From September 2015 Digital CoLab conference

1. Using Email
Making Money
Phil Hollows
CEO, FeedBlitz
#Selfie
#NoFilter

2. Briefly, Back to Basics
• Make your subscription
forms Visible
• Always use dual opt-in
• Have a relevant, highly
visible incentive
• Provide many
opportunities to subscribe
• Respectful popups

3. Briefly, Back to Basics
• Make your subscription
forms Visible
• Always use dual opt-in
• Have a relevant, highly
visible incentive
• Provide many
opportunities to subscribe
• Respectful popups

4. Baseline Tips
• Mail at least weekly
• Open rate: 20%
• Unsubscribe rate: < 0.5%
• Complaint rate: < 0.1%
• Images, headlines & copy
• Think outside the blog!
– Instagram
– Pinterest
– Tumblr
• Test, test, test!

5. Maker Every Email Count:
Always Be Monetizing
• Sponsorships (media kit update!)
• Email-friendly advertising
• Promote your own products with house ads
• Affiliate marketing

6. People Suck
• People are lazy
• People have no attention
• People are cheap
• People are selfish
• People procrastinate
• People are cynical
• People are afraid

7. Put Differently…
• People need convenience
• People crave excitement
• People love deals
• People desire success
• People are deadline driven
• People want to trust
• People thrive on inclusion

8. A Week of Sales in 46 Minutes
• @StudioJewel turned 46
• List-only offer:
– 46% off
– Only on her 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

9. 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
– $24.95 PDF at
ListBuildingForBloggers.com
– $9.99 at Amazon on Kindle
• Over 1,000 sold
• Convenience sale
• ASP ~$15

10. Premium Webcast
• Paid web cast
• Tiered pricing (Eventbrite)
– 5 tickets @ $4.95
– 5 @ $7.95
– 10 @ $9.95
– Up to 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

11. Landing Page Bundles
• 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 landing page
– People are excited when they have just joined your list!
• Passively promote on blog subscriptions / newsletter

12. Email Sells
• Sell to people who’ve already bought from you first
– They already trust you
– Give them a deal
– Set a deadline
– Over-communicate
• Track what you know about a subscriber
– Tag with the product bought or offer they took
– Plan what you want to do with them next

13. Autoresponders, Sequences and Campaigns

14. Email Marketing
• Make your sequences smart
– Don’t pitch product X if you know they already bought X
• Lead the subscriber to where you want them to go
– Got an affiliate program? Invite them to join it.
– Just one item bought? Offer a deal on the bundle.
– Bought everything?
• Join your masterclass, go to an event, refer a friend, recommend
related solutions that YOU are an affiliate for

15. You can do this

16. Dare to try

17. Do the work

18. One
Last
Thing…
Phil Hollows
@phollows
@FeedBlitz
phil@feedblitz.com