Lists, Conversion & Email Marketing

1. Lists, Conversion & Email Marketing ImpactOnlineMarketing.com

2. 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 ImpactOnlineMarketing.com

3. 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) ImpactOnlineMarketing.com

4. 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 ImpactOnlineMarketing.com

5. 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 ImpactOnlineMarketing.com

6. Less is More ImpactOnlineMarketing.com

7. Emphasize the Offer’s Value • Use bullet points for quick reference • Stress benefits • Convey value of what they are getting ImpactOnlineMarketing.com

8. 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 offers ImpactOnlineMarketing.com

9. Only Ask for Info You Need • The more fields required, the lower the response • Use the K.I.S.S. system ImpactOnlineMarketing.com

10. 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! ImpactOnlineMarketing.com

11. 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. ImpactOnlineMarketing.com

12. “Shorter” Gets Better Response • Even appearance of being shorter results in higher conversion rates ImpactOnlineMarketing.com

13. 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 ImpactOnlineMarketing.com

14. 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. ImpactOnlineMarketing.com

15. 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 Contact ImpactOnlineMarketing.com

16. 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 ImpactOnlineMarketing.com

17. 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 content ImpactOnlineMarketing.com

18. 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 ImpactOnlineMarketing.com

19. Questions? • Visit our class page here: • http://ImpactOnlineMarketing.com/sell-money • Karen Porter • 406-529-8931 • karen@impactonlinemarketing.com ImpactOnlineMarketing.com