email subscribers are your best friends - snap! conference 2015 #snapconf

Your Email Subscribers are Your Best Friends

Your Email Subscribers areYour Best Friends

Phil HollowsCEO, FeedBlitz.com

@phollowsSNAP! Conference, SLC 2015


“I get ten times more response to my blog from my email subscribersthan I do from anyone else.”

Seth Godin

sethgodin.typepad.com

Email Marketing Rocks!!


The Email Monetization Equation

Permission +

Commitment +

Engagement +

Relevance +

Timeliness +

=

Trust + Authority


The Email Monetization Equation

Trust + Authority

=

Revenue


Permission:Ethical List Hyper-Growth

• Make your subscription forms Visible

• Always use dual opt-in

• Have a relevant, highly visible incentive

• Provide many opportunities to subscribe


Subscription Forms

• Above the fold

• Between posts and comments

• Respectful Pop-ups

• Your Facebook page

• Your email signature

• http://bit.ly/1HqXN6T

http://bit.ly/1HqXN6T


Nice is Good...…Know When to be Naughty

• Sometimes it’s OK to have a more aggressive popup strategy

• Pages with high bounce rates

• Pages with high organic inbound traffic

• But give the visitor time to READ a little before you pop that thing up

• Don’t bar the door: Avoid exit popups


Don’t Be A Spammer

• Never buy lists

• Never rent lists

• Never sell your list

• Don’t email anyone who’s unsubscribed


Commitment

• Maximize total lifetime value (LTV)

• Mail at least weekly

• If it is bloggable, it is mailable

• If it is mailable, it is bloggable

• Automate as much as you can


Engagement

• 20% open rate• Subject lines

– 35 characters on phones– Don’t repeat your brand– Create interest, intrigue– Use list headlines– SEO the crap out of them– Review results– What do you open?

• Compelling calls to action• Great content to make

them open the next email• Reading styles differ

TEST, TEST, TEST


Relevance


Timeliness

• You are not your audience

• Don’t email out of date content

• Beware the overwhelm:

– Real-time

– Daily summary

– Weekly wrap up

• Choices at subscribe time increase LTV via self-selection


Unsubscribes FEEL Like


Unsubscribes BE like


The Value of the Unsubscribe

• It really isn’t personal (usually)

• Make unsubscribing manageable

• Most common reason for leaving:“Too Many Updates”

• Customize the landing page

• Too many unsubscribes?

– There is an expectation mismatch


Before I get to this A word about this


50% of opens are on mobile devices


Have Responsive Email Layouts


About Mobile Email Users

• You’re young

• You’re affluent

• You have attitude

• You don’t like BS

• You have the attention span of a peanut

• Emails must be responsive

• Unsubscribes if dissatisfied

• Subject lines are critical

• The mail likely won’t be opened later on a computer


Let’s Make $$$

#Finally


Let’s Make $$$

• Sponsorships– Add your lists to your media kit

• Ad Networks– Make $$$ with every email

– You need an email-ready ad-network (let’s talk!)

– Ads favor large lists, frequent mailers, high open rates

– Many FeedBlitz users are profitable with ads


Let’s Make $$$

• Affiliate links

• Digital product sales– Make your subscribers feel special – 1st looks,

discounts!

– Passively promote existing products

• Private, paid members-only lists and email courses– What’s worth the $$$?


Let’s Make $$$

• Use autoresponders

– Upsell, convert and educate

• Consider your landing pages

– Reward new subscribers with offers, discounts and coupons

– Encourage unsubscribes to join a better list


Let’s Make $$$

• Events and ticket sales– The economics of scarcity

– The fear of missing out

– Promote, promote, promote!

• Dedicated sponsored blasts– Suppression lists

– Custom tracking data

– Segments


Do The Work


Crawl, Walk, Run

• First, Email 101

– Set up with a reputable provider

– Check your forms

– Add a respectful popup

– Create a killer incentive

– Subscribe yourself

– Fix mobile rendering


Crawl, Walk, Run

• Pick one goal

• Complete it

• Reward yourself!

• Review the results

• Rinse and repeat


Questions?

ALSO!

See me @phollows or Heather Solos @HeatherSolos

at the FeedBlitz booth

We have a special offer just for SNAP! Attendees

www.FeedBlitz.com

email subscribers are your best friends - snap! conference 2015 #snapconf

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