Build Your Email List


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Presentation for Non-Profit Day at NIU

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  • Companies view email marketing as a better ROI than social media, content marketing, PPC, and more.
  • Build relationships
    Increase conversions and lifetime customer value
    Referrals and word of mouth marketing
  • Think About: How often do you visit a website once you’ve visited for the first time?
  • If you need to connect with people use your person email address to start the conversation.
  • Create personal and relevant emails on a non-disruptive schedule
    Give subscribers a reason to engage with your message
  • eNewsletters can be monthly, bi-monthly or even quarterly.

    eBlast similar to the eNewsletter but contains only a single topic or story excerpt

    eLetter personal eLetter from the voice of the organization

    eCard has a single focus like an eBlast, but emphasis is on visual design. eCards include simple, timely topics like save the date, event announcement an announcement that your annual report is available online

    Sending good content regularly creates opportunities for your subscribers to share it with other, which in turn will drive further awareness of your organization, website visits and new subscribers
  • Build Your Email List

    1. 1.
    2. 2. Today’s Agenda The importance of building your email list Tips for building your email list Ways to communicate with your list.
    3. 3. Your Email List “A list of people who have asked to subscribe to your emails.”
    4. 4. Email Statistics Email marketing has an ROI of 4,300% 91% of consumers check their email at least once a day 66% of US online consumers, ages 15 and up made a purchase as a result of email marketing messages. Over 70% of mobile purchasing decisions are influenced by promotional emails. Nearly one third of email recipients open email based on subject line alone. Source:
    5. 5. Benefits of Your Email Marketing • Is relatively inexpensive • Has immediacy • Yields quick results • Gives you new insights • Allows you to send personalized messages • Allows you to segment and test
    6. 6. Do You Own Your Fans/Followers?
    7. 7. What Do You Own? Your Website Your Email List
    8. 8. Think List Building! Networking Events People who visit your physical location Donors You need permission to add subscribers to your list!!! You must ask!
    9. 9. The Power Of Your List
    10. 10. E-mail Newsletter Gone are the days where you compose your message in Microsoft Word with some clip art Then sent it out as an attachment using your email program like Outlook, Yahoo, MSN, AOL, gmail, etc.
    11. 11. Be CAN-SPAM Compliant!  Your email must be for a legitimate offer and not a scam or offer of pornography, prescription drugs or other questionable legal products.  You must identify yourself and/or your company name in the email  You must provide your physical or mailing address in the email (I recommend in the footer)  You must provide remove instructions or include a link that recipients can click on to remove themselves from future mailings  You must comply with all remove requests and avoid sending any more emails to people who ask to be removed.  Let recipients know How to Opt Out of future emails  Monitor what others do on your behalf
    12. 12. CAN-SPAM Penalties Each separate email in violation of the law is subject to penalties of up to $16,000, and more than one person may be held responsible for violations.
    13. 13. 1. Get An Email Service Providers The following providers are all CAN-SPAM compliant:  MailChimp  aWeber  Get Response  Constant Contact  Infusion Soft
    14. 14. 2. Create Sign-Up Form
    15. 15. Thank You Message
    16. 16. Confirm Subscription Also known as “Double Opt-In”
    17. 17. 3. Build A Permission Based List Ask before you “blast”! Never send email marketing to anyone that has not requested them from you Use the double opt-in form Ask subscribers to add you email address to their contact list. Stops your emails from going to spam. Before you click “Send” button, ask yourself “Did every recipient on this list give me permission to send them email marketing?”
    18. 18. 4. Compose Email The Subject Line The From Line The Headings & Subheadings Personalize Email The Next Step or Call To Action Subject Line for Kim’s email: Don’t get left behind
    19. 19. The Subject Line Tips Avoid “Free, Help, Percent off, and Reminder” Do not repeat the exact same subject line for each newsletter Your subject line to 50 characters or less Increase open rates by thinking like you sending to a friend Sample Subject Lines The secret to… 7 ways to… How to… Now you can… What you need to know about… Did you hear? We’ve got a secret
    20. 20. 5. Design Your Email Message Emails are delivered in 3 formats Plain Text HTML MIME Keep it simple! Use a 1-column custom template, think mobile! Stick with basic fonts Test by sending a copy to yourself
    21. 21. 6. Track Your Results Monitor Open & Click-through Rates Analyze Which Links Perform Well Evaluate Subscriber Responses (unsubscribed, reported message as spam or forwarded to a friend) Comparison by Industry Chart
    22. 22. Capture Emails With Strong Opt-In Create Landing Pages with valuable, unique information and a strong call to action for users to give you their email address. When should you use landing pages? When sending social media fans/followers to your website When users are clicking an online ad Do not direct people to your Home page!
    23. 23. Example Landing Page
    24. 24. Types of Communication eNewsletter eBlast eLetter eCard Survey Key to Success! Offer consistent, high quality, engaging content
    25. 25. 3 Ways To Build Relationships 1. Keep It Personal Segmentation Personalization A personal tone 2. Be Sure To Keep In Touch Send out regular newsletters or blog posts Set up a short email automation campaign Use auto-responders 3. Show You Are Human and Gain Trust Humanize your ‘from’ line Use faces Create message consistency
    26. 26. Value Of A Subscriber General rule is that a subscriber is worth $1 per month ($12 per year) Subscribe to my newsletter 4% average opt-in .03 X $12 = $.36 value of each visitor Create a landing page aka squeeze page A strong landing page with inspiring content and a call to action 20% average opt-in .20 X $12 = $2.40 value of each visitor What does this mean? For every visitor you have you are losing $2.04 by not having a strong opt-in
    27. 27. Questions?? Email me: Social Solutions (815) 780-9062