email marketing for private schools, summer camps and kids programs
TRANSCRIPT
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How to build your email list with highly qualified leads
Wednesday, November 16th, 2016
Anneline Breetzke | www.annelinebreetzke.com
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OVERVIEW ! Why Build an Email List?!! Freemiums!! Opt-in Forms!! Types of Emails!! Email Sequences!
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INTRODUCTION Why is it essential to build an email list?
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! You Own Your List
! Personal (vs public) and Direct
! Relational Marketing (3 Rs)
! Higher Conversion Rate
Why build an email list?
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Why build an email list? Relational Marketing (3 Rs)
! Right Person ! People who are interested in what you have to offer
! Right Message ! Content is relevant to them
! Right Time ! Automation, scheduling, autoresponders
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Why build an email list?
Email gives you the opportunity to start, nurture
and ‘control’ a relationship where you
take someone on a journey to specific goal.
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FREEMIUMS How to build your email list effectively
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Freemiums
A freemium is free premium piece of content that you give in
exchange for someone’s email.
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Freemiums
Other names for freemiums are: lead magnets, ethical bribes,
content upgrades, sign up incentives and more.
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Freemiums
Freemiums are like bait for fishing – place them where you’d like to
catch the right lead for your school or camp.
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Freemiums
! eBook / PDF ! Newsletter ! Webinars ! Toolbox ! Resource List ! Video
! Audio Training ! Checklist ! Closed Facebook Group ! Case Studies ! Contest ! Free Tour / Consultation
Examples of Freemiums:
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Focuses on one pain-point
@ @ @ @
Depression Aggression Addiction
What makes a great freemium?
Easy to consume but not too quickly
Personal where they get to know you more
Great quality in content and production
Leads to follow-up touchpoints with CTA
Instant delivery
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OPT-‐IN FORMS How to create opt-in forms that attract
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Opt-In Forms
An opt-in form is the actual form that captures email addresses in exchange for the freemium.
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@ @ @ @
Depression Aggression Addiction
How do you capture the emails?
You capture emails with an opt-in form
Your opt-in form can be placed on a:
! Pop-up
! Page*
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Opt-In Forms
Well-designed and well-placed opt-in forms can be the
difference between getting an email address or nothing!
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What makes a good opt-in form?
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Irresistable offer
What makes a good opt-in form?
Great copy
Eye-catching
Assurance of privacy
CASL checkbox* Call to action CTA (on the right)
* Depending on the type of opt-in and placement
Check to receive my monthly email with quick tips to help you grow. You can unsubscribe at any time.
Testimonial Few fields
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Examples
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Examples
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Examples
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What can be done to improve?
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What can be done to improve?
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What about this one?
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TYPES OF EMAILS Understanding the 2 main types of email and the 3 key emails you need to send
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2 Main Types of Emails ! Broadcast
! You send an email to a certain group in your email list ! You action the SEND
! Triggered (Autoresponder) ! Email is sent in response to something your lead does
! Register for a webinar ! Sign up for a newsletter ! Submit a form for more information
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3 Key Emails ! Relationship (builds trust and connection – top-of-mind)
! Serving with high value, relevant content
! Promotional / Action ! Carefully worded emails with the goal for the reader to
DO something we want (eg. Attend an open house; applying…)
! Confirmation / Delivery ! Highest open rate and is the highest converting email
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EMAIL SEQUENCES How to automate your email responses to build relationship, value and trust
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Email Sequences
Email automation allows emails to be sent to leads based on different triggers and timings.
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Email Sequences Providers such as Mailchimp, Constant Contact, AWeber and others, all provide automation features.
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Email Sequences
Make sure you segment your email list so that you know specifically what someone came into your email list for.
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@ @ @ @ Email List
Depression Aggression Addiction
Sales Funnel ! Email Sequence
Confirmation / Delivery - instant
Follow up - next day
Valuable content – 3 days later
Sales / Action – 5-6 days later
Follow up – a week later
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CASL & SPAM Complying with Canada’s Anti-Spam Legislation and avoiding SPAM filters.
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