This presentation is from Affiliate Summit East 2013 (August 18-20, 2013) in Philadelphia, PA). Session Description: Reality check: With email and social, size doesn’t guarantee success. To really drive results, you need awesome content. Learn how to get it and use it to increase your list size and sales.

1. It’s Not Just List Size,
It’s What You DO With It
HUNTER BOYLE
@hunterboyle
#ASE13

2. Hunter Boyle
Sr. Business Development Manager
o Digital content, marketing and
optimization since dot-com days
o Biz dev and content for AWeber
o Lover of good beer, bad jokes
o @hunterboyle | @AWeber
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3. THE BIG QUESTION
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4. RELATIONSHIP BUILDERS
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5. Does this build TRUST?
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6. Does this build TRUST?
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7. 3 Factors to Focus On Today
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8. Source: Pivot Conference / Pivotcon.com
Get the full infographic: Bit.ly/pivot-gap
Tip: “Always Be Asking”
(and Listening)
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9. #4. Tell me a little about yourself.
What type of business do you run?
What company do you work for?
What's the one thing you think I
should know about you?
Tip: Test a short survey in
welcome emails for better
content and segmenting
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Results:
Thousands of real replies
drive content, copy, offers
Over 3x list growth in 2 yrs
Results:
Thousands of real replies
drive content, copy, offers
Over 3x list growth in 2 yrs

10. Tip: Use social media channels to
connect, learn and source
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11. Tip: Make feedback loops and
multiple options prominent
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12. Tip: Try a little tenderness,
learn from the break up
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13. Tip: Test different offers for
frequency and format
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14. Top 5 Newsletter Issues
Lead story content
– 3 ebook guides, 2 webinars (1 replay)
– Average response: 20.5% open rate, 3.8% click rate
Bottom 5 Newsletter Issues
Lead story content
– 4 webinars (invites), 1 video (app)
– Average response: 17.8% open rate, 1.1% click rate
Results:
14% more opens
72% more clicks
Results:
14% more opens
72% more clicks
WHAT THEY DID (AND DIDN’T) WANT
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Tip: Dig into data for deeper
insights on your audience

15. 3 Factors to Focus On Today
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16. Tip: Test a welcome series to
demonstrate WIIFM early
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17. Tip: Speak with readers in a
direct, honest voice
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18. Tip: Test new incentives or
VIP offers in emails
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19. #ASE13
Set clear expectations

20. #ASE13
Set clear expectations

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Be real, direct, personable

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Results:
Drove nearly 50% of first
week software sales
Drove nearly 80% of sales
of membership product
List doubled to 97,000 in
one year
Results:
Drove nearly 50% of first
week software sales
Drove nearly 80% of sales
of membership product
List doubled to 97,000 in
one year

23. #ASE13
Tip: “Always Be Asking”
(and Listening)

24. 3 Factors to Focus On Today
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25. Tip: Strong joint content and
social proof expand influence
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26. Tip: Use blogs, social, email to
source quality guest content
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27. #ASE13
Results:
List size decreased from
8,250 to 2,500 (migration)
Engagement held steady
Opens rose to 49% avg.,
clicks up to 7% avg.
Now over 5,000 – doubled
in one year – still higher
engagement
Results:
List size decreased from
8,250 to 2,500 (migration)
Engagement held steady
Opens rose to 49% avg.,
clicks up to 7% avg.
Now over 5,000 – doubled
in one year – still higher
engagement
Tip: Test content ideas to get
readers more involved

28. KEY TAKEAWAYS
 LISTENING GROWS RELATIONSHIPS
 VALUE+QUALITY+WIIFM = RESULTS
 IT’S REALLY ABOUT THEM, NOT US
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29. YOUR TURN
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30. YOUR TURN
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31. YOUR TURN
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32. PARTING THOUGHT
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33. THANK YOU!
Hunter Boyle
Sr. Business Development Manager
o @HunterBoyle
o About.me/HunterBoyle
o HunterB@aweber.com
o Email me for our free ebook:
Optimize Your Email Campaign
#ASE13