get results with email marketing

Get Results WithEmail Marketing!

Before we begin...

1998

launched GetResponse.com(one of the first non-spam email marketing services)

anti-spampolicy

2010

160K customers 8B emails/year

‘Nuff said. Let’s get started!

3We’ll talk about...

things

“How is email marketingdifferent from spam?”

“How do I build my list?”

“How do I get resultswith email marketing?”

1

2

3

1

“How is email marketingdifferent from SPAM?”

A question we get asked often...

a little email history...

Mail-from: DEC-MARLBORO rcvd at 3-May-78 0955-PDTDate: 1 May 1978 1233-EDTFrom: THUERK at DEC-MARLBOROSubject: ADRIAN@SRI-KLTo: <snip>

DIGITAL WILL BE GIVING A PRODUCT PRESENTATION OF THE NEWEST MEMBERS OF THEDECSYSTEM-20 FAMILY; THE DECSYSTEM-2020, 2020T, 2060, AND 2060T. THEDECSYSTEM-20 FAMILY OF COMPUTERS HAS EVOLVED FROM THE TENEX OPERATING SYSTEMAND THE DECSYSTEM-10 <PDP-10> COMPUTER ARCHITECTURE. BOTH THE DECSYSTEM-2060TAND 2020T OFFER FULL ARPANET SUPPORT UNDER THE TOPS-20 OPERATING SYSTEM.

THE DECSYSTEM-2060 IS AN UPWARD EXTENSION OF THE CURRENT DECSYSTEM 2040AND 2050 FAMILY. THE DECSYSTEM-2020 IS A NEW LOW END MEMBER OF THEDECSYSTEM-20 FAMILY AND FULLY SOFTWARE COMPATIBLE WITH ALL OF THE OTHERDECSYSTEM-20 MODELS.

WE INVITE YOU TO COME SEE THE 2020 AND HEAR ABOUT THE DECSYSTEM-20 FAMILY

(...)

1978First spam ever

Sent by a companycalled DEC promotinga demo of their OS.

2010

90%+ emails are spam

117 billion spams/day

Now let’s go back to the

BIG question:

“How is email marketingdifferent from SPAM?”

It’s all about...

PERMISSION

☺☹The Good The Ugly

Permission-BasedEmail Marketing

Unwanted Email(SPAM)

☺ ☹Responsible Email Marketer Spammernurtures relationship

with his subscribers.

manages their expectations.

respects their permission,doesn’t take it for granted.

maintains a clean list.

cares about deliverability.

2 WAYS

✗has a relationship with his wallet.

✗doesn’t care about subscribers.

✗doesn’t care about permission.

✗deliverability?it’s a number’s game!

how to avoida spammer’s reputation?

Respect their...

PERMISSION

how to respectpermission?

only send them emails they asked for.

use confirmed opt-in (“double opt-in”) if possible

maintain the email frequency you promised.

• never buy, sell, share or trade permission. it’s non-transferrable!

• keep your lists clean. remove unsubscribes and bounces.

2

Let’s talk about subscribers...

The GOLD is in your LIST!

But how do Ibuild my list?

First, here’s what you

CAN’T DO...

You can’tbuy a list.

(you can’t buypermission either!)

Now let’s talkabout list building...

list building ideas9

list building idea1

Have a customer database?

Ask for theiremail address

and for their permission

list building idea2

Put yourweb forms

everywhere!

list building idea3

Running a brick ‘n mortar business?

Build your list

OFFLINE!

list building idea4

Get Social!

put your sign-up form on Facebook. (convert your friends to subscribers)

update your Facebook automatically every time you send a newsletter

tweet your newsletters automatically.

put “forward to a friend” button and social share buttons in your newsletters.

Get Social!

list building idea5

Make it

to sign-up!

Remove the obstacles!

don’t ask for too much info.

re-assure them about their privacy.

tell them what to expect.

... or better yet, show them!

Removethe obstacles

list building idea6

Give an incentive!

free stuff (course, ebook, report).

a cool contest with prizes.

a free consultation.

a coupon code (discount).

Can’t give an Aston to every subscriber?

Try these 4 incentives instead:

quickexampl

e

list building idea7

Create a greatLanding Page!

list building idea8

Send traffic to thelanding page with

list building idea9

use testimonials

I have been receiving your newsletter for close to 2

years now and find it to be the most valuable source of

affiliate information on the net. Your real life examples of

successful affiliates, eg Shane Pearce are a true

inspiration.

