Published on February 17, 2014
Ultimate Guide to Google Adwords Summary Based on book by Perry Marshall & Bryan Todd: 300+ pages summarized in 30 slides
Business Development Process This book is essential for business owners and entrepreneurs who want to increase customers and sales in a cost-effective way. I’ve remapped the book to the business development process, based on 2 main themes: Business Tools and Marketing/Advertising Tools (Buttons below are clickable to skip to section) Customer Pain Points Keywords Landing Page Optimization Messages Place Page Conversion Tracking Ads SEO Customer Development Advanced Tools Concept Validation MVP Development Sales & Growth
Concept Validation MVP Development Sales & Growth Customer Pain Points Who Are Your Customers? Pick a specific customer: ● profile them ● understand their business ● interview them ● tease out their pain points Build A Great Product Your Customers Want; more on this topic in Chapter 21 of Marshall’s other book 80/20 Sales & Marketing, summarized on a Google Doc in my blog.
Concept Validation MVP Development Sales & Growth Customer Pain Points Market Research In An Afternoon Chapter 21 Summary from Marshall’s book, 80/20 Sales & Marketing ● Before you develop a product, you need to find out if people want what you’re selling ● If you could advertise on only one keyword phrase online, what would that keyword be? ● Describe your business in only 1 search phrase; what would it be? ● You can’t become “king of the mountain” until you identify what mountain you’d like to climb ● Once you know the keyword, visit the following sources and take notes in a document: ○ monitor Twitter for tweets that meet the 3 points below: ■ represent frustration in the market ■ express direct benefits of a product or service ■ suggest a wish the customer may have ○ monitor Youtube for the same topics ○ use Google Blog Search and Technorati to find highest profile blogs on your keywords, read articles and pay attention to comments ○ go to google.com/alerts/ to monitor keyword alerts ● Collect all info in documents, and highlight top 20% which seems longest, most engaged or passionate → this provides insight into market gaps ● Notice patterns, or missing things in the market, or contrarian position that may be suggested by the data ● Look for a critical need that might distinguish you from every other competitor; this becomes your “point of difference” ● Additionally, seek out language from customer’s comments and posts to echo it back in your sales/ marketing material ● Send the following survey to your customers or prospects: ○ WHAT’s your single most important questions about [keyword]? ○ WHY is it important for you to find a solution? ○ HOW DIFFICULT has it been for you to find a good solution until now? ● With the responses, keep only the “very difficults”; discard short answers and focus on long answers. Now you know what problem to solve.
Concept Validation MVP Development Sales & Growth Keywords What Are Customers Searching For? Chapter 5: High quality keywords and headlines ● Your ad will appeal to the customer if it repeats exactly what’s going through his head; repeat key word in headline, body, and URL of ad ● Use negative keywords to get rid of viewers you don’t want; this will decrease impressions and automatically increase CTR ● Talk to customers to understand their inner thoughts when making the purchase. Ad needs to speak to keyword search, as well as underlying desire from product. ● To get beyond obvious keywords: ○ Use synonyms ○ Bid on brand names ○ Use a thesaurus ○ Use glossaries and indexes of a book on the subject ● You can also use Cosmo magazine to steal headlines and mimic them
Concept Validation MVP Development Sales & Growth How To Connect With A Customer Chapter 6: Create Great Ads ● Ads are the language of the street, speak to your customers in the same language as their everyday conversations ● Create enough ad groups so each major keyword has an ad of it’s own ● Ads include: ○ Headline: Keyword ○ Benefit: emotional payoff your customer gets from using your product ○ Feature: describe it, what it includes, how big or small or robust ● Create a list of Benefits and Features and use it for creating ads ● Use capitalized keywords in subdomains or subdirectories in URL: ○ KeyWord.website.com ○ website.com/KeyWord ● Capitalize each word in ad Messages
Concept Validation MVP Development Sales & Growth Convince Your Customer Chapter 19: creating a USP ● Why should I do business with you, instead of any other option, including the option of doing nothing? ● Answer these 4 questions ○ why should I listen to you? ○ why should I believe you? ○ why should I do anything about what you’re offering? ○ why should I act now? ● the above are also guidelines to follow for Google Ad copy and landing pages ● You can’t please everybody, define and focus your message ○ every product has its own USP, and needs to be clear ● Describe your USP in 1 sentence ● The USP can also include proof that purchase is an investment, how can you afford NOT to buy? ● Constantly refine and upgrade USP Messages
Concept Validation MVP Development Sales & Growth Messages Persuade Your Customer Chapter 23: persuasive ad copy ● you don’t sell things, you sell results: ○ I don’t want to read this book, I want what happens to me as a result of reading this book. ○ I don’t want a drill, I want a hole. ○ what matters is what your prospect believes he can get from product ● Develop an elevator pitch (which is a shortcut to your USP): ○ “We help [this group of people]... do or get [this benefit]... [better, cheaper, faster, easier]... even if [worst case believable scenario].” ○ Example: We help understaffed biz owners grossing 1-10mln per year, to pay the least amount of taxes legally owed each year, without adding a minute of extra work to your day, even if your bookkeeping is a total disaster zone right now. ● What you? Why this product? Why now? ○ Help customer make a good decision ○ Help customer understand how your product is a better overall value ○ Point out the extra urgency of the temporary opportunity presented right now (extra goodies, whatever helps seal the deal now) ■ Here’s who I am ■ Here’s what I’ve got for you ■ Here’s what it will do for you ■ And here’s what to do now ○ Address your capability (who you are), nature of what you offer (what you’ve got), results that make product the best solution (what you’ve got), and how to own it right now (clear instructions what to do next to own it).
