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Email	
  Marketing:	
  
How	
  to	
  Grow	
  Your	
  List	
  
by	
  400%	
  
Pam	
  Moore
CEO	
  /	
  Founder
Marketing	
 ...
Why	
  email	
  
marketing?
• Increase	
  conversion	
  
rates	
  /	
  sales
• Nurture	
  relationships	
  
• Data	
  coll...
• Make	
  it	
  a	
  top	
  goal	
  of	
  everything	
  to	
  grow	
  your	
  
email	
  list	
  
Integrate	
  into	
  the	...
It	
  only	
  takes	
  a	
  seed!	
  
But	
  isn’t	
  email	
  marketing	
  
dead?	
  
• There	
  are	
  4.4	
  billion	
  email	
  
accounts	
  (4.6	
  by	
  2...
Consumer	
  usage
• 57%	
  subscribers	
  spend	
  
10-­‐60	
  minutes	
  a	
  week	
  
browsing	
  emails	
  
• 91%	
  co...
But	
  does	
  it	
  work?	
  
• Email	
  converts	
  better	
  
than	
  SEO,	
  digital	
  ads	
  
and	
  social	
  media...
Source:	
  Quicksprout
Email	
  subscribers	
  3	
  times	
  more	
  likely	
  to	
  share	
  
content	
  via	
  social	
 ...
It’s	
  personal
• 78%	
  of	
  marketing	
  
emails	
  are	
  sent	
  to	
  
personal	
  email	
  
accounts	
  
• 6%	
  i...
Mobile	
  
• 53%	
  opened	
  on	
  
mobile	
  device	
  
• Only	
  42%	
  marketers	
  
optimizing	
  for	
  mobile	
  
•...
Context	
  is	
  everything	
  
trust  is  required,  not  optional
The	
  goal	
  is	
  not	
  to	
  do	
  business	
  
with	
  people	
  who	
  need what	
  
you	
  have	
  but	
  instead	...
Communities  create  markets
Opportunity Harvest
Free	
  
member
Paid	
  
member
Loyal	
  
evangelist
Community	
  Zone Cu...
P	
  =	
  People	
  
O	
  =	
  Objectives	
  
S	
  =	
  Strategy	
  
T	
  =	
  Technology	
  
Don’t	
  start	
  with	
  te...
How	
  you	
  say	
  hello	
  matters
• Double	
  opt-­‐in	
  or	
  not	
  
• Be	
  consistent	
  w/	
  brand	
  and	
  
o...
Ad	
  blocking	
  
• 18%	
  of	
  US	
  Consumers	
  
use	
  ad	
  blocking	
  software	
  
• This	
  number	
  will	
  do...
Inspire	
  action	
  
Spam
78%	
  email	
  is	
  spam
Select	
  your	
  email	
  
marketing	
  platform
• Mailchimp
• Aweber
• Constant	
  Contact	
  
• Get	
  Response	
  
• I...
List	
  management	
  
• Keep	
  it	
  fresh	
  
• Monitor	
  frequently	
  
• Learn	
  from	
  the	
  data	
  
• Tweak,	
...
List	
  segmentation
• 760%	
  increase	
  in	
  revenue	
  
from	
  segmentation
• Specific	
  actions
• Behavior
• Histo...
Keep	
  list	
  clean	
  
