This document discusses how email marketing can be used as a secret weapon to grow a business. It defines email marketing and explains how building an engaged email list is more important than the size of the list. It provides guidance on selecting an email service provider, creating email templates, collecting subscribers, communicating with the list, testing emails, and using advanced techniques like segmentation. The document encourages growing a relationship with subscribers over making a single sale and provides tips for getting started with email marketing.

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