Email Marketing + Conversion Bootcamp: Communicating with your target audience at each stage of their customer journey.

1. email marketing
bootcamp
Grow Your Email List. Grow Your
Business
June 7, 2018

2. agenda
• About Us
• Goals for Today
• Secret #1: Understand the Customer
Journey
• Secret #2: Build a Marketing Funnel
• Secret #3: Communicate & Convert
• Secret #4: Ask Permission: CASL, GDPR
• How we can help

3. about us
• Created in 2010
• Full service web design & digital
marketing company
• Google Adwords Partner
• MailChimp Partner
• Constant Contact Solutions Provider
• Adina Zaiontz – 20 years experience in
digital/print media: Rogers
Media/Yahoo!
• Michael Gray – 25 years experience in
sales/marketing: Salesforce.com/Xerox

4. credentials

5. our goal
My Goal: Show you how to
build an email list that
converts visitors into
customers.

6. why email marketing?
• You own the list
• Develop a vital and long-lasting asset to your business
• Built in marketing audience
• Build connections that last for years
• Reaching out to a “warm” audience
• Announce new services, events, new products
• Ability to test/ personalize/ segment
• Email is King – when it comes to how people spend time online
• Most profitable marketing channel (not paying to advertise again and again). In 2016
every dollar spent on email is projected to bring in $35.02 –US Direct Marketing
Association

7. • 71% consumers favor
email as their first online
“check” of the day. –
ExactTarget
• Email is still the most
used electronic media.
Most people check it
first thing in the
morning and take a
glance before they go to
bed.
First
online
“check”
of the day

8. Email vs Social
8
Email Facebook Twitter
Total number of users 2.6 billion 1.7 billion 313 million
First online “check” of the day 58% 11% 2%
Most frequent channel for
personal messages
45% 12% 0%
Make a purchase as a result
of a marketing message from
this channel
66% 20% 6%
Exact Target Study, 2010

9. napkinmarketing.com
Secret #1: Understand the Customer
Journey

10. The Money is in the List
10

11. Customer Journey
Explorer Gatherer Decider Customer

12. Why Should Your Site Visitor Join
Your Email List?
• Solve a problem (or part of a problem) or pain they have
• Provide value, not junk content
• They get to Sample your service and have a “taste” while they figure out what
they want.

13. Lead Magnet
• eBook
• Whitepaper
• Checklist
• Exclusive Video
• Webinar
• Free “drip campaign”
email course
• Free Report
• Blueprint/ Diagram
• Free Trial Software
• Free Trial Membership
• “Coles Notes” version
of something hard to
learn
• Valuable enews

14. • A marketing funnel is a
model describing the
customer journey from
awareness of the
product to the actual
conversion.
• We need to nurture the
potential customer from
awareness through to
conversion.
Digital
Marketing
Sales Funnel

15. Facebook/
Google Ads
Retargeting
Google organic
searches/
blogs/ SEO
PR
Social
Media
Video
Trade
Shows
• Organic traffic
• Email
• Blog Posts/ SEO
• Lead Magnet - SEO
• Organic google
search
• Referrals
• Social Media
• Offline events
• Paid traffic
• Google Ads
• Facebook Ads
Get people into
the funnel

16. Typical Websites are Built for the Customer,
Not the Explorer/ Gatherer
• Over Reliance on
Contact Us & Free
Consultation
• Most consumers
fear the “Contact
Us”…see it as a big
commitment
• Key: provide ways
to start the
relationship
(CONVERT) for
those early in the
customer journey

17. napkinmarketing.com
Secret #2: Create Marketing Funnels

18. Facebook/
Google Ads
Retargeting
Google organic
searches/
blogs/ SEO
PR
Social
Media
Video
Trade
Shows
• Drive traffic to your site
with:
• Organic traffic
• Email
• Blog Posts/ SEO
• Organic google
search
• Referrals
• Social Media
• Offline events
• Paid traffic
• Google Ads
• Facebook Ads
Get people into
the funnel

