building & maintaining an engaged email audience
TRANSCRIPT
Pro Tips for Building & Maintaining a Massively Engaged Audience
#FinCon16 #DoMoreWithEmail @erikharbison
Building & Maintaining a MASSIVELY Engaged Email List Audience
#FinCon16 #DoMoreWithEmail @erikharbison
What We’ll Cover TodayLists don’t have feelings. Audiences Do.
#FinCon16 @erikharbison
#FinCon16 #DoMoreWithEmail @erikharbison
Email is about building relationships.
#FinCon16 #DoMoreWithEmail @erikharbison
But First…Here’s The Main Problem…
#FinCon16 #DoMoreWithEmail @erikharbison
Every time you say ‘[e]blast’, this happens…
#FinCon16 #DoMoreWithEmail @erikharbison
Here’s How You Can Help.
#FinCon16 #DoMoreWithEmail @erikharbison
The Email Pledge
#FinCon16 #DoMoreWithEmail @erikharbison
Deliverability Decay
#FinCon16 #DoMoreWithEmail @erikharbison
U.S. Email Deliverability Rates
60%
70%
80%
90%
2014 2015 2016ReturnPath 2016 Email Deliverability Report
87%
73%
#FinCon16 #DoMoreWithEmail @erikharbisonReturnPath 2016 Email Deliverability Report
Removing subscribers who have not engaged in over a year instantly increases your deliverability
rate by 3% to 5%. - WhoIsHostingThis "Email Deliverablilty 101" (2014)
#FinCon16 #DoMoreWithEmail @erikharbison
Email Databases Decay by 23% Every Year
Next Year
MarketingProfs 2014
This Year In 4 Years
#FinCon16 #DoMoreWithEmail @erikharbison
Do Nothing.
Your database will be gone in 48 months.
#FinCon16 #DoMoreWithEmail @erikharbison
Do Something.
Drive emotional reactions.
Clear Expectations.
Context.
Provide Value.
Find aggregation points.
Empathy.
#FinCon16 #DoMoreWithEmail @erikharbison
Being Contextual = Action
Welcome Series Build trust. Education.
Abandon Cart Social proof. Discounts.
Broadcasts Surveys. Social sharing.
#FinCon16 #DoMoreWithEmail @erikharbison
Building An Engaged Audience
#FinCon16 #DoMoreWithEmail @erikharbison
Lead Magnets
Set expectations.
Offer something exclusive.
Provide value.
- - - - - - -
Cheat Sheet.
Resources List.
Free Trial.
Survey/Quiz.
#FinCon16 #DoMoreWithEmail @erikharbison
Pop Ups / Modals
+54% in signups
#FinCon16 #DoMoreWithEmail @erikharbison
Master Your Sign Up Form
Add a Testimonial
Get creative. Try fun CTA’s!
10% CNV Rate
#FinCon16 #DoMoreWithEmail @erikharbison
Social As Lead Gen
#FinCon16 #DoMoreWithEmail @erikharbison
Social for Lead Gen$1-$3 CPL
#FinCon16 #DoMoreWithEmail @erikharbison
Talk To People
#FinCon16 #DoMoreWithEmail @erikharbison
Maintaining An Engaged Audience
#FinCon16 #DoMoreWithEmail @erikharbison
Start Here
‘Blast’
#FinCon16 #DoMoreWithEmail @erikharbison
Setting Expectations
I am going to send you DAILY emails.
I want your PRIMARY email.
#FinCon16 #DoMoreWithEmail @erikharbison
You’re going to get DAILY emails.
Do this. Or you won’t get my DAILY emails.
#FinCon16 #DoMoreWithEmail @erikharbison
Subject LinesThose Subject Lines
Curiosity.
#FinCon16 #DoMoreWithEmail @erikharbison
Subject LinesThose Subject Lines
Question.
#FinCon16 #DoMoreWithEmail @erikharbison
Subject LinesThose Subject Lines
Scarcity.
#FinCon16 #DoMoreWithEmail @erikharbison
Real Person Elements
Send from a real person. Signature from a real person.
#FinCon16 #DoMoreWithEmail @erikharbison
Ask for a reply
#FinCon16 #DoMoreWithEmail @erikharbison
Ask One Question~30% response
rates
~70% Leave a comment
#FinCon16 #DoMoreWithEmail @erikharbison
Restore Relationships
Make the ASK.
Timebox expectations.
#FinCon16 #DoMoreWithEmail @erikharbison
Unsubscribe > Spam Complaint
#FinCon16 #DoMoreWithEmail @erikharbison
Capture Sentiment
#FinCon16 #DoMoreWithEmail @erikharbison
Personalize
Add {firstname} in the body of your email.
weekly.coffee
#FinCon16 #DoMoreWithEmail @erikharbison
Your Emails Are Emotional Triggers.
#FinCon16 @erikharbison
#FinCon16 #DoMoreWithEmail @erikharbison
Takeaways
• Never say ‘e-blast’ again!
• Lists don’t have feelings. Audiences do.
• Master your forms.
• Ask for replies from your customers.
• Capture sentiment.
Questions?
#FinCon16 #DoMoreWithEmail @erikharbison
ResourcesSubjectline.com : grade your subject lines
Sigstr.com : Signature imaging
EmailOnAcid.com : Preview emails
Delighted.com: NPS, one question surveys
TryInteract.com: Survey & quiz platform
Qualaroo.com: on site survey tool
ReferralSaasquatch.com: Referral program platform
SumoMe.com: Sign up form platform
Kickbox.io: email verification service
