Post on 21-Feb-2017
How to build your email list with highly qualified leads
Wednesday, November 16th, 2016
Anneline Breetzke | www.annelinebreetzke.com
OVERVIEW ! Why Build an Email List?!! Freemiums!! Opt-in Forms!! Types of Emails!! Email Sequences!
INTRODUCTION Why is it essential to build an email list?
! You Own Your List
! Personal (vs public) and Direct
! Relational Marketing (3 Rs)
! Higher Conversion Rate
Why build an email list?
Why build an email list? Relational Marketing (3 Rs)
! Right Person ! People who are interested in what you have to offer
! Right Message ! Content is relevant to them
! Right Time ! Automation, scheduling, autoresponders
Why build an email list?
Email gives you the opportunity to start, nurture
and ‘control’ a relationship where you
take someone on a journey to specific goal.
FREEMIUMS How to build your email list effectively
Freemiums
A freemium is free premium piece of content that you give in
exchange for someone’s email.
Freemiums
Other names for freemiums are: lead magnets, ethical bribes,
content upgrades, sign up incentives and more.
Freemiums
Freemiums are like bait for fishing – place them where you’d like to
catch the right lead for your school or camp.
Freemiums
! eBook / PDF ! Newsletter ! Webinars ! Toolbox ! Resource List ! Video
! Audio Training ! Checklist ! Closed Facebook Group ! Case Studies ! Contest ! Free Tour / Consultation
Examples of Freemiums:
Focuses on one pain-point
@ @ @ @
Depression Aggression Addiction
What makes a great freemium?
Easy to consume but not too quickly
Personal where they get to know you more
Great quality in content and production
Leads to follow-up touchpoints with CTA
Instant delivery
OPT-‐IN FORMS How to create opt-in forms that attract
Opt-In Forms
An opt-in form is the actual form that captures email addresses in exchange for the freemium.
@ @ @ @
Depression Aggression Addiction
How do you capture the emails?
You capture emails with an opt-in form
Your opt-in form can be placed on a:
! Pop-up
! Page*
Opt-In Forms
Well-designed and well-placed opt-in forms can be the
difference between getting an email address or nothing!
What makes a good opt-in form?
Irresistable offer
What makes a good opt-in form?
Great copy
Eye-catching
Assurance of privacy
CASL checkbox* Call to action CTA (on the right)
* Depending on the type of opt-in and placement
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Examples
Examples
Examples
What can be done to improve?
What can be done to improve?
What about this one?
TYPES OF EMAILS Understanding the 2 main types of email and the 3 key emails you need to send
2 Main Types of Emails ! Broadcast
! You send an email to a certain group in your email list ! You action the SEND
! Triggered (Autoresponder) ! Email is sent in response to something your lead does
! Register for a webinar ! Sign up for a newsletter ! Submit a form for more information
3 Key Emails ! Relationship (builds trust and connection – top-of-mind)
! Serving with high value, relevant content
! Promotional / Action ! Carefully worded emails with the goal for the reader to
DO something we want (eg. Attend an open house; applying…)
! Confirmation / Delivery ! Highest open rate and is the highest converting email
EMAIL SEQUENCES How to automate your email responses to build relationship, value and trust
Email Sequences
Email automation allows emails to be sent to leads based on different triggers and timings.
Email Sequences Providers such as Mailchimp, Constant Contact, AWeber and others, all provide automation features.
Email Sequences
Make sure you segment your email list so that you know specifically what someone came into your email list for.
@ @ @ @ Email List
Depression Aggression Addiction
Sales Funnel ! Email Sequence
Confirmation / Delivery - instant
Follow up - next day
Valuable content – 3 days later
Sales / Action – 5-6 days later
Follow up – a week later
CASL & SPAM Complying with Canada’s Anti-Spam Legislation and avoiding SPAM filters.
Anneline hello@annelinebreetzke.com www.annelinebreetzke.com
Ques%ons?