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Get Results With<br />Email Marketing!<br />

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Before we begin...<br />

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1998<br />anti-spam<br />policy<br />launched GetResponse.com<br />(one of the first non-spam email marketing services)<br />

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2010<br />160K customers<br />8Bemails/year<br />

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‘Nuff said. Let’s get started!<br />

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3<br />We’ll talk about...<br />things<br />

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“How is email marketing<br />different from spam?”<br />1<br />2<br />“How do I build my list?”<br />“How do I get resultswith email marketing?”<br />3<br />

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1<br />

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“How is email marketing<br />different from SPAM?”<br />A question we get asked often...<br />

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a little email history...<br />

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1978<br />First spam ever<br />Mail-from: DEC-MARLBORO rcvd at 3-May-78 0955-PDT<br />Date: 1 May 1978 1233-EDT<br />From: THUERK at DEC-MARLBORO<br />Subject: ADRIAN@SRI-KL<br />To: <snip><br />DIGITAL WILL BE GIVING A PRODUCT PRESENTATION OF THE NEWEST MEMBERS OF THE<br />DECSYSTEM-20 FAMILY; THE DECSYSTEM-2020, 2020T, 2060, AND 2060T. THE<br />DECSYSTEM-20 FAMILY OF COMPUTERS HAS EVOLVED FROM THE TENEX OPERATING SYSTEM<br />AND THE DECSYSTEM-10 <PDP-10> COMPUTER ARCHITECTURE. BOTH THE DECSYSTEM-2060T<br />AND 2020T OFFER FULL ARPANET SUPPORT UNDER THE TOPS-20 OPERATING SYSTEM.<br />THE DECSYSTEM-2060 IS AN UPWARD EXTENSION OF THE CURRENT DECSYSTEM 2040<br />AND 2050 FAMILY. THE DECSYSTEM-2020 IS A NEW LOW END MEMBER OF THE<br />DECSYSTEM-20 FAMILY AND FULLY SOFTWARE COMPATIBLE WITH ALL OF THE OTHER<br />DECSYSTEM-20 MODELS.<br />WE INVITE YOU TO COME SEE THE 2020 AND HEAR ABOUT THE DECSYSTEM-20 FAMILY<br /> (...)<br />Sent by a company<br />called DEC promoting<br />a demo of their OS.<br />

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2010<br />90%+ emails are spam<br />117 billion spams/day<br />

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Now let’s go back to the<br />BIG question:<br />

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“How is email marketing<br />different from SPAM?”<br />

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It’s all about...<br />PERMISSION<br />

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☺<br />☹<br />The Ugly<br />The Good<br />Unwanted Email<br />(SPAM)<br />Permission-Based<br />Email Marketing<br />

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2 WAYS<br />☹<br />☺<br />Responsible Email Marketer<br />Spammer<br /><ul><li>has a relationship with his wallet.

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doesn’t care about subscribers.

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doesn’t care about permission.

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deliverability?</li></ul>it’s a number’s game!<br />nurtures relationship with his subscribers.<br />manages their expectations.<br />respects their permission,doesn’t take it for granted.<br />maintains a clean list.<br />cares about deliverability.<br />

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how to avoid<br />a spammer’s reputation?<br />

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Respect their...<br />PERMISSION<br />

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how to respect<br />permission?<br />only send them emails they asked for.<br />use confirmed opt-in (“double opt-in”) if possible<br />maintain the email frequency you promised.<br /><ul><li>never buy, sell, share or trade permission. it’s non-transferrable!

