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Abstract

Gary Hennerberg, Author, Consultant, Analyst and Copywriter of email
marketing reveals how to...

Order Now- Apply the Winning Elements
of some 350,000 Email Promotions
to Your Own Email Marketing ...
And Watch Your Results Soar in Just 3 Days

About Gary Hennerberg

Gary Hennerberg can be described as an analyst who applies
imagination and creative ideas to selling products and services. His
skill in selling via email comes from what he knows will work, based on
his analysis of 348,977 email promotions in the Email Campaign
Archive. As an analyst for Target Marketing Publications, he has
uncovered extraordinary insight into "breaking the code" to learn how
to make email promotions work.

Hennerberg began his career in a direct marketing in 1978. As direct
marketing has evolved, so has his approach to selling products and
services. Hennerberg's skills in selling online via email, SEO,
websites, and pay-per-click are firmly based on his direct marketing
experience. Today he navigates between analyzing and measuring online
analytics as comfortably as he does between reinventing SEO keyword
strategy, website content, and writing email marketing promotions.

As the analyst for email marketing trends for DirectMarketingIQ, he has
pored over thousands of email promotions in the Email Campaign Archive,
giving him an insider's sense of what's happening today in email
marketing. Hennerberg is available, on a limited basis, for email
marketing consulting and copywriting.
__________________________________________________________________

What Clients and Colleagues Say about Gary Hennerberg

"Gary has been a great person to work with. He brings together not only
the creative aspects of the job with his writing but also the
analytical perspective of each project. He also has an excellent
business sense and can see the big picture of what you are trying to
accomplish. As a result of Gary's work, our acquisition program
experienced a significant improvement in sales."

Rich Cruise, Vice President,
Assurity Direct Sales
Assurity Life Insurance Company
__________________________________________________________________

"Gary and his team jumped on my project quickly after waiting for weeks
from another source who could never get my job done. Now
CentronSecurity has gone from being nowhere to be found on Google,
to now ranking in the top 20 on the keywords I want most to be found
on! And it all happened in just a few days. I'm very pleased with
Gary's SEO copywriting and copy edits, and Perry making the
behind-the-scene technical changes to my website. Thanks, guys!"

Jeffrey Singletary President,
Centron Security
Houston, TX
__________________________________________________________________

"Gary is very talented! We noticed a significant uptick in our sales
activity when Gary became involved with our program. His writing skills
and broad-based knowledge of direct marketing are phenomenal. He
quickly gets projects done and is very easy to work with."

Roseann R. Christensen, ChFC Vice President, Marketing Services
Assurity Life Insurance Company
__________________________________________________________________

"Originally, Gary Hennerberg was brought in to develop a complex direct
mail package for a magazine launch. He approached the project as if it
were his own and in the process, quickly expanded his consultation into
other areas of our business. His realm of expertise is far reaching and
he has become a frequent sounding board for various projects. He is one
of the first phone calls when we embark on a new project as the chances
are high that he has already dealt with an identical, or at least very
similar, situation and can instantaneously work through the pros and
cons to develop accurate macro and micro views of the project. Since
the genesis of our partnership, Gary has consulted on numerous direct
mail campaigns, been involved with multiple facets of our online
evolution, and copy written most our circulation efforts. Gary can do
it all and is a huge asset for his clients. I cannot recommend him
highly enough."

Thad Stammen Circulation Director
D Magazine
__________________________________________________________________

"Gary was hired to write a subscriber renewal series for the Taipan
newsletter, one of the Taipan Publishing Group's financial periodicals
that I had marketing responsibility over. Early in the development
process, I quickly realized Gary's approach to copywriting was not only
creative, but also analytical. He scoured through marketing reports and
customer research to create strategic renewal copy that tapped into our
reader's core motivations and lifted response. Gary was able to bring a
fresh perspective to our renewal-marketing program. He was very easy to
work with and I believe his energy, charisma and professionalism would
be a real asset to any organization looking for a skilled copywriter."

