get results with email marketing
TRANSCRIPT
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!