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keep your lists clean. remove unsubscribes and bounces.</li></li></ul><li>2<br />

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Let’s talk about subscribers...<br />

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The GOLD is in your LIST!<br />

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But how do I<br />build my list?<br />

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First, here’s what you<br />CAN’T DO...<br />

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You can’t<br />buy a list.<br />(you can’t buy<br />permission either!)<br />

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Now let’s talk<br />about list building...<br />

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9<br />list building ideas<br />

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1<br />list building idea<br />

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Have a customer database?<br />Ask for their<br />email address<br />and for their permission<br />

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2<br />list building idea<br />

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Put your<br />web forms<br />everywhere!<br />

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3<br />list building idea<br />

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Running a brick ‘n mortar business?<br />Build your list<br />OFFLINE!<br />

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4<br />list building idea<br />

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Get Social!<br />

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Get Social!<br /><ul><li>put your sign-up form on Facebook.(convert your friends to subscribers)

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update your Facebookautomaticallyevery time you send a newsletter

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tweet your newsletters automatically.

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put “forward to a friend” button and social share buttons in your newsletters.</li></li></ul><li>5<br />list building idea<br />

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Make it<br />to sign-up!<br />

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Remove the obstacles!<br />

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Removethe obstacles<br />don’t ask for too much info.<br />re-assure them about their privacy.<br />tell them what to expect.<br />... or better yet, show them!<br />

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6<br />list building idea<br />

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Give an incentive!<br />

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Can’t give an Aston to every subscriber?Try these 4 incentives instead:<br />free stuff (course, ebook, report).<br />a cool contest with prizes.<br />a free consultation.<br />a coupon code (discount).<br />

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quick<br />example<br />

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7<br />list building idea<br />

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Create a great<br />Landing Page!<br />

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8<br />list building idea<br />

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Send traffic to the<br />landing page with<br />

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9<br />list building idea<br />

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use testimonials<br />

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“<br />I have been receiving your newsletter for close to 2 years now and find it to be the most valuable source of affiliate information on the net. Your real life examples of successful affiliates, eg Shane Pearce are a true inspiration.<br />Rob Pryce 121dreamweavertutorial.com<br />”<br />“<br />Thank you for your recent articles about the mistakes affiliates make. Your newsletter becomes more valuable to me every week. I never suffer from a shortage of ideas, but after reading your articles and acting on the suggestions, I have even more.<br />Bill Enross, Home-based-ebusiness.com<br />”<br />“<br />My customers love reading my Basket Buddies newsletter to find out all the news at Longaberger and their products and specials.<br />Susan Madara<br />”<br />

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remember:<br />The GOLD is in your LIST!<br />

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3<br />

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Let’s talk about results!<br />

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Email Marketing ROI<br />$1<br />

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Email Marketing ROI<br />$43<br />

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Email Marketing ROI<br />$130<br />

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ROI<br />ROI<br />$130?<br />ROI<br />ROI<br />ROI<br />$43?<br />That’s a lot of ROI!<br />

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How do I get<br />results?<br />

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3<br />ways to get results<br />with email marketing<br />

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1<br />strategy<br />email marketing results<br />

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create<br />a newsletter<br />

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this is 2010<br />people have short<br />attention span<br />Adult attention deficit hyperactivity disorder (also referred to as Adult ADHD, Adult ADD, or AADD) is the common term used to describe the neuropsychiatric conditionattention-deficit hyperactivity disorder (ADHD) when it is present in adults. Up to 60% of childrendiagnosed with ADHD in early childhood continue to demonstrate notable ADHD symptoms as adults. [1] Current convention refers to this condition as adult ADHD, according to the Diagnostic & Statistical Manual for Mental Disorders (DSM-IV-TR), 2000 revision. It has been estimated that 5% of the global population has ADHD (including cases not yet diagnosed).[2]<br />

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you are running against the clock!<br />2<br />51%<br />will skip<br />your email message,<br />if you don’t capture<br />their interest.<br />seconds<br />to capture<br />their attention<br />

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how to get them<br />interested?<br /><ul><li>promote only your USP, not the entire offer.

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divide your newsletters into 4 sections (pre-header, header, Call-To-Action and footer).

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check if your campaign renders well in different email software programs and webmail services.

