Post on 27-Jan-2015
description
Killer Email & Social List Building Techniques
Hunter BoyleSr. Business Development Manager, AWeber
@hunterboyle - @aweber
Monday, Jan. 9, 2011
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Hunter Boyle + AWeber
Email content & marketing since '99
Grew several email lists, including Sales & Marketing Update and the Marketing Experiments Journal
Manage partnerships and affiliate marketing initiatives for AWeber, a leading email provider for 110,000+ SMBs and entrepreneurs
@hunterboyle
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List Building
Key:
An effective list building strategy is more than just a bunch of tactics – it's tightly integrated with ROI
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List Building Strategy
Case: Social Media Examiner
Launched Oct. 2009
Founder was not a SMM expert
Teamed up with prominent subject experts
Used quality content to build audience
Didn't use email for sales until 10K subscribers
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List Building Strategy
Case: Social Media Examiner
Top 5 Tactics
1. Pop-up form gets 70% of opt ins
2. Bonus incentive lifts response
3. Confirmed (double) opt-in boosts quality
4. Social proof reduces anxiety
5. Social media makes sharing easy
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List Building Strategy
Case: Social Media Examiner
Results
1. Opt in list grew by 234% year over year from Nov. '10 to Nov. '11
2. Currently at 117,000 and growing
3. Site averages 450K visitors per month
4. Now sells newsletter ad space for up to $3,600
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List Building Strategy
Research
Which tactics have worked best for you?
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List Building Strategy
Key:
Support your tactics with research and testing; integrate them with ROI goals to build strategy
Recommended Sites:
MarketingExperiments, MarketingSherpa, WhichTestWon.com
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List Building: Three Areas To Optimize
1. Landing Pages
2. Autoresponders
3. Social Media
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1. Landing Pages
Two types:
“Before” landing pages – where site visitors first opt into your list (blog, squeeze page)
“After” landing pages – what they see after they sign up (confirmation, special offers)
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“Before” Landing Pages
Case: Social Triggers
Top 3 Tactics
1. Multiple forms, close to content
2. Varied copy and calls to action
3. Social proof builds credibility
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“Before” Landing Pages – 3 Key Tactics
1. Proximity: Place forms near relevant content
2. Variety: Test multiple forms, styles and CTAs
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“Before” Landing Pages – 3 Key Tactics
3. Authority: social proof and credibility indicators
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1. List Building
Case: Social Triggers
Results
Blog updates (RSS) list tripled in five months to 10,000+
Content and links to subject experts, social proof
Opt-in form proximity and variety had big impact on growth
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“Before” Landing Pages – Examples
Form style test: Lightbox vs. slide box
Source: WhichTestWon.com
The winner? Lightbox form – 59% more subscribers
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“Before” Landing Pages – 3 Key Tactics Recap
Proximity: Put forms near relevant content
Variety: Test multiple forms, styles, CTAs
Authority: Social proof, credibility indicators
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“After” Landing Pages – 3 Key Tactics
1. Deliver on sign-up expectations and offers
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Opt In Page Confirmation Page
“After” Landing Pages – Examples
Confirmation Page Confirmation Email
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“After” Landing Pages – 3 Key Tactics
2. Test social media
and email sharing
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“After” Landing Pages – 3 Key Tactics
3. Never leave new subscribers at a DEAD END!
VS.
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“After” Landing Pages – 3 Key Tactics Recap
Deliver on expectations and offers
Test social media and email sharing links
Never leave subscribers at a dead end
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Optimization – The ROI of Landing Pages
Research
Are you testing the most effective variables?
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Testing Ideas – Landing Pages
What's your best conversion rate for forms? Your goal?
Can you elicit more info than name and email?
Are your forms taking advantage of proximity and authority?
Do you currently provide samples before sign up?
Have you tested incentives? If so, which types?
Are pop-up or lightbox forms a viable test option?
Do you use social media list building plug-ins and apps?
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2. Autoresponders
Great way to cultivate longer relationships
Series can be as short or long as needed
Engagement analytics will guide you
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Autoresponders - Examples
Engage
Offer
Connect
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Autoresponders - Examples
Comprehensive info Minimal info
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Testing Ideas – Autoresponders
Is your content strong enough for a series?
What are your competitors doing?
Advanced: Consider separate paths and segmenting autoresponder recipients
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3. Social Media
Augments (not replaces) email, RSS lists
Likes/tweets are the first step, not the last
Use social tie-ins strategically, appropriately
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Social Media - Examples
Tip: Test social media on before & after opt-in landing pages
Registration page Confirmation page
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Social Media - Examples
Tip: Customize Your Facebook Pages
Incentivize PromoteSharing
Engage
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Social Media - Examples
Tip: Use Landing Pages, Social + Email for Contests
Landing Page
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Facebook – Like Landing Page Facebook - Email
Testing Ideas – Social Media
Use social tie-ins for Likes and emails
Test different (relevant) types of incentives
Create autoresponders just for social lists
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Thank You!
Hunter BoyleSr. Business Development Manager, AWeber
Connect with me …Follow me on Twitter: @hunterboyleEmail me at: hunterb@aweber.com
For more ideas and examples, visit: www.AWeber.com/Blog
Become an AWeber Affiliate and get 30% monthly recurring commissions
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