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List Building for Bloggers
 

List Building for Bloggers

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    List Building for Bloggers List Building for Bloggers Presentation Transcript

    • List Building for Bloggers Phil Hollows @phollows
    • What You’ll Learn Today
      • Why email is more relevant today than ever before.
      • How to build a better list, faster.
      • How to make your mailings more effective and engaging.
      • There will be “Tweetable Tips”
      • Please tag with #BWENY #LBB
    • About Phil Hollows
      • Author of “List Building for Bloggers” e-book.
      • Founder and CEO of FeedBlitz, the premium FeedBurner alternative.
      • FeedBlitz sends:
        • ~1 BILLION updates a year
        • on behalf of more than 160k lists
        • for over 72,000 bloggers
      • FeedBlitz gets your word out via email, RSS, Twitter, Facebook, LinkedIn and IM.
      • Clients include: Seth Godin, Money Saving Mom.
    • Why isn’t Email Dead in the Age of Social Media? Email is the most powerful, effective and relevant subscription option that exists today.
    • Are you Wasting your Blog’s Most Precious Resource?
      • “ I get ten times more response to my blog from my email subscribers than I do from anyone else.”
      • Seth Godin #LBB #BWENY
    • You can’t Afford to Ignore Email
      • Everyone online has at least one email account.
      • Email readers typically outnumber RSS readers 3:1 or better
        • Hubspot said 12:1 in 2009!
      • Email subscribers are more committed to you.
        • It takes work to join a list!
        • CAPTCHAs to prove your human.
        • Dual opt-in to verify your address.
      • Remember: You are not your audience.
    • Email Subscriptions are Better for You
      • Full branding.
      • Activity tracking.
      • Committed subscribers.
    • Email is an Essential Part of Hub and Spoke Content Marketing
      • While all the other elements of your work are important and probably cooler than email…
      • … if Google went away tomorrow, what would keep your blogging business alive?
      • Your list
    • So What’s the Problem? Plugins, widgets & social media tools have made hundreds of thousands of us accidental email marketers. And we’re messing it up. #BWENY #LBB
    • Easy Tips to Grow Your List Faster The keys to email marketing success are permission, relevance and timeliness. #LBB #BWENY
    • Make it Easy to Subscribe
      • Is it easy to find your subscription form?
        • Is it on every page?
        • Do visitors have to scroll?
        • How many clicks before they enter their email?
        • Is it linked to by an inscrutable icon?
        • Does it appear after less popular subscription methods?
      • Remember, you are not your audience!
    • Don’t Do This…
      • The email icon is after RSS
        • Even though RSS is unfamiliar.
      • The email icon is unclear.
        • Mail me?
        • Subscribe?
        • Forward to a friend?
      • There’s at least one extra click to get to the form.
    • Better, But…
      • The email icon is now the first to be seen.
      • Put the most popular, accessible method first.
        • But it’s still ambiguous.
      • There’s still a click needed to get to the subscription form.
    • Best!
      • There is no ambiguity.
      • There is a concrete call to action.
      • There are zero clicks to get to the form.
      • Other sharing options remain.
    • Power Tip #1 Make your Subscription Form Visible
      • Move it “above the fold.”
      • Don’t hide it with a confusing email or RSS icon.
      • Count the pages to visit before entering the email address.
        • Get that down count to ZERO.
      • Don’t skimp on proving permission.
      • Subscribe to your own mailings.
    • Power Tip #2 Enable SM Cross-Promotion
      • Add social media options to your mailing.
      • Facebook tips:
        • Add your email service’s Facebook app to your Pages.
        • Ask for subscriptions when you post.
      • Make sure “email to a friend” is enabled.
    • Power Tip #3 Add Incentives
      • Reward subscribers for joining your list.
      • Make the reward visible!
      • Ensure your incentive is relevant.
      • Use an autoresponder or custom landing page to deliver the reward.
      • Reward current subscribers with bonuses to help with retention.
    • MoneySavingMom.com Example
      • The incentive is prominent: Above the banner!
      • It’s highly relevant to the site’s audience.
      • It takes subscribers straight to the CAPTCHA page.
      • Post activation pages take the new subscriber back to the site.
      • Net list growth has doubled with this incentive.
    • Power Tip #4 Make the Most of Offline Events
      • Create a sign-up sheet for your seminars.
      • When you exchange business cards, ask if you may add to the list.
      • Use QR codes to link to event pages and subscription forms.
      • Add links to printed collateral, t-shirts etc.
    • There are NO Shortcuts
      • Don’t add subscribers who did not give you their explicit permission.
      • Don’t bury permission in terms of service etc.
      • Don’t import from a list you don’t own.
        • Not from your spouse, BFF or CEO.
      • Don’t import from an unrelated list you do own.
      • Never, ever, EVER buy lists.
        • They will contain spam traps.
        • You will be blacklisted.
      • Don’t spam your LinkedIn contacts.
      • Bottom line: If you’re not sure, don’t.
      • The instant you add *just one* email address to your list without permission, you are a SPAMMER. #LBB #BWENY
    • Improving Engagement Or 100,000 subscribers doesn’t count for squat if only your mother is opening your emails.
    • Open Sesame
