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
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?
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
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.
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
6. B A S I C S • Easy to use • Mobile friendly • Deliverability • Templates • Integrations • Price
7. M O R E A D VA N C E D • Autoresponders • Segmentation • Split testing • Timed delivery • Geolocation • Analytics • API
8. M A I N P L AY E R S • MailChimp • aWeber • Campaign Monitor • Constant Contact • OntraPort • Infusionsoft
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
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
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
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
13. T H E E D I T O R
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
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
16. M A K E I T M AT C H Y O U R B R A N D Customise Your Template
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
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
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
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
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 …
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”
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
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
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
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)
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
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
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
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
31. What Is Already Working?
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
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)
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
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
36. C R E AT E G R O U P S List Segmentation
37. C R E AT E D Y N A M I C S E G M E N T S List Segmentation
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
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
40. W H AT ’ S H O L D I N G Y O U B A C K ?
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
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!
43. Q U E S T I O N S
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