Thank you Justin and thanks everyone for being here today. My name is LW. I’m a CMS at AWeber. AWeber is an email marketing company in the Philly suburbs that helps more than 100,000 businesses connect with their audience through email. I’m really excited to speak with you about email marketing and How to grow your email list.
Unwanted advertisements vs. desired updates
So we know from the previous stat that people like to receive promotional messages through email. But this stat shows us that not only do they prefer it, but it actually convinces them to purchase
The marketing funnel. This represents the buyer journey or how a prospect goes from becoming aware of your company to converting or purchasing and then becoming fans of the brand. Your marketing strategy should include tactics for each stage of the funnel so that you can convince prospects to become customers and customers to become advocates. The nice thing about email is that you can use it in every stage of the funnel. This makes email an extremely versatile and powerful tool when building out your marketing strategy
Is your time and money investment in email worth it?
Email is not dead. For every dollar you spend on email marketing, you see $43 in return in investment. This makes email worth your time and worth your money.
If we think about all of these social media platforms like Facebook, Instagram, Twitter and Snapchat, we know that they can be great tools to promote your business but we also know we dont own them. If you decide that Facebook isn’t working for your business and you want to try something else but you’ve spent time building up thousands of followers, you can’t take your Facebook followers with you when you leave. You lose all that work.. On top of that, if a social media channel decides to change how they operate, you are stuck going along with that change. Whatever it may be. For example, it used to be that if you had a Facebook business page and you would post to your page, your post would appear in your followers newsfeed. Facebook changed their algorithm and now you need to pay to have your own followers see a post. Now instagram is changing its algorithm. Unfortunately, while social media is a powerful tool for your business, you are forced to go along with the whims of the social media companies. Email, on the other hand, is yours. You own your list, you choose how and when to send messages to your subscribers. And if you want to export your email list and switch your email marketing providers, you can. Now, I’m in no way saying that you shouldn’t be using social media to market your business. Social media should be a big part of your marketing strategy. And i actually think social media and email work very well together and I’ll show you later on in the presentation how you can use social media to grow your email list
Your subscribers opt in or choose to be on your list, which means they want to hear from you. They’ve given you their permission to email them which means that email is permission marketing. This changes your relationship with them from marketer to helper, educator, or maybe even friend. In fact, there’s something psychologically really important about the fact that email marketing is permission marketing. When I receive emails that I’ve opted in to that I’ve chosen to be a part of, I’m way more likely to be engaged and invested in those emails because I made the choice to get them and that choice is powerful.
Seth Godin: entrepreneur, author and marketer
Buying your list. The problem with building your list by buying your list is three-fold. First, it’s not permission marketing which means that the subscribers on your list aren’t going to be receptive to your offering and didn’t choose to be a part of your list. Second, bought lists have typically already been purchased by other companies. So the emails on this list are already being spammed by other companies.Third, a reputable email marketing company won’t allow you to import a purchased list into your account. It hurts email reputation. So you could spend a significant amount of money buying a list to find that you can’t even use it.
When you’re building your list, you may be tempted to adopt the thinking that you just need to get the largest list you can possibly get, no matter who the subscribers are...because larger list equals more customers right?. When you think that way, you’ll start practicing ineffective list-building methods. You want the right people on your list, not a large list of people who are unengaged, uninterested and unlikely to buy. To avoid this, make sure your list-building techniques will attract your target customer and your industry.
Why would someone want to join your list? For value. Because they want to learn something new, be educated, get something. So when you are trying to get your audience to join your list, make sure they know what they’ll get out of joining your list. If you fail to show them the value of joining your list, they won’t subscribe. Because they are looking for value, not to do you a favor. And then once they do subscribe, make sure they see the value that you promised them. Otherwise, they’ll unsubscribe.
The first is sign up forms. I’m going to spend some time going through what makes an effective sign up form. Because your website sign up forms are one of the most powerful list-building tools.
Why? They build your list all day long. They have potential to build a list very quickly with minimal effort. And when used correctly, they also help you build a quality list of subscribers who are likely to buy your products or services.
To grow your list, you want your sign up forms to have a high conversion rate. The better your sign up forms conversion rate, the faster you’ll grow your list. So I’m going to show you some examples of effective sign up forms and talk about what exactly makes them effective. Because you can use these same techniques on your website to increase the conversion rate of your forms and grow your email list more quickly.
This goes back to our earlier point about making sure that your subscribers get value out of joining your list. A freebie or incentive is something that you give your email subscribers in exchange for signing up for your email list. it could be a checklist, a template, an ebook, a guide, an email course etc. When creating your incentive, make sure it’s something that’s related to your product or service and industry so that you can get qualified, quality subscribers. And make sure your incentive is valuable to your audience. Let’s take a look at this example from Litmus.
