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TRANSCRIPT
Getting Started With Email Marketing
Monday, March 20th, 2017
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Agenda
Introduction Email Marketing Emails Questions and Demos Summary
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Introduction
Jim Wright http://www.jamesdavidwright.com
http://www.jamesdavidwright.com/sbacemail
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Email Marketing • Terms and Definitions • It’s Marketing • It’s Content Marketing • It works (when done right) • It’s an asset
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Email Marketing
Doing it right • Permission • Don’t use your own email • Use a reputable list host
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Email Marketing
List Hosts/Email Service Providers • MailChimp • AWeber • Get Response • Constant Contact • Infusionsoft
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Email Marketing
List Hosts/Email Service Providers
• Get on their mailing lists • Get a MailChimp account • Watch where your email comes from
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Email Marketing
Components of Email Marketing • Opt-in Form (Thank You and Confirmation) • Lead Magnet (Bait Piece, Ethical Bribe) • Squeeze Page (one purpose) • Your email list (list churn, list hygiene) • Your emails (Broadcast vs. Autoresponder) • Segmentation (who gets what?)
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Email Marketing
Opt-In Form • Single vs. Double Opt-in • How much information should I ask for? • What information do you need? • Confirmation page • Thank You page
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Email Marketing
Lead Magnet • A.K.A. Bait Piece or Ethical Bribe • What’s in it for me? • Desirable • Actionable • Quick win
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Email Marketing
Squeeze Page • One purpose: get the email address
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Email Marketing
Your Email List • Engagement and Relationship • List Churn (List Hygiene, List fatigue) • Unsubscribes • Bounces • Bogus emails and Bots
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Email Marketing
Your Emails • Broadcast • Autoresponders
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Email Marketing
Segmentation • Who gets what? • Segmentation based on actions • Example: Prospects vs. buyers • Example: Brides vs. gardeners
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Emails
How to Write a Good Email • Write a good subject line • Write to one person • Write like you talk (warts and all) • Simplify Simplify Simplify • Low Grade (FK Score)
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Emails
Subject Lines • The Headline for your email • Its job is to “sell the open” • Direct vs. Curiosity • Numbers, News, How To, Scarcity, etc. • However… don’t sound SPAMMY • Test, test, test! (A/B Split Testing)
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Emails
What to write about? • Tell a story • Inspire • Checklists • Surveys • Current events
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Emails
What to write about? • Interview a customer or expert • Review your latest product • Questions and answers • How To… • Current events (Newsjacking)
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Emails
Frequently Asked Questions • How often should I email my list? • What day should I send my emails? • What time should I send my emails? • How long should my emails be?
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Emails
Frequently Asked Questions • What’s an open rate? • What’s a click rate? • Why are my open rates so low? • What’s the best way to build my list?
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Emails
Formatting Your Emails • To personalize or not to personalize • Plain text vs. HTML • Links in your emails • P.S. Don’t forget this!
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Demo and Questions
Real-time examples • Logging in… • Creating and installing a form • Creating a broadcast email • Creating an Autoresponder sequence • Any other questions?
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Summary
Important Take-Aways… 1. Your list is an asset 2. Start! 3. Focus on quality content 4. Give people what they want (WIIFM) 5. Test and track (repeat)
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