Get Results With Email Marketing Simon Grabowski simon

Get Results With Email Marketing! Simon Grabowski simon. grabowski@implix. com

Before we begin. . .

1998 anti-spam policy Text launched Get. Response. com (one of the first non-spam email marketing services)

2010 160 K customers 8 B emails/year

‘Nuff said. Let’s get started!

We’ll talk about. . . 3 things

1 “How is email marketing different from spam? ” 2 “How do I build my list? ” 3 “How do I get results with email marketing? ”

1

“How is email marketing different from SPAM? ” A question we get asked often. . .

a little email history. . .

1978 First spam ever Mail-from: DEC-MARLBORO rcvd at 3 -May-78 0955 -PDT Date: 1 May 1978 1233 -EDT From: THUERK at DEC-MARLBORO Subject: ADRIAN@SRI-KL To: <snip> DIGITAL WILL BE GIVING A PRODUCT PRESENTATION OF THE NEWEST MEMBERS OF THE DECSYSTEM-20 FAMILY; THE DECSYSTEM-2020, 2020 T, 2060, AND 2060 T. THE DECSYSTEM-20 FAMILY OF COMPUTERS HAS EVOLVED FROM THE TENEX OPERATING SYSTEM AND THE DECSYSTEM-10 <PDP-10> COMPUTER ARCHITECTURE. BOTH THE DECSYSTEM-2060 T AND 2020 T OFFER FULL ARPANET SUPPORT UNDER THE TOPS-20 OPERATING SYSTEM. THE DECSYSTEM-2060 IS AN UPWARD EXTENSION OF THE CURRENT DECSYSTEM 2040 AND 2050 FAMILY. THE DECSYSTEM-2020 IS A NEW LOW END MEMBER OF THE DECSYSTEM-20 FAMILY AND FULLY SOFTWARE COMPATIBLE WITH ALL OF THE OTHER DECSYSTEM-20 MODELS. WE INVITE YOU TO COME SEE THE 2020 AND HEAR ABOUT THE DECSYSTEM-20 FAMILY (. . . ) Sent by a company called DEC promoting a demo of their OS.

2010 90%+ emails are spam 117 billion spams/day

Now let’s go back to the BIG question:

“How is email marketing different from SPAM? ”

It’s all about. . . PERMISSION

☺☹ The Good Permission-Based Email Marketing The Ugly Unwanted Email (SPAM)

☺ 2 WAYS ☹ Responsible Email Marketer Spammer nurtures relationship with his subscribers. ✗ has a relationship with his manages their expectations. ✗ doesn’t care about respects their permission, doesn’t take it for granted. ✗ doesn’t care about maintains a clean list. cares about deliverability. wallet. subscribers. permission. ✗ deliverability? it’s a number’s game!

how to avoid a spammer’s reputation?

Respect their. . . PERMISSION

how to respect permission? only send them emails they asked for. use confirmed opt-in (“double opt-in”) if possible maintain the email frequency you promised. • never buy, sell, share or trade permission. it’s non-transferrable! • keep your lists clean. remove unsubscribes and bounces.

2

Let’s talk about subscribers. . .

The GOLD is in your LIST!

But how do I build my list?

First, here’s what you CAN’T DO. . .

You can’t buy a list. (you can’t buy permission either!)

Now let’s talk about list building. . .

9 list building ideas

list building idea 1

Have a customer database? Ask for their email address and for their permission

list building idea 2

Put your web forms everywhere!

list building idea 3

Running a brick ‘n mortar business? Build your list OFFLINE!

list building idea 4

Get Social!

Get Social! üput your sign-up form on Facebook. (convert your friends to subscribers) üupdate your Facebook automatically every time you send a newsletter ütweet your newsletters automatically. üput “forward to a friend” button and social share buttons in your newsletters.

list building idea 5

Make it to sign-up!

Remove the obstacles!

Remove the obstacles don’t ask for too much info. re-assure them about their privacy. tell them what to expect. . or better yet, show them!

list building idea 6

Give an incentive!

Can’t give an Aston to every subscriber? Try these 4 incentives instead: free stuff (course, ebook, report). a cool contest with prizes. a free consultation. a coupon code (discount).

quick example

list building idea 7

Create a great Landing Page!

list building idea 8

Send traffic to the landing page with

list building idea 9

use testimonials

“ “ I have been receiving your newsletter for close to 2 years now and find it to be the most valuable source of affiliate information on the net. Your real life examples of successful affiliates, eg Shane Pearce are a true inspiration. Rob Pryce 121 dreamweavertutorial. com “ ” Thank you for your recent articles about the mistakes affiliates make. Your newsletter becomes more valuable to me every week. I never suffer from a shortage of ideas, but after reading your articles and acting on the suggestions, I have even more. Bill Enross, Home-based-ebusiness. com ” My customers love reading my Basket Buddies newsletter to find out all the news at Longaberger and their products and specials. Susan Madara

remember: The GOLD is in your LIST!