• Remove	
  inactive	
  
subscribers	
  
• Improve	
  integrity	
  
• Increase	
  deliverability...
Grow	
  list	
  
• Content	
  
• Offers
• Opt-­‐in	
  
• Contests	
  and	
  
promotions	
  
• Ecommerce	
  
• Pop-­‐ups	
  
Creative	
  
• Keep	
  it	
  clean	
  
• Understand	
  flow	
  –
top	
  bottom,	
  left	
  right	
  
• Cohesion	
  between...
Retention
• High	
  value	
  offers	
  
• Trigger	
  campaigns	
  
that	
  reward	
  certain	
  
actions	
  
• Authentic
•...
Testing	
  
• Subject	
  line	
  
• Timing	
  
• Day	
  of	
  week	
  
• Length	
  of	
  email	
  
• Creative	
  and	
  de...
Optimization	
  
• Actions	
  taken	
  – subjects,	
  
content	
  	
  
• Mobile	
  optimization	
  
• Heat	
  maps	
  – wh...
Real	
  results	
  must	
  be	
  measured	
  
• Measure,	
  measure	
  measure
• Conversions	
  
• Website	
  visit	
  
• ...
Maslow’s	
  hierarchy	
  of	
  needs
Morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of ...
Hierarchy	
  of	
  social	
  community	
  
inspiration
self-­
actualization
esteem
belonging
safety
achieve
connect
inspire
Embrace	
  OPCs	
  
Other	
  people’s	
  community	
  &	
  content
Activate  Influencers
34
Platform   Tier  1
Target  Market  
Segments  Tier  2  VIP  Tribes  
Blog  
Twitter
LinkedIn
Face...
Questions?	
  
Pam	
  Moore
CEO	
  /	
  Founder	
  
Marketing	
  Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketing...
Content	
  Marketing	
  
Golden	
  Rules
1. Slow	
  down	
  to	
  speed	
  up
2. Build	
  foundation
3. Set	
  goals
4. Kn...
Email Marketing How to Grow Your List by 400%
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Email Marketing How to Grow Your List by 400%

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Keynote presentation delivered by Pam Moore, CEO / Founder of Marketing Nutz, Training & consulting agency offering boutique services helping brands of all sizes integrate and optimize digital & social technologies to increase brand awareness, nurture relationships and achieve business goals. Included in the presentation are strategies and tactics for email marketing to start, grow and optimize a list, nurture relationships, increase sales and achieve marketing and business goals. Includes recommendations on best practices as well as tools and technology.

Published in: Technology
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Email Marketing How to Grow Your List by 400%