Christopher Bulka
Taipan Publishing Group
__________________________________________________________________

"Gary is a nationally-respected direct marketing expert. He has
presented many times at national DMA conventions and other gatherings,
written a book on analytics, and teaches direct marketing copywriting.
I've worked with him on countless projects over the past 14 years. He's
authoritative, gets dramatic results for his clients, and his ethics
and business practices are impeccable. My recommendation is
unqualified."

Perry Alexander
ACM Initiatives
__________________________________________________________________

"Gary Hennerberg has an outstanding track record with direct mail
copy-writing, creative, list, and strategy services. I have recommended
Gary's service to several of my national direct mail clients. Gary has
been able to evaluate their campaigns and capitalize on immediate
opportunities to improve campaign performance. In each case, he has
been able to provide clients with measurable results."

Ben Shenk
Summit Direct Mail
__________________________________________________________________

Accomplishments for Clients

New Package Beats Control by 67%. With the repositioning of a food
product, and using proven creative techniques, a new direct mail
package was tested for a client that turned out to be the best package
they had tested in years. This same package was retested, and it again
beat the control by an incredible 67%. Direct marketing consultant
Hennerberg wrote copy for this package, with design by Perry Alexander,
of ACM Initiatives.

Another Test Beat Control by 65%. There must be something about "the
sixties" when Hennerberg and Alexander created a new package for a
financial services client that beat their long-standing control by a
phenomenal 65%.

Expanded Catalog Increased Sales. In a joint effort with Perry
Alexander, Hennerberg paginated the flow of the book and wrote copy for
a 32-page catalog tested against the 24-page control. The additional
pages enabled larger presentation of the food products in this catalog,
along with longer copy. The results? The 32-page catalog conclusively
performed better overall with a lift in performance of 23%. Incremental
sales far outweigh the incremental cost of the additional pages.

Created New Product Success. For a co-branded financial services test,
our creative surpassed the client's plan by 50%.

Cleared-Out Excess Inventory. For a B-to-B client, Hennerberg crafted
an inexpensive personalized direct mail package that cleared-out
blemished inventory that could not be sold in the retail sales channel.
The package was produced and mailed in-house by the client to a select
list of 500 OEMs at a cost of about $1 per letter mailed. The effort
resulted in sales of $65,000, or a ratio of $130 in sales for every
dollar spent on marketing.

Better Class of Customer. For a consumer products company whose
two-step direct marketing program was suffering declining results, a
new media strategy was researched, analyzed, tested and implemented
that proved to generate a better class of long-term customer. Through a
balanced portfolio of direct marketing approaches, this client was able
to confidently change its new customer acquisition strategy.

Profitability Increase Over 300%. After an exhaustive investigation of
the sensitivity of results through lists, offers, and creative, the
profitability of a client increased over three times during a six month
period after reviewing pricing and use of its customer database to
maximize its profit potential. Tests using statistical validations
enabled this consumer marketer to make fast decisions more confidently.

Established Direct Marketing Department. As a direct marketing
consultant, Hennerberg has created the infrastructure within companies
for direct marketing departments that previously did not exist. Once
established and support staff is trained, he recruits and trains the
head of the new department to enable client companies to quickly have
in place operational and functional direct marketing departments.

Increased Profits 50 Times. For a consumer catalog, after analyzing
product sales, square inch performance, and the merchandise mix, the
catalog was repaginated and rewritten resulting in a sales per thousand
increase of 14%, an average order increase of 22% and a
profit-per-square-inch increase of 50 times (5,033%).

Increased Purchases by 51%. An innovative split test was implemented
using the power of market research and database development. Two groups
of customers were identified in a retail distributor sales environment.
The test group received a targeted spaced repetition direct mail
program, and the control group received no sales materials. After the
selling season, calls were made to both groups to verify purchase.
Sales increased 51% in the test group using targeted database
marketing.

