Supernova Media presents Email Marketing 101. Tips including: building your mailing list, preventing unsubscribers, integrating email and social media, SEO and mobile devices.

1. Supernova Media Presents:
Email Marketing

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4. Mailing List Stats
75.8% of marketers said they were using more
email than they were three years ago. In fact,
according to ‘Forrester Research’, investment in
email marketing is forecasted to grow from $1.3
billion in 2010 to $2 billion in 2014.
A May 2011 report by technology market research
firm ‘The Radicati Group’ estimates that there are
3.1 billion email accounts in 2011 and that’s
expected to rise to over 4 billion by 2015.

5. Building Your Mailing List
The real key to e-commerce is building a mailing list of
people who are interested in the topics you write, speak
and teach about. On a good day, you might get 10
percent of your website visitors buying your product. But
what about the other 90 percent? Are you just going to
ignore them and their needs?
The internet is a distracting place and a visitor may only
come to your website once. A mailing list member can be
told about new articles, new offerings and new resources
on your site each month, thereby increasing your traffic
and your sales.

6. Building Your Mailing List
I'm not talking about creating huge lists of people who will remove
themselves as soon as they get your freebie. What's the point in that?
I'm talking about a sustainable list of people who like the products and
services you offer, who have an ongoing relationship with you, and are
likely to purchase from you again and again.
I can think of many different things you can do to grow your mailing list
but let's look at the techniques I like to use most:
From Your Website. It should come as a great surprise that you should
ask people to sign up for your mailing list from your website. A good
suggestion is offering a free e-book or e-course. These are easy to
deliver and don't take any of your time because they're automated. My
favorite auto-responder is www.aweber.com.

7. Building Your Mailing List
Outgoing Emails. On every outgoing email, in your signature line,
you should be inviting people to join your mailing list. Just make
sure you tell them HOW to join your list via email or give them a link
to the sign-up page.
At Speeches. Meetings and conferences are a great way to get
recognized quickly and to gather names for your list. Have a sign-up
sheet on a clipboard ready, and pass it around while you're giving
your speech. Better yet, give away something for free and have
them sign up for the freebie and your newsletter at the same time.
In Your Newsletter Itself. Lots of people like to forward your
newsletter to their friends and colleagues. But once someone else
reads your newsletter, they don't know how to subscribe to it. Make
sure you give instructions in each newsletter so that new people
know what to do.

8. Building Your Mailing List
On Business Cards. Lots of people have
business cards with blank backs. Instead,
use the back of your business card as a
mini-billboard, and offer your freebie and
sign-up instructions right on the back of
the card.
About The Author Text. When you write articles, you should be including an "about the author"
paragraph at the end, especially if you are submitting those articles to other websites. In the About The
Author paragraph, make your offer and give instructions for your newsletter.
Thank You Emails. When someone purchases from you, you should be sending them a Thank You For
Your Order email. In that email, ask them if they'd like to get your newsletter. It might be a good idea to
offer a coupon or discount to customers in the Thank You email, as an incentive to sign-up for your
newsletter.

9. How NOT to Building Your Mailing List
It's considered rude and bad etiquette to
automatically sign people up for your mailing list. Just
because they've emailed you, or met you at a
meeting, doesn't give you the right to automatically
add them. Instead, send them an invitation and let
them decide if they want to be on your list.
Your efforts are better spent reaching out to the
people who actively want to hear from you, who have
already given you money, and who have expressed
major interest in the work you do.
Subscriber numbers are meaningless without the
engagement of your audience.

10. How to Prevent Unsubscribes
According to a recent Exact Target report — 91 percent of
American email users have subscribed to a commercial email
newsletter only to decide later that they did not want it. That
means that over time, a lot of customers and prospects could
see a merchant's unsubscribe page.
The top two reasons for email users to unsubscribe from a
business or non-profit email subscription are too many emails
(69%) followed by content that is no longer relevant (56%)
Saying goodbye to an email subscriber can be an opportunity
though, if a marketer can master the email unsubscribe
process.

