Using Email to Build your Community by Kath Pay

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Using Email to Build your Community by Kath Pay

  1. 1. How Email can help you togrow your CommunityKath PayPlan to Engage
  2. 2. Your presenter – Kath Pay • 12+ years of experience in email marketing • Email Marketing Consultant, Trainer & Speaker • Lead trainer for Email Marketing for Econsultancy & the IDM in the UK @kathpay ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
  3. 3. About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  4. 4. Use Email to…..Grow your Community
  5. 5. Main aim: GetpermissionYou can always get more data later
  6. 6. 3 Elements to Registration• Visibility • Can people see it? • On every page?• Value • Why should they bother?• Ease • How long will it take? • Does it look painful? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  7. 7. VisibilityCan it be easily found?
  8. 8. Above the Fold & obvious. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  9. 9. Is a Lightbox for you?Case Study: The EmailGuide ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  10. 10. Lightbox Signup ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  11. 11. Results• Added lightbox to display after 10 seconds• Only every 7 days• Very customisable• Increase of 400% in signups• Best results was a combination of standard signup form plus lightbox ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  12. 12. ValueWhat’s in it for them? Make it clear and obvious
  13. 13. Reciprocity• Create a “value exchange” that suits you and your prospect• People know how valuable their personal data is• It needs to be traded for ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  14. 14. Benefits are clear ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  15. 15. EaseWill I spend my life filling in this form?
  16. 16. Verify information on the go ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  17. 17. If it’s long.....use a barometer... ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  18. 18. User friendly CAPTCHA alternative ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  19. 19. How long can the form be?• It depends!• Is the reward worth the effort?• Use mandatory and optional fields• Use branching for relevant questions• Lay out over several pages• Encourage people to keep going!• Test, Test, Test! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  20. 20. Case Study: MarketoShort (5) Medium (7) Large (9) Conversion: 10.0%Conversion: 13.4% Conversion: 12.0% Cost per: $41.90Cost per: $31.24 Cost per: $34.94 ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  21. 21. Progressive Registration ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  22. 22. On the next page… ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  23. 23. Thank You !Where do you want them to go?...and maybea chance to gather more information?
  24. 24. Point them in the right direction ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  25. 25. Welcome !Make the most of this opportunity
  26. 26. Make the most of this‘Honeymoon period’ ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  27. 27. Use email to…Retain & Engage your Community
  28. 28. Frequency• Not enough is as bad as too much• Don’t be afraid to test what suits your database• Make the most of your touch points• Put it in their hands…. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  29. 29. With a Preference Centre ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  30. 30. Incentivise to Update Profiles ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  31. 31. Tactics to driveengagementAnd drive them back to the site
  32. 32. Use teasers to drive back to site ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  33. 33. What are others doing? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  34. 34. Initiate involvement ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  35. 35. Consider using Time as a factor ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  36. 36. “Stories” – leverage what weknow of human nature ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  37. 37. Be Customer Service orientated ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  38. 38. Use email to….Win-Back
  39. 39. Customer Service…again ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  40. 40. We missed you – BUT what haveyou been missing? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  41. 41. Keep them happy - Opt-down ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  42. 42. Testing
  43. 43. What can you test?• Engagement Tactics • Subject Lines• Template Design • Call-To-Actions copy• Registration Forms • Call-To-Actions• Registration placement Incentives/Benefits• Content matter ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  44. 44. Questions?Kath Pay@kathpayKath@PlanToEngage.comwww.linked.com/in/kathpay 44

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