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make sure it’s readable even if the messages are blocked.</li></li></ul><li>Missing the 80s?<br />how about plain-text emails?<br />

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why plain-text<br />still works?<br /><ul><li>it’s easier to deliver

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text emails are more personal

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less clutter, more “to the point”

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doesn’t include images, so it will always render fine.</li></li></ul><li>boring<br />fancy<br />easier to deliver<br />blockable images<br />HTML or plain?<br />design<br />more personal<br />which one to choose?<br />

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TEST!<br />

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2<br />strategy<br />email marketing results<br />

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how do you know<br />if your campaign is a winner?<br />

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TEST!<br />

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what will you be<br />testing?<br />

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OpenRate<br />indicates how many people open your email<br />open rate is important, but not accurate<br />you should expect 20% - 30% open rate<br />

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CTR<br />Click-Through Rate<br />indicates how many people click your links<br />very important, should be accurate<br />you should expect 4% - 8% CTR<br />

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split-test<br />A/B<br />

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split-test<br />your list!<br />

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what should you<br />test?<br /><ul><li>test different SUBJECT lines

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try personalizing and NOT personalizing

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test different delivery times (hour, day)

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test email frequency

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test for spam filters (avoid “hashbusters” like F^REE etc.)</li></li></ul><li>flashback to 2006...<br />we run a special offer.<br />

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flashback to 2006...<br />we run a special offer.<br />☹<br />nothing happened after 1st email.<br />

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flashback to 2006...<br />we run a special offer.<br />nothing happened after 1st email.<br />2nd email: $64,000 in 24h<br />☺<br />

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flashback to 2006...<br />we run a special offer.<br />nothing happened after 1st email.<br />2nd email: $64,000 in 24h<br />☺<br />Subject: <br />[[firstname]], was it something I said?<br />

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What results<br />to expect?<br />20-30% open rate<br />4-8% CTR<br />

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DISCLAIMER: Your results will vary.<br />Some do much better!<br />Nozbe.com(a GetResponse customer) pulls:<br />50-60%+open rate<br />10%+ CTR<br />

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what will impact<br />your results?<br />1<br />content of your messages.<br />test, test, test!<br />2<br />relationship with your list.<br />how good your email marketing service provider is.<br />3<br />

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3<br />strategy<br />email marketing results<br />

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email<br />remarketing<br />

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why follow-up?<br />“<br />People will buy when they are ready,<br />not when you’re ready to make a sale.<br />”<br />

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how to structure a<br />follow-up campaign?<br /><ul><li>initial welcome email

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send a free report

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send a follow-up(“did you have any questions?)

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follow-up email / call

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catch-up email (“haven’t heard back from you”)</li></ul>instant<br />day 1<br />day 2<br />day 5<br />day 14<br />

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how to structure a<br />follow-up campaign?<br /><ul><li>send another follow-up(“thought this might benefit you”)

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send another follow-up(“did you have any questions?)

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offer a free consultation(“special time-limited offer”)

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follow-up phone call

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monthly email follow-up</li></ul>day 20<br />day 27<br />day 34<br />day 48<br />repeat<br />

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do it right<br />and put your business on auto-pilot!<br />

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remember:<br />“<br />People will buy when they are ready,<br />not when you’re ready to make a sale.<br />”<br />

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Let’s wrap up!<br />

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Here’s what<br />we’ve covered:<br />

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“How is email marketing<br />different from spam?”<br />1<br />it’s all about permission<br />2<br />“How do I build my list?”<br />9 ideas<br />“How do I get resultswith email marketing?”<br />3<br />3 strategies<br />

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what’s<br />next?<br />

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what should you<br />do next?<br /><ul><li>check out the Email Marketing Blog:http://www.EmailMarketing.pl (in Polish)

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check out GetResponse Blog:http://blog.GetResponse.com(in English)

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Try GetResponse – it’s free!</li></ul> EN: http://www.GetResponse.com<br />PL: http://www.GetResponse.pl<br />

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Thanks!☺<br />now go get some results!<br />