Post on 16-Feb-2016
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Presented by Karen PorterUM School of Business Administration& ImpactOnlineMarketing.com
Lists, Conversion & Email Marketing
ImpactOnlineMarketing.com
Lists – Why You Need Them
Income not dependent on other entities You control your destiny – not Google, Facebook, etc.
You have “ownership” of your prospects and customers Can market when you wish for purposes you choose
Can segment lists for better management Control who sees what by interests or other
segmentation variables
ImpactOnlineMarketing.com
How Do You Develop a List?
Develop “offers” good enough to get people to voluntarily provide their email address Give-away – enter for a chance to win
Note: there are state regulations about give-aways – be sure to adhere
Whitepaper (report) – information people want Checklist – another type of info people may want
Ask prospects if they want to be added as a VIPs Add customers who have purchased (? – discuss)
ImpactOnlineMarketing.com
Where Do You Develop a List?
Facebook (can add a tab)
Invite via other social media (send to website)
Website landing pages Shares the offer Stresses benefits of the offer Contains and opt-in form
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Critical Landing Page Elements
A headline and (optional) sub-headline A brief description of the offer that clearly
emphasizes its value At least one supporting image (if applicable) (Optional) supporting elements such as
testimonials or security badges And most importantly, a form to capture visitors'
information
ImpactOnlineMarketing.com
Less is More
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Emphasize the Offer’s Value
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Use bullet points for quick reference Stress benefits Convey value of what they are getting
Why Multiple Landing Pages?
Develop multiple offers to appeal to multiple segments or to different learning styles
Research shows: 55% increase in leads when increasing their number of landing
pages from 10 to 15
Example: Hubspot eBook offersImpactOnlineMarketing.com
Only Ask for Info You Need
The more fields required, the lower the response Use the K.I.S.S. system
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Increase Response – Don’t “Submit”
“Submit” has a negative connotation Use positive, action words that relate to request
Download (for a report) Request _________
(Report, Quote, Free Evaluation, etc) Click to Enter (to enter give-away) Think of other options!
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Increase Credibility with “Proof” Add a privacy message (or a link to your privacy policy)
that indicates visitors' email addresses will not be shared or sold.
If your form requires sensitive information, include security seals, a BBB rating, or certifications so visitors know their information is safe and secure.
Add testimonials or customer logos. For example, if your offer is for a free trial of your product or service, you might want to include a few customer testimonials about that particular product or service.
ImpactOnlineMarketing.com
“Shorter” Gets Better Response
Even appearance of being shorter results in higher conversion rates
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Forms = Opt-in
Single Opt-in Submit form and person is immediately on the list Results in more people on list
Double Opt-in Submit form Email sent to requester asking for confirmation Affirmative response must be received by list holder THEN the email address goes on the list Protects you from spam complaints
ImpactOnlineMarketing.com
Why Using a Mailing Service?
Whitelisted by email service provides Email gets through because services have been vetted Allows sending of bulk mail with far fewer problems
Trusted more than private email MUST include opt-out options Opt-out requests MUST be honored
Statistics provided Valuable analytics
Delivery rate, open rate, click rate, spam complaints, etc.
ImpactOnlineMarketing.com
Popular Mailing Services – Pros/Cons
Aweber – sophisticated, cannot import list, used by internet marketing professionals, autoresponders
Get Response – similar to Aweber, used by internet marketing professionals, autoresponders
Mail Chimp – CAN import lists, inexpensive, not a true autoresponder
Constant Contact – used by more offline businesses, focused more on HTML email like newsletters, not an autoresponder service
iContact – similar to Constant ContactImpactOnlineMarketing.com
Autoresponders
Instant delivery of e-product or freebie
Drip-series – pre-timed series of pre-written emails going out to a specific list Examples:
7 day course on effective email marketing Weekly motivational tips series Monthly reminder emails – “benefits of,” etc.
vs. Blast emails – real-time messages sent out to everyone at once
ImpactOnlineMarketing.com
Important Email Marketing Terms CAN-CPAM Act
ounce rate – hard vs. soft
Blacklist vs. whitelist
List brokers (when to use and why)
Personalization (good to use or not)
HTML vs. text email formats
Subject lines vs. body contentImpactOnlineMarketing.com
Importance of Subject Lines Subject lines get emails opened – or not
Make subject line intriguing Ask a question Use a catchy phrase Say something outlandish (and explain inside)
Avoid boring subject lines “April Newsletter,” “Important news,” etc.
NEVER mislead or trick people into opening Lose credibility, leads to spam complaints
HTML vs. text email formats
Subject lines vs. body content
ImpactOnlineMarketing.com
Questions? Visit our class page here:
http://ImpactOnlineMarketing.com/sell-money
Karen Porter 406-529-8931 karen@impactonlinemarketing.com
ImpactOnlineMarketing.com