  1. Email  Marketing:   How  to  Grow  Your  List   by  400%   Pam  Moore CEO  /  Founder Marketing  Nutz Social  Zoom  Factor   @PamMktgNut
  2. Why  email   marketing? • Increase  conversion   rates  /  sales • Nurture  relationships   • Data  collection   • Brand  awareness   Source:  Forrester  Research
  3. • Make  it  a  top  goal  of  everything  to  grow  your   email  list   Integrate  into  the  DNA  of  your   marketing  
  4. It  only  takes  a  seed!  
  5. But  isn’t  email  marketing   dead?   • There  are  4.4  billion  email   accounts  (4.6  by  2016  end)     • In  2015  2.6  billion  active   email  users  – 1.4  billion   accessing  via  mobile   • 93%  marketers  use  email   marketing   • $2.4  billion  spent  on  email   marketing  in  2015
  6. Consumer  usage • 57%  subscribers  spend   10-­‐60  minutes  a  week   browsing  emails   • 91%  consumers  check   their  email  at  least  once   a  day  
  7. But  does  it  work?   • Email  converts  better   than  SEO,  digital  ads   and  social  media   • For  every  $1  invested   in  email  marketing   the  average  return  is   $43   • That’s  a  return  on   investment  of  4300%!  
  8. Source:  Quicksprout Email  subscribers  3  times  more  likely  to  share   content  via  social  media  than  other  visitors
  9. It’s  personal • 78%  of  marketing   emails  are  sent  to   personal  email   accounts   • 6%  increase  in   transactions  by   personalizing  email  
  10. Mobile   • 53%  opened  on   mobile  device   • Only  42%  marketers   optimizing  for  mobile   • 80%  consumers   delete  email  if   doesn’t  display   properly  
  11. Context  is  everything  
  12. trust  is  required,  not  optional
  13. The  goal  is  not  to  do  business   with  people  who  need what   you  have  but  instead  to  do   business  with  people  who   believe what  you  believe! -­‐Simon  Sinek
  14. Communities  create  markets Opportunity Harvest Free   member Paid   member Loyal   evangelist Community  Zone Customer  Zone $$
  15. P  =  People   O  =  Objectives   S  =  Strategy   T  =  Technology   Don’t  start  with  technology
  16. How  you  say  hello  matters • Double  opt-­‐in  or  not   • Be  consistent  w/  brand  and   other  communication • Don’t  spam,  respect   • Value,  context,  relevancy   • Reward  desired  actions • Unique  content   • Humanize  it
  17. Ad  blocking   • 18%  of  US  Consumers   use  ad  blocking  software   • This  number  will  double   in  2016   • 185  million  global  users   of  ad  blocking   technologies   Source:  Pagefair &  Adobe,  2015
  18. Inspire  action  
  19. Spam 78%  email  is  spam
  20. Select  your  email   marketing  platform • Mailchimp • Aweber • Constant  Contact   • Get  Response   • Infusionsoft
  21. List  management   • Keep  it  fresh   • Monitor  frequently   • Learn  from  the  data   • Tweak,  rinse,  repeat   • Optimize  
  22. List  segmentation • 760%  increase  in  revenue   from  segmentation • Specific  actions • Behavior • History   • Demographics   • Language   • Purchase  type,  amounts  
  23. Keep  list  clean   • Remove  inactive   subscribers   • Improve  integrity   • Increase  deliverability   • Improve  open,  click   through  and  response   rates   • Quality  of  data  is   higher  
  24. Grow  list   • Content   • Offers • Opt-­‐in   • Contests  and   promotions   • Ecommerce   • Pop-­‐ups  
  25. Creative   • Keep  it  clean   • Understand  flow  – top  bottom,  left  right   • Cohesion  between   offline  and  online   branding • Less  is  more  
  26. Retention • High  value  offers   • Trigger  campaigns   that  reward  certain   actions   • Authentic • Appreciative   • Respect  
  27. Testing   • Subject  line   • Timing   • Day  of  week   • Length  of  email   • Creative  and  design   • Layout • Content  mediums  
  28. Optimization   • Actions  taken  – subjects,   content     • Mobile  optimization   • Heat  maps  – where  do   subscribers  click • Content  and  language   • Date  and  time   • Frequency   • Creative  and  design  
  29. Real  results  must  be  measured   • Measure,  measure  measure • Conversions   • Website  visit   • Content  consumed   • Segmentation   • Deliverability  =  bounce  rates,   spam  complaints,  unsubscribe  
  30. Maslow’s  hierarchy  of  needs Morality, creativity, spontaneity, problem solving, lack of prejudice, acceptance of facts Self-­esteem,  confidence,   achievement,  respect  of   others,  respect  by  others Friendship,  family,  sexual  intimacy Security  of  body,  employment,  resources,   morality,  family,  health,  property Breathing,  food,  water,  sleep,  homostasis,  excretionphysiological safety belonging esteem self-actualization
  31. Hierarchy  of  social  community   inspiration self-­ actualization esteem belonging safety achieve connect inspire
  32. Embrace  OPCs   Other  people’s  community  &  content
  33. Activate  Influencers 34 Platform   Tier  1 Target  Market   Segments  Tier  2  VIP  Tribes   Blog   Twitter LinkedIn Facebook   Content   Syndication   Internal   Family  &   Friends   Industry   Influencers Media   Thought   Leaders  
  34. Questions?   Pam  Moore CEO  /  Founder   Marketing  Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com www.getrealchat.com www.socialzoomfactor.com
  35. Content  Marketing   Golden  Rules 1. Slow  down  to  speed  up 2. Build  foundation 3. Set  goals 4. Know  who  you  are 5. Know  what  they  want 6. Know  what  ya’  got 7. Embrace  imperfect  perfection 8. Create  once,  use  many 9. Integrate 10. Be  You 11. Stay  Fresh 12. Try  the  Cow 13. Create  real  conversion  funnel 14. Don’t  over  complicate 15. Take  them  on  a  journey 16. When  in  doubt,  inspire  them

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