VIDEO: Behavioral Based Email Marketing Training

 

Another video by Mike Michalowicz, Author of The Toilet Paper Entrepreneur
Category: Marketing Like Mad, Skill Toolbox, Video
Tags: , , , , , , .
  • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

    Literally just got this email in at 9:39am this morning:

    Mike,
    Incredible job on the Sponsorships. Attached is the latest spreadsheet showing $11,787.50 contributions.
    Paul

    So I was wrong in training. We have brought in MORE! I have no idea why the number ends with 50 cents, but assuming people sent in some additional money beyond the donation request.

    Powerful stuff.

  • kim

    Great stuff, Mike. I picked up a handful of ideas to implement. Thanks so much for sharing!!

  • http://tinybirdarts.etsy.com Kristal

    This is great info, I can’t wait to try these techniques!

  • http://www.cmtmarketing.net Jerry Pollio/Senior Partner

    A solid toilet paper topic….gracias

  • http://www.healthyshelf.com Jan

    Hi, Mike.
    Just as at eBay on Location in Dallas, I was impressed with the straightforwardness of your video and the valuable information it presented. I would like to see one that actually uses a tangible product line in the example. I sell tangible products. I have read, listened and watched online marketing hype to the point of information overload and have not seen one yet that actually gives detail on implementing these processes for tangible products. Almost all, however, espouse that the process will work with tangible products. You say at the end that the techniques you have taught may work best with tangible products, and I don’t doubt that you are right; however, I am at a loss to envision the precise nature of the affinity between me and the prospective or former customers I am emailing. Your email makes use of three very powerful persuaders. You are centered on FAMILY (specifically kids) and SPORTS. Your subject matter is very personal. How about considering a follow-up using something like wine glasses, cookware or bath linens? Thanks again. You are awesome at what you do.

  • http://blog.milkshakehq.com Martin Normark

    Hi Mike

    If you really want to sell consumer products via e-mail, would you prefer simple plain text e-mails or go for fancy HTML e-mails?

  • http://www.kanineknits.com Peggy Gaffney

    Mike,

    I will try this out with my new book launch that is going out next week. It will be interesting to go from years of knitting books for dog lovers to launching one for cat lovers. I need the “Mike Magic.”

  • http://www.SimplyWorkingFromHome.com Cheryl Hill

    ROCKIN HOT STUFF here Mike – I was writing notes like crazy and looking forward to implementing this email idea today!

    You got my brain thinking and moving on this one!
    THANK YOU
    -Chill

    P.S. Your Brilliant!I need more training in the next 3 days so I can keep moving my business forward! ;0)

  • http://www.ginabellinc.com Gina

    WOW Mike! Thanks so much for sharing this. I LOVE this behavioral-based stuff and can see how applying it will take my next emails up a notch (or ten!!) And as you were walking us through the sample letter I could see how I can strengthen the email scripts that are being created for an upcoming JV project (especially the pre-launch email seeking help to build the buzz). Looking forward to your next video! Thanks again! ~ Gina

  • http://www.downspoutsafetycap.com stacey

    Great information! Love the video. Question: what do you do when you’re launching a new product, and are just beginning to work with a new email list, so you many not have all the commonalities as you do with the soccer team?

    Thanks Mike!

    Stacey

  • http://www.insightoutlifecoaching.com Kirsten Mahoney

    Hi Mike,

    Thanks for this Mike. I almost went ahead and sponsored team it was so convincing! I appreciate you taking the time to share. I am curious about your thoughts on email length. Do you feel people are less likely to read an email past two or three paragraphs for instance or do you think readability is totally based on content.

    Thanks in advance for getting back to me.

    Kirsten

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Kirsten – I am a believer in mid length emails, and having a dual serving email. One that address skimmers (you can do that with titles or better yet the start of paragraphs) and full readers. But overall I try to avoid going on more than one full printed page.

  • http://www.aroundthetablegames.com Beth

    Thanks Mike! Very, very helpful info. I am anxious to incorporate these strategies with my corporate emails but also with my church fundraising drive as well. Very helpful!

  • http://www.DoTheRightThingAmerica.com Tommy Stern

    Loved the video – great tips.

    I noticed you didn’t really deal with reasons why not. Would that be for a dollow up E-mail?

    Thank you,

    Tommy

  • http://www.niconull.com Mark Biemans

    NO COMMENT

    (It’s great)

    Mark

  • http://www.echosconsulting.com Richard M.

    Mike this is good stuff. I shall be implementing these ideas immediately as we are about to launch our email campaign to potential customers. I think your video is perfectly timed to save us from ourselves!

    I am also curious about your response to Kirsten’s response about email length. We want to keep the email within a page but we’d like to know when you feel that an email has become too much.

    Richard M.

  • http://www.creatingwords.com Harry Husted

    I love your video Mike. You brought up a lot of great points.

    I will begin to use them.

    Looking forward to seeing your next video.

    Harry

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Harry – I am thrilled you can use it. Best of luck with it!!!!

