How can e-commerce marketers get a serious leg up on the competition? By "framing" their customers for the perfect sale in their emails and marketing automation systems.
There are two main parts to this article: the Pre-Frame (everything that happens before the opt-in) and the Post-Frame (everything that happens after the opt-in).
Smart marketers place high importance on attention to detail in both cases (not just before, not just after), and they figure out ways to use the two in tandem—creating in prospects both the appetite for their product and the opportunity to quench that appetite by buying whatever it is the marketer is selling.
The Pre-Frame: How to Extract More Profit With Less Effort
In the ratio of effort to result, the goal is to increase the result without increasing effort. In short, you are after leverage in marketing: less "doing," more "result." It just so happens that one of the most leverage-able ways to beef up results is the Pre-Frame.
There's a legend about a fisherman named Captain John Rade, who, when asked how he caught so many fish (hundreds of pounds of fish per day), grudgingly shared his secret: "Don't think like a fisherman, think like a fish."
In truth, that is the entire basis of good marketing: To catch the most fish—to acquire the most customers—you must reduce the friction between where your customer is currently and where you want them to be.
And the only way to effectively do so is by understanding where they are (objections, fears, desires, problems, etc.) and what must happen to move (or attract) them to where you want them to be.