Email Marketing How to Grow Your List by 400%
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Transcript of Email Marketing How to Grow Your List by 400%
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Email Marketing: How to Grow Your List by 400%
Pam MooreCEO / FounderMarketing NutzSocial Zoom Factor
@PamMktgNut
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Why email marketing?• Increase conversion
rates / sales• Nurture relationships • Data collection • Brand awareness
Source: Forrester Research
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• Make it a top goal of everything to grow your email list
Integrate into the DNA of your marketing
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It only takes a seed!
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But isn’t email marketing dead? • There are 4.4 billion email accounts (4.6 by 2016 end)
• In 2015 2.6 billion active email users – 1.4 billion accessing via mobile
• 93% marketers use email marketing
• $2.4 billion spent on email marketing in 2015
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Consumer usage• 57% subscribers spend 10-‐60 minutes a week browsing emails
• 91% consumers check their email at least once a day
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But does it work? • Email converts better than SEO, digital ads and social media
• For every $1 invested in email marketing the average return is $43
• That’s a return on investment of 4300%!
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Source: Quicksprout
Email subscribers 3 times more likely to share content via social media than other visitors
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It’s personal
• 78% of marketing emails are sent to personal email accounts
• 6% increase in transactions by personalizing email
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Mobile • 53% opened on mobile device
• Only 42% marketers optimizing for mobile
• 80% consumers delete email if doesn’t display properly
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Context is everything
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trust is required, not optional
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The goal is not to do business with people who need what you have but instead to do business with people who believe what you believe!
-‐Simon Sinek
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Communities create markets
Opportunity Harvest
Free member
Paid member
Loyal evangelist
Community Zone Customer Zone
$$
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P = People O = Objectives S = Strategy T = Technology
Don’t start with technology
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How you say hello matters• Double opt-‐in or not • Be consistent w/ brand and other communication
• Don’t spam, respect • Value, context, relevancy • Reward desired actions• Unique content • Humanize it
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Ad blocking • 18% of US Consumers use ad blocking software
• This number will double in 2016
• 185 million global users of ad blocking technologies
Source: Pagefair & Adobe, 2015
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Inspire action
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Spam
78% email is spam
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Select your email marketing platform• Mailchimp• Aweber• Constant Contact • Get Response • Infusionsoft
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List management • Keep it fresh • Monitor frequently • Learn from the data • Tweak, rinse, repeat • Optimize
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List segmentation• 760% increase in revenue from segmentation
• Specific actions• Behavior• History • Demographics • Language • Purchase type, amounts
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Keep list clean • Remove inactive subscribers
• Improve integrity • Increase deliverability • Improve open, click through and response rates
• Quality of data is higher
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Grow list • Content • Offers• Opt-‐in • Contests and promotions
• Ecommerce • Pop-‐ups
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Creative • Keep it clean • Understand flow –top bottom, left right
• Cohesion between offline and online branding
• Less is more
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Retention• High value offers • Trigger campaigns that reward certain actions
• Authentic• Appreciative • Respect
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Testing • Subject line • Timing • Day of week • Length of email • Creative and design • Layout• Content mediums
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Optimization • Actions taken – subjects, content
• Mobile optimization • Heat maps – where do subscribers click
• Content and language • Date and time • Frequency • Creative and design
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Real results must be measured
• Measure, measure measure• Conversions • Website visit • Content consumed • Segmentation • Deliverability = bounce rates, spam complaints, unsubscribe
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Maslow’s hierarchy of needsMorality,creativity,
spontaneity, problem solving, lack of prejudice,
acceptance of facts
Self-esteem, confidence, achievement, respect of others, respect by others
Friendship, family, sexual intimacy
Security of body, employment, resources, morality, family, health, property
Breathing, food, water, sleep, homostasis, excretionphysiological
safety
belonging
esteem
self-actualization
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Hierarchy of social community inspiration
self-actualization
esteem
belonging
safety
physiological
achieve
connect
inspire
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Embrace OPCs Other people’s community & content
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Activate Influencers
34
Platform Tier 1 Target Market Segments Tier 2 VIP Tribes
Blog TwitterLinkedInFacebook Content Syndication
Internal Family & Friends
Industry InfluencersMedia Thought Leaders
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Questions? Pam MooreCEO / Founder Marketing Nutz@pammktgnutwww.pammarketingnut.comwww.themarketingnutz.comwww.getrealchat.comwww.socialzoomfactor.com
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Content Marketing Golden Rules1. Slow down to speed up2. Build foundation3. Set goals4. Know who you are5. Know what they want6. Know what ya’ got7. Embrace imperfect perfection8. Create once, use many9. Integrate10. Be You11. Stay Fresh12. Try the Cow13. Create real conversion funnel14. Don’t over complicate15. Take them on a journey16. When in doubt, inspire them