What’s the most important factor in email marketing that generates good leads? (Hint: it’s not your message… in fact, that’s just one small piece of a larger puzzle that determines the success or failure of every email you send.) In this presentation, you'll learn why your message is just one piece of the email marketing puzzle; 5 keys to email campaigns that generate opens, clicks, and good leads for follow-up; and what you need to know to use email to take your biz-dev to the next level.

2. Email Marketing that Generates Leads:
5 Key Questions to Answer Before You
Write Your Message

3. Question:
What are the keys to an email
marketing campaign that
generates opens, clicks, and
good leads for follow-up?

4. Your subject line?

5. Your message?

6. The look and feel of your email?

7. Those elements are important...
...but effective email marketing is
about much more than just your
subject line, message, and design.

8. In fact, your message is just
one piece of a larger puzzle…

9. ...that determines the success or
failure of every email you send.

10. Question:
So what are the keys to an
effective email marketing
campaign?

11. The answer to that question...
...lies in your answers to
these 5 questions:

12. 1. Who?

13. First, ask yourself:
WHO do you want to read
your message?

14. (And no, the answer can’t be “everyone.”)

15. Fact:
A defined target audience
allows you to...

16. ...focus your sales and marketing
strategies on receptive prospects.

17. ...reduce the number of “low-value”
prospects that gum up your sales funnel.

18. ...learn how and whether your
emails resonate with prospects
who might actually buy from you.

19. (With BWise, you have info on exactly who
clicks your message for easy follow-up.)

20. Wise Guys Tip
A good email list consists of
recipients that are likely to be
receptive to your offer.

21. 2. What?

22. Next, ask yourself:
WHAT action do you want
your prospects to take?

23. If your answer is “nothing” or “I don’t
know,” then your emails won’t work...

24. ...because your prospect
won’t have a clue what
to do.

25. Fact:
Good emails prompt readers
to take an action, like…

26. ...download a
how-to guide or
e-book.

27. ...sign up for
a free trial.

28. ...register for a webinar.

29. ...get their hands on something
interesting, engaging, and valuable.

30. Why?
Because free, valuable
information is always more
compelling than “Contact Us!”

31. Wise Guys Tip
Your website may already contain
offer-worthy content. Take
inventory to determine what you
can offer your prospects via email.

32. 3. How?

33. Next question:
HOW do you engage different
kinds of prospects?

34. Fact:
Good email marketing means
enticing the prospects you want
with an offer that speaks to
them. Think about it...

35. Will your message sound the
same to the prospect who
has never heard of you…

36. ...and the prospect on the verge of
making a purchase?

37. Wise Guys Tip
Before you craft your email offer,
think about your target audience.
Then tailor your offer so it speaks
to that audience’s challenges.

38. 4. Where?

39. Moving on:
WHERE will your email offer
lead your prospect?

40. Even when your email
convinces your prospect to act,
your job isn’t done yet…
...where does your reader land
after the click?

41. On your website?

42. Or on a dedicated landing page?

43. If your message entices your prospect
to click-through…

44. ...your landing page seals the deal.

45. ...and helps identify which prospects
are most receptive to what you offer.

46. Wise Guys Tip
Wherever your prospects land, use
the content and layout to reinforce
your email offer and make it easy
for them to take the final step.

47. 5. Why?

48. Last question:
WHY are you considering
email marketing?

49. Because you’re stuck?

50. Because your other
strategies aren’t working?

51. Because you need more leads and you
don’t know where to find them?

52. FACT: Email marketing isn’t
a biz-dev magic wand.

53. In order for email marketing to be
worthwhile, you need to know:
● WHO you want to read your message
● WHAT action you want them to take
● HOW to craft the right offer for the right
audience
● WHERE your prospect will land after they act
on your offer

54. When you have good answers
to all or most of those
questions…

55. ...you can use email marketing to
connect with more good prospects,
and give your biz-dev a real boost.

56. Email Marketing that Generates Leads:
5 Key Questions to Answer Before You
Write Your Message

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