After The LeadIncreasing LTV and Reducing Time To Break Even On New Leads

Skip Shean

● 7 years CEO of 16Wells , online marketing

consultancy, a lmos t a ll financia l / trading

● Head of Marketing @ TradeMons ter

● Bus ines s Development @ optionsXpres s

● Product Development @ E*TRADE

● 9 years in management consulting

● Univ of Chicago MBA, Finance / Stra tegic

Management / Entrepreneurship

● Over 45 clients s erved

● 85%+ financia l rela ted

● We focus on growing bus ines ses by lead

generation and revenue generation

● Google AdWords Partner Agency

● ActiveCampaign Certified Consultant

● Over $1MM Facebook campaigns

managed

The problem

Lead Generation

Publis hers tend to do at leas t a decent job of bringing in new email addres s es .

● Affilia te Swaps

● Online Advertis ing

● Lead Magnets

Lead Cultivation

Converting a new email addres s into a pros pect through a convers ation.

● Explain value prop

● Product ladder

● Corners tone content links

Cus tomer Escala tion

After initia l purchas e, moving the cus tomer to deeper engagement and higher lifetime value.

● Us ually not even attempted

● Too early/ late

Challenges deep-dive

Challenge 1

Acquire audience

Tracking s ources with more detail can lead to s marter allocation of ad budget.

Challenge 2

Up 30-day actives

How to cons is tently engage your leads s o that they want to know more?

Challenge 3

Increase conversion

Leading with your bes t foot forward every time clarifies what you do for “your people.”

SolutionEngage each lead the s ame

way.Every. Single. Time.

3 email s eries (“Indoc”)

● Perfect Welcome

● “Bes t Of” Campaign

● Bonding Campaign

● (Bonus ) How Can I Help?

This 3-part email s eries consistently doubles s a les

(and... I’m going to give it to you today)

Where does Indoctrination fit in lead lifecycle?

New Leads

Indoctrination

Engage $ Ascend

Segmentation

Y

YN

N

N

Y

Re-Engage Bucket

Y

3-5 daysIdeal length is 3 days , 5 days max

DAY 0

PerfectWelcomeEmail

DAY 1

“Bes t Of” email 1

DAY 2

“Bes t Of” email 2

DAY 3 & 4

Bonding email ½(optional)

DAY 10

How Can I Help You?email

Campaign overview

“Perfect Welcome” email - Day 0“You only get one shot a t a firs t impres s ion” - that’s what this email is

● Purpose:

○ Introduce yours elf and your company

○ Align yours elf with them

○ Set expectations for exactly what they will get

○ Res tate the benefits of being a s ubs criber

○ Get them to make a micro-committment

○ Open a loop with them (s oap opera / “24” s eries )

● It’s a lso your f irst committment. You’re committing to a consistent schedule.

● People want to know where to s tart

● Whitelis ting (micro-committment, deliverability)

● p.s . Is a hint about opening a loop, creates anticipation

“Perfect Welcome” template

DAY 0

PerfectWelcomeEmail

DAY 1

“Bes t Of” email 1

DAY 2

“Bes t Of” email 2

DAY 3 & 4

Bonding email ½(optional)

DAY 10

How Can I Help You?email

Campaign overview

[Alt #1] “Best Of” campaign - Day 1● Follows the perfect welcome email

● One or more emails in this s tep

● Remember to include whatever the p.s . was in the Welcome email!

● If you have content you’re proud of - articles , blog pos ts , videos , even third-party published content -this is your opportunity to profile it

● “1 of 3” gifts sugges ts more is coming. “Keeping my promise”

● NO optin form to get the “gifts ”. (That’s for engagement s eries ). No hoops .

● In p.s . - deliver the “gift #2”. Underpromise/ overdeliver. Not 3 days in a row.

● End with another open loop

DAY 0

PerfectWelcomeEmail

DAY 1

“Bes t Of” email 1

DAY 2

“Bes t Of” email 2

DAY 3 & 4

Bonding email ½(optional)

DAY 10

How Can I Help You?email

Campaign overview

[Alt #1] “Best Of” campaign - Day 2● Provides “gift #3”. Mention 3rd gift in subject line because it will cause them to go back in inbox and

look for gifts #1 & 2.