Rob Pryce 121dreamweavertutorial.com

“”

Thank you for your recent articles about the mistakes affiliates make. Your newsletter becomes more valuable to me every week. I never suffer from a shortage of ideas, but after reading your articles and acting on the suggestions, I have even more.Bill Enross, Home-based-ebusiness.com ”

“

“My customers love reading my Basket Buddies newsletter to find out all the news at Longaberger and their products and specials.Susan Madara ”

The GOLD is in your LIST!

remember:

3

Let’s talk about results!

Email Marketing ROI

$1

Email Marketing ROI

$43

Email Marketing ROI

$130

ROIROI

ROIROI ROI

That’s a lot of ROI!

$130?

$43?

How do I getresults?

ways to get resultswith email marketing

3

email marketing results

1strategy

create

a newsletter

people have shortattention span

Adult attention deficit hyperactivity disorder (also referred to as Adult ADHD, Adult ADD, or AADD) is the common term used to describe the

neuropsychiatric conditionattention-deficit hyperactivity disorder (ADHD) when it is present in adults. Up to 60% of children diagnosed with ADHD in

early childhood continue to demonstrate notable ADHD symptoms as adults. [1] Current convention refers to this condition as adult ADHD, according t

o the Diagnostic & Statistical Manual for Mental Disorders (DSM-IV-TR), 2000 revision. It has been estimated that 5% of the global population

has ADHD (including cases not yet diagnosed).[2]

this is 2010

you are running against the clock!

2seconds

to capturetheir attention

51%will skipyour email message,

if you don’t capture

their interest.

how to get theminterested?

promote only your USP, not the entire offer.

divide your newsletters into 4 sections (pre-header, header, Call-To-Action and footer).

check if your campaign renders well in different email software programs and webmail services.

make sure it’s readable even if the messages are blocked.

Missing the 80s?

how about plain-text emails?

why plain-textstill works?

it’s easier to deliver

text emails are more personal

less clutter, more “to the point”

doesn’t include images, so it will always render fine.

which one to choose?

HTML or plain?fancy boring

more personal

easier to deliver

design

blockable images

TEST!

email marketing results

2strategy

how do you knowif your campaign is a winner?

TEST!

what will you be

testing?

Open Rateindicates how many people open your

emailopen rate is important, but not

accurateyou should expect 20% - 30% open

rate

CTRindicates how many people click your

links

very important, should be accurate

you should expect 4% - 8% CTR

Click-Through Rate

A/Bsplit-test

split-testyour list!

what should you

test?test different SUBJECT lines

try personalizing and NOT personalizing

test different delivery times (hour, day)

test email frequency

test for spam filters (avoid “hashbusters” like F^REE etc.)

flashback to 2006...

we run a special offer.

flashback to 2006...

we run a special offer.

☹nothing happened after 1st email.

flashback to 2006...

we run a special offer.

nothing happened after 1st email.

2nd email: $64,000 in 24h☺

flashback to 2006...

we run a special offer.

[[firstname]], was it something I said?Subject:

nothing happened after 1st email.

2nd email: $64,000 in 24h☺

What resultsto expect?

20-30% open rate

4-8% CTR

DISCLAIMER: Your results will vary.

Some do much better!

Nozbe.com (a GetResponse customer) pulls:

50-60%+ open rate

10%+ CTR

what will impactyour results?

1 content of your messages.

2

3

relationship with your list.

how good your email marketing service provider is.

test, test, test!

email marketing results

3strategy

emailremarketing

why follow-up?

People will buy when they are ready,not when you’re ready to make a sale.“ ”

how to structure afollow-up campaign?

initial welcome email

send a free report

send a follow-up(“did you have any questions?)

follow-up email / call

catch-up email (“haven’t heard back from you”)

instant

day 1

day 2

day 5

day 14

how to structure afollow-up campaign?

send another follow-up(“thought this might benefit you”)

send another follow-up(“did you have any questions?)

offer a free consultation(“special time-limited offer”)

follow-up phone call

monthly email follow-up

day 20

day 27

day 34

day 48

repeat

do it rightand put your business on auto-pilot!

remember:

People will buy when they are ready,not when you’re ready to make a sale.“ ”

Let’s wrap up!

Here’s whatwe’ve covered:

“How is email marketingdifferent from spam?”

“How do I build my list?”

“How do I get resultswith email marketing?”

1

2

3

9 ideas

3 strategies

it’s all about permission

what’s

next?

what should you

do next?check out the Email Marketing Blog:http://www.EmailMarketing.pl (in Polish)

check out GetResponse Blog:http://blog.GetResponse.com (in English)

Try GetResponse – it’s free!EN: http://www.GetResponse.com

PL: http://www.GetResponse.pl

Thanks!☺now go get some results!