How to get killer results out of email text ads

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How to get killer results out of email text ads By Debbie WeilPublisher, WordBiz ReportPresentation for Intellor GroupDecember 4, 2003See recommended email resources on last slide
1 pop quiz Pop Quiz Q. Why use email text ads to market your Web event (or product or service?)A. If you’re not publishing an e-newsletter or ezine yourself, you can piggyback onto another “list” to deliver your message to your target audience.
2 end goal Start with the end goal • Email text ads are teasers • They prompt a click-through • But you get your ROI (return on investment) through visitor actions (aka conversion) on your landing page.
3 list, offer List / Offer / Creative #1 in importance is your List - you must target the right audience #2 You must have an “offer” #3 Your “creative” (i.e. the copy) needs to be specific and compelling
4 what is an offer What is an “offer”? A downloadable white paper or tip sheet A free trial A discountSomething that prompts action RIGHT NOW
12 tangible offer Another example of a tangible offer Download “50 Ways”
5 step-by-step Email Text Ads Step-by-Step • Define your “offer” • Write the ad copy • Design landing page so that it continues the “conversation” • Tweak copy in ad & on landing page (you always need to do this!)
6 text ad #1 ExpressWeb Text Ad #1 as it ran in WordBiz Report What’s missing from this ad? Hint: no clear ‘offer’ Not tangible or specific enough… Click through to landing page
7 landing page #1 Landing page for previous text ad Circled elements are effective. They make the transition from email newsletter to landing page clear…
8 text ad #2 Text Ad #2 – same product, same company, more effective ad! Clear, enticing offer Click through to landing page • Enticing offer (free e-book) • Puts value on it ($49) • Get it NOW • Limited to 1st 50 quickeasysimpleno work
9 landing page #2 Anatomy of an effective landing page Make your landing page an extension of the publication you’re advertising in. This offer has value: an incentive to click Continue button now! Emphasizes this is easy and quick. You respect your visitor’s email privacy. It’s tangible! You’re giving away a PDF e-book.
10 CTR performance How this text ad performed • Click-through rate of over 2% (over 222 unique clicks) • Of those, 154 completed sign up process on landing page • Initial conversion rate of almost 70%
11 final conversion Expected Results (final conversion) • This advertiser expects a 10X return on his ad dollars • i.e. an ROI 10 times the cost of advertising (1 ad insertion plus licensing) • He expects to close 2 sales for total revenues of $13K - $15K
13 not bad for 50 words Not bad… for a 50-word text ad
14 questions Article by Debbie Weil: “Top 3 Tips for Effective Text Ads”www.wordbiz.com/archive/textadtips.shtml If you’re not a subscriber to WordBiz Report, sign up (free) at:www.wordbiz.com/signup.html BONUS: download a mini guide to killer copywriting for the WebSee recommended resources next page. If you’re serious about email and e-newsletter marketing, you should own every one of these reports! – DW
Good Resources for Email Metrics and Email / E-Newsletter Marketing Insider Secrets of Profitable E-Newsletters: Get Opened. Get Read. Get Results. – 2004 ed.www.eNewsletterSecrets.com(my new handbook; well-organized and complete)Email Marketing Metrics Guide – 2004 ed.www.wordbiz.com/metricsguide(a ton of useful metrics; I love this one – DW) Permission Emailer’s Guide to Avoiding Spam Filters www.wordbiz.com/avoidfilters(new and up-to-date; I highly recommend it) Best Practices in Marketing With E-Newsletterswww.wordbiz.com/marketingbestBuyer’s Guide to Email Serviceswww.wordbiz.com/buyersguide

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