  • http://lindaeaves.com Linda Eaves

    Mike,
    Thank you.
    I love this type of email dissection. It appeals to my having to know why things work. Fascinating and will help me when I’m ready to launch my book.

  • http://www.vresources.net John Panico

    Mike,
    This is “meat and potatoes”! You really took the time to explain the email content and that was really worth it. The timing could not have been better since we are looking to launch our first email campaign. Thanks for going the extra mile to deliver relevant content.

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @John – My pleasure. Hope you can use it. And best of luck with your first email campaign.

  • http://www.thejoyofmarketing.com The Joy of Marketing’s Erin Verbeck

    Mike,
    So clear, concise, and straight forward. Great job and very valuable information! The key to what you did here is show that you’re a human just like the parents on the list who received the email. Even in B2B it’s important to sell to a person, not a company. Any tactics for incorporating this personal-ism into B2B emails?

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Joy – Yes there are many tactics for B2B. I am going to share more on that shortly.

  • http://www.secretsofcatattituderevealed.com Carolyn Bartz

    Thank you Mike for sharing your expertise. I really like the dissected way of the presentation. You simplified a process that can be overwhelming.

  • http://homeofficemommymagazine.com/ Home Office Mommy

    Yep Mike! You’ve done it again! I literally wrote my letter from what you shared during the video. So what kind of toilet paper do you use? I’m seriously thinking of switching from the generic brand to your private label. :)

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Home Office Mommy – I am PUMPED that you used the letter format. I can’t wait to hear the results. Toilet paper? You know… I don’t even know.

  • http://successinsweatpants.net Trish Lambert

    Great video. Great way of explaining the principles of influence in a real example.

    One thing, though. I’m having a hard time translating from your email, where it is a DONATION for something personal (a child’s team) and geographically immediate (the local league). Let’s say my ultimate objective is to get people to enroll in the Wham Bam Thank You Ma’am course. What should the first email point to? The course’s squeeze page? The shopping cart (I know, not this one)? Or to some intermediate thing, like a free infoproduct or teleseminar?

    Said another way (I think): Is this the email I should use to get interested folks to opt in to something that will allow me to keep interacting with them…or is this an email that can influence to actually buy right off the bat?

    Trish

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  • Guilherme

    Really good. Very hads on. I’ll applying it this next week!
    Thanks

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Guilherme – Happy it helped. I bet you get great results.

  • http://www.marketing101fortherapists.com Dr J

    This was very useful, Mike. Thank you for sharing so generously. I’m about to send an email reminder for a class, so I will see about incorporating these valuable points. The one question I have is about the way you presented this — which I am sure was no accident :) — You had no time scale for this presentation, no thermometer to move forward or back, or to see how long it would be. Why is that?

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Dr J – GREAT QUESTION and VERY OBSERVANT. The video is delivered in the same linear progression as the text. And there is another training on how to deliver video…

  • http://www.susannewmandesign.com Susan

    Mike,
    Great and helpful video. Here’s a question I have. If you’ve been sending an email to a list and it’s pretty successful for one type of company… but now you’d like to alternate with a different campaign (let’s say environmental), do you think it will be a turn-off and folks might opt-out or should you be sure to only send the new one to a separate list?
    Susan

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Susan – The same recipients receiving different email styles for different brands is not good. Avoid that for sure.

  • http://www.ginabellinc.com Gina

    Hi again Mike! Do you have any books you can recommend re: Behavior-Based Marketing (email and otherwise)? I’d love to dig in deeper. What you said about traditional newsletters diluting results really struck home for me. I’ve always resisted them intuitively yet felt the tug and pull worried that I was creating a gap somehow under-serving my audience. (I just broke free of the comparison trap – again! LOL) BBEM rocks!

  • http://www.basketsbyconsuela.com Consuela E. Greene

    Mike:

    This is right on time. I am doing some independent contracting with a non-profit. We are in the middle of soliciting donations and sponsorships for an upcoming event. We’re having very little success.

    I intend to implement this email strategy this afternoon. You’ll be the first to hear the results.

    Thank you for all you share and do.

    Consuela

    P.S. I always get a good laugh when you send me your emails. Love your sense of humor!

  • Joe

    You can read more about these technique’s in Robert Cialdini’s book Influenece.

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Joe – Great tip! Thanks… his book is excellent.

  • http://1canalgirl.com Robin Gerhart

    Mike,

    I am brand new to this, your video and advice was golden to me. I really appreciate this information. I want to listen over and over until it is second nature to mel

    Thanks again!

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Robin – I am thrilled the video helped. Try it out, experiment…. I think you will find it works amazingly well.

  • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

    @Jan – Ah… tangible products. Here is the method that I use with my clients for this:

    1. Seek direction from my prospects on what they would want in a future product – then create it or source it. This gets huge buy in. This technique is EXACTLY the model used by threadless.com – a company that sells t-shirts… and tons of them.

