Everything You’ve Ever Wanted To Know About Email Marketing - 3 hour workshop at Evo '11 taught by DJ Waldow, Carley Knobloch & Joyce Shulman http://socialbutterflyguy.com/

1. Everything You’ve Ever
Wanted To Know About
Email Marketing
(in 180 minutes)
July 9, 2011

2. Your Hosts
Carley Knobloch

3. Your Hosts
Joyce Shulman

4. Your Hosts

5. Our Time Together Today
• Getting to know YOU
• What’s the best Email Service Provider (ESP)?
• Sign up process
• How to grow your email list (Part I)
• BREAK
• How to grow your email list (Part II)
• Anatomy of an email
• BREAK
• Ninja stuff

6. Flickr Photo: a2gemma

7. The Best Email Service Provider (ESP)
It Depends!

8. Baseline Features
• Manage your list of subscribers (allow multiple lists,
and segmentation
• Create campaigns using a WYSIWYG interface
• Send email campaigns now or schedule for later
• Track campaign performance (Opens, Clickthroughs,
Bounces)
• Double and single opt-in
• CAN-SPAM compliant
• Deliverability guarantees

9. Emma (myemma.com)
• Who they’re great for: Companies with small lists, or who
send infrequently
• What they’re great at: Beautiful, custom template, easy
interface, surveys and forms included
• PROS: Discounts for NPs, lots of personal attention, list
segmenting, autoresponders.
• CONS: Not cost-effective for big lists, set-up fee required
• Price: Set-up design $99; $30/month for 1000 (10% off for
yearly pre-pay)

10. Constant Contact (constantcontact.com)
• Who they’re great for: Everyone
• What they’re great at: Event management, surveys, custom
services
• PROS: Discounts for NPs, social media integration, good CS,
tons of tutorials, local seminars, compare by industry, anti-
SPAM checker, API integration, pre-fab templates are
tested for multiple formats, autoresponders.
• CONS: Costs extra to host more than 5 images, one opt-in
for entire account, email archiving (costs extra)
• Price: 60-day free trial; $15/month for up to 500 subscribers,
save with pre-pay

11. Vertical Response (verticalresponse.com)
• Who they’re great for: Everyone AND less frequent senders
• What they’re great at: Detailed reporting, different methods
for email creation (for every level of geek)
• PROS: Create print postcards for direct mail, segmentation,
surveys, API integration, partnering companies, great CS, lots
of image storage, archiving.
• CONS: Interface less attractive and intuitive than others
• Price: $10/month for 500 subscribers OR pay-as-you-go (1.5
cents/email or less, in bulk)

12. AWeber (aweber.com)
• Who they’re great for: Affiliate marketers, using email to
drive sales
• What they’re great at: Sophisticated tracking for email
performance and ROI
• PROS: Sophisticated list segmenting, create blog posts from
emails (archives), affiliate link tracking, great CS
• CONS: Tougher to customize templates, no image hosting,
clunky autoresponders
• Price: $19/month for 500 subscribers; first month for $1; NP,
student and pre-pay discounts

13. MailChimp (mailchimp.com)
• Who they’re great for: Everyone AND less frequent senders
• What they’re great at: Easy (and comprehensive) list
management/import, design freedom
• PROS: API integration, Google analytics plug-ins
• CONS: Vague tracking data, no affiliate marketing, no live CS
• Price: FREE for 12,000 emails/month; pay-as-you-go pricing
(starts at 3 cents/email).

14. Email Sign Up Process
• Single vs. Double Opt-In
• Designing Opt-In Process

15. Single Opt-In
Sign-up Box
Confirmation
Welcome Email
Page

16. Double Opt-In
“Check Your
Sign-up Box
Inbox”
Confirm Email
Page
Confirmation
Welcome Email
Page

17. Single vs. Double
• Both are legal under CAN-SPAM act
• Some ESPs only allow double (Aweber)
• Anytime you give your email address to a
store, considered SOI

18. Single Opt-In
CONS:
• Tougher to prove in court if accused of SPAMMING
• People may not remember that they signed up
• People may sign up others that don’t want to receive your
email, or don’t know what it is (SPAM!!)
PROS:
• Quickly build your list (conversion rate is higher, could be up
to 50%)

19. Double Opt-In
CONS:
• Slower list building
• Confirmation messages can get lost
PROS:
• Reduces SPAM Complaints
• Builds a “quality” list (indicates dedicated, responsive
subscribers)
• Builds a “cleaner” list (no typos, no fake addresses)
• Sometimes commands higher ad rates

20. Designing Sign Up Process
“Check Your
Sign-up Box
Confirmation
Inbox”
Email
Page
Confirmation
Welcome Email
Page

21. Sign-up Box
• What is this?
• Why should I sign up?
• Mention it’s FREE (if it is)
• Mention frequency
• Further incentive
• Clear call to action
• Data fields (how much to ask for?)

22. Confirmation
page
• Thanks for signing up
• When will I get next communication?
• Other calls to action (ie. Social Media, Tell A Friend)

23. Welcome Email
• You’re subscribed! Thanks again
• When will I get next communication?
• Add us to your “whitelist”
• Links to incentive items
• Unsubscribe Instructions
• Other calls to action (ie. Social Media, Tell A Friend)

24. Double Opt-In
“Check Your
Sign-up Box
Confirmation
Inbox”
Email
Page
Confirmation
Welcome Email
Page

25. “Check Your
Inbox” page
• SHORT and CLEAR
• Instructions
• Reasoning
• You won’t be subscribed if you don’t!

26. Confirm Email
• Instructions
• You won’t be subscribed if you don’t!
• If you’ve received by mistake…
• Contact information

27. How to grow your email list
Part I

28. In Groups
List 5 companies off
the top of your head

29. Assign Roles
• Timekeeper
• Notetaker
• Searcher(s)
• Form filler-outer

30. In Groups
• Go to the websites of your 5 companies.
• Find the email subscription form and sign up.
• Record time to find, then complete form –
Opt In!
• Capture process. User-friendly? Easy? Hard?

31. Flickr: jaxhouse

32. How to grow your email list
Part II

33. Download Google Doc (PDF)

34. Anatomy of an email
Flickr: patrlynch

35. Flickr: jaxhouse

36. Ninja Stuff
Flickr: financialaidpodcast

37. Ninja Stuff
• Freebies
• Drip campaigns
• Autoresponders
• Segmentation
• A|B testing
• Squeeze pages
• Share With Your Network (SWYN)