lists, conversion & email marketing

Presented by Karen PorterUM School of Business Administration& ImpactOnlineMarketing.com

Lists, Conversion & Email Marketing

ImpactOnlineMarketing.com

Lists – Why You Need Them

Income not dependent on other entities You control your destiny – not Google, Facebook, etc.

You have “ownership” of your prospects and customers Can market when you wish for purposes you choose

Can segment lists for better management Control who sees what by interests or other

segmentation variables


How Do You Develop a List?

Develop “offers” good enough to get people to voluntarily provide their email address Give-away – enter for a chance to win

Note: there are state regulations about give-aways – be sure to adhere

Whitepaper (report) – information people want Checklist – another type of info people may want

Ask prospects if they want to be added as a VIPs Add customers who have purchased (? – discuss)


Where Do You Develop a List?

Facebook (can add a tab)

Invite via other social media (send to website)

Website landing pages Shares the offer Stresses benefits of the offer Contains and opt-in form


Critical Landing Page Elements

A headline and (optional) sub-headline A brief description of the offer that clearly

emphasizes its value At least one supporting image (if applicable) (Optional) supporting elements such as

testimonials or security badges And most importantly, a form to capture visitors'

information


Less is More


Emphasize the Offer’s Value


Use bullet points for quick reference Stress benefits Convey value of what they are getting

Why Multiple Landing Pages?

Develop multiple offers to appeal to multiple segments or to different learning styles

Research shows: 55% increase in leads when increasing their number of landing

pages from 10 to 15

Example: Hubspot eBook offersImpactOnlineMarketing.com

Only Ask for Info You Need

The more fields required, the lower the response Use the K.I.S.S. system


Increase Response – Don’t “Submit”

“Submit” has a negative connotation Use positive, action words that relate to request

Download (for a report) Request _________

(Report, Quote, Free Evaluation, etc) Click to Enter (to enter give-away) Think of other options!


Increase Credibility with “Proof” Add a privacy message (or a link to your privacy policy)

that indicates visitors' email addresses will not be shared or sold.

If your form requires sensitive information, include security seals, a BBB rating, or certifications so visitors know their information is safe and secure.

Add testimonials or customer logos. For example, if your offer is for a free trial of your product or service, you might want to include a few customer testimonials about that particular product or service.


“Shorter” Gets Better Response

Even appearance of being shorter results in higher conversion rates


Forms = Opt-in

Single Opt-in Submit form and person is immediately on the list Results in more people on list

Double Opt-in Submit form Email sent to requester asking for confirmation Affirmative response must be received by list holder THEN the email address goes on the list Protects you from spam complaints


Why Using a Mailing Service?

Whitelisted by email service provides Email gets through because services have been vetted Allows sending of bulk mail with far fewer problems

Trusted more than private email MUST include opt-out options Opt-out requests MUST be honored

Statistics provided Valuable analytics

Delivery rate, open rate, click rate, spam complaints, etc.


Popular Mailing Services – Pros/Cons

Aweber – sophisticated, cannot import list, used by internet marketing professionals, autoresponders

Get Response – similar to Aweber, used by internet marketing professionals, autoresponders

Mail Chimp – CAN import lists, inexpensive, not a true autoresponder

Constant Contact – used by more offline businesses, focused more on HTML email like newsletters, not an autoresponder service

iContact – similar to Constant ContactImpactOnlineMarketing.com

Autoresponders

Instant delivery of e-product or freebie

Drip-series – pre-timed series of pre-written emails going out to a specific list Examples:

7 day course on effective email marketing Weekly motivational tips series Monthly reminder emails – “benefits of,” etc.

vs. Blast emails – real-time messages sent out to everyone at once


Important Email Marketing Terms CAN-CPAM Act

ounce rate – hard vs. soft

Blacklist vs. whitelist

List brokers (when to use and why)

Personalization (good to use or not)

HTML vs. text email formats

Subject lines vs. body contentImpactOnlineMarketing.com

Importance of Subject Lines Subject lines get emails opened – or not

Make subject line intriguing Ask a question Use a catchy phrase Say something outlandish (and explain inside)

Avoid boring subject lines “April Newsletter,” “Important news,” etc.

NEVER mislead or trick people into opening Lose credibility, leads to spam complaints

HTML vs. text email formats

Subject lines vs. body content


Questions? Visit our class page here:

http://ImpactOnlineMarketing.com/sell-money

Karen Porter 406-529-8931 [email protected]


lists, conversion & email marketing

Documents

visitors information

multiple offers

multiple landing pages

offers value

optin form

sensitive information

customer testimonials

type of info people