Killer Email and Social List Building Techniques

Killer Email & Social List Building Techniques Hunter Boyle Sr. Business Development Manager, AWeber @hunterboyle - @aweber Monday, Jan. 9, 2011 #asw12

Hunter Boyle + AWeber
Email content & marketing since '99
Grew several email lists, including Sales & Marketing Update and the Marketing Experiments Journal
Manage partnerships and affiliate marketing initiatives for AWeber, a leading email provider for 110,000+ SMBs and entrepreneurs
@hunterboyle #asw12

List Building Key: An effective list building strategy is more than just a bunch of tactics – it's tightly integrated with ROI #asw12

List Building Strategy
Case: Social Media Examiner
Launched Oct. 2009
Founder was not a SMM expert
Teamed up with prominent subject experts
Used quality content to build audience
Didn't use email for sales until 10K subscribers
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Top 5 Tactics
Pop-up form gets 70% of opt ins
Bonus incentive lifts response
Confirmed (double) opt-in boosts quality
Social proof reduces anxiety
Social media makes sharing easy
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Results
Opt in list grew by 234% year over year from Nov. '10 to Nov. '11
Currently at 117,000 and growing
Site averages 450K visitors per month
Now sells newsletter ad space for up to $3,600
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List Building Strategy Research Which tactics have worked best for you? #asw12

List Building Strategy Key: Support your tactics with research and testing; integrate them with ROI goals to build strategy Recommended Sites: MarketingExperiments, MarketingSherpa, WhichTestWon.com #asw12

List Building: Three Areas To Optimize
Landing Pages
Autoresponders
Social Media
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1. Landing Pages
Two types:
“ Before” landing pages – where site visitors first opt into your list (blog, squeeze page)
“ After” landing pages – what they see after they sign up (confirmation, special offers)
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“ Before” Landing Pages
Case: Social Triggers
Top 3 Tactics
Multiple forms, close to content
Varied copy and calls to action
Social proof builds credibility
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“ Before” Landing Pages – 3 Key Tactics 1. Proximity: Place forms near relevant content 2. Variety: Test multiple forms, styles and CTAs #asw12

“ Before” Landing Pages – 3 Key Tactics 3. Authority: social proof and credibility indicators #asw12

1. List Building
Case: Social Triggers
Results
Blog updates (RSS) list tripled in five months to 10,000+
Content and links to subject experts, social proof
Opt-in form proximity and variety had big impact on growth
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“ Before” Landing Pages – Examples Form style test: Lightbox vs. slide box Source: WhichTestWon.com The winner? Lightbox form – 59% more subscribers #asw12

“ Before” Landing Pages – 3 Key Tactics Recap
Proximity: Put forms near relevant content
Variety: Test multiple forms, styles, CTAs
Authority: Social proof, credibility indicators
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“ After” Landing Pages – 3 Key Tactics 1. Deliver on sign-up expectations and offers #asw12 Opt In Page Confirmation Page

“ After” Landing Pages – Examples Confirmation Page Confirmation Email #asw12

“ After” Landing Pages – 3 Key Tactics 2. Test social media and email sharing #asw12

“ After” Landing Pages – 3 Key Tactics 3. Never leave new subscribers at a DEAD END! VS. #asw12

“ After” Landing Pages – 3 Key Tactics Recap
Deliver on expectations and offers
Test social media and email sharing links
Never leave subscribers at a dead end
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Optimization – The ROI of Landing Pages Research Are you testing the most effective variables? #asw12

Testing Ideas – Landing Pages
What's your best conversion rate for forms? Your goal?
Can you elicit more info than name and email?
Are your forms taking advantage of proximity and authority?
Do you currently provide samples before sign up?
Have you tested incentives? If so, which types?
Are pop-up or lightbox forms a viable test option?
Do you use social media list building plug-ins and apps?
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2. Autoresponders
Great way to cultivate longer relationships
Series can be as short or long as needed
Engagement analytics will guide you
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Autoresponders - Examples Engage Offer Connect #asw12

Autoresponders - Examples Comprehensive info Minimal info #asw12

Testing Ideas – Autoresponders
Is your content strong enough for a series?
What are your competitors doing?
Advanced: Consider separate paths and segmenting autoresponder recipients
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3. Social Media
Augments (not replaces) email, RSS lists
Likes/tweets are the first step, not the last
Use social tie-ins strategically, appropriately
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Social Media - Examples Tip: Test social media on before & after opt-in landing pages Registration page Confirmation page #asw12

Social Media - Examples Tip: Customize Your Facebook Pages Incentivize Promote Sharing Engage #asw12

Social Media - Examples Tip: Use Landing Pages, Social + Email for Contests Landing Page #asw12 Facebook – Like Landing Page Facebook - Email

Testing Ideas – Social Media
Use social tie-ins for Likes and emails
Test different (relevant) types of incentives
Create autoresponders just for social lists
#asw12

Thank You!
Hunter Boyle
Sr. Business Development Manager, AWeber
Connect with me …
Follow me on Twitter: @hunterboyle
Email me at: [email_address]
For more ideas and examples, visit: www.AWeber.com/Blog
Become an AWeber Affiliate and get 30% monthly recurring commissions
#asw12

Killer Email and Social List Building Techniques

by Affiliate Summit on Jan 12, 2012

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Killer Email and Social List Building Techniques — Presentation Transcript