How do you build an email audience that is engaged? Then how do you keep them engaged? Take a peek...

1. Pro Tips for Building & Maintaining a
Massively Engaged Audience

2. #FinCon16 #DoMoreWithEmail @erikharbison
erikh@aweber.com
Booth #204

3. #FinCon16 #DoMoreWithEmail @erikharbison
Building & Maintaining a MASSIVELY
Engaged Email List Audience

4. #FinCon16 #DoMoreWithEmail @erikharbison
What We’ll Cover Today
Lists don’t have feelings. Audiences Do.
#FinCon16
@erikharbison

5. #FinCon16 #DoMoreWithEmail @erikharbison
Email is about building relationships.

6. #FinCon16 #DoMoreWithEmail @erikharbison
But First…Here’s The Main Problem…

7. #FinCon16 #DoMoreWithEmail @erikharbison
Every time you say ‘[e]blast’,
this happens…

8. #FinCon16 #DoMoreWithEmail @erikharbison
Here’s How You Can Help.

9. #FinCon16 #DoMoreWithEmail @erikharbison
The Email Pledge

10. #FinCon16 #DoMoreWithEmail @erikharbison
Deliverability Decay

11. #FinCon16 #DoMoreWithEmail @erikharbison
U.S. Email Deliverability Rates
60%
70%
80%
90%
2014 2015 2016
ReturnPath 2016 Email Deliverability Report
87%
73%

12. #FinCon16 #DoMoreWithEmail @erikharbisonReturnPath 2016 Email Deliverability Report
Removing subscribers who have not engaged in
over a year instantly increases your deliverability
rate by 3% to 5%.
- WhoIsHostingThis "Email Deliverablilty 101" (2014)

13. #FinCon16 #DoMoreWithEmail @erikharbison
Email Databases Decay by 23% Every Year
Next Year
MarketingProfs 2014
This Year In 4 Years

14. #FinCon16 #DoMoreWithEmail @erikharbison
Do Nothing.
Your database will be gone in 48 months.

15. #FinCon16 #DoMoreWithEmail @erikharbison
Do Something.
Drive emotional reactions.
Clear Expectations.
Context.
Provide Value.
Find aggregation points.
Empathy.

16. #FinCon16 #DoMoreWithEmail @erikharbison
Being Contextual = Action
Welcome Series Build trust. Education.
Abandon Cart Social proof. Discounts.
Broadcasts Surveys. Social sharing.

17. #FinCon16 #DoMoreWithEmail @erikharbison
Building An Engaged Audience

18. #FinCon16 #DoMoreWithEmail @erikharbison
Lead Magnets
Set expectations.
Offer something exclusive.
Provide value.
- - - - - - -
Cheat Sheet.
Resources List.
Free Trial.
Survey/Quiz.

19. #FinCon16 #DoMoreWithEmail @erikharbison
Pop Ups / Modals
+54% in
signups

20. #FinCon16 #DoMoreWithEmail @erikharbison
Master Your Sign Up Form
Add a Testimonial
Get creative. Try fun CTA’s!
10%
CNV Rate

21. #FinCon16 #DoMoreWithEmail @erikharbison
Social As Lead Gen

22. #FinCon16 #DoMoreWithEmail @erikharbison
Social for Lead Gen
$1-$3 CPL

23. #FinCon16 #DoMoreWithEmail @erikharbison
Talk To People

24. #FinCon16 #DoMoreWithEmail @erikharbison
Maintaining An Engaged Audience

25. #FinCon16 #DoMoreWithEmail @erikharbison
Start Here
‘Blast’

26. #FinCon16 #DoMoreWithEmail @erikharbison
Setting Expectations
I am going to send you DAILY
emails.
I want your PRIMARY email.

27. #FinCon16 #DoMoreWithEmail @erikharbison
You’re going to get
DAILY emails.
Do this. Or you won’t
get my DAILY emails.

28. #FinCon16 #DoMoreWithEmail @erikharbison
Subject Lines
SubjectLine.com

29. #FinCon16 #DoMoreWithEmail @erikharbison
Subject LinesThose Subject Lines
Curiosity.

30. #FinCon16 #DoMoreWithEmail @erikharbison
Subject LinesThose Subject Lines
Question.

31. #FinCon16 #DoMoreWithEmail @erikharbison
Subject LinesThose Subject Lines
Scarcity.

32. #FinCon16 #DoMoreWithEmail @erikharbison
Real Person Elements
Send from a real person. Signature from a real person.

33. #FinCon16 #DoMoreWithEmail @erikharbison
Ask for a reply

34. #FinCon16 #DoMoreWithEmail @erikharbison
Ask One Question
~30%
response
rates
~70%
Leave a comment

35. #FinCon16 #DoMoreWithEmail @erikharbison
Restore Relationships
Make the ASK.
Timebox
expectations.

36. #FinCon16 #DoMoreWithEmail @erikharbison
Unsubscribe >Spam Complaint

37. #FinCon16 #DoMoreWithEmail @erikharbison
Capture Sentiment

38. #FinCon16 #DoMoreWithEmail @erikharbison
Personalize
Add {firstname} in the
body of your email.
weekly.coffee

39. #FinCon16 #DoMoreWithEmail @erikharbison
Your Emails Are Emotional Triggers.
#FinCon16
@erikharbison

40. #FinCon16 #DoMoreWithEmail @erikharbison
Takeaways
• Never say ‘e-blast’ again!
• Lists don’t have feelings. Audiences do.
• Master your forms.
• Ask for replies from your customers.
• Capture sentiment.

41. Questions?

42. #FinCon16 #DoMoreWithEmail @erikharbison
Resources
Subjectline.com : grade your subject lines
Sigstr.com : Signature imaging
EmailOnAcid.com : Preview emails
Delighted.com: NPS, one question surveys
TryInteract.com: Survey & quiz platform
Qualaroo.com: on site survey tool
ReferralSaasquatch.com: Referral program platform
SumoMe.com: Sign up form platform
Kickbox.io: email verification service

43. #FinCon16 #DoMoreWithEmail @erikharbison
Thank You.
erikh@aweber.com
@erikharbison