Email Marketing - The Secret Weapon To Grow Your Business

Getting the right people to your site is hard enough. And making a sale to first time visitors is nearly impossible. So you need a way to build a relationship with your visitors and keep them coming back to your site until they are ready to buy from you.

Transcript

1. T H E S E C R E T W E A P O N T O
   G R O W Y O U R B U S I N E S S
   E M A I L M A R K E T I N G
   Warren Denley - @warrendenley
   DIYWebsiteCoach.com & TheNewSolopreneur.com
   WordCamp Brisbane 2015
   

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2. Y O U R W E B S I T E A L O N E W I L L N O T K E E P T H E M C O M I N G B A C K
   How Do You Keep Your Prospect’s Attention?
   

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3. C R E AT E A R E L AT I O N S H I P F I R S T, T H E N C L O S E T H E D E A L
   It’s All About Courtship
   

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4. E M A I L M A R K E T I N G D E F I N E D
   From Wikipedia:
   “Email marketing is directly marketing a commercial message to a group of people
   using email. In its broadest sense, every email sent to a potential or current customer
   could be considered email marketing.”
   Basically, it’s building a list of subscribers and sending
   them emails designed to move them along the path to
   becoming your customers.
   

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5. S E L E C T I N G A N E M A I L L I S T
   P R O V I D E R
   G E T T I N G S TA R T E D
   

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6. B A S I C S
   • Easy to use
   • Mobile friendly
   • Deliverability
   • Templates
   • Integrations
   • Price
   

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7. M O R E
   A D VA N C E D
   • Autoresponders
   • Segmentation
   • Split testing
   • Timed delivery
   • Geolocation
   • Analytics
   • API
   

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8. M A I N
   P L AY E R S
   • MailChimp
   • aWeber
   • Campaign Monitor
   • Constant Contact
   • OntraPort
   • Infusionsoft
   

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9. C R E AT I N G Y O U R F I R S T L I S T
   F I R S T S T E P S
   

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10. C R E AT E T H E
    L I S T
    Enter the basic list details:
    • List name
    • Email address emails will
    appear to be from
    • Name the emails will be
    from
    • Remind people how they
    got on the list
    

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11. L I S T
    S E T T I N G S
    Some settings you may want to
    change:
    • Defaults – notifications and
    whether to send a welcome email
    • List fields – add fields and control
    which ones are required vs optional
    • Required content – needed to
    meet anti-spam regulations
    The rest are OK with the defaults
    

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12. S I G N U P
    F O R M S
    Customise the sign up experience:
    • Signup form
    • “Thank-you” page
    • Confirmation email
    • Confirmation “thank-you” page
    • Welcome email (if used)
    Others can be done as needed
    

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13. T H E E D I T O R
    

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14. C R E AT E Y O U R E M A I L
    T E M P L AT E ( S )
    E S TA B L I S H Y O U R B R A N D
    

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15. A L L M A I L C H I M P T E M P L AT E A R E M O B I L E F R I E N D LY
    Choose A Base Template
    

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16. M A K E I T M AT C H Y O U R B R A N D
    Customise Your Template
    

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17. T E S T Y O U R
    T E M P L AT E
    • MailChimp has a built in
    test platform to show you
    how your emails will look
    on mobile devices
    • You can also send a test
    message
    

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18. C O L L E C T S U B S C R I B E R S
    C O N N E C T Y O U R L I S T T O Y O U R S I T E
    

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19. O P T- I N F O R M S O N Y O U R S I T E
    Options from MailChimp
    • Link to hosted signup form
    • Embedded form
    • Popup Script
    • Plugin
    

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20. O P T- I N F O R M S O N Y O U R S I T E
    Other Options
    • Static forms - Genesis eNews Extended, Magic Action
    Box, Gravity Forms, etc
    • Popups – Optin Monster, Popup Domination, etc
    • 3rd Party options – LeadPages, etc
    

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21. G I V E T H E M A R E A S O N
    D O N ’ T J U S T A S S U M E T H E Y WA N T I N …
    

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22. T H E E T H I C A L
    B R I B E
    Some work well:
    • Checklists/cheat sheets
    • Mini-series (esp videos)
    Some not so well:
    • Newsletters
    • PDF “report”
    