Concept Validation MVP Development Sales & Growth Ads Structure Your Ad Campaigns Chapter 3: build a campaign ● On Google, you're ultimately out to find the top 1-2 keywords that will bring you the most customers. ● Define your perfect customer, write it down in one sentence. Mine was: My best prospect is a small biotech looking for an affordable way to publish articles. ● Next, go to Google keyword planner (you'll need an Adwords account) and select the first option for new keyword and ad group ideas. Enter what you think your customer is going to be looking for. I entered: “medical writer”. ● Review the list of keyword ideas on the Keyword Ideas tab, and pick the keywords that are a best match to your perfect customer sentence. ● Collect a list of about 10-20 keywords ● Aim to find the ultimate bulls-eye keyword ● Figure out which keywords are the most valuable based on the max CPC. ● Setup different campaigns for the Google Search network (not including partners) and the Display network to clearly follow success and failure in ads. ● Set a daily budget to a max to avoid over-spending ● Create an ad with the following composition: ○ Headline includes keyword(s) ○ Describe a benefit on the second line ○ Describe a feature or offer on the third line ○ Adapt the display URL to include the keyword(s) ● Create a second ad in the same ad group and test them against each other
Concept Validation MVP Development Sales & Growth Structure Your Ad Campaigns (2) Chapter 3: build a campaign (continued) ● Insert keywords into the keyword field, use the markup shown to the right → ● Start with a tiny handful of important keywords and work from there (instead of hundreds) If budget is low, bid on lower priced keywords to get ad seen by as many people as possible ● Ads
MVP Development Concept Validation Sales & Growth Ads More Structure For Ads Chapter 4: organize campaigns ● Focus on what your customer is searching for, instead of what you think your business is about ● Define the focus of your campaign ● Organize similar keywords into the same ad group under the same ad; create several ad groups for different lists of keywords ● Each ad group should only focus on 1 type of product or service. When people click your ad, they should go to exactly the page they were looking for. ● Use freekeywords.wordtracker.com to organize keywords into narrow silos if desired ● Eliminate negative keywords by using “ - “ in front of the keyword ● Split test ads, replace the inferior one with a new version; always have 2 ads running simultaneously ● Organize campaigns and ad groups in a table, like the following example: Ad Group 1 Ad Group 2 ● ● Campaign 1a Medical Writer (search) Medical Writer (C1aAG1) Medical Freelancer (C1aAG2) Campaign 1b Medical Writer (GDN) Medical Writer (C1bAG1) Medical Freelancer (C1bAG2) Campaign 2a Scientific Writer (search) Campaign 2b Scientific Writer (GDN) Affordability (C2aAG1) Affordability (C2bAG1) Quality (C2aAG2) Quality (C2bAG2) Always separate campaigns for Google Search Network (GSN) and Google Display Network (GDN) Peel & Stick high traffic keywords into their own Ad Group with it’s own ad
Concept Validation MVP Development Sales & Growth Ads Ads on Google Display Network Chapter 10: Google’s display network (GDN) ● Google search is like the Yellow Pages, where people search for a specific solution; whereas Google Display Network is where people go to spend their free time online ● GDN appears on sites where people are not necessarily in an immediate buying frame of mind; so the ads should be more about distracting people or catching them unexpectedly ● GDN ads should capture the reader’s curiosity using words/ language/ imagery that are unusual, compelling, mysterious ● Always manage DN in a separate campaign from SN ● There are 3 ways to find audience on GDN ○ keyword targeting (as described above) ○ managed placements ○ topic targeting
Concept Validation MVP Development Sales & Growth Ads Ads on Google Display Network (2) ● ● ● ● Use Keyword targeting to find themes: ○ start by making a short list of of keywords relevant to what you want to sell ○ then go to Google, search each term, scroll to bottom and notice the collection of additional search phrases → ○ each of those phrases is a separate theme, collect all that are relevant and create individual ad groups for each one ○ use one keyword phrase per ad group and 2 ads to split test (1 keyword phrase per group makes it easier for Google to identify the theme and broadly distribute your ad on relevant pages) Managed placements: you give Google specific websites/ directories/ URLs and Google displays your ad there (granted they have advertising) ○ Use the “exclude placements” feature to stay off sites that waste your money ○ Key to success for managed placements is persistent split testing, and peel & stick (domains & URLs, not keywords) Topic targeting: go after a topic Google has specified ○ you can also add a few keywords to topic-targeted ad groups to further narrow the selection of web pages useful to you DN traffic takes time to grow, often weeks or months
