From Markedu's Email Marketing Day at your Desk, Michael Leander presented 3 things you can do right now to leverage existing web traffic to generate more email marketing subscribers / opt-ins A surprisingly large number of organizations do poorly at attracting web site visitors to subscribe to email communication. In this session you will hear about. How to use your existing website to attract more subscribers How to integrate newsletter sign-up call to actions effectively

1. A simple
presentation
about email
marketing
subscriber acquisition

2. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
Get Markedu’s Event Alert to be notified about
» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
» the free Direct Marketing Day @Your Desk
» See webinars here

3. There is a difference
between
knowing the path
and
walking the path

4. My observations
- Too much distraction
- Not enough focus on now
(production vs. Objective focus)
- Marketers indifferent about the
fundamentals and too focused on
new & interesting ”stuff”
- If the going gets tough, an average
marketer ”gets going”

8. When you feel how depressingly
slowly you climb,
it's well to remember that

9. Things Take Time
and often 3-5 times longer than
expected

10. So let’s focus on something
that can be done now with
no excuses

11. No sex
on the
first
date

12. Cheapest acquisition channel
95% of visitors leave quickly
Fact: You have 8 seconds to engage
12

15. Step 2 (after entering email on front
page)
We will keep you informed
regularly about exclusive offers
and highlights on Jungstil.de
Subscribe or opt-out
15

16. 16

17. 17

18. Your home work:
1. Is acquiring more email permissions
a priority you organization?
2. Check your home page
3. Is your sign-up to email message
prominently displayed
4. If not, check how you can implement
5. If yes, how can you improve
conversions?
18

19. A Walk-in-the-Park
Understand how to lead your web visitors to sign-up

20. The Walk in the Park
1. Clearly defined navigation paths to sign-up
2. Your MWR’s – Most Wanted Responses lives
alongside
(f.ex. Buy vs. Sign up to email)
3. Be a guide to help your visitors go from A to Z
4. Implement call to actions consistently
5. Measure the effect and re-do if results are
poor
6. Remember No Sex on the First Date

21. Text and banner links from all
articles/pages leading to the sign-up
form
21

22. Integrate call to actions
Banner and text links are on the same web-page
A B
15%
85%
Which produced more sign-ups – the banner
or the text link?

23. The amateurs copy writing tip
• Still in top 10 most powerful words
– Free, Easy, Save, New, Proven, Results, Guarantee
• Still an effective way to start a sentence
– Most people.... (most people prefer this)
– Other people like you (also bought this)
– Listen (listen to this and see how much..)
• Still most underutilized yet highly effective
– This offer expires on this date
– Only 17 left

24. T: twitter.com/michaelleander
M: +45 27 28 29 53
E: leander@michaelleander.com

25. Presentation
from Markedu’s
Email Marketing
Day @Your Desk
Get Markedu’s Event Alert to be notified about
» the free Email Marketing Day @Your Desk
» the free Social Media Marketing Day @Your Desk
» the free Direct Marketing Day @Your Desk
» See webinars here

26. Some simple rules to follow
Fresh start here
– Define your MWR’s
– Define the ideal flow (from
homepage to action)
– Re-write your call to actions on
every single page
– Think about the visitors buying
process
• When the visitor is here, which other
questions may the visitor have at this
point?
• What would be helpful to know in
order to be able to make a decision to
act at this point?