Saved $121,000 for a Client. After reviewing the mailing costs for a
client, Gary Hennerberg was able to save the client over $121,000
annually in mailing costs.

Increased Sales Over $2 Million with an ROI Of 72%. With an innovative
database driven program working in a dealer / distributor distribution
system, sales for an agricultural client increased $2 million over the
control with an ROI of 72%. That client also achieved number one in
market share for the first time in the product's history, using a
campaign which integrated direct mail, print and broadcast.

Redirected a Marketing Program and Saved Over $200,000. Based on the
projections from a business-to-business manufacturing client, the
creation of a lead generation and qualification program saved this
client between $200,000 and $500,000 in added expense compared to the
cost of traditional cold calling.

Explained Catalog Measurement in Easy-to-Understand Terms. The
President of a catalog service provider wrote: "I would like to commend
you on your ability to bring very complicated subjects to a very basic
and understandable level. My personal thanks for a job well done."

Questions? Contact Gary Hennerberg

Dear Email Marketer,

Is your email open rate fading away? Are people ignoring your email
offers that you spent hours writing? What if you could turn things
around in just 3 days ... improving or even doubling your results and
starting to really cash in on email marketing promotions?

It's possible with these 3 steps:
1. Combine knowledge from nearly 350,000 email marketing plans
and promotions ...
2. Study the 186 most repeated email subject lines of 2009-2010
(which I'll give to you FREE) ...
3. And apply a proven email marketing plan test system.

Real Data You Can Bank On ...
No Pie-in-the-Sky Theory

My name is Gary Hennerberg, and I'm the researcher and author of What's
Really Working in Email Marketing. I have personally written promotions
that have reached over 150 million consumers and businesses in the
U.S., Canada, U.K, Germany, Mexico and Japan. My promotions have
outperformed controls by 15%, 35%, even 60%.

What's Really Working in Email Marketing isn't pie-in-the-sky theory.
These are real numbers, all gleaned and used with permission from
Direct Marketing IQ's Email Campaign Archive.

These are email promotions sent by America's most prominent email
marketers since 2007. It's the only database of its kind to track email
promotions from thousands of America's most respected marketers
representing 180 business categories.

Look inside ... turn the pages by clicking just inside any page corner.

*

Content on this page requires a newer version of Adobe Flash Player.
Get Adobe Flash player-
Here's a sample of the powerful, proven ideas you can use now to
profit from email marketing ...
* A subtle but potentially significant shift in the day of delivery
from 2008, 2009 and 2010 exposed (page 11)
* The #1 strongest word or symbol used in email subject lines ... and
it's nearly double the second most used word or symbol (page 20)
* How traditional direct mail "power words" are used ... a shift in
messaging ... or a copywriting opportunity? (page 25)
* The 10 most important items elements you should test in email
marketing promotions (page 30)
* How a simple change in the day of delivery can significantly impact
your email marketing effectiveness (page 13)
* Finally - an answer to the question: Are readers responding better
to long email copy, or shorter email copy? Discover the shift in
average word count from 2009 to 2010 (page 7)
* The 2-step versus 3-step selling process used by America's premier
online marketers (page 7)
* The marketers who use long copy selling skills in email promotional
copy (page 8)
* What time of day the majority of email is sent ... and how to plan
around the herd (page 14)
* Should you talk price in your email promotions? Guess who's doing
it! (page 18)
* The discount amount used most often in email subject lines ... a
must-have for email marketers who offer discounts on products or
services (page 23)
* Your easy-to-use system for testing email and exposing your most
powerful test combinations (page 31)

Plus, A Rare Glimpse into Repeat Emails
Proven to Work Again and Again

Another inside view you get with What's Really Working in Email
Marketing is the attributes of "repeat" emails. Repeated emails are
those that were used more than once. The significance of repeated
emails is that they were tested, were likely successful, and then
repeated again.

