Amanda Steinberg's (Founder & CEO @ Daily Worth) presentation at SMASH Summit on 7/26 in NYC

1. METRICS & TACTICS OF
EMAIL ACQUISITION
Amanda Steinberg of DailyWorth
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2. We Deliver Worth
(daily by email)
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3. Email Subscriber Growth 2009-2012
320,000
0
Jan 2009 July 2012
3.5 years to 320,000
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4. Email Subscriber Acquisition
Is Our Game
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5. 2012 Acquisition Breakdown
15% Direct
46% Programs &
Partnerships (FTW!)
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6. The Basics
Be Awesome or Don’t Send
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7. Make Your Content Kickass: Positioning*
*(most important slide)
DailyWorth
20MM+ audience opportunity
Lowest Common Jargony
Denominator
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8. Real-life, Pithy Content Rules
Kiplingers DailyWorth
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9. Make Sure Your Subject Lines Kickass
–hint: don’t include the word “tax”
Highest Open Rates
• Stop Lying
• Cut It Out
• “Whoa”
• Moms Hit the Floor
Lowest Open Rates
• Fees That Are 401-Not-OK
• Making Wealth Less Taxing
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10. Keep It Short:
150 – 250 words
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11. Optimize UI
for Email
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12. s
70% of
homepa
ge
says
“Give me
your ema
il”
=
9 % co n v
ersion
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13. 100% of
gateway
page
says
“Give me
your ema
il”
=
30%
conversi
on
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14. Program details:
• Enter to win
• Tell your friends
Result: Social share
explosion +
40,000 subscribers
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15. We Love “OPL” (other people’s lists)
• Great excuse to make friends with other properties
• Amazing for growth, mediocre for engagement
• Contests work best with double opt-in
• With double opt-in – you’ll lose 80% of your
growth but the remaining 20% are the gold you were
after in the first place
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16. Shout Out to Hilary Fetter,
DailyWorth Marketing Director Growth Hacker
(@hfetter)
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17. Embrace Constant Failure
• SEO
• PR
• Syndication
• Original content
What worked last month, • Twitter
• Facebook
may not work today • Tell-a-friend
• Contests
• Referrals
• Webinars
• Video
• Incentives
... and the list goes on …
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18. Amanda Steinberg
CEO, DailyWorth.com
@AmandaSteinberg
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