Concept Validation MVP Development Sales & Growth Ads Google Image Ads Chapter 11: Google Image Ads ● the Display Network is less competitive than search and banner ads have an edge over text ads; while banner advertisers are smarter than text advertisers, there is far less competition ● Average search advertiser is running 25 different ads; average display network advertiser is only running 7. So running dozens of image ads over a period of months will statistically pay off ● Display ads bring you CTRs better than regular content-targeted text ads 3:1 ○ visuals are more compelling than words ○ you could be the only Google ad shown on that page ● Some things to consider in image ads: ○ attractive language / numbers & statistics / graphs ○ brief testimonials / color vs black & white ○ images from nature / pictures of [famous] people ○ product photos / computer screenshots ● Choose image sizes that matter, there are 9 total sizes, but apply the 80/20 rule as follows: ○ 250 x 300 rectangle is shown the most (including youtube spots) ○ 728 x 90 ● When you’re split testing, only compare CTRs among ads of the same size ● Getting started with ad creation using Google’s display ad builder ● In conclusion, you’re likely to find it easier to cut out a patch of ground on display ads versus search ads
Concept Validation MVP Development Sales & Growth Ads Local Advertising Tactics Chapter 12: Local advertising ● A large fraction of google searchers are local, advertising locally will get traffic at a lower cost than other media ● Some local markets: movers Plumbing/ Electricity Landscaping Doctors Counselors Restaurants Photographers ● real estate hotels wedding planners storage home furnishing dentists churches hospitals beauty salons telephone services attorneys cars & trucks printing construction There are 2 kinds of people looking for your services: ○ person living in your area, types in “homes for sale”, and expects to see local results ○ person not in your area, but specifies your area in the search, “palo alto homes for sale”
Concept Validation MVP Development Sales & Growth Ads Local Advertising Tactics (2) ● ● ● ● Setup 2 Campaigns for them ○ for the local person: when setting up your campaign specify the region first, then everything else is the same as a normal campaign ○ the non-local person: setup a nation-wide or international campaign, but use local terms: ■ California real estate ■ Buy homes San Francisco ■ Santa monica real estate ○ you can combine a large list of general keywords (same ones used for regionally targeted campaign), with a large list of cities and towns, use a spreadsheet to mix and match them ○ You’ll end up with a huge keyword list, 95% won’t matter, 5% will get clicks ○ doesn’t cost anything to bid on keywords if nobody clicks ○ the remaining few that do get clicks, will be high value leads at a bargain price Campaigns will look as follows: Campaign 1: California targeting only ● Group 1: real estate ● Group 2: buy homes Campaign 2: national targeting ● Group 1: california real estate ● Group 2: Buy homes california If your budget is limited, it’s good to start in a local market, make the sales process profitable, then scale up If you’re selling locally, it’s a good idea to establish a presence on Google Places (google.com/places/) ○ makes you easy to find thru google and add extensions to your paid ads with key info how to find you (phone number, specific site links, address) ○ you can even target mobile phones to make the ad call you directly
Concept Validation MVP Development Landing Page Sales & Growth Optimize Your Landing Page Chapter 9: Validate your landing page ● The Wrights brother figured out how to glide their device off a hill first, then they attached a small engine to it ● Validate your landing page/ product first, then drive traffic to it, otherwise you’re throwing money away on marketing a product nobody wants This part of the book can be adjusted to your business. While you do need an optimized landing page, you don’t want to over-optimize before running ads. Use the ads to learn how to optimize and split up pages to match each message. Ad 1 4.3% CTR Ad 2 0.2% CTR Ad 3 3.7% CTR Ad 4 0.5% CTR Landing Page 1 Original (nonoptimized) Landing Page Landing Page 2 optimize landing page(s) once you’ve learned which ads are performing well and double down on them
