Killer Email and Social List Building Techniques


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We’ll explore proven ways to optimize your marketing with email, from forms and autoresponders to social media and landing pages. These tactics and tips will help you grow your lists and profits.

Experience level: Beginner, Intermediate
Target audience: Affiliates/Publishers
Niche/vertical: Email

Hunter Boyle, Sr. Business Development Manager, AWeber (Twitter @hunterboyle)

Published in: Business, Technology
  • Thanks for the information. There are many list building techniques out their. I think people should not only focus on building a list but more of a quality list which is most important. Knowing your niche and providing solutions to your list is key to having a list that makes money. Try and focus on quality and not so much quantity. Regards, Matthew J Trujillo
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  • Great presentation. I love and frequently visit and go updated. It's a real eye opener on how websites should be handled.
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Killer Email and Social List Building Techniques

  1. 1. Killer Email & Social List Building Techniques Hunter Boyle Sr. Business Development Manager, AWeber @hunterboyle - @aweber Monday, Jan. 9, 2011 #asw12
  2. 2. Hunter Boyle + AWeber <ul><li>Email content & marketing since '99 </li></ul><ul><li>Grew several email lists, including Sales & Marketing Update and the Marketing Experiments Journal </li></ul><ul><li>Manage partnerships and affiliate marketing initiatives for AWeber, a leading email provider for 110,000+ SMBs and entrepreneurs </li></ul>@hunterboyle #asw12
  3. 3. List Building Key: An effective list building strategy is more than just a bunch of tactics – it's tightly integrated with ROI #asw12
  4. 4. List Building Strategy <ul><li>Case: Social Media Examiner </li></ul><ul><li>Launched Oct. 2009 </li></ul><ul><li>Founder was not a SMM expert </li></ul><ul><li>Teamed up with prominent subject experts </li></ul><ul><li>Used quality content to build audience </li></ul><ul><li>Didn't use email for sales until 10K subscribers </li></ul>#asw12
  5. 5. List Building Strategy <ul><li>Case: Social Media Examiner </li></ul><ul><li>Top 5 Tactics </li></ul><ul><li>Pop-up form gets 70% of opt ins </li></ul><ul><li>Bonus incentive lifts response </li></ul><ul><li>Confirmed (double) opt-in boosts quality </li></ul><ul><li>Social proof reduces anxiety </li></ul><ul><li>Social media makes sharing easy </li></ul>#asw12
  6. 6. List Building Strategy <ul><li>Case: Social Media Examiner </li></ul><ul><li>Results </li></ul><ul><li>Opt in list grew by 234% year over year from Nov. '10 to Nov. '11 </li></ul><ul><li>Currently at 117,000 and growing </li></ul><ul><li>Site averages 450K visitors per month </li></ul><ul><li>Now sells newsletter ad space for up to $3,600 </li></ul>#asw12
  7. 7. List Building Strategy Research Which tactics have worked best for you? #asw12
  8. 8. List Building Strategy Key: Support your tactics with research and testing; integrate them with ROI goals to build strategy Recommended Sites: MarketingExperiments, MarketingSherpa, #asw12
  9. 9. List Building: Three Areas To Optimize <ul><li>Landing Pages </li></ul><ul><li>Autoresponders </li></ul><ul><li>Social Media </li></ul>#asw12
  10. 10. 1. Landing Pages <ul><li>Two types: </li></ul><ul><li>“ Before” landing pages – where site visitors first opt into your list (blog, squeeze page) </li></ul><ul><li>“ After” landing pages – what they see after they sign up (confirmation, special offers) </li></ul>#asw12
  11. 11. “ Before” Landing Pages <ul><li>Case: Social Triggers </li></ul><ul><li>Top 3 Tactics </li></ul><ul><li>Multiple forms, close to content </li></ul><ul><li>Varied copy and calls to action </li></ul><ul><li>Social proof builds credibility </li></ul>#asw12
  12. 12. “ Before” Landing Pages – 3 Key Tactics 1. Proximity: Place forms near relevant content 2. Variety: Test multiple forms, styles and CTAs #asw12
