email marketing excellence at midlife
TRANSCRIPT
@phollows @FeedBlitz #BAMC16
@phollows @FeedBlitz #BAMC16
Excellent Email Marketing
Phil Hollows @phollowsCEO, @FeedBlitz
#BAMC16
#Selfie#NoFilter
@phollows @FeedBlitz #BAMC16
BOGO
“I get ten times more response to my blog from my email subscribers than I do from anyone else.”
Seth Godinsethgodin.typepad.com
Email Marketing Rocks!!
@phollows @FeedBlitz
Platforms, Shmatforms
Are You Building Your Business
on Someone Else’s
Property?
@phollows @FeedBlitz
First, The Basics
• Visible subscription forms• Incentives• Opportunities to subscribe• Respectful popups• Calls to Action• Always use dual opt-in• Compliance and privacy• DO NOT SPAM
@phollows @FeedBlitz
Types of Email
• Content– Consistent cadence, consistent focus
• Transactional– Timely, actionable, relevant
• Sales– Balance $$ goals with recipient’s humanity
@phollows @FeedBlitz
Work it, Work it
• Be compelling: Images, headlines & copy• Think outside the blog for your content
– Instagram– Pinterest– Tumblr– YouTube
• Mail at least weekly• Your target open rate: 20%
@phollows @FeedBlitz
Segment and Conquer
• Content-based lists• Timing based lists• Clean up, clean up!• Use what you know• Target campaigns
It’s 10x easier to sell to someone who’s already
bought from you
@phollows @FeedBlitz
People Suck
• People are lazy• People have no
attention• People are cheap• People are selfish• People procrastinate• People are cynical• People are afraid
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Put Differently…
• We need convenience• We crave excitement• We love deals• We desire success• We are deadline driven• We want to trust• We thrive on inclusion
@phollows @FeedBlitz
A Week of Sales in 46 Minutes
• List-only offer:– 46% off– Only on the
vendor’s birthday– Only 9:00pm to
9:46pm• Generated a week’s
worth of sales in just 46 minutes
• Trust: Personal event• Deal: 46% off• Exciting: Only 46
minutes• Deadline: No other
chances• Inclusion: Many prior
buyers
List Building for Bloggers
• Published a chapter at a time on the FeedBlitz blog
• 45,000+ words emailed to the list one chapter at a time
• Freely available to anyone at anytime
• Self-publishede-book
• Over 1,000 sold• Convenience sale• ASP ~$15• Always be monetizing
– “Thank you” email contained affiliate pitch
@phollows @FeedBlitz
Premium Webcast
• Paid web cast• Tiered pricing
(Eventbrite)– 5 tickets @ $4.95– 5 @ $7.95– 10 @ $9.95– 50 seats @ $49.95
• Every time a tier sold out, we emailed the list
• Why did this work?– Convenient: Webcast– Trust: Social proof– Deal: Really cheap if
you’re fast– Exciting: Tiers kept
selling out– Inclusion: As
momentum built, FOMO kicked in
@phollows @FeedBlitz
Bundle, Baby!
• Create multiple items for sale• Bundle them together in a separate collection• Offer the deal on the bundle only
– 1-time only new subscriber price– On the new subscriber activation page– People are excited when they have just joined your list!
• Passively promote ALL you content on all your emails
@phollows @FeedBlitz
Autoresponders & Campaigns
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So What?
• If you’re not doing The Basics, fix that. Like, NOW.• Want more email fun? Let’s play!
– Mix up subject lines, mailing frequency, time of day– Topic-based lists, A/B testing, calls to action
• Integrate with your analytics• Plan
– Set up offers, data-based campaigns, follow-on sales
If it emails, automate it!@phollows @FeedBlitz
@phollows @FeedBlitz #BAMC16
BOGO
@phollows @FeedBlitz #BAMC16
FEARIS GOOD
@phollows @FeedBlitz #BAMC16
LIVINGIN FEAR IS NOT
@phollows @FeedBlitz #BAMC16
STARTINGIS HARD
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FINISHING ISHARDER
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DO THEWORK
@phollows @FeedBlitz #BAMC16
YOUROCK
Thank You!!
• Phil Hollows • @phollows • @FeedBlitz• [email protected]