● They won’t find #2 because it’s embedded in gift #1 email.

● If they didn’t get those, they will go look for them and read.

● You’re tra ining them they’ve got to read your emails.

● Social proof - “without a doubt the mos t popular”

● Not the ‘bes t’ - when people hear that, they think it’s B.S.

● ‘Mos t Popular’ is subjective and there’s socia l proof

● “So I know you’ll love it too” - a bit of a embedded command

● Simple, short email - purpose is to s end them to previous

DAY 0

PerfectWelcomeEmail

DAY 1

“Bes t Of” email 1

DAY 2

“Bes t Of” email 2

DAY 3 & 4

Bonding email 1 & 2(optional)

DAY 10

How Can I Help You?email

Campaign overview

[Alt #2] Bonding Campaign - Day 1● This is a lternate path to the “Bes t Of” Campaign

● Des igned to follow Perfect Welcome email

● If you don’t produce a lot of content or you don’t have a lot of exis ting content

● You need to s ay something that is engagement - interes ting Q, interes ting A.

○ “Do you know the #1 reas on to write a book? If you have s omething to s ay.”

● What are you for? What are you agains t? One way is to s ay you don’t like X.

● ‘Congratula tions !’ subject line - deliverability high, people tend to open it

● What do your subscribers really want? (i.e., to lose weight, not diet pills )

● Enter the conversation in their head, use their language

● Giving prais e is the s ign of authority

[Alt #2] Bonding Campaign - Day 2● By this point, they’re opening your messages , recognize your name.

● Teach a key les son from the video.

● If you can make someone think that they never would have thought of something the way you mentioned, you’re an authority in your market

● Whitelis t reminder

● P.S. - identical to what we covered in “Bes t Of” campaign

DAY 0

PerfectWelcomeEmail

DAY 1

“Bes t Of” email 1

DAY 2

“Bes t Of” email 2

DAY 3 & 4

Bonding email 1 & 2(optional)

DAY 10

How Can I Help You?email

Campaign overview

How Can I Help email● Des igned to further engage with your subscribers , and hopefully get in depth

info from them on why they subscribed

● Done right, they’ll tell you exactly what they need and how you can solve their bigges t problem

● This is the ultimate engagement, and will give you ins ight into new products you should create

● Send these from a person - they have a conversational tone

How Can I Help email (con’t)

● Don’t tweak the template to make it formal or profes s ional - this one is meantto have fun with.

● Don’t use this message if you don’t want to respond to people, or have someone monitor replies - it’s the oppos ite of increas ing engagement

● p.s . - if you’re actively on socia l media , include links , shows acces s ibility

● p.p.s . - Socia l media shoutout. Very valuable, people freak about it. If someone takes time to s end you feedback, acknowledge them.

Final notes● Don’t recommend s tacking a bonding campaign AND a Bes t Of campaign

AND a How Can I Help campaign.

● Keep it to 3-5 days , max

● Remember new leads will be receiving your other emails a t the s ame time -you don’t want to s end them too many emails

● BUT...experiment.

● If you do, maybe Welcome email, Bonding, then Bes t Of, then maybe How Can I Help 1 week la ter?

How To Implement It This Week?

Want to get the emails now?Pull out your phone

Send a text to:1-678-506-7543

Send “16welcome”in the message

(or http:/ / 16w.co/ac)

You can put the email templates in use two ways

Download Google doc

Copy each email s eparately

Make the edits you need to cus tomize it for your bus ines s

Pas te into your email s ender

Make final edits

Choose 14 Day Free Tria l of ActiveCampaign

We set it up in your account

You edit the emails and are done

Send “16welcome” to1-678-506-7543 or

http:/ / 16w.co/ ac

OR...

Thank You!Want to ta lk about your company’s marketing?

Skip SheanE: skip@16wells .com

M: (312) 613-6591