Cover Page

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How to get killer results out of email text ads
By Debbie WeilPublisher, WordBiz
ReportPresentation for Intellor Group December
4, 2003See recommended email resources on last
slide

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1 pop quiz
Pop Quiz
Q. Why use email text ads to market your Web
event (or product or service?)A. If youre not
publishing an e-newsletter or ezine yourself, you
can piggyback onto another list to deliver your
message to your target audience.
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2 end goal
Start with the end goal

• Email text ads are teasers
• They prompt a click-through
• But you get your ROI (return on investment)
  through visitor actions (aka conversion) on your
  landing page.

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3 list, offer
List / Offer / Creative
1 in importance is your List - you must target
the right audience 2 You must have an
offer 3 Your creative (i.e. the copy) needs
to be specific and compelling
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4 what is an offer
What is an offer?
A downloadable white paper or tip sheet A free
trial A discountSomething that prompts action
RIGHT NOW
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12 tangible offer
Another example of a tangible offer
Download 50 Ways
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5 step-by-step
Email Text Ads Step-by-Step

• Define your offer
• Write the ad copy
• Design landing page so that it continues the
  conversation
• Tweak copy in ad on landing page (you always
  need to do this!)

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6 text ad 1
ExpressWeb Text Ad 1 as it ran in WordBiz Report
Whats missing from this ad? Hint no clear
offer
Not tangible or specific enough
Click through to landing page
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7 landing page 1
Landing page for previous text ad
Circled elements are effective. They make the
transition from email newsletter to landing page
clear
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8 text ad 2
Text Ad 2 same product, same company, more
effective ad!
Clear, enticing offer
Click through to landing page

• Enticing offer (free e-book)
• Puts value on it (49)
• Get it NOW
• Limited to 1st 50

quickeasysimpleno work
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9 landing page 2
Anatomy of an effective landing page
Make your landing page an extension of the
publication youre advertising in.
This offer has value an incentive to click
Continue button now!
Emphasizes this is easy and quick.
You respect your visitors email privacy.
Its tangible! Youre giving away a PDF e-book.
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10 CTR performance
How this text ad performed

• Click-through rate of over 2 (over 222 unique
  clicks)
• Of those, 154 completed sign up process on
  landing page
• Initial conversion rate of almost 70

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11 final conversion
Expected Results (final conversion)

• This advertiser expects a 10X return on his ad
  dollars
• i.e. an ROI 10 times the cost of advertising (1
  ad insertion plus licensing)
• He expects to close 2 sales for total revenues
  of 13K - 15K

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13 not bad for 50 words
Not bad
for a 50-word text ad
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14 questions
Article by Debbie Weil Top 3 Tips for Effective
Text Adswww.wordbiz.com/archive/textadtips.shtml
If youre not a subscriber to WordBiz Report,
sign up (free) atwww.wordbiz.com/signup.html B
ONUS download a mini guide to killer copywriting
for the WebSee recommended resources next page.
If youre serious about email and e-newsletter
marketing, you should own every one of these
reports! DW
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Good Resources for Email Metrics and Email /
E-Newsletter Marketing
Insider Secrets of Profitable E-Newsletters Get
Opened. Get Read. Get Results. 2004
ed.www.eNewsletterSecrets.com (my new handbook
well-organized and complete)Email Marketing
Metrics Guide 2004 ed.www.wordbiz.com/metricsgu
ide (a ton of useful metrics I love this one
DW) Permission Emailers Guide to Avoiding Spam
Filters www.wordbiz.com/avoidfilters (new and
up-to-date I highly recommend it) Best Practices
in Marketing With E-Newsletterswww.wordbiz.com/ma
rketingbestBuyers Guide to Email
Serviceswww.wordbiz.com/buyersguide