    2. Have the prospects involved in the product roll out and/or design – again this strategy is used by threadless.com

    3. Employ a time frame element and limited supply – again, you guessed it, the strategy used by threadless.com

    So… check them out. Buy from them. Get involved in their process. Then roll out the model for your own business.

  • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

    @Gina – Influence by Robert Ciladini was recommended by Joe in the comments above… and I AGREE FULLY. Get that book!

  • http://www.cardlogicllc.com Gregg Mulgrew

    Mike, as always – Yu da man! I had to keep stopping and rewinding so I could grasp every step and replace with my thoughts and substitutions.

    I will use this very soon!
    Thanks again!

    A.D.D. Adversity Develops Determination
    Gregg M

  • Kris

    Not only do I need this for my business (I struggle with email marketing) but I plan on using this to help my parent group raise much needed funds for a school playground. I was fascinated that in an earlier email you mentioned how much money you fund raised and wanted to contact you to see how the heck you did it! Perfect timing!

    Any tips on building an email list for business and for community projects?

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Kris – Prospect/list building is an art of its own. I am learning that and studying it like crazy. But I have found one fantastic way, using crowd sourcing. There is new software coming out that does it. Once I have the details on it I will share.

  • Kris

    WOW, so I had to google “crowd sourcing” and I came to this explanation: http://www.bnet.com/2403-13241_23-52961.html

    I am so blown away right now with how to use these approaches in my own business I have to step away from the computer to gather my thoughts!! This obviously falls in line with your many threadless.com mentions above =)

  • http://www.yourtango.com/proconnect Melina

    Mike,

    Love this post! The timing couldn’t be better. I’ve been struggling with getting good response rates from my sales letters lately and I can’t wait to incorporate these tactics.. Thank you so much!

    PS I’ll second Consuela.. your humor in your emails makes my day :)

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Melina – Thrilled to hear that. So happy it helps…. yes humor (sincere humor) is always a good thing.

  • Nathalie C

    Hi Mike,

    Your video comes at a perfect time when I have been busting it to find money, kiosk vendors, and teams for an annual Walk for a non-profit organization that I have just started working for 3 months ago.

    Although my letter writing skills are not too bad, I have learned new tips from your video. I will be implementing them right away! I hope that I get results within the next month. Our event is 9 weeks out! I currently have 16 of 70 teams needed, and our monetary sponsors have not come in this year! EEEEKKK!

    I am so happy to hear that your email took 1 hour to write! Tell my boss this! I was wondering if I was just slow or something. She feels that an email should be a couple of minutes. I have spent an hour on my template emails, to get just the right wording! Thank you for this affirmation.

    All hail TPEs!!!

    Sincerely,
    Nathalie

  • http://equihab.org May S

    This is some good stuff! I really hope you do a follow-up on how to modify the technique for reaching people who aren’t already using the service the non-profit provides. In some non-profits, those donating are well off enough they never use our services for themselves of their own family or animals…. so there isn’t that commonality. What to do?

    By the way, is the full text of your letter available to pore over & analyze? It’s too hard for me to get a feel for flow when I can only read a sentence at a time as you present it.

  • Leesa Schuh

    Hi Mike,

    You give fantastic information! and what is even more gratefully received is your motivation. Working in a home office environment can result in many distractions, so I use your videos as my motivation to stay on track – THANK YOU!!!

    I am drafting my first BBEM as soon as I send this to you.

    Leesa

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Leesa – you are VERY welcome. Best of luck with the first BBEM campaign.

  • http://www.morethanameeting.com Ann Marie

    Great stuff- Sat down Sunday morning and absorbed the training. Thank you for sharing!

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Ann Marie – My pleasure, I hope it helps in your marketing efforts.

  • http://www.OdysseyMentoring.com Susan Bender Phelps

    Mike,

    I am going to use this with one of my clients, a small Museum. The thing I don’t know how to do is personalize an email from the database. Where can I learn how to do that and which database is easiest to use for my own solopreneur business?

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Susan – I use an “auto-responder”, specifically it is GetResponse.com – they allow you to personalize

  • http://Www.720creditscore.com Phiip tirone

    Mike – you are amazing

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Philip – Ha!!! You are the man, my brotha! I am so happy we met at MIT. I have news coming your way…. we’ll call you soon.

  • Matthew

    Hey Mike,

    I’m a subscriber to your newsletter and very excited to learn more about your behavior based email marketing ideas. But is this video no longer available (the 30 min. tutorial you mention elsewhere)? Now it just pushes to the video promoting the product. I want to buy your BBEM product, but would just like to view this video first to learn more. Is this possible?

    Thanks in advance.
    Matthew

    • http://www.ToiletPaperEntrepreneur.com Mike Michalowicz

      @Matthew – Thanks for checking out the behavioral based marketing ideas. The video was only up for a week or so, since so many people wanted the entire program. If there is enough demand we will setup something to give subscribers access to the free video again. I should be sending an email out about it in the next few weeks.