Email Marketing Excellence at Midlife
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This document contains notes from a presentation on email marketing best practices. It discusses the basics of email marketing including using subscription forms, incentives, and calls to action. It also covers types of emails, content creation strategies, segmentation, list building techniques, and sales campaigns. Throughout it emphasizes the importance of making emails exciting, timely, convenient, and building trust with subscribers.
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Email Marketing Excellence at Midlife
- 2. @phollows @FeedBlitz #BAMC16 Excellent Email Marketing Phil Hollows @phollows CEO, @FeedBlitz
- 5. “I get ten times more response to my blog from my email subscribers than I do from anyone else.” Seth Godin sethgodin.typepad.com Email Marketing Rocks!! @phollows @FeedBlitz
- 6. Platforms, Shmatforms Are You Building Your Business on Someone Else’s Property? @phollows @FeedBlitz
- 7. 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
- 8. Types of Email • Content – Consistent cadence, consistent focus • Transactional – Timely, actionable, relevant • Sales – Balance $$ goals with recipient’s humanity @phollows @FeedBlitz
- 9. 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
- 10. 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
- 11. People Suck • People are lazy • People have no attention • People are cheap • People are selfish • People procrastinate • People are cynical • People are afraid @phollows @FeedBlitz
- 12. 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
- 13. 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
- 14. 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-published e-book • Over 1,000 sold • Convenience sale • ASP ~$15 • Always be monetizing – “Thank you” email contained affiliate pitch @phollows @FeedBlitz
- 15. 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
- 16. 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
- 17. Autoresponders & Campaigns @phollows @FeedBlitz
- 18. 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
- 26. Thank You!! • Phil Hollows • @phollows • @FeedBlitz • phil@feedblitz.com