How to build your email list with highly qualified leads

Wednesday, November 16th, 2016

Anneline Breetzke | www.annelinebreetzke.com

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

INTRODUCTION  Why is it essential to build an email list?

!  You Own Your List

!  Personal (vs public) and Direct

!  Relational Marketing (3 Rs)

!  Higher Conversion Rate

Why build an email list?

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

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.

FREEMIUMS  How to build your email list effectively

Freemiums

A freemium is free premium piece of content that you give in

exchange for someone’s email.

Freemiums

Other names for freemiums are: lead magnets, ethical bribes,

content upgrades, sign up incentives and more.

Freemiums

Freemiums are like bait for fishing – place them where you’d like to

catch the right lead for your school or camp.

Freemiums

!  eBook / PDF !  Newsletter !  Webinars !  Toolbox !  Resource List !  Video

!  Audio Training !  Checklist !  Closed Facebook Group !  Case Studies !  Contest !  Free Tour / Consultation

Examples of Freemiums:

Focuses on one pain-point

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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

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

Opt-In Forms

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

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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*

Opt-In Forms

Well-designed and well-placed opt-in forms can be the

difference between getting an email address or nothing!

What makes a good opt-in form?

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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Examples

Examples

Examples

What can be done to improve?

What can be done to improve?

What about this one?

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

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

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

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

Email Sequences

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

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

Email Sequences

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

@ @ @ @ Email List

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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

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

Anneline hello@annelinebreetzke.com www.annelinebreetzke.com

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