killer email and social list building techniques

Killer Email & Social List Building Techniques

Hunter BoyleSr. Business Development Manager, AWeber

@hunterboyle - @aweber

Monday, Jan. 9, 2011

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Hunter Boyle + AWeber

Email content & marketing since '99

Grew several email lists, including Sales & Marketing Update and the Marketing Experiments Journal

Manage partnerships and affiliate marketing initiatives for AWeber, a leading email provider for 110,000+ SMBs and entrepreneurs

@hunterboyle

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List Building

Key:

An effective list building strategy is more than just a bunch of tactics – it's tightly integrated with ROI

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List Building Strategy

Case: Social Media Examiner

Launched Oct. 2009

Founder was not a SMM expert

Teamed up with prominent subject experts

Used quality content to build audience

Didn't use email for sales until 10K subscribers

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List Building Strategy

Case: Social Media Examiner

Top 5 Tactics

1. Pop-up form gets 70% of opt ins

2. Bonus incentive lifts response

3. Confirmed (double) opt-in boosts quality

4. Social proof reduces anxiety

5. Social media makes sharing easy

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List Building Strategy

Case: Social Media Examiner

Results

1. Opt in list grew by 234% year over year from Nov. '10 to Nov. '11

2. Currently at 117,000 and growing

3. Site averages 450K visitors per month

4. Now sells newsletter ad space for up to $3,600

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List Building Strategy

Research

Which tactics have worked best for you?

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List Building Strategy

Key:

Support your tactics with research and testing; integrate them with ROI goals to build strategy

Recommended Sites:

MarketingExperiments, MarketingSherpa, WhichTestWon.com

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List Building: Three Areas To Optimize

1. Landing Pages

2. Autoresponders

3. Social Media

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1. Landing Pages

Two types:

“Before” landing pages – where site visitors first opt into your list (blog, squeeze page)

“After” landing pages – what they see after they sign up (confirmation, special offers)

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“Before” Landing Pages

Case: Social Triggers

Top 3 Tactics

1. Multiple forms, close to content

2. Varied copy and calls to action

3. Social proof builds credibility

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“Before” Landing Pages – 3 Key Tactics

1. Proximity: Place forms near relevant content

2. Variety: Test multiple forms, styles and CTAs

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“Before” Landing Pages – 3 Key Tactics

3. Authority: social proof and credibility indicators

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1. List Building

Case: Social Triggers

Results

Blog updates (RSS) list tripled in five months to 10,000+

Content and links to subject experts, social proof

Opt-in form proximity and variety had big impact on growth

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“Before” Landing Pages – Examples

Form style test: Lightbox vs. slide box

Source: WhichTestWon.com

The winner? Lightbox form – 59% more subscribers

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“Before” Landing Pages – 3 Key Tactics Recap

Proximity: Put forms near relevant content

Variety: Test multiple forms, styles, CTAs

Authority: Social proof, credibility indicators

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“After” Landing Pages – 3 Key Tactics

1. Deliver on sign-up expectations and offers

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Opt In Page Confirmation Page

“After” Landing Pages – Examples

Confirmation Page Confirmation Email

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“After” Landing Pages – 3 Key Tactics

2. Test social media

and email sharing

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“After” Landing Pages – 3 Key Tactics

3. Never leave new subscribers at a DEAD END!

VS.

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“After” Landing Pages – 3 Key Tactics Recap

Deliver on expectations and offers

Test social media and email sharing links

Never leave subscribers at a dead end

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Optimization – The ROI of Landing Pages

Research

Are you testing the most effective variables?

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Testing Ideas – Landing Pages

What's your best conversion rate for forms? Your goal?

Can you elicit more info than name and email?

Are your forms taking advantage of proximity and authority?

Do you currently provide samples before sign up?

Have you tested incentives? If so, which types?

Are pop-up or lightbox forms a viable test option?

Do you use social media list building plug-ins and apps?

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2. Autoresponders

Great way to cultivate longer relationships

Series can be as short or long as needed

Engagement analytics will guide you

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Autoresponders - Examples

Engage

Offer

Connect

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Autoresponders - Examples

Comprehensive info Minimal info

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Testing Ideas – Autoresponders

Is your content strong enough for a series?

What are your competitors doing?

Advanced: Consider separate paths and segmenting autoresponder recipients

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3. Social Media

Augments (not replaces) email, RSS lists

Likes/tweets are the first step, not the last

Use social tie-ins strategically, appropriately

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Social Media - Examples

Tip: Test social media on before & after opt-in landing pages

Registration page Confirmation page

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Social Media - Examples

Tip: Customize Your Facebook Pages

Incentivize PromoteSharing

Engage

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Social Media - Examples

Tip: Use Landing Pages, Social + Email for Contests

Landing Page

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Facebook – Like Landing Page Facebook - Email

Testing Ideas – Social Media

Use social tie-ins for Likes and emails

Test different (relevant) types of incentives

Create autoresponders just for social lists

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Thank You!

Hunter BoyleSr. Business Development Manager, AWeber

Connect with me …Follow me on Twitter: @hunterboyleEmail me at: hunterb@aweber.com

For more ideas and examples, visit: www.AWeber.com/Blog

Become an AWeber Affiliate and get 30% monthly recurring commissions

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