      • Build compelling subject lines and copy.
      • Reinforce your brand.
      • Write for the three different reader types.
      • Be imperative with your calls to action.
      • Repetition works.
      • Subscribe to your own email updates. If you don’t like what you get, your subscribers probably won’t either. #LBB #BWENY
    • Power Tip #5 Use Compelling Copywriting
      • Use direct, imperative calls to action.
      • Reduce choices to reduce reader confusion.
      • Write short, SEO-friendly titles and subject lines.
      • Accommodate different reader types:
        • Have at least one image per post for visual readers.
        • Use headlines for scanners.
      • Fulfill the subject line’s promise.
    • Subject Line Hints & Tips: Neuromarketing
      • Nasty out performs nice.
      • Don’t ask for the order. Tell them to give it to you.
      • Low numbers work well, especially odd ones.
      • Be urgent
        • Buy now, do it today, immediate download!
      • Use (but don’t abuse) the all-time classics:
        • “ You are not alone”
        • “ Did you get it?”
    • Power Tip #6 Check Your Branding and Design
      • Make your “From” name and address be what subscribers expect.
      • Don’t be redundant in your subject line.
      • Keep subjects short.
        • 35 characters for mobile phones!
      • Test in gmail, with & without images enabled.
      • Fix problems with, or avoid using:
        • CSS, background images, positioning
        • Image descriptions, light text on dark backgrounds
        • Text to image balance
    • Unsubscribes are a Form of Engagement
      • Don’t ignore unsubscribes.
        • Someone saying “goodbye” is still telling you something.
      • It feels personal, but it most likely isn’t.
      • Spikes in unsubscribe and complaint rates may indicate:
        • You’re losing relevance.
        • You’re mailing too often.
        • You’re mailing too little.
    • Engagement Killers
      • Broken images.
      • Boring content.
      • Burying the lead.
      • Ignoring the mobile audience.
      • Over-reliance on video and images.
      • Over-mailing.
      • Under-mailing.
    • Intermission Who’d like a T-Shirt? 
    • Spam and Deliverability: Truth, Lies and Compliance
    • CAN-SPAM: Required Irrelevance
      • CAN-SPAM compliance is a legal requirement.
        • But it’s irrelevant for deliverability and inbox placement.
        • Being CAN-SPAM compliant does not mean your email isn’t spam.
      • But it’s the ISPs who decide where your email goes.
        • The primary driver is sender (IP) reputation.
        • Reputation is based on complaint rates, bounce handling and history.
        • Content filters come much later.
        • CAN-SPAM compliance is not a criteria used by receiving ISPs.
      • If you use a reputable email service and always use dual opt-in, you should have no problem getting email to the inbox. #LBB #BWENY
    • Engaging the New Subscriber Autoresponders and well-planned landing pages make the most of your new subscriber’s enthusiasm. #LBB #BWENY
    • Power Tip #7 Set Up an Autoresponder
      • Define your new subscriber mailing sequence:
        • Thanks for subscribing.
        • Here’s a special offer for new subscribers.
        • Check out our top ten most popular posts.
        • Survey: How do you like the site?
        • Here are the first three chapters of my e-book
        • Join the e-book affiliate program.
      • At a minimum, say “Thank you for subscribing.”
      • End the series with a reward for staying with it.
    • Power Tip #8 Spiff Up your Landing Page
      • Thank them!
      • Deliver any sign-up reward / incentive.
      • Offer more subscriptions to other content.
      • Add links to your best / most popular posts.
      • Ask for referrals.
      • Test and optimize.
    • Multi-List Strategies Simple subscriber self-selection for content, location and schedule preferences reduce churn and complaint rates. #LBB #BWENY
    • Choice is Good
      • Multi-list strategies reduce churn.
        • Subscribers self-select into a list that is right for them.
        • They’re therefore much less likely to leave it.
      • It’s easy to build multiple lists from a blog:
        • Use tags and categories to focus content.
        • Use multiple schedules to accommodate recipient preferences.
        • Make these choices available on the sign-up form.
    • More from MoneySavingMom.com
      • Over 100 different lists.
        • Some filtered by topic.
        • Some filtered by schedule.
        • Some filtered by content.
      • All built from the same blog.
    • Power Tip #9 Diversify with Multiple Lists
      • Offer different schedules for the same content.
        • e.g. Express, daily and / or weekly digests.
      • Offer content-specific lists.
      • Decide how to offer them to readers.
      • Do you have user-driven searches and feeds?
        • Offer email subscriptions for search results via API.
      • Add the lists you create to your landing page.
    • What Next?
      • Make the easy changes first.
        • You’ll be wasting your time on other tasks otherwise.
      • Pace yourself.
        • It can feel overwhelming, especially if there’s lots to do.
        • Take one task at a time, one day at a time.
      • Test! See how each change works for you.
        • See if you can improve, tune and tweak.
        • Don’t be afraid to roll a change back if it doesn’t work.
      • Please let me know how you get on!
    • List Building for Bloggers
      • THANK YOU!
      • Questions? Comments?
      • Step Up!
      • You’re more than welcome to chat with me here at the conference too.
      • [email_address]
      • @phollows
    • List Building for Bloggers
      • Thank You!
      • FeedBlitz.com/ bweny11