Meet the lazy marketer’s best friend: the email autoresponder. An autoresponder is just a sequence of email marketing messages that gets sent to subscribers in the order and frequency that you decide. It delivers your best content, in the best possible order and frequency, to every new reader who finds you. Forever. Join us for a step-by-step guide to building an email autoresponder that works!

1. HOW-TO:
Write Email Marketing
Messages
That Get Opened & Read
+Chris Mohritz | chris@mohritz.co | #IdeaToOperations

2. OUR JOURNEY
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Why email
Where to start
Creating results
Best practices
Resources
We’ll jump right in
Feel free to ask about my background after session

3. MY GOAL
Everyone leaves today with a view into
how to structure your email sequence, and
concrete steps to compose the messages

4. WHY EMAIL
It (Still) Rocks

5. KEEPS ON TICKING
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Still most cost-effective way to promote
Build loyal followers
More followers drives repeat traffic
Easy to track response rates
Higher engagement = higher conversions
Higher conversions = fatter bottom line
What’s new: mobile readers

6. WHERE TO START
Make Something Good, Better

7. BUILD A SWIPE FILE
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Optin at related blogs & businesses
Check your email (lists you’re already on)
Search Google for top (related) articles
slideshare.
net/brianabbott/autoresponder-messagesample-series-free-sequence-of-emails-toswipe
Note: starting points only, make it yours:
your voice, your message, to your audience

8. CREATING RESULTS
Help Them Get Where They Want To Go

9. HOW TO RISE ABOVE NOISE
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Provide genuine value to your audience
Be their [ Path to Mastery ]
Don’t look like everyone else
Don’t sound like everyone else
eg. Most emails are self-serving
So be “reader-serving”

10. YOUR AUDIENCE HAS A GOAL

11. THEY FEEL OVERWHELMED

12. GIVE THEM ACHIEVABLE CHUNKS

13. DRIP-FEED THE SOLUTIONS
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Guide them to each milestone
One milestone per email*
Focus on (only) one milestone at a time
Want them to say: “Done. Now what?”

14. BEST PRACTICES
Don’t Add To The Noise

15. RISE ABOVE THE SPAM FOLDER
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Subject = Get the open
First sentence = Get the read
Avoid the “Bounce”
Most marketers are way behind the curve
Forget the sales pitch
Develop a relationship
Be a student, not a salesman

16. MAKE IT A FAIR EXCHANGE
● Your valuable information, for their
valuable time
● We’re in an “Attention Economy”
● No value = No attention

17. UNDERSTAND YOUR AUDIENCE
Think through the entire experience
● http://wireframes.linowski.ca/wpcontent/themes/darwin/images/full141.
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18. SPEAK TO YOUR IDEAL READER
● Speak to one person (“you”)
● What terminology do they use?

19. GET TO THE POINT QUICKLY
● Demonstrate respect for their time

20. TELL A STORY
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What people will your audience relate to?
Easiest way to sell anything
Readers want to connect with you
Builds authority
Conveys friendliness

21. BE SUCCINCT & TO THE POINT
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Your message must be crystal clear
Edit and re-edit
Have others read and edit
Respect the reader’s time

22. DON’T BE A ROBOT
● “Hey, really good to see you here, hope
you enjoy the content.”

23. GIVE THEM A WHY
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html

24. A FEW MORE TO KEEP IN MIND
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Repeat but don’t be repetitive
State reasons why
Be consistent
Provide social proof
Use metaphors, similes, and analogies
Agitate & solve (marketing 101)
Provide a glimpse of the (better) future
Address myths & objections

25. GO DEEPER
copyblogger.com/email-marketing

26. RECAP
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Grow your swipe file!
Make something good, better
Be a “Likable Expert”
Always keep their best interests at heart

27. GOAL CHECK
● Know how to structure your sequence?
● Ready to write?

28. The Mobile Minute
holhocollection.com
gizmag.com/holho-smarphone-3d-projector/28645/pictures#1
gizmag.com/holho-smarphone-3d-projector/28645/pictures#8

29. Questions?
Feedback?
chris@mohritz.co