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.
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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
- 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
- 22. List management • Keep it fresh • Monitor frequently • Learn from the data • Tweak, rinse, repeat • Optimize
- 23. List segmentation • 760% increase in revenue from segmentation • Specific actions • Behavior • History • Demographics • Language • Purchase type, amounts
- 24. Keep list clean • Remove inactive subscribers • Improve integrity • Increase deliverability • Improve open, click through and response rates • Quality of data is higher
- 25. Grow list • Content • Offers • Opt-‐in • Contests and promotions • Ecommerce • Pop-‐ups
- 26. Creative • Keep it clean • Understand flow – top bottom, left right • Cohesion between offline and online branding • Less is more
- 27. Retention • High value offers • Trigger campaigns that reward certain actions • Authentic • Appreciative • Respect
- 28. Testing • Subject line • Timing • Day of week • Length of email • Creative and design • Layout • Content mediums
- 29. Optimization • Actions taken – subjects, content • Mobile optimization • Heat maps – where do subscribers click • Content and language • Date and time • Frequency • Creative and design
- 30. Real results must be measured • Measure, measure measure • Conversions • Website visit • Content consumed • Segmentation • Deliverability = bounce rates, spam complaints, unsubscribe
- 31. 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
- 32. Hierarchy of social community inspiration self- actualization esteem belonging safety achieve connect inspire
- 33. Embrace OPCs Other people’s community & content
- 34. 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
- 35. Questions? Pam Moore CEO / Founder Marketing Nutz @pammktgnut www.pammarketingnut.com www.themarketingnutz.com www.getrealchat.com www.socialzoomfactor.com
- 36. 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