In direct mail, when a package is mailed repeatedly, it's considered a
control. In email marketing, a repeat email is considered to have been
successful and is an indicator of what works. Here's a short checklist
of what you'll learn about these all-important repeat emails...
* The change in subject line words and symbols from all email to
repeat email (page 21)
* The specific one-hour windows of the morning and afternoon when
repeat email is sent, revealing a dramatic shift from one year to
the next (page 15)
* The day of the week repeat emails have shifted to in 2010 from
2009, exposing potential fatigue in volume [this phrase, "fatigue
in volume," seems a little cryptic, so it doesn't resonate like the
other bullet points do] (page 13)
* Percentage change of repeat emails - the ones to watch - from all
other email in the day of delivery, and the likely new best day to
send email (page 13).
* The surprising discount amount used some 6 times higher more often
in repeat email (page 24)

Plus, in a moment, I'm going to tell you about two FREE bonus chapters
that tie all of this data together in your email marketing plan.

Readers of What's Really Working in Email Marketing Say it Best

Over the past several years I have been involved in hundreds of email
campaigns for clients working in all industries.

In this time I have constantly been on the lookout for an accurate,
unbiased study to share with my clients on what works and what doesn't
in email marketing. I recently read Gary's new book What's Really
Working in Email Marketing and found exactly what I had been looking
for.

Gary's knowledge and business experience is extensive and, after
speaking with him, I have found him to be a man of great passion,
creativity, and energy.

He cares about people and their success in the industry as much as his
own.

The observations and reports presented in this book are profound. Every
email marketer should read it.

I now recommend it to all of my clients.

If you are involved in email marketing in any way, are trying to grow
your business, or are contemplating your next (or first) email
campaign, you should definitely read this book first!

S. Doyle
Senior International List Broker
President, Doyle Consulting
__________________________________________________________________

With my experience in the direct marketing industry I have found Mr
Hennerbergs insights right on. His book covers everything that every
first time email marketer--or even experienced email marketers--should
know. After reading his analysis of email campaigns, I gained insight
on how to help make my clients' campaigns more successful.

What's Really Working in Email Marketing offers easy-to-understand
guidelines that any business or agency should know prior to venturing
in to electronic campaign. His book covers simple, yet effective,
strategies for the timing of your sends, word count, and power words.
His multiple element testing hit the nail on the head for those who
want great results.

For anyone truly interested in having a successful e-mail campaign this
is a must read.

R. Lund
International List Broker

Order Now-

22 Must-See Charts That Will Change the Way You Measure Email Success

What's Really Working in Email Marketing is illustrated with nearly two
dozen charts and graphs that deliver a visual picture of what you must
do now to move ahead in email marketing.

Emails collected in this database come from thousands of email
marketers. There are 180 product, service, and fund-raising categories
represented. These include consumer catalogers, retailers, magazines,
fundraisers, travel, newsletter publishers (financial, health and
special interests), seminars and conferences, health and dietary
supplements, and many more types of marketers.

Assuming an average distribution of 20,000 recipients per email
promotion (the precise number isn't known), this database would
represent promotions sent to nearly 7 billion recipients.

Turnaround Your Results in Just 3 Days

Put to test what we identify as having worked for other email marketers
and in just 3 days you can see a turnaround in your email marketing
performance.

How?

Studies show that you'll get about 90% of your results from an email in
just 3 days. You surely know this for yourself if you're already using
email. With a system for email testing - which we show you how to do -
you can test multiple attributes and have results in 3 days. You can
then roll-out the most successful approach you tested just hours after
you have your results in hand! Repeat the testing process over and
over, and you can see how in just weeks you'll find a proven email
marketing approach that could deliver a quantum leap in results.

Your FREE Bonus Reports

FREE BONUS #1: How to Test Email Promotions:
Guidelines and a System to Better Results in Only 3 Days

You will get a "fill-in-the-blanks" matrix and instructions about
how you can conduct your own email tests and you can quickly
identify your most successful email test. These test guidelines can
be game changing for you.