Concept Validation MVP Development SEO Sales & Growth Search Engine Optimization (SEO) SEO is also closely tied to ad performance, messaging, and your landing page. Determine what keywords and searches are performing best, and use it to optimize for search engines. It’s a continuous improvement cycle. Chapter 25: organic search (SEO) ● Building SEO can be boiled down to 3 steps: ○ website must be easy for search engines to find and index ○ proper use of keywords that customers use when searching of your product or service ○ high number of relevant links to your site (from relevant/ important sites) ● PPC ads help refine keywords and landing page text → ● Google Webmaster tools has a great site-map tool to get you into Google’s index (google.com/webmasters/tools) ● Keywords tell search engines what your page is about ● Inbound links tell search engines that your page is relevant ○ quality incoming links are the single most effective approach to improving overall rank Keywords SEO Ads Landing Page
Concept Validation MVP Development Sales & Growth SEO (2) ● ● ● ● ● ● ● ● ● ● On-page keyword locations: ○ Title tag ○ Meta description tag ○ Headline tags (H1, H2, H3,..) ○ Body copy Off-page keyword locations: ○ Anchor text of incoming links ○ Domain and file name Acquire links from trusted, highly ranked sites (refer to Google PageRank) Helps even more if the sites that link to you are on-topic Maintain consistency in incoming links, the following are different links that will dilute your link popularity: ○ http://your-site.com ○ http://your-site.com/index.html ○ www.your-site.com ○ www.your-site.com/index/html Standardize these incoming links to consolidate Get your main keywords into the visible text link that other sites are using to link to your page Get deep links within your site, rather than just your home page Make sure links to do not include rel=nofollow Look for link relationships that will produce traffic matching your target customer profile SEO
Concept Validation MVP Development Sales & Growth SEO (3) ● ● ● ● Submit your site to web directories to start getting links ○ Yahoo Directory ○ DMOZ ○ Google for web directories list Who else might link to your page? ○ suppliers, legal advisors, accountants, financiers, employees, etc. ○ write articles about topics related to your site, then offer related sites to publish it and link back to your page ○ press releases ○ testimonials: submit to other products that you love, and ask for back link Create a useful tool, video, or written resource to spread ○ e.g. a detailed list with a catchy headline ○ make a list of topics your customers are interested in, and start cranking out articles ■ 100 tools and resource for… ■ 50 tips to… ■ 75 onlines resources for… ○ “100 resources for” and link to 100 resources plus a short summary of each ○ Promote on digg.com, stumbleupon.com, delicious.com, etc As you test and refine your PPC adwords, update your site content as well SEO
Concept Validation MVP Development Sales & Growth Place Page Place Pages & Google Reviews Chapter 27: Place pages ● To find your page on Google, just search for your business name and address, if you can’t find it, you can create one ● Fill in your Place Page 100% ● The most important factor of being presented first and getting clicks, is getting Stars - a steady stream of positive customer reviews. ● Ideally, you want a 5-star rating with consistent fresh reviews ○ Just because you have 5 stars today, doesn’t mean that will last ○ You need a system to generate consistent reviews from your customers ● Monitor reviews on a weekly basis ● The best defense against a bad review, is a constant flow of good fresh reviews; i.e. the most recent review should never be older than 7 days ● Implement a proactive plan to ask your customers for reviews, the best time to do this is immediately after they’ ve completed their purchase
Concept Validation MVP Development Sales & Growth Optimization Always Split Test Everything Chapter 8: Split test ads ● Always run 2 ads per group and test against each other ● Make sure to reveal statistical significance of split test numbers before removing one ad, use SplitTester.com Ad 1 4.3% CTR versus Ad 2 Landing Page 1 6% CTR Landing Page 2 13% CTR versus versus 1.2% CTR Payment Page 1 16% CTR Payment Page 2 26% CTR Note that Ad 1 and Ad 2 are in the same ad group, and communicate the same message. The landing pages are also the same message, but 2 different versions, same goes for payment pages. Once tests are statistically proven significant, revise the loser in each step and try to beat the winner - repeat continuously.
