get results with email marketing
TRANSCRIPT
![Page 1: Get Results With Email Marketing](https://reader037.vdocument.in/reader037/viewer/2022103002/55c2c1c1bb61ebcd788b4651/html5/thumbnails/1.jpg)
Get Results WithEmail Marketing!
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Before we begin...
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1998
launched GetResponse.com(one of the first non-spam email marketing services)
anti-spampolicy
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2010
160K customers 8B emails/year
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‘Nuff said. Let’s get started!
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3We’ll talk about...
things
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“How is email marketingdifferent from spam?”
“How do I build my list?”
“How do I get resultswith email marketing?”
1
2
3
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1
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“How is email marketingdifferent from SPAM?”
A question we get asked often...
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a little email history...
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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.
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2010
90%+ emails are spam
117 billion spams/day
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Now let’s go back to the
BIG question:
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“How is email marketingdifferent from SPAM?”
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It’s all about...
PERMISSION
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☺☹The Good The Ugly
Permission-BasedEmail Marketing
Unwanted Email(SPAM)
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☺ ☹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!
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how to avoida spammer’s reputation?
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Respect their...
PERMISSION
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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.
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2
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Let’s talk about subscribers...
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The GOLD is in your LIST!
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But how do Ibuild my list?
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First, here’s what you
CAN’T DO...
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You can’tbuy a list.
(you can’t buypermission either!)
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Now let’s talkabout list building...
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list building ideas9
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list building idea1
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Have a customer database?
Ask for theiremail address
and for their permission
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list building idea2
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Put yourweb forms
everywhere!
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list building idea3
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Running a brick ‘n mortar business?
Build your list
OFFLINE!
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list building idea4
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Get Social!
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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!
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list building idea5
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Make it
to sign-up!
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Remove the obstacles!
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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
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list building idea6
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Give an incentive!
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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:
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quickexampl
e
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list building idea7
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Create a greatLanding Page!
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list building idea8
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Send traffic to thelanding page with
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list building idea9
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use testimonials
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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 ”
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The GOLD is in your LIST!
remember:
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3
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Let’s talk about results!
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Email Marketing ROI
$1
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Email Marketing ROI
$43
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Email Marketing ROI
$130
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ROIROI
ROIROI ROI
That’s a lot of ROI!
$130?
$43?
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How do I getresults?
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ways to get resultswith email marketing
3
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email marketing results
1strategy
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create
a newsletter
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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
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you are running against the clock!
2seconds
to capturetheir attention
51%will skipyour email message,
if you don’t capture
their interest.
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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.
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Missing the 80s?
how about plain-text emails?
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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.
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which one to choose?
HTML or plain?fancy boring
more personal
easier to deliver
design
blockable images
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TEST!
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email marketing results
2strategy
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how do you knowif your campaign is a winner?
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TEST!
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what will you be
testing?
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Open Rateindicates how many people open your
emailopen rate is important, but not
accurateyou should expect 20% - 30% open
rate
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CTRindicates how many people click your
links
very important, should be accurate
you should expect 4% - 8% CTR
Click-Through Rate
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A/Bsplit-test
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split-testyour list!
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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.)
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flashback to 2006...
we run a special offer.
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flashback to 2006...
we run a special offer.
☹nothing happened after 1st email.
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flashback to 2006...
we run a special offer.
nothing happened after 1st email.
2nd email: $64,000 in 24h☺
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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☺
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What resultsto expect?
20-30% open rate
4-8% CTR
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DISCLAIMER: Your results will vary.
Some do much better!
Nozbe.com (a GetResponse customer) pulls:
50-60%+ open rate
10%+ CTR
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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!
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email marketing results
3strategy
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emailremarketing
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why follow-up?
People will buy when they are ready,not when you’re ready to make a sale.“ ”
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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
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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
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do it rightand put your business on auto-pilot!
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remember:
People will buy when they are ready,not when you’re ready to make a sale.“ ”
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Let’s wrap up!
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Here’s whatwe’ve covered:
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“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
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what’s
next?
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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
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Thanks!☺now go get some results!
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