are you an email marketing traffic waster?
DESCRIPTION
Ben Geddes from email marketing providers Pure360 offers advice on how to avoid wasting your email marketing and how to get the best results.TRANSCRIPT
Driving traffic
Most marketers spend time, money and effort ‘driving traffic’ to their site
But...
The average website conversion is 2-3%
so what can you do to market to the rest?
Sign them up and enter into an email relationship.
Get their email address
Aim for the conversion -
Hit the email address
Getting their email address initiates a relationship with your brand
Isn’t email dead?
Email marketing
There are 1.4 billion email users (there are 6.7 billion people alive on Earth)
80% of working adults maintain either a personal or work-related email account
57% of adult Internet users check or send email on a daily basis
Email is great
Signup form advice
Make it easy to sign up!
Don’t force people
Show them an example
Enter a dialogue
Signup experience
The experience should be easy.
The more hoops I have to jump through the less likely I am to sign up.
Two stage signup: email then the rest
Why not make the second section
a preference centre?
See some examples at Pure360.com
Signup form advice
Example Signup page
Sample content
Enticement
Email field
Name field
Preference option
Social share
Signup experience
After signing up you get a prompt -
The verification email-
Signup experience
The landing page-
Signup experience
The welcome email-
Where do I sign up?
Don’t hide your signup form away
Put the form where people can see it
For exampleThis popup form is triggered when you reach the bottom of the web page
Signup link examples
Put it in lots of places, the more the better
Landing page example
After ‘submit’ the landing page prompts you-
Overview
Collect the email address to create an ongoing relationship
Email integrates easily
e.g. with web analytics & social networking
Email activity is 100% trackable
Email use is increasing because it’s awesome!