Concept Validation MVP Development Sales & Growth Optimization Quality & Relevance Count Chapter 13: Quality score and relevance ● Traditionally, bidding more gets your ad higher on the page ● But if CTR goes up, Google gives you better rank without charging more Your relative position = [your bid price] x [your CTR] ○ Short video on adrank: http://youtu.be/MyBB5h20xoc ● Google quality score of your ad is measured as follows: ○ 50-60% is based on CTR of keywords and associated ads ○ 5-10%+ is based on landing page ○ 5% is account history ○ 5% percent is how well ads match to keywords in ad group ○ Other factors are still opaque ● Always remember to cut out negative keywords to improve CTR ● You want Google to conclude that your landing page, and in fact your entire site, is about your keyword’s topic ● Get people to spend more time on your site by adding engagement devices: ○ blogs ○ online calculators ○ audios ○ videos ● The best CTRs are ads that are simple, engaging, straightforward, honest, and speak in a voice that connects with their market
Concept Validation MVP Development Sales & Growth Optimization Geo-target Your Customers Chapter 22: customer geo-targeting ● With enough customers, you can target only the postal codes or metro areas that have your kind of customer ● Custom geo-targeting is a powerful waste-eliminating method ● Use the 80:20 rule to be smart about targeting, and focus on the customer you want
Concept Validation MVP Development Sales & Growth Conversion Tracking Measure Sales Conversions Chapter 7: Track Conversions ● Track your conversions with Google’s tool (must create new conversion tracker for each page that your customer reaches that results in conversion, Google provides code to embed in that page for cookies to match and track) ● Based on conversion numbers, you can: ○ bid more on keywords that are highly profitable ○ delete irrelevant keywords that are wasting your money ○ trim spending on ad groups and campaigns that have thin margins ○ which ads are bringing in more paying customers ● Counterintuitive bidding strategies: ○ Lower positions on the page ○ must find sweet spot between paying a low price for clicks and getting a good position ○ move CPC up or down to hit the middle ground between price and position ● Higher CTR means Google places your ad higher on the page, without charging more per click ● More than 80% of sales will come from less than 20% of campaigns, put smart money into those campaigns that drive sales
Concept Validation MVP Development Sales & Growth Conversion Tracking Know Your Value Per Visitor (VPV) Chapter 21: Value Per Visitor (VPV) ● Most important number to track is VPV: ○ if 100 ppl visit site, and you generate $200 sales, VPV = $2 ○ Visitor value = (total sales value) ÷ (number of clicks) ● When split testing ads, landing pages, opt-ins, etc, you don’t just care about percentages, but you care about the dollar amount. ● Quick & Dirty checklist for improving visitor value: ○ Attention-grabbing, benefit-driven headline ○ Statement of unique value ○ Unbeatable offer ○ Clear & specific call to action ○ Easy way to respond ● Improve sales funnel by: ○ continually testing new headlines ○ offer something clear and specific (not hidden in a wordy/ complicated manner) ○ Continually change your offer, to test response ○ Add an opportunity for visitors to opt-in ● Use a site like optimizely.com to test web pages
Concept Validation MVP Development Sales & Growth Advanced Tools Advanced Google Tools Chapter 29: Google tools ● Adwords editor keeps track of large volumes of campaigns/ groups/ keywords, download it at http://www.google. com/intl/en/adwordseditor/ ● Know what visitors typed in to find you: ○ select a keyword, click “see search terms” ■ some are terms you should not be showing for, add to negative keywords ■ some are terms you haven’t been bidding on, but should ● Ad extensions improve CTR ● Slice data into dimensions using the “Dimensions” tab: ○ rank everything in descending order by cost and look at 3 slices: ■ Geography ■ Time > hour of day ■ Time > day of week ○ exclude poorly converting geographies ○ use ad scheduling to turn off ads when timing is bad, and on when it’s good
Concept Validation MVP Development Sales & Growth Advanced Tools Advanced Google Tools (2) ● ● Google Conversion Optimizer( GCO) ○ Systematically identifies which ad, shown at which position, for which search, at which time, in which geography, results in the conversions you want at the price you’ve ask for. ○ Prereq is 15+ conversion in the last 30 days; conversion must take place online ○ Stage new campaigns: ■ stage 1: discovery. pinpoint right keywords, ads, networks, locations, times, etc. ■ stage 2: optimization. do more of what’s working and less of what isn’t. then turn on GCO ■ stage 3: expand. does everything work? is it predictable? reliable? with GCO running, now you can increase your daily budget and set ad delivery to “accelarated” Google analytics is also a valuable (granular) great tool
