Email Subscribers are your Best Friends - SNAP! Conference 2015 #SnapConf
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Transcript of Email Subscribers are your Best Friends - SNAP! Conference 2015 #SnapConf
Your Email Subscribers are Your Best Friends
Your Email Subscribers areYour Best Friends
Phil HollowsCEO, FeedBlitz.com
@phollowsSNAP! Conference, SLC 2015
Your Email Subscribers are Your Best Friends
Your Email Subscribers are Your Best Friends
Your Email Subscribers are Your Best Friends
“I get ten times more response to my blog from my email subscribersthan I do from anyone else.”
Seth Godin
sethgodin.typepad.com
Email Marketing Rocks!!
Your Email Subscribers are Your Best Friends
The Email Monetization Equation
Permission +
Commitment +
Engagement +
Relevance +
Timeliness +
=
Trust + Authority
Your Email Subscribers are Your Best Friends
The Email Monetization Equation
Trust + Authority
=
Revenue
Your Email Subscribers are Your Best Friends
Permission:Ethical List Hyper-Growth
• Make your subscription forms Visible
• Always use dual opt-in
• Have a relevant, highly visible incentive
• Provide many opportunities to subscribe
Your Email Subscribers are Your Best Friends
Subscription Forms
• Above the fold
• Between posts and comments
• Respectful Pop-ups
• Your Facebook page
• Your email signature
• http://bit.ly/1HqXN6T
Your Email Subscribers are Your Best Friends
Subscription Forms
• Above the fold
• Between posts and comments
• Respectful Pop-ups
• Your Facebook page
• Your email signature
• http://bit.ly/1HqXN6T
Your Email Subscribers are Your Best Friends
Nice is Good...…Know When to be Naughty
• Sometimes it’s OK to have a more aggressive popup strategy
• Pages with high bounce rates
• Pages with high organic inbound traffic
• But give the visitor time to READ a little before you pop that thing up
• Don’t bar the door: Avoid exit popups
Your Email Subscribers are Your Best Friends
Don’t Be A Spammer
• Never buy lists
• Never rent lists
• Never sell your list
• Don’t email anyone who’s unsubscribed
Your Email Subscribers are Your Best Friends
Commitment
• Maximize total lifetime value (LTV)
• Mail at least weekly
• If it is bloggable, it is mailable
• If it is mailable, it is bloggable
• Automate as much as you can
Your Email Subscribers are Your Best Friends
Engagement
• 20% open rate• Subject lines
– 35 characters on phones– Don’t repeat your brand– Create interest, intrigue– Use list headlines– SEO the crap out of them– Review results– What do you open?
• Compelling calls to action• Great content to make
them open the next email• Reading styles differ
TEST, TEST, TEST
Your Email Subscribers are Your Best Friends
Relevance
Your Email Subscribers are Your Best Friends
Timeliness
• You are not your audience
• Don’t email out of date content
• Beware the overwhelm:
– Real-time
– Daily summary
– Weekly wrap up
• Choices at subscribe time increase LTV via self-selection
Your Email Subscribers are Your Best Friends
Unsubscribes FEEL Like
Your Email Subscribers are Your Best Friends
Unsubscribes BE like
Your Email Subscribers are Your Best Friends
The Value of the Unsubscribe
• It really isn’t personal (usually)
• Make unsubscribing manageable
• Most common reason for leaving:“Too Many Updates”
• Customize the landing page
• Too many unsubscribes?
– There is an expectation mismatch
Your Email Subscribers are Your Best Friends
Before I get to this A word about this
Your Email Subscribers are Your Best Friends
50% of opens are on mobile devices
Your Email Subscribers are Your Best Friends
Have Responsive Email Layouts
Your Email Subscribers are Your Best Friends
About Mobile Email Users
• You’re young
• You’re affluent
• You have attitude
• You don’t like BS
• You have the attention span of a peanut
• Emails must be responsive
• Unsubscribes if dissatisfied
• Subject lines are critical
• The mail likely won’t be opened later on a computer
Your Email Subscribers are Your Best Friends
Let’s Make $$$
#Finally
Your Email Subscribers are Your Best Friends
Let’s Make $$$
• Sponsorships– Add your lists to your media kit
• Ad Networks– Make $$$ with every email
– You need an email-ready ad-network (let’s talk!)
– Ads favor large lists, frequent mailers, high open rates
– Many FeedBlitz users are profitable with ads
Your Email Subscribers are Your Best Friends
Let’s Make $$$
• Affiliate links
• Digital product sales– Make your subscribers feel special – 1st looks,
discounts!
– Passively promote existing products
• Private, paid members-only lists and email courses– What’s worth the $$$?
Your Email Subscribers are Your Best Friends
Let’s Make $$$
• Use autoresponders
– Upsell, convert and educate
• Consider your landing pages
– Reward new subscribers with offers, discounts and coupons
– Encourage unsubscribes to join a better list
Your Email Subscribers are Your Best Friends
Let’s Make $$$
• Events and ticket sales– The economics of scarcity
– The fear of missing out
– Promote, promote, promote!
• Dedicated sponsored blasts– Suppression lists
– Custom tracking data
– Segments
Your Email Subscribers are Your Best Friends
Do The Work
Your Email Subscribers are Your Best Friends
Crawl, Walk, Run
• First, Email 101
– Set up with a reputable provider
– Check your forms
– Add a respectful popup
– Create a killer incentive
– Subscribe yourself
– Fix mobile rendering
Your Email Subscribers are Your Best Friends
Crawl, Walk, Run
• Pick one goal
• Complete it
• Reward yourself!
• Review the results
• Rinse and repeat
Your Email Subscribers are Your Best Friends
Questions?
ALSO!
See me @phollows or Heather Solos @HeatherSolos
at the FeedBlitz booth
We have a special offer just for SNAP! Attendees
www.FeedBlitz.com