Email marketing for private schools, summer camps and kids programs

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

Transcript of Email marketing for private schools, summer camps and kids programs

Page 1: Email marketing for private schools, summer camps and kids programs

How to build your email list with highly qualified leads

Wednesday, November 16th, 2016

Anneline Breetzke | www.annelinebreetzke.com

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

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INTRODUCTION  Why is it essential to build an email list?

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!  You Own Your List

!  Personal (vs public) and Direct

!  Relational Marketing (3 Rs)

!  Higher Conversion Rate

Why build an email list?

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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

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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.

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FREEMIUMS  How to build your email list effectively

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Freemiums

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

exchange for someone’s email.

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Freemiums

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

content upgrades, sign up incentives and more.

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Freemiums

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

catch the right lead for your school or camp.

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Freemiums

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

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

Examples of Freemiums:

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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

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

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Opt-In Forms

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

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@ @ @ @

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*

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Opt-In Forms

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

difference between getting an email address or nothing!

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What makes a good opt-in form?

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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

Check to receive my monthly email with quick tips to help you grow. You can unsubscribe at any time.

Testimonial Few fields

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Examples

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Examples

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Examples

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What can be done to improve?

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What can be done to improve?

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What about this one?

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

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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

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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

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

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Email Sequences

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

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

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Email Sequences

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

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@ @ @ @ 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

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

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Anneline [email protected] www.annelinebreetzke.com

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