Concept Validation MVP Development Sales & Growth Customer Development Investigate Social Media Chatter Chapter 16: Social media ● People go to Facebook to avoid making decisions (not to make them, like they do on Google) ● The only things that are easy to sell on FB are forms of escape such as: ○ Bands/ music ○ Movies/ TV shoes ○ Fiction books ○ Audio/video equipment ○ Travel ○ Restaurants ○ Spirituality ○ Hobbies/ special interest communities ● Check out IsFBforMe.com to rank your business ● Use sites like Reddit to search for conversations on the topic you’re selling/ solving. ○ look for problems that remain unsolved after everyone has offered their advice: “I looked everywhere and it was impossible to find ______” ○ If you can solve that pain point, you can earn money
Concept Validation MVP Development Sales & Growth Customer Development Get Into Your Customer’s Head Chapter 17: Capturing psyche/ emotions from Social Media ● Right-angle targeting: identifying idiosyncrasies that customers have in common (where they hang out, hobbies, type of work, etc), then using that new angle for attracting new customers ● FB makes it easy to find these idiosyncrasies ● You can find these out, add a single sentence to your ad copy related to the underlying factor, and increase conversions 10-15%; called the “one sentence” principle ● Google ads target people based on what they’re looking for ● Facebook targets people based on their identity, beliefs, and tribes; these things are much more permanent ● Ads should combine what they want right now, together with who they are ● Use Fanalytix to gain info on customers (same as a FB connect button) ○ offer something free in exchange for clicking the button ● Brand marketers can use this info to select stories, colors, fonts, images, retail channels, and ad media ● When adding Social Media to ad campaigns, answer these questions: ○ what story are these people living in? ○ what tribes do they belong in? ○ what is their identity? “I am a _________” ○ Who do they admire? Who are they fans of? ○ How can I connect their immediate itch with their identity? ○ How might they want their story to change?
Concept Validation MVP Development Sales & Growth Customer Development Product Development: Test New Ideas Chapter 18: Validating through ads ● write an ebook, white paper, guide, or something you can give away in exchange for info (go to perrymarshall. com/whitepapers/ for a course on writing white papers) ● setup Google Ads for related keywords ● on your landing page, provide a sales letter about your e-book and collect emails to follow up: ○ get ideas and feedback from readers ○ sell or give away the ebook ○ test customers’ response to actual product idea, are they interested? ○ sell your product ● Test idea, fail fast, and move on
Concept Validation MVP Development Sales & Growth Customer Development Nurture Leads With Email Campaigns Chapter 20: using email to nurture leads ● Use email to build trust and sell to customers again and again, it’s the most personal online medium ● Six keys to email marketing success: ○ Write to the person as one person, don’t address a crowd; use a “From” field that shows you’re a real person ○ Use a provocative subject line ■ the ones that work well tap into what specific people are interested in at a particular time (context). ■ they hint strongly at a story and provoke curiosity. ○ Everybody loves a good story ■ make it emotional for the audience you’re talking to ■ It makes your emails human, not sales-y ■ it trains people to read your emails because they’re interesting. ○ Use auto-responders: ■ use 5-day sequences ■ after the 5-day sequence is done, communicate less often ■ unsubscribe rate should be about 3-10% ■ After people buy, send them emails on better using product ○ Have different lists for each topic (subdivide list into sublists) ■ 50% want to hear from you a few times a year ■ 20% want to hear from you would like a few auto-responders, then only really important announcements ■ 5-10% would like all your newsletters ■ 1-2% would like to hear from you every day ■ A tiny handful would read 10 emails a day from you ○ Be yourself in your email, don’t hide, bu human
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