Bring 'Em Back!...it also helps us interact, listen to affiliates, and discern their wants and...
Transcript of Bring 'Em Back!...it also helps us interact, listen to affiliates, and discern their wants and...
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Bring 'Em Back! 15 Ways to Bolster Affiliate
Relationships with Email
Hunter Boyle (@HunterBoyle) Sr. Business Development Manager, @AWeber
#AMDays
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Where We're Going ...
6 Ways to Discern Their Wants & Needs 9 Ways to Deliver WIIFM
10 Minutes of Q&A
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Bolster Relationships, Slay Vampires
“Give me six hours to chop down a tree and
I will spend the first four sharpening the axe.”
– Abraham Lincoln
(Vampire Hunter)
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Step One: To provide the best content,
offers and support, we need both real-time and
real-people insights.
Bolster Relationships
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1. ANALYTICS DATA
2. ENGAGEMENT INDEX
Discern Their Wants & Needs
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Engagement Index
Compile email KPIs for a better way to analyze response
via David Daniels, @EmailDaniels,
ClickZ.com
Bit.ly/engage-index
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3. SURVEYS & POLLS
4. EVENTS
Discern Their Wants & Needs
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Aug. 2011 – Relaunch Issue – Lead story (1 of 3), ASE Silver Passes (5)
– Response: 266 Clicks / 83 Completed Oct. 2012 – Replaced Oct. Issue – Single story, $10 Amazon Gift Cards (5)
– Response: 992 Clicks / 547 Completed – by EOD
Result: Increased completions by 551%
Email Optimization: Survey Response
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#Tip: Email isn't just for broadcasts; it also helps us interact, listen to affiliates, and discern their
wants and needs.
Discern Their Wants & Needs
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5. PROFILES
6. DASHBOARD
Discern Their Wants & Needs
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#Tip: Quantitative + qualitative research = the real story.
Discern Their Wants & Needs
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Step Two: When we apply those insights and create more user-focused email initiatives, it improves engagement and response.
Deliver WIIFM
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1. CONTENT ANALYSIS
2. TOOLS & RESOURCES
Deliver WIIFM
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Top 5 Issues based on response – Lead stories: 3 ebooks, 2 webinars (1 replay)
– Averages: 20.54% Open rate, 3.82% Click rate Bottom 5 Issues based on response – Lead stories: 4 webinars (promos), 1 videos (apps)
– Averages: 17.76% Open rate, 1.06% Click rate
Variance: 13.5% Opens, 72.3% Clicks
Email Optimization: Content Analysis
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3. INCENTIVES
4. REWARDS
Deliver WIIFM
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5. PERSONAL APPROACH
6. PARTNERSHIPS
Deliver WIIFM
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7. FREQUENCY
8. FUN EXPERIMENTS
Deliver WIIFM
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Experiment: EmailCampaignConfessions.com
Microsite + new list – Video interviews
– 10 short clips
– Minimal promotion (2 emails, social)
Results (4/1 email): * 22.4% Open rate (+14% vs. avg) * 2.1% Click rate (+47% vs. avg) * 10,000+ video views
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Experiment: HolidayEmailMarketing.com
Microsite + new list – Fun, short, focused – Daily email with a gift
– Checklist, infographic, webinar, new ebook ... Results (2 weeks): * 54%-83% Open rates * 25%-69% Click rates * 7,500+ downloads * 3,500+ subscribers
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9. NURTURE YOUR NOOBS
Autoresponder Welcome / Training Series
Segments: Beginner > Intermediate > Advanced
Self-select at Sign Up / Preferences Center
Deliver WIIFM
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#Tip:
Email engagement is tied directly to the quality and resonance of your content.
Deliver WIIFM
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5 Action Steps to Start Tomorrow
1. Convert your email KPIs into an Engagement Index.
2. Send a short survey to your list, with a strong incentive.
3. Use the survey results for an email content analysis.
4. Create tests (content, frequency, etc.) from the responses.
5. Improve the onboarding experience for new affiliates.
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Thank You – Let's Open Up to Some Q&A
@HunterBoyle Sr. Business Development Manager, AWeber Slides at: www.slideshare.net/hunterboyle Email Testing Workshop 2012 Hosted by WhichTestWon + AWeber Thursday, November 1, 8 a.m. - 5 p.m. Attendee $50 Discount Code: aweber16 Learn more: WhichTestWon.com/Email2012