  13. 13. “ Before” Landing Pages – 3 Key Tactics 3. Authority: social proof and credibility indicators #asw12
  14. 14. 1. List Building <ul><li>Case: Social Triggers </li></ul><ul><li>Results </li></ul><ul><li>Blog updates (RSS) list tripled in five months to 10,000+ </li></ul><ul><li>Content and links to subject experts, social proof </li></ul><ul><li>Opt-in form proximity and variety had big impact on growth </li></ul>#asw12
  15. 15. “ Before” Landing Pages – Examples Form style test: Lightbox vs. slide box Source: The winner? Lightbox form – 59% more subscribers #asw12
  16. 16. “ Before” Landing Pages – 3 Key Tactics Recap <ul><li>Proximity: Put forms near relevant content </li></ul><ul><li>Variety: Test multiple forms, styles, CTAs </li></ul><ul><li>Authority: Social proof, credibility indicators </li></ul>#asw12
  17. 17. “ After” Landing Pages – 3 Key Tactics 1. Deliver on sign-up expectations and offers #asw12 Opt In Page Confirmation Page
  18. 18. “ After” Landing Pages – Examples Confirmation Page Confirmation Email #asw12
  19. 19. “ After” Landing Pages – 3 Key Tactics 2. Test social media and email sharing #asw12
  20. 20. “ After” Landing Pages – 3 Key Tactics 3. Never leave new subscribers at a DEAD END! VS. #asw12
  21. 21. “ After” Landing Pages – 3 Key Tactics Recap <ul><li>Deliver on expectations and offers </li></ul><ul><li>Test social media and email sharing links </li></ul><ul><li>Never leave subscribers at a dead end </li></ul>#asw12
  22. 22. Optimization – The ROI of Landing Pages Research Are you testing the most effective variables? #asw12
  23. 23. Testing Ideas – Landing Pages <ul><li>What's your best conversion rate for forms? Your goal? </li></ul><ul><li>Can you elicit more info than name and email? </li></ul><ul><li>Are your forms taking advantage of proximity and authority? </li></ul><ul><li>Do you currently provide samples before sign up? </li></ul><ul><li>Have you tested incentives? If so, which types? </li></ul><ul><li>Are pop-up or lightbox forms a viable test option? </li></ul><ul><li>Do you use social media list building plug-ins and apps? </li></ul>#asw12
  24. 24. 2. Autoresponders <ul><li>Great way to cultivate longer relationships </li></ul><ul><li>Series can be as short or long as needed </li></ul><ul><li>Engagement analytics will guide you </li></ul>#asw12
  25. 25. Autoresponders - Examples Engage Offer Connect #asw12
  26. 26. Autoresponders - Examples Comprehensive info Minimal info #asw12
  27. 27. Testing Ideas – Autoresponders <ul><li>Is your content strong enough for a series? </li></ul><ul><li>What are your competitors doing? </li></ul><ul><li>Advanced: Consider separate paths and segmenting autoresponder recipients </li></ul>#asw12
  28. 28. 3. Social Media <ul><li>Augments (not replaces) email, RSS lists </li></ul><ul><li>Likes/tweets are the first step, not the last </li></ul><ul><li>Use social tie-ins strategically, appropriately </li></ul>#asw12
  29. 29. Social Media - Examples Tip: Test social media on before & after opt-in landing pages Registration page Confirmation page #asw12
  30. 30. Social Media - Examples Tip: Customize Your Facebook Pages Incentivize Promote Sharing Engage #asw12
  31. 31. Social Media - Examples Tip: Use Landing Pages, Social + Email for Contests Landing Page #asw12 Facebook – Like Landing Page Facebook - Email
  32. 32. Testing Ideas – Social Media <ul><li>Use social tie-ins for Likes and emails </li></ul><ul><li>Test different (relevant) types of incentives </li></ul><ul><li>Create autoresponders just for social lists </li></ul>#asw12
  33. 33. Thank You! <ul><li>Hunter Boyle </li></ul><ul><li>Sr. Business Development Manager, AWeber </li></ul><ul><li>Connect with me … </li></ul><ul><ul><li>Follow me on Twitter: @hunterboyle </li></ul></ul><ul><ul><li>Email me at: [email_address] </li></ul></ul><ul><li>For more ideas and examples, visit: </li></ul><ul><li>Become an AWeber Affiliate and get 30% monthly recurring commissions </li></ul>#asw12