HTWCC - Ch. 4

Question 1

Three core email types

Answer 1

1. Campaign sequences you can send live
   
   2. Automated campaign sequences
   3. Broadcast one off emails

Question 2

EMAIL TYPE 1: “Live Campaign Sequences”

Answer 2

Campaign sequences that are live might be used for a product launch
• You might have to write 10 ~ 20 days’ worth of emails in any given product launch sequence
• Live nature enables you to respond to emails and make timely references to current events
• Small ticket product ($47 ~ 97)
• Promo emails are sent without JV endorsements
• Meter movers: used for increasing engagement

Question 3

EMAIL TYPE 2: AUTOMATED CAMPAIGN SEQUENCES

Answer 3

• All of the messages are preloaded
  
  • An on boarding sequence (a series of emails that you write that introduces people to your way of thinking, into your worldview, and helps them get to know, like, and trust you)
  • Pre-event autoresponder sequence (aka the “tractor beam” sequence -> it draws prospects toward you; e.g., 4-7 email pre-event autoresponder sequence leading up to a webinar)
  • Post event autoresponder sequence (aka the “pattern buffer” sequence; directed toward the email subscribers who, for some reason, didn’t attend the webinar/ event or buy the thing you were selling)
  • The pattern buffer sequence either steers them to a replay of the webinar or another piece of content in another format
  • Post sale autoresponder sequence (crafted to solidify the sale to remind them of why they bought the product or service they purchased; to encourage them to use the product or service they purchased because of the benefits; to prevent them from asking for a refund)
  • Post sale autoresponder sequences referred to as “automated retention machines” (recommended to be written for each product that is sold)

Question 4

EMAILTYPE3:“ONEOFF”BROADCASTEMAILS

SOCIAL EQUITY REFILL MACHINE OF NICENESS

Answer 4

The S.E.R.M.O.N. is a series of emails that aresent out with no intention to get them to sign up for any new list. No intention toget them to sign up for a webinar. No intention to get them to buy anything.Theseareemailsthatjustspreadgoodwill,thatgivethemsomethingfree.

Question 5

1.UseE-mailMarketingtoBuildPermission-BasedLists.

Answer 5

Prospectswhogiveyou permission to market to them are most likely to buy. Honor (andwiden) the circle of permission.

Question 6

2.UseaReputableEmailDeliveryService.

Answer 6

Ifyouremaildoesn’tgetdelivered,you won’t make any sales; getting it delivered is a full-time job.

Question 7

3.GiveWebVisitorsReasonsToOpt-In,AndSetTheirExpectationsProperly.

Answer 7

You must offer some sort of premium to entice visitors to give up theirnames and e-mail addresses.

Question 8

4.AvoidSpamComplaintswithFrequent,ConsistentMailings.

Answer 8

Surprisingasit sounds, mailing more often can reduce spam complaints.

Question 9

5.UseAutorespondersasRoboticSalesAgents.

Answer 9

Asequenceofcontactsisapowerful way of delivering your sales message.

Question 10

6.GivePeopleanUnusuallyGreatReasonToOpt-In.

Answer 10

Workharderthanothermarketers to create Lead Magnets of Unusual Value.

Question 11

7.GivePeopleGreatReasonstoStayOnYourList.

Answer 11

Don’ttakeitforgrantedthat anybody is interested in reading your next email. Give them a reason towant to read it.

Question 12

8.Askfora“Sale”inEveryEmail.

Answer 12

Treateachemaillikeaminiaturesalesletter; just be clear what the call to action is for that particular e-mail. Get themin the habit of clicking on your links!

Question 13

9.CraftaPowerfulSignatureFileforAllE-mails.

Answer 13

Thisisapowerfulactiondevice. Don’t forget it.

Question 14

10.UseBroadcastE-mailsforPromotions.

Answer 14

Broadcastsaregreatforpromotions and launch sequences (time-bound offers).

Question 15

11.KnowYourMostWantedResponse.

Answer 15

Ifyoudon’tknowit,howcanyouelicitthe desired behaviour?

Question 16

12.UseOnlyOneMWRPerEmail.

Answer 16

Theconfusedmindneverbuys.

Question 17

13.CraftSubjectLinesUsingthePACFormula.

Answer 17

Writeyoursubjectlinessothatthey are personal, fulfill anticipation, and arouse curiosity.

Question 18

14.StartEachE-mailwithUndeniable,ConfirmableTruth.

Answer 18

Forinstance,youmight start with the date; subtle credibility.

Question 19

15.UseHeadlineTechniques,butNotHeadlineFormatting.

Answer 19

Avoidmakingyour e-mail look like an ad.

Question 20

16.PuttheMainBenefitintheLead,withaLink.

Answer 20

Thefirstparagraphisthelead, and you should have a link to your MWR in that paragraph (or following it).

Question 21

17.UseaPSThatSummarizestheMainBenefitandProvidesaLink.

Answer 21

Justlikein your sales letter, the PS may be the only copy in your e-mail the prospectreads.

Question 22

18.PlaceaMinimumof3LinkstoYourCalltoActionintheE-mailBody.

Answer 22

Thefirst two will get most of the clicks.

Question 23

19.SendShortE-mailsThatCreateZeigarnikEffect.

Answer 23

YourMWRismostlikelyto get the prospect to visit a Web page.

Question 24

20.SendEmailsThatLookLikeTheyWereSentbyaFriend.

Answer 24

Youwantyouremails to look like those of a friend, not like sales fliers or newspaper ads.

Question 25

21.AlwaysHonorUnsubscribeRequests.

Answer 25

Avoidneedlessheadaches.