Building and maintaining strong relationships with your customers (and potential customers) is critical to the success of your business. After all, happy customers equal a more successful business. This presentation focuses on helping you learn how to build trust with your audience by delivering relevant, educational content in a personal, consistent way.

1. A Blueprint for Stronger Customer Relationships
Email Automation + Competitive Intelligence
Brandon Olson
Content Marketing Manager
@AWeber
#DoMoreWithEmail

2. About AWeber
• One of the leading email marketing providers in the
world
• Founded in 1998 - 17 years in business!
• Original email automation provider
• More than 100,000 customers worldwide

3. What you’ll get out of this webinar
• How to use competitive intel to inform your email marketing strategy
• How to capture qualified leads using relevant content
• How to build relationships (that convert!) using email automation
• How to measure and improve your email marketing

4. If you learn something new
Tweet it using #DoMoreWithEmail

5. Humans love to automate
#DoMoreWithEmail

7. Automation saves us time.
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8. Automation lets us get more done.
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9. Automation lets us focus on things we care about.
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10. We automate things in our businesses, too.
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12. So, what is Email Automation?
Email automation lets you send email messages automatically to your
subscribers at preselected times and after specific actions they’ve taken.
It helps you get the right message to the right person at the right time,
without sacrificing more of your precious time.
It lets you work smarter, not harder.
#DoMoreWithEmail

14. You have an email list and anyone who signs up
automatically gets a series of emails.
#DoMoreWithEmail

15. #DoMoreWithEmail
Email #1 Email #2 Email #3 Email #4
Send immediately Send 1 day later Send 2 days later Send 2 days later
Introduce your
new subscribers
to your business.
Teaches your new
subscribers why
they need your
product.
Offer your new
subscriber an
exclusive discount
on your product.
Ask your new
subscribers for
their feedback on
all of the emails
you’ve sent them
so far.

16. Why Email Automation?
#DoMoreWithEmail

17. Click-through rates for automated emails are
up to 35% higher than broadcasts.
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18. Personalized emails improve click-through
rates by 14% and conversion rates by 10%.
Source: Aberdeen Group
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19. Companies that excel at lead nurturing generate
50% more sales ready leads at 33% lower cost.
Source: Forrester Research
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20. Nurtured leads make 47% larger purchases
than non-nurtured leads.
Source: The Annuitas Group
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21. Source: Jupiter Research
Relevant emails drive 18 times more revenue
than broadcast emails.
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22. Why Email Automation?
1. Better subscriber engagement
2. More qualified leads
3. Higher revenue
#DoMoreWithEmail

23. How to use Email Automation
with your Competitive Intel
#DoMoreWithEmail

24. Step 1: Research
#DoMoreWithEmail

25. Step 1: Research
• Relevance is determined by your audience - find out
what they’re looking for
• Competitive keyword research
• Organic keyword research
#DoMoreWithEmail

26. Examples of organic keyword research
“faux wood blinds”
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27. Step 2: Create relevant content
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28. Give the people what they want
#DoMoreWithEmail

29. Step 2: Create relevant content
• Use the intel to inform your email marketing strategy
• Remember that not every prospect is ready to buy the
moment they arrive on your website
• Create educational content that is tailored to them -
this helps build trust with your prospect
#DoMoreWithEmail

30. Create lead magnets
• eBooks
• Checklists
• Guides
• Case studies
• Whitepapers
• Reports
• Webinars
• Videos
… and others
#DoMoreWithEmail

31. Examples of organic keyword research
“The Ultimate Guide to Picking the Right Faux Wood
Blinds” eBook
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32. Step 3: Capture email leads
#DoMoreWithEmail

33. Why build an email list?
#DoMoreWithEmail

34. Because you own it!
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35. And it’s permission-based!
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36. That means people want to hear
from you.
#DoMoreWithEmail

37. Step 3: Capture email leads
• Dedicated landing pages
• Inline sign-up forms
• Pop up and lightbox sign-up forms
• Slide-in forms
• Put these on your pages that have the highest traffic
#DoMoreWithEmail

38. Dedicated landing pages

39. In-line sign-up forms

40. Lightbox sign-up forms

41. Slide-in sign-up forms

42. Tips for an effective sign-up form
• Minimal entry fields - don’t give them unnecessary
barriers
• Strong, simple CTA
• Description of what they can expect - include your
incentive
#DoMoreWithEmail

43. Why not go straight for the sale?
• Consider their buyer journey - they may not be ready
to buy yet
• Capturing their email address gives you the ability to
influence their journey
• It also builds trust - and people buy from businesses
(and people) they trust
#DoMoreWithEmail

44. Step 4: Use email automation
to build relationships and convert
#DoMoreWithEmail

45. Step 4: Use email automation
• Make it personal - people want to talk to people, so
make it personal - show that you understand their needs
• Make it relevant - remember, they trusted you enough to
give you their email address - give them what they
expect to receive - or expect them to leave
• Make it consistent - being consistent in your content and
cadence strengthens the trust they placed in you

46. eBook Case Study Webinar
Email Series
#DoMoreWithEmail

48. Email Automation Resources
bit.ly/autoresponder-ideas
bit.ly/how-to-write-autoresponders
bit.ly/introducing-campaigns
aweber.com/campaigns.htm
#DoMoreWithEmail

49. Step 5: Test, measure and improve
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50. Step 5: Test, measure and improve
• Split test landing pages, sign-up forms and emails
• Watch open and click rates on your emails
• Track conversions with Google Analytics
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51. Example
AWeber’s “Growing Your Business
with Email Marketing” eBook GROWING YOUR
BUSINESS WITH
EMAIL MARKETING
A How-To Guide on Getting Started
#DoMoreWithEmail

52. 5-step process
• Step 1: We used intel to identify a relevant content topic.
• Step 2: We created an eBook on our relevant topic.
• Step 3: We created a landing page with a sign-up form to collect
email leads.
• Step 4: We created an automated email series to build a strong
relationship with our leads.
• Step 5: Measured results, tested and improved

55. Additional traffic drivers
• Included links to the eBook within relevant blog posts
• Added lightbox forms on high-traffic pages
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56. We tested, measured and improved
• We added CTAs to each automated email, as some
leads were more ready to start a trial than others -
about doubled our conversion rates
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57. Want to see
email automation
in action?
bit.ly/seeitinaction
Download the free guide
(You can unsubscribe at anytime.)
GROWING YOUR
BUSINESS WITH
EMAIL MARKETING
A How-To Guide on Getting Started
#DoMoreWithEmail

58. One more resource . . .
Check out Mailcharts.com if you want intelligence on
your competitors’ email marketing efforts.
#DoMoreWithEmail

62. What we covered today
• How to use competitive intel to inform your email marketing strategy
• How to capture qualified leads using relevant content
• How to build relationships (that convert!) using email automation
• How to measure and improve your email marketing

63. Follow these steps
• Step 1: Research
• Step 2: Create relevant content
• Step 3: Capture leads
• Step 4: Use email automation
• Step 5: Test, measure and improve
#DoMoreWithEmail

64. Did you learn something new?
Tweet it using #DoMoreWithEmail

65. Special Offer
60-day free trial of AWeber
including our new email automation platform Campaigns
aweber.com/order.htm
Enter promo code ASCEND60

66. Questions?
@BrandonSonOfOle

67. Special Offer
60-day free trial of AWeber.
Try our new email automation platform, Campaigns.
aweber.com/order.htm
Enter promo code ASCEND60