11. How to Prevent Unsubscribes
Provide Frequency Options: Some 54 percent of email
subscriber will opt-out when they feel like they are getting too
many emails too often from a particular brand or company,
according to Exact Target. Essentially, they have email
frequency overload.
With this in mind, one step toward mastering the email
unsubscribe process is to offer a variety of frequency
options. When someone clicks the unsubscribe link at the
bottom of an email, aim that link at an unsubscribe landing
page — sometimes called an unsubscribe center — that
offers frequency alternatives. For example, perhaps a
subscriber that was ready to opt-out of weekly emails would
be willing to get one email per month, or one per quarter.

12. How to Prevent Unsubscribes
Offer More Relevant Lists: Content, or more specifically
content relevance, is extremely important in email marketing.
For example, 49 percent of email users surveyed said that
they unsubscribed because the email content was repetitive,
boring, or irrelevant.
Of course, relevance differs from one potential customer to the
next. So an email marketer might be wise to offer several
email choices — some broad in content scope and some more
narrowly aimed at specific identifiable niches.
When a subscriber arrives at the unsubscribe center, include
the option to switch to alternative lists. For example, a retailer
might have a general list plus lists for each product category.

13. How to Prevent Unsubscribes
Offer an Alternative Media: According to
Exact Target, 47 percent of email subscribers
opt-out because they feel like they get too
much email in general. A full inbox can add
emotional stress as recipients feel the
pressure keep up, so it is little wonder that
they are seeking a respite.
Consider giving folks the option to subscribe to
newsletter content or other marketing
materials via a different media. For example,
add a link to get an RSS feed instead of the
emails, or suggest they follow your company’s
social media sites.

14. Integrate Email and Social Media
Are you wondering how to add social
media to your email communications?
Email and social media marketing go
together like Batman and Robin.
They both can be effective on their own;
however, when combined, their (super)
powers can save the city and exceed
your marketing goals.

15. Integrate Email and Social Media
Include Social Icons in Emails
While this may sound like an obvious one, it’s important to include social icons in your email
campaigns. To be clear, I’m not talking about slapping a tiny Facebook or Twitter icon
somewhere at the bottom of an email. Nope. Say it loud. Say it proud.
Provide Incentive
If you want someone to connect with you on other social networks, sometimes you need to
provide an incentive—tell me what’s in it for me!

16. Integrate Email and Social Media
Build an Email Opt-In Form on Facebook
Facebook allows you to embed an email sign-
up form as one of your apps. Take advantage
of this great opportunity to encourage your
Facebook fans to opt into your email list.
Promote Email Marketing on Your Blog
One often-overlooked integration option is
using your blog to mention, link to and ask for
new email subscribers.

17. Email and SEO
Emails can help you optimize for search. Many email
tools enable you to create and host an HTML version
of your email for people who are having trouble
viewing the email in their inbox. Not only is that
version good for usability, it also helps you with SEO.
Knowing that an online archive of your email will exist,
make sure your email content follows the same SEO
rules as your website does. Use your best keywords
and anchor text when constructing the body of the
message. Ensure all images have alt tags and include
social media sharing buttons to stretch the content
further.

18. Email and Mobile Devices
According to Return Path, 16% of all emails are opened on mobile devices. In
fact, this number can rise to 50% for some companies and industries. Creating
an
strategy that reflects the changing way recipients open and read emails is going
to be increasingly important in the coming years. So what does it take to make
your email strategy mobile?
• Test your email templates to see how they comes across in different mobile
devices.
• Give your calls-to-action (CTAs) wiggle room – make sure buttons and links
• are easy to click for readers using touch screens.
• Offer both plain text and HTML versions of your email.
• Use descriptive alt text under your images in case they don’t display.
• Optimize for mobile the landing pages and forms your email links to.

19. Email and Mobile Devices
After having read this presentation, you now have a solid foundation in optimizing your
email marketing efforts. We started by looking at ways in which you can grow your email
list and reduce unsubscribes. Then we covered processes of integration between email
and the rest of your marketing efforts. We also introduced some deliverability concepts and
how you can ensure your subscribers receive your communication.
Now you are fully equipped to optimize your
email marketing for success. Go ahead and
apply this new knowledge!

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We know that your success is our success.
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21. About Nancy Bain
Nancy is a business owner, educator, and business strategist
with more than 20 years experience. When she is not advising
and teaching people about social media, Nancy spends a lot of
her own time using social media.
Find Nancy online:
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