You have 0-8 seconds to catch a website visitors attention. After 8 seconds, the majority of visitors leave your site. This means that your sign up form headline and content, need to draw your visitor in quickly and effectively. To do this, use a clear and compelling headline, offer and call to action. Be descriptive and brief. (go through example)
So, we’re going back again to our previous point about providing value. No one will subscribe to your list unless they see the value in joining. This means that beyond just offering them an incentive for joining, you should use benefit focused language. Or “ what’s in it for me” language. (go through example)
On our blog, our highest converting pop up or slide in forms are ones whose subject matter align with and complement the blog post they pop up or slide in on. They work in the context of the post. Context is what your surround your sign up form message with. Your website or blog content should establish value and then your sign up form should build upon that value (example: in this example from Magnolia Market, which is an interior design shop owned by chip and joanna gaines from the HGTV show Fixer Upper,
probably most of us have purchased something from Amazon. For me, when I’m deciding whether or not to buy a product, I look at the customer reviews. If something doesn’t have four out of five stars and a lot of reviews, I’m less likely to buy it. Why? Because lots of good reviews showed me that lots of other people liked it. And this alone is enough to convince me to buy. This is a psychological concept called social proof. Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation. So why am I talking about a psychological theory on a webinar about list building? Because you can use it in your sign up form content. (go through example)
What is A/B testing: A/B testing (also known as split testing) is when you compare similar versions of a sign up form to see which one performs better. Most form building software includes a split testing feature where the software will serve certain website visitors the 1st version of the form and other site visitors the 2nd version. It’ll collect the data and you’ll be able to see which form had a better click through rate.
Why A/B test Original: 8.25% vs Test: 15.04%
Sign up forms are powerful but unless you have website traffic that sees them, they don’t work
What is guest blogging. Writing for another company’s blog.
Builds a relationship: means increases conversion rate by increasing trust and relationship
11 Ways to Bore the Boots Off Your Reader. Enchanting Marketing
How to avoid the destructive power of adjectives in your marketing copy
[Guest Post] LinkedIn Traffic Hacks: 3 Unexpected Ways to Generate More Business from LinkedIn. https://www.leadpages.net/blog/lead-generation-on-linkedin/
Good blogs = include an author bio, they promote their posts on social, they have engaged readers. Start building a relationship in your post so that
Drives traffic to sign up forms and to your website. Quality: topic related to your product and industry means that the attendees are interested in your product/industry and more likely to buy Effective: Kissmetrics generated 518,399 Visitors and 16,394 Leads from 77 Webinars
A webinar, first and foremost, needs to provide value. Don’t spend 30 minutes at a webinar selling your product. Why? Because first off, unless you told your attendees before they registered that they’d be getting a sales pitch, it’s deceptive, and secondly, your audience will be turned off and if you do send them emails after the webinar, they’re going to be way more likely to unsubscribe. It’s not a good list-building practice. So make sure your webinars are building a relationship and educating your attendees. Webinars are great because they give you an opportunity to build a more personal relationship and develop trust before you start sending emails.
This is the landing page that we used for today’s webinar. To grow your list, you need to drive traffic to your webinar landing page. Here’s how to drive traffic to your webinar landing page
Slide in form on blog posts or website pages.
Leverage your social followers.
Paid ads vs free promotion. How AWeber has found paid ads offering an incentive to be more effective than straight up selling your product
Leveraging a partner’s email audience
Form is where you capture the value. Now how do
AWeber + AddThis: How to Grow Your Email Marketing List
Who am I?
Content Marketing Specialist at AWeber
What you’ll learn today:
The value of email marketing
3 mistakes to avoid when growing your email audience
3 proven tactics to grow your email list and your business
“Permission marketing turns strangers into
friends and friends into loyal customers. It's not
just about entertainment - it's about education.
Permission marketing is curriculum marketing.”
- Seth Godin
Why is growing your list so important?
Email doesn’t work without an audience
Your email subscribers leave your list
How to get started
Find a topic
Share your knowledge
1.Email marketing is effective.
2.Don’t buy a list, attract quantity over quality or
fail to provide value.
3.Grow your list with website sign up forms,
guest blog posts and webinars.
First 500 Subscribers email course
6 Simple Ways to Grow Your Email List
Grow Your Email List with Targeted Sign Up Forms on Your Blog
5 Irresistible Incentives for Your Sign Up Form That Aren’t eBooks
How to Use Webinars to Grow Your Email List
How Kissmetrics Generated 518,399 Visitors and 16,394 Leads from 77 Webinars
Want to give AWeber a try?
Get 30 days free at https://aweber.com/order.htm