Email marketing can produce the highest return on investment for your business. But how do you do it well. This presentation will show you how to build your email list with highly qualified leads for your camp, school or kids program, and more importantly, how to convert those leads into calls, tours and registrations. Originally presented at the Our Kids Marketing Academy Lunch & Learn, November 2016.

1. How to build your email list with
highly qualified leads
Wednesday, November 16th, 2016
Anneline Breetzke | www.annelinebreetzke.com

2. OVERVIEW
! Why Build an Email List?!
! Freemiums!
! Opt-in Forms!
! Types of Emails!
! Email Sequences!

3. INTRODUCTION
Why is it essential to build an email list?

4. ! You Own Your List
! Personal (vs public) and Direct
! Relational Marketing (3 Rs)
! Higher Conversion Rate
Why build an email list?

5. Why build an email list?
Relational Marketing (3 Rs)
! Right Person
! People who are interested in what you have to offer
! Right Message
! Content is relevant to them
! Right Time
! Automation, scheduling, autoresponders

6. Why build an email list?
Email gives you the opportunity to start, nurture
and ‘control’ a relationship where you
take someone on a journey to specific goal.

7. FREEMIUMS
How to build your email list effectively

10. Freemiums
A freemium is free premium piece
of content that you give in
exchange for someone’s email.

11. Freemiums
Other names for freemiums are:
lead magnets, ethical bribes,
content upgrades, sign up
incentives and more.

12. Freemiums
Freemiums are like bait for fishing –
place them where you’d like to
catch the right lead for your school
or camp.

13. Freemiums
! eBook / PDF
! Newsletter
! Webinars
! Toolbox
! Resource List
! Video
! Audio Training
! Checklist
! Closed Facebook Group
! Case Studies
! Contest
! Free Tour / Consultation
Examples of Freemiums:

14. Focuses on one pain-point
@@ @@
Depression Aggression Addiction
What makes a great freemium?
Easy to consume but
not too quickly
Personal where they
get to know you more
Great quality in content
and production
Leads to follow-up
touchpoints with CTA
Instant delivery

15. OPT-­‐IN
FORMS
How to create opt-in forms that attract

16. Opt-In Forms
An opt-in form is the actual form
that captures email addresses
in exchange for the freemium.

17. @@ @@
Depression Aggression Addiction
How do you capture the emails?
You capture emails
with an opt-in form
Your opt-in form can
be placed on a:
! Pop-up
! Page*

18. Opt-In Forms
Well-designed and well-placed
opt-in forms can be the
difference between getting an
email address or nothing!

19. What makes a good opt-in form?

20. Irresistable offer
What makes a good opt-in form?
Great copy
Eye-catching
Assurance of
privacy
CASL checkbox*Call to action CTA
(on the right)
* Depending on the type of opt-in and placement
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21. Examples

22. Examples

23. Examples

24. What can be done to improve?

25. What can be done to improve?

26. What about this one?

27. TYPES
OF
EMAILS
Understanding the 2 main types of email
and the 3 key emails you need to send

28. 2 Main Types of Emails
! Broadcast
! You send an email to a certain group in your email list
! You action the SEND
! Triggered (Autoresponder)
! Email is sent in response to something your lead does
! Register for a webinar
! Sign up for a newsletter
! Submit a form for more information

29. 3 Key Emails
! Relationship (builds trust and connection – top-of-mind)
! Serving with high value, relevant content
! Promotional / Action
! Carefully worded emails with the goal for the reader to
DO something we want (eg. Attend an open house; applying…)
! Confirmation / Delivery
! Highest open rate and is the highest converting email

30. EMAIL
SEQUENCES
How to automate your email responses to
build relationship, value and trust

31. Email Sequences
Email automation allows emails
to be sent to leads based on
different triggers and timings.

32. Email Sequences
Providers such as
Mailchimp, Constant
Contact, AWeber and
others, all provide
automation features.

33. Email Sequences
Make sure you segment your
email list so that you know
specifically what someone
came into your email list for.

34. @@ @@Email List
Depression Aggression Addiction
Sales Funnel
! Email Sequence
Confirmation / Delivery - instant
Follow up - next day
Valuable content – 3 days later
Sales / Action – 5-6 days later
Follow up – a week later

35. CASL
&
SPAM
Complying with Canada’s Anti-Spam
Legislation and avoiding SPAM filters.

39. Anneline
hello@annelinebreetzke.com
www.annelinebreetzke.com
Ques%ons?