You'll know what quantities to test for statistically reliable
results. If you email smaller quantities, you'll learn a system
that permits you get to fast and actionable results by helping you
identify what's most important for you to test first.

If you email larger quantities, you'll find a system, based on
multivariate testing methods, that will expose how to test several
attributes simultaneously, such as subject lines, day of the week,
and landing pages.

FREE Bonus #2: The 186 Most Repeated
Email Subject Lines of 2009-2010

You also get FREE The 186 Most Repeated Email Subject Lines of
2009-2010 used by email marketers. This list could be the most
VALUABLE part of this offer.

Give it to your copywriter as a template to follow for your own
email promotions. Use it to generate ideas and inspire you to
greater email marketing success. It's FREE and it's a $46.50 value
(using this information alone could return your investment in What's
Really Working in Email Marketing).

What would you expect to pay for the What's Really Working in Email
Marketing book, your FREE bonuses How to Test Email Promotions:
Guidelines and a System to Better Results in Only 3 Days, AND The 186
Most Repeated Subject Lines of 2009-2010?

It's less than you'd think, (and you'll have all of this in your hands
in just a few minutes using online book distribution) ... but first let
me tell you about ONE MORE FREE service:

This Month in Email Marketing e-letter - Yours FREE

Every reader of What's Really Working in Email Marketing gets a FREE
six-month subscription to my e-letter, This Month in Email
Marketing. In this FREE e-letter, you get a summary of the trends
from the email activity of 12,000 to 15,000 new email marketing
promotions archived the prior month.

With the sweeping changes in email marketing over time, it's
imperative that if you're going to use email marketing that you need
to keep up with what's changing. This Month in Email Marketing is
yours FREE, a $24 value.

Everything You Need to Cash In on
Improved Results in Only 3 Days

The price of What's Really Working in Email Marketing is regularly
priced at $97. But when you act now, your price is just $49.95 ...
PLUS you get $119.50 in FREE BONUSES and the FREE e-letter.

You'd pay more than $49.95 to rent a few hundred email addresses ... or
to pay a copywriter to come up with email subject lines (that may not
be proven to work for you) ... or pay your service bureau to mail your
customers an email that could result in a complete waste of time and
money.

What's Really Working in Email Marketing is the only book of its kind.
You won't find anything else like this anywhere --- 22 charts, in-depth
interpretation, subject lines that work, a complete email test system,
the most repeated subject lines of 2009-2010, and FREE monthly updates.

Whether you're a marketing executive, copywriter, analyst, or have
other responsibility for email marketing, this e-book (interactive PDF)
is for you.

Order Now-

Your Satisfaction Guaranteed

If for any reason after you read this book and test this system only to
find it didn't work for you, contact me and I'll issue you a full
refund. You have absolutely nothing to lose, and the prospect of
watching your email promotion results soar just 3 days from now.

Sincerely,

Gary Hennerberg

P.S. I challenge you to find such a comprehensive analysis about
what's really working in email marketing, anywhere else.

You get....
* inside information from nearly 350,000 email promotions
* a complete email test system that tells you what attributes to
test, in what combinations, and with a defined quantity for
statistically reliable results
* the 186 Most Repeated Subject Lines of 2009-2010
* and FREE monthly updates for the next six months of the very latest
trends in email marketing

... all for about what you might spend for lunch over 3 days - the same
amount of time you could turn-around the results of your email
marketing promotions.

And What's Really Working in Email Marketing is fully guaranteed or
your money back. What are you waiting for?!

Look inside ... turn the pages by clicking just inside any page corner.

Content on this page requires a newer version of Adobe Flash Player.

Get Adobe Flash player-

Order Now-
Only a One-Time Charge of $49.95

� 2010 Hennerberg Group

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