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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.
Building Your Mailing ListThe real key to e-commerce is building a mailing list ofpeople who are interested in the topics you write, speakand teach about. On a good day, you might get 10percent of your website visitors buying your product. Butwhat about the other 90 percent? Are you just going toignore them and their needs?The internet is a distracting place and a visitor may onlycome to your website once. A mailing list member can betold about new articles, new offerings and new resourceson your site each month, thereby increasing your trafficand your sales.
Building Your Mailing List Im not talking about creating huge lists of people who will remove themselves as soon as they get your freebie. Whats the point in that? Im 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 lets 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 dont take any of your time because theyre automated. My favorite auto-responder is www.aweber.com.
Building Your Mailing ListOutgoing Emails. On every outgoing email, in your signature line,you should be inviting people to join your mailing list. Just makesure you tell them HOW to join your list via email or give them a linkto the sign-up page.At Speeches. Meetings and conferences are a great way to getrecognized quickly and to gather names for your list. Have a sign-upsheet on a clipboard ready, and pass it around while youre givingyour speech. Better yet, give away something for free and havethem sign up for the freebie and your newsletter at the same time.In Your Newsletter Itself. Lots of people like to forward yournewsletter to their friends and colleagues. But once someone elsereads your newsletter, they dont know how to subscribe to it. Makesure you give instructions in each newsletter so that new peopleknow what to do.
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 TheAuthor 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 ForYour Order email. In that email, ask them if theyd like to get your newsletter. It might be a good idea tooffer a coupon or discount to customers in the Thank You email, as an incentive to sign-up for yournewsletter.
How NOT to Building Your Mailing List Its considered rude and bad etiquette to automatically sign people up for your mailing list. Just because theyve emailed you, or met you at a meeting, doesnt 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.
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 merchants 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.
How to Prevent UnsubscribesProvide Frequency Options: Some 54 percent of emailsubscriber will opt-out when they feel like they are getting toomany emails too often from a particular brand or company,according to Exact Target. Essentially, they have emailfrequency overload.With this in mind, one step toward mastering the emailunsubscribe process is to offer a variety of frequencyoptions. When someone clicks the unsubscribe link at thebottom of an email, aim that link at an unsubscribe landingpage — sometimes called an unsubscribe center — thatoffers frequency alternatives. For example, perhaps asubscriber that was ready to opt-out of weekly emails wouldbe willing to get one email per month, or one per quarter.
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.
How to Prevent UnsubscribesOffer an Alternative Media: According toExact Target, 47 percent of email subscribersopt-out because they feel like they get toomuch email in general. A full inbox can addemotional stress as recipients feel thepressure keep up, so it is little wonder thatthey are seeking a respite.Consider giving folks the option to subscribe tonewsletter content or other marketingmaterials via a different media. For example,add a link to get an RSS feed instead of theemails, or suggest they follow your company’ssocial media sites.
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.
Integrate Email and Social MediaInclude Social Icons in EmailsWhile this may sound like an obvious one, it’s important to include social icons in your emailcampaigns. To be clear, I’m not talking about slapping a tiny Facebook or Twitter iconsomewhere at the bottom of an email. Nope. Say it loud. Say it proud.Provide IncentiveIf you want someone to connect with you on other social networks, sometimes you need toprovide an incentive—tell me what’s in it for me!
Integrate Email and Social MediaBuild an Email Opt-In Form on FacebookFacebook allows you to embed an email sign-up form as one of your apps. Take advantageof this great opportunity to encourage yourFacebook fans to opt into your email list.Promote Email Marketing on Your BlogOne often-overlooked integration option isusing your blog to mention, link to and ask fornew email subscribers.
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.
Email and Mobile DevicesAccording to Return Path, 16% of all emails are opened on mobile devices. Infact, this number can rise to 50% for some companies and industries. Creatinganstrategy that reflects the changing way recipients open and read emails is goingto be increasingly important in the coming years. So what does it take to makeyour 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.
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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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: Google+ : Nancy Bain Like Supernova Media on Follow Nancy on Twitter Facebook Visit her Website Find her on LinkedIn Follow her Blog And visit her YouTube Channel