Using Email to Build your Community by Kath Pay

How Email can help you to
grow your Community
Kath Pay
Plan to Engage

Your presenter – Kath Pay
• 12+ years of experience
in email marketing

• Email Marketing
Consultant, Trainer &
Speaker

• Lead trainer for Email
Marketing for
Econsultancy & the IDM
in the UK @kathpay
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2

About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses

www.PlanToEngage.com

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

Use Email to…..

Grow your Community

Main aim: Get
permission
You can always get more data later

3 Elements to Registration
• Visibility
• Can people see it?
• On every page?
• Value
• Why should they bother?
• Ease
• How long will it take?
• Does it look painful?


Visibility
Can it be easily found?

Above the Fold & obvious.


Is a Lightbox for you?
Case Study: The EmailGuide


Lightbox Signup


Results
• Added lightbox to display after 10
seconds
• Only every 7 days
• Very customisable
• Increase of 400% in signups
• Best results was a combination of
standard signup form plus lightbox

Value
What’s in it for them? Make it clear and obvious

Reciprocity
• Create a “value exchange” that suits you and your
prospect
• People know how valuable their personal data is
• It needs to be traded for


Benefits are clear


Ease
Will I spend my life filling in this form?

Verify information on the go


If it’s long.....use a barometer...


User friendly CAPTCHA alternative


How long can the form be?
• It depends!
• Is the reward worth the effort?
• Use mandatory and optional fields
• Use branching for relevant questions
• Lay out over several pages
• Encourage people to keep going!
• Test, Test, Test!


Case Study: Marketo

Short (5) Medium (7) Large (9)
Conversion: 10.0%
Conversion: 13.4% Conversion: 12.0%
Cost per: $41.90
Cost per: $31.24 Cost per: $34.94


Progressive Registration


On the next page…


Thank You !
Where do you want them to go?...and maybe
a chance to gather more information?

Point them in the right direction


Welcome !
Make the most of this opportunity

Make the most of this
‘Honeymoon period’


Use email to…

Retain & Engage your Community

Frequency
• Not enough is as bad as too much
• Don’t be afraid to test what suits your
database
• Make the most of your touch points
• Put it in their hands….


With a Preference Centre


Incentivise to Update Profiles


Tactics to drive
engagement
And drive them back to the site

Use teasers to drive back to site


What are others doing?


Initiate involvement


Consider using Time as a factor


“Stories” – leverage what we
know of human nature


Be Customer Service orientated


Customer Service…again


We missed you – BUT what have
you been missing?


Keep them happy - Opt-down


What can you test?

• Engagement Tactics • Subject Lines
• Template Design • Call-To-Actions copy
• Registration Forms • Call-To-Actions
• Registration placement
Incentives/Benefits
• Content matter


Questions?
Kath Pay
@kathpay
Kath@PlanToEngage.com
www.linked.com/in/kathpay
44

Using Email to Build your Community by Kath Pay

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