3

Let’s talk about results!

Email Marketing ROI $1

Email Marketing ROI $4 3

Email Marketing ROI $130

ROI $130? ROI ROI $43? ROI That’s a lot of ROI!

How do I get results?

3 ways to get results with email marketing

strategy 1 email marketing results

create a newsletter

this is 2010 people have short attention span Adult attention deficit hyperactivity disorder (also referred to as Adult ADHD, Adult ADD, or AADD) is the common term used to describe the neuropsychiatric conditionattention-deficit hyperactivity disorder (ADHD) when it is present in adults. Up to 60% of children diagnosed with ADHD in early childhood continue to demonstrate notable ADHD symptoms as adults. [1] Current convention refers to this condition as adult ADHD, according to the Diagnostic & Statistical Manual for Mental Disorders (DSM-IV-TR), 2000 revision. It has been estimated that 5% of the global population has ADHD (including cases not yet diagnosed). [2]

you are running against the clock! 2 seconds to capture their attention 51% will skip your email message, if you don’t capture their interest.

how to get them interested? üpromote only your USP, not the entire offer. üdivide your newsletters into 4 sections (pre-header, Call-To-Action and footer). ücheck if your campaign renders well in different email software programs and webmail services. ümake sure it’s readable even if the messages are blocked.

Missing the 80 s? how about plain-text emails?

why plain-text still works? üit’s easier to deliver ütext emails are more personal üless clutter, more “to the point” üdoesn’t include images, so it will always render fine.

fancy blockable images boring easier to deliver HTML or plain? design more personal which one to choose?

TEST!

strategy 2 email marketing results

how do you know if your campaign is a winner?

TEST!

what will you be testing?

Open Rate indicates how many people open your email open rate is important, but not accurate you should expect 20% - 30% open rate

CTR Click-Through Rate indicates how many people click your links very important, should be accurate you should expect 4% - 8% CTR

split-test A/B

split-test your list!

what should you test? ütest different SUBJECT lines ütry personalizing and NOT personalizing ütest different delivery times (hour, day) ütest email frequency ütest for spam filters (avoid “hashbusters” like F^REE etc. )

flashback to 2006. . . we run a special offer.

flashback to 2006. . . we run a special offer. nothing happened after 1 st email. ☹

flashback to 2006. . . we run a special offer. nothing happened after 1 st email. 2 nd email: $64, 000 in 24 h ☺

flashback to 2006. . . we run a special offer. nothing happened after 1 st email. 2 nd email: $64, 000 in 24 h ☺ Subject: [[firstname]], was it something I said?

What results to expect? 20 -30% open rate 4 -8% CTR

DISCLAIMER: Your results will vary. Some do much better! Nozbe. com (a Get. Response customer) pulls: 50 -60%+ open rate 10%+ CTR

what will impact your results? 1 content of your messages. test, test! 2 relationship with your list. 3 how good your email marketing service provider is.

strategy 3 email marketing results

email remarketing

why follow-up? “ People will buy when they are ready, not when you’re ready to make a sale. ”

how to structure a follow-up campaign? instant üinitial welcome email day 1 üsend a free report day 2 üsend a follow-up day 5 üfollow-up email / call day 14 ücatch-up email (“did you have any questions? ) (“haven’t heard back from you”)

how to structure a follow-up campaign? day 20 day 27 day 34 üsend another follow-up (“thought this might benefit you”) üsend another follow-up (“did you have any questions? ) üoffer a free consultation (“special time-limited offer”) day 48 üfollow-up phone call repeat ümonthly email follow-up

do it right and put your business on auto-pilot!

remember: “ People will buy when they are ready, not when you’re ready to make a sale. ”

Let’s wrap up!

Here’s what we’ve covered:

1 “How is email marketing different from spam? ” it’s all about permission 2 “How do I build my list? ” 9 ideas 3 “How do I get results with email marketing? ” 3 strategies

what’s next?

what should you do next? ücheck out the Email Marketing Blog: http: //www. Email. Marketing. pl (in Polish) ücheck out Get. Response Blog: http: //blog. Get. Response. com (in English) üTry Get. Response – it’s free! EN: http: //www. Get. Response. com PL: http: //www. Get. Response. pl

Thanks!☺ now go get some results!

Simon Grabowski simon. grabowski@implix. com