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23. C O M M U N I C AT E
    B U I L D A R E L A T I O N S H I P W I T H Y O U R L I S T
    

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24. M Y T H
    B U S T E R S
    MYTH:
    The money is in the list
    TRUTH:
    The money is in your
    relationship with your list
    

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25. M Y T H
    B U S T E R S
    MYTH:
    You need a massive list to
    make money
    TRUTH:
    You need an engaged list
    to make money
    

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26. W H AT T O C O M M U N I C AT E
    Mix it up:
    • Valuable content (to create authority)
    • “Behind the scenes” and personal stories (to create
    connection)
    • Controversial and/or topical pieces (to create
    engagement)
    • Offers (to create income)
    

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27. W H E N T O C O M M U N I C AT E
    • Frequency will depend on your audience and your style
    • Over-communicating can turn some people off and they
    will leave your list
    • Under-communicating will break the relationship and make
    selling harder
    Guiding Principle – Send email when you have something
    valuable to share
    

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28. H O W T O C O M M U N I C AT E
    MailChimp provides a number of ways to send emails to your list:
    • RSS to email
    • Weekly email sent to subscribers with summary of updates
    • Set up once and it automatically send on regular basis
    • Campaigns
    • One off emails that you send to your list
    • Can be scheduled ahead of time
    

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29. H O W T O C O M M U N I C AT E
    MailChimp provides a number of ways to send emails to
    your list:
    • Autoresponders
    • Series of emails that are triggered by a specific
    event
    • Useful for initial engagement, upsells (after product
    purchase), etc
    

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30. T E S T, M E A S U R E & M O N I T O R
    A LWA Y S B E L O O K I N G T O I M P R O V E
    

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31. What Is Already Working?
    

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32. T E S T, T E S T, T E S T
    • A/B Split Testing (Built in to MailChimp)
    • Test subject lines, from names or delivery times
    tested on portion of list
    • Sends winner to remainder of list
    

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33. T E S T, T E S T, T E S T
    • Other things to test (manually)
    • Headings within the copy
    • Text only vs HTML
    • Embedded video
    • Styling changes
    • Links (anchor text, buttons, etc)
    

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34. G O I N G P R O
    A D VA N C E D T E C H N I Q U E S T O I M P R O V E Y O U R R E S U LT S
    

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35. L I S T S E G M E N TAT I O N
    Improves engagement by sending emails only to those that are interested:
    • Teaser email sent to whole list leading to targeted opt-in
    • Opt-in adds subscriber to specific group
    • Dynamic segment created from the group
    • Series of targeted engagement/sales emails sent by autoresponder (only
    to the segment)
    For bonus points – create funnels that lead from one product to the next
    

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36. C R E AT E G R O U P S
    List Segmentation
    

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37. C R E AT E D Y N A M I C S E G M E N T S
    List Segmentation
    

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38. C R E AT E A U T O M AT E D E M A I L S E Q U E N C E S
    List Segmentation
    

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39. C L E A N I N G Y O U R L I S T
    Identify and reactivate (or remove) dormant subscribers
    • Create a segment from those that have not opened an email in
    60 days
    • Send them a short series of emails designed to re-engage them
    • At the end of the series, if they still haven’t opened anything,
    move them off your main list
    Your aim is to have engaged subscribers
    

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40. W H AT ’ S H O L D I N G Y O U B A C K ?
    

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41. W H AT ’ S Y O U R E X C U S E ?
    • Don’t have the money?
    • MailChimp offers a free account up to 2000 subscribers
    • $10 per month if you want autoresponders
    • Don’t know how to set it up?
    • The basics are all in this slide deck
    • MailChimp has great tutorials on each step of the process
    

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42. W H AT ’ S Y O U R E X C U S E ?
    • Don’t know how to design your emails or opt-in forms?
    • MailChimp has great templates and simple builders
    You really have no excuse - Just Do It!
    

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43. Q U E S T I O N S
    

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44. T H A N K Y O U
    @ w a r re n d e n l e y
    D I Y We b s i t e C o a c h . c o m
    T h e N e w S o l o p re n e u r. c o m
    Slides: bit.ly/WCBNEWarren
    

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