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Building & Maintaining an Engaged Email Audience.

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How do you build an email audience that is engaged? Then how do you keep them engaged? Take a peek...

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Building & Maintaining an Engaged Email Audience.

  1. 1. Pro Tips for Building & Maintaining a Massively Engaged Audience
  2. 2. #FinCon16 #DoMoreWithEmail @erikharbison erikh@aweber.com Booth #204
  3. 3. #FinCon16 #DoMoreWithEmail @erikharbison Building & Maintaining a MASSIVELY Engaged Email List Audience
  4. 4. #FinCon16 #DoMoreWithEmail @erikharbison What We’ll Cover Today Lists don’t have feelings. Audiences Do. #FinCon16 @erikharbison
  5. 5. #FinCon16 #DoMoreWithEmail @erikharbison Email is about building relationships.
  6. 6. #FinCon16 #DoMoreWithEmail @erikharbison But First…Here’s The Main Problem…
  7. 7. #FinCon16 #DoMoreWithEmail @erikharbison Every time you say ‘[e]blast’, this happens…
  8. 8. #FinCon16 #DoMoreWithEmail @erikharbison Here’s How You Can Help.
  9. 9. #FinCon16 #DoMoreWithEmail @erikharbison The Email Pledge
  10. 10. #FinCon16 #DoMoreWithEmail @erikharbison Deliverability Decay
  11. 11. #FinCon16 #DoMoreWithEmail @erikharbison U.S. Email Deliverability Rates 60% 70% 80% 90% 2014 2015 2016 ReturnPath 2016 Email Deliverability Report 87% 73%
  12. 12. #FinCon16 #DoMoreWithEmail @erikharbisonReturnPath 2016 Email Deliverability Report Removing subscribers who have not engaged in over a year instantly increases your deliverability rate by 3% to 5%. - WhoIsHostingThis "Email Deliverablilty 101" (2014)
  13. 13. #FinCon16 #DoMoreWithEmail @erikharbison Email Databases Decay by 23% Every Year Next Year MarketingProfs 2014 This Year In 4 Years
  14. 14. #FinCon16 #DoMoreWithEmail @erikharbison Do Nothing. Your database will be gone in 48 months.
  15. 15. #FinCon16 #DoMoreWithEmail @erikharbison Do Something. Drive emotional reactions. Clear Expectations. Context. Provide Value. Find aggregation points. Empathy.
  16. 16. #FinCon16 #DoMoreWithEmail @erikharbison Being Contextual = Action Welcome Series Build trust. Education. Abandon Cart Social proof. Discounts. Broadcasts Surveys. Social sharing.
  17. 17. #FinCon16 #DoMoreWithEmail @erikharbison Building An Engaged Audience
  18. 18. #FinCon16 #DoMoreWithEmail @erikharbison Lead Magnets Set expectations. Offer something exclusive. Provide value. - - - - - - - Cheat Sheet. Resources List. Free Trial. Survey/Quiz.
  19. 19. #FinCon16 #DoMoreWithEmail @erikharbison Pop Ups / Modals +54% in signups
  20. 20. #FinCon16 #DoMoreWithEmail @erikharbison Master Your Sign Up Form Add a Testimonial Get creative. Try fun CTA’s! 10% CNV Rate
  21. 21. #FinCon16 #DoMoreWithEmail @erikharbison Social As Lead Gen
  22. 22. #FinCon16 #DoMoreWithEmail @erikharbison Social for Lead Gen $1-$3 CPL
  23. 23. #FinCon16 #DoMoreWithEmail @erikharbison Talk To People
  24. 24. #FinCon16 #DoMoreWithEmail @erikharbison Maintaining An Engaged Audience
  25. 25. #FinCon16 #DoMoreWithEmail @erikharbison Start Here ‘Blast’
  26. 26. #FinCon16 #DoMoreWithEmail @erikharbison Setting Expectations I am going to send you DAILY emails. I want your PRIMARY email.
  27. 27. #FinCon16 #DoMoreWithEmail @erikharbison You’re going to get DAILY emails. Do this. Or you won’t get my DAILY emails.
  28. 28. #FinCon16 #DoMoreWithEmail @erikharbison Subject Lines SubjectLine.com
  29. 29. #FinCon16 #DoMoreWithEmail @erikharbison Subject LinesThose Subject Lines Curiosity.
  30. 30. #FinCon16 #DoMoreWithEmail @erikharbison Subject LinesThose Subject Lines Question.
  31. 31. #FinCon16 #DoMoreWithEmail @erikharbison Subject LinesThose Subject Lines Scarcity.
  32. 32. #FinCon16 #DoMoreWithEmail @erikharbison Real Person Elements Send from a real person. Signature from a real person.
  33. 33. #FinCon16 #DoMoreWithEmail @erikharbison Ask for a reply
  34. 34. #FinCon16 #DoMoreWithEmail @erikharbison Ask One Question ~30% response rates ~70% Leave a comment
  35. 35. #FinCon16 #DoMoreWithEmail @erikharbison Restore Relationships Make the ASK. Timebox expectations.
  36. 36. #FinCon16 #DoMoreWithEmail @erikharbison Unsubscribe >Spam Complaint
  37. 37. #FinCon16 #DoMoreWithEmail @erikharbison Capture Sentiment
  38. 38. #FinCon16 #DoMoreWithEmail @erikharbison Personalize Add {firstname} in the body of your email. weekly.coffee
  39. 39. #FinCon16 #DoMoreWithEmail @erikharbison Your Emails Are Emotional Triggers. #FinCon16 @erikharbison
  40. 40. #FinCon16 #DoMoreWithEmail @erikharbison Takeaways • Never say ‘e-blast’ again! • Lists don’t have feelings. Audiences do. • Master your forms. • Ask for replies from your customers. • Capture sentiment.
  41. 41. Questions?
  42. 42. #FinCon16 #DoMoreWithEmail @erikharbison Resources Subjectline.com : grade your subject lines Sigstr.com : Signature imaging EmailOnAcid.com : Preview emails Delighted.com: NPS, one question surveys TryInteract.com: Survey & quiz platform Qualaroo.com: on site survey tool ReferralSaasquatch.com: Referral program platform SumoMe.com: Sign up form platform Kickbox.io: email verification service
  43. 43. #FinCon16 #DoMoreWithEmail @erikharbison Thank You. erikh@aweber.com @erikharbison

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