19. Social Media Enticements – Promoted Posts
19

20. Facebook
Ads with
lead
magents
20
“lead magnets”

21. Facebook
Ads/
Contests
21

22. Lead
Magnet
Blog Post
22

23. Linkedin
Ads
23

24. Calculators
24

25. Real Life
Events
25

26. napkinmarketing.com
Secret #3: Communicate & Convert

27. Taking
Subscribers
from
Awareness to
Action
“micro-conversions”

28. • Goal:
• Show the value of your product
service,
• provide educational content
• Build a relationship
• Do: Educate, be helpful
• Don’t: Sell, give specifics of your
product/ service too much
• Ideas:
• Blog post about why to
incorporate
• “Selling your business” checklist/
worksheet
• eBook: “Employers Guide to
and Firing”
• 30 min webinar – Sexual
Harassment Laws
Awareness

29. Example of link to subscription form
29

30. Pop Up Opt
Ins/ eBook &
Online Chat
30

31. On-Site
Opt Ins/
eBook
31

32. On-Site
Opt Ins/
eBook
32

33. On-Site
Opt In’s
33

34. • Goal:
• Build a deeper relationship
• Introduce them to your
service/ product
• Do: Educate, be helpful, give
more tailored content
• Don’t: Be too salesy, send
irrelevant content
• Ideas:
• Case Studies
• Live Webinar
• Longer Blog Post
• Email course
• Retargeting
• Regular client eNews
Interest

35. Sloan
eNews
35

36. Webinar for
Disability
Lawyer
36

37. • Goal:
• Convince your buyer to buy
• Do: talk about product benefits,
show off products/ service, offer
discounts & promos, create
urgency
• Don’t: Overwhelm them with sales
calls & marketing
• Ideas:
• Free trial
• Free consultation
• Sale Announcement
• Automated email series
your service
• Testimonials from past clients
Decision

38. Gabila’s
Knishes
Coupon
Offer
38

39. Sheena’s
Hair Care
Product
Flyer
39

40. • Goal:
• Complete transaction
• Retain customer
• Instill Loyalty
• Do: Be helpful, send
educational content
• Don’t: Stop interacting
• Ideas:
• Client eNewsletter
• Satisfaction Survey
• Discount or offers to
existing customers
• Welcome Guide
Action/ Loyalty

41. Rooney
elevator
Consultant
enews
41

42. HighJump
42

43. Canva
Welcome
Guide
43

44. napkinmarketing.com
Secret #4: Ask Permission

45. CAN-SPAM, CASL, GDPR

47. CAN-SPAM and CASL Compliant Forms

48. GDPR Compliant Subscription Form

49. napkinmarketing.com
Work With Us

50. Work With Us –
Lead Generation Blue Print
• Includes:
• 60 min email marketing consultation:
• Review of your current email marketing programs (2 samples &
email marketing app login required)
• Recommendation for growing traffic and leads
• Sales Funnel recommendation & diagram
• Lead magnet recommendations
• Bootcamp Powerpoint with all examples
• Value $499 – Currently FREE for qualifying companies
• Apply Now:
https://napkinmarketing.com/free-sales-funnel-application/

52. What did you think?
• Review us on
• Facebook: https://www.facebook.com/napkinmarketing
• Google: http://bit.ly/2HPOHVe
• Mailchimp: https://experts.mailchimp.com/experts/napkin-marketing

53. our team
Adina Zaiontz
Director
Ravi Thakor
Account
Coordinator
Cris Agefitei
Web Developer
Michael Gray
Director of Business
Development
Kerry Brownell
Graphic Designer
Terri Kevany
PR Advisor
Lisa Goller
Content Strategist
Maria Dianes
Web Developer
Diana Velarde
Senior Graphic
Designer
Josh Rachlis
Copywriter
Teylor Huang
Account Coordinator
Julio Solis
Web Developer/ API
Specialist

54. napkin marketing services
napkinmarketing.com 54
SEO
Web Design &
Development
Email Marketing Copywriting
Marketing
Strategy Social Media
PPC & Digital
Advertising Video Marketing
Branding &
Cooperate
Identity

55. let’s make
this work
We look forward to working with you to make
the most effective marketing campaign.
napkinmarketing.com
info@napkinmarketing.com
T. 289.842.7180