Email  Marketing:  How  to  Grow  Your  List  by  400%  

Pam  MooreCEO  /  FounderMarketing  NutzSocial  Zoom  Factor  

@PamMktgNut

Why  email  marketing?• Increase  conversion  

rates  /  sales• Nurture  relationships  • Data  collection  • Brand  awareness  

Source:  Forrester  Research

• Make  it  a  top  goal  of  everything  to  grow  your  email  list  

Integrate  into  the  DNA  of  your  marketing  

It  only  takes  a  seed!  

But  isn’t  email  marketing  dead?  • There  are  4.4  billion  email  accounts  (4.6  by  2016  end)    

• In  2015  2.6  billion  active  email  users  – 1.4  billion  accessing  via  mobile  

• 93%  marketers  use  email  marketing  

• $2.4  billion  spent  on  email  marketing  in  2015

Consumer  usage• 57%  subscribers  spend  10-­‐60  minutes  a  week  browsing  emails  

• 91%  consumers  check  their  email  at  least  once  a  day  

But  does  it  work?  • Email  converts  better  than  SEO,  digital  ads  and  social  media  

• For  every  $1  invested  in  email  marketing  the  average  return  is  $43  

• That’s  a  return  on  investment  of  4300%!  

Source:  Quicksprout

Email  subscribers  3  times  more  likely  to  share  content  via  social  media  than  other  visitors

It’s  personal

• 78%  of  marketing  emails  are  sent  to  personal  email  accounts  

• 6%  increase  in  transactions  by  personalizing  email  

Mobile  • 53%  opened  on  mobile  device  

• Only  42%  marketers  optimizing  for  mobile  

• 80%  consumers  delete  email  if  doesn’t  display  properly  

Context  is  everything  

trust  is  required,  not  optional

The  goal  is  not  to  do  business  with  people  who  need what  you  have  but  instead  to  do  business  with  people  who  believe what  you  believe!

-­‐Simon  Sinek

Communities  create  markets

Opportunity Harvest

Free  member

Paid  member

Loyal  evangelist

Community  Zone Customer  Zone

$$

P  =  People  O  =  Objectives  S  =  Strategy  T  =  Technology  

Don’t  start  with  technology

How  you  say  hello  matters• Double  opt-­‐in  or  not  • Be  consistent  w/  brand  and  other  communication

• Don’t  spam,  respect  • Value,  context,  relevancy  • Reward  desired  actions• Unique  content  • Humanize  it

Ad  blocking  • 18%  of  US  Consumers  use  ad  blocking  software  

• This  number  will  double  in  2016  

• 185  million  global  users  of  ad  blocking  technologies  

Source:  Pagefair &  Adobe,  2015

Inspire  action  

Spam

78%  email  is  spam

Select  your  email  marketing  platform• Mailchimp• Aweber• Constant  Contact  • Get  Response  • Infusionsoft

List  management  • Keep  it  fresh  • Monitor  frequently  • Learn  from  the  data  • Tweak,  rinse,  repeat  • Optimize  

List  segmentation• 760%  increase  in  revenue  from  segmentation

• Specific  actions• Behavior• History  • Demographics  • Language  • Purchase  type,  amounts  

Keep  list  clean  • Remove  inactive  subscribers  

• Improve  integrity  • Increase  deliverability  • Improve  open,  click  through  and  response  rates  

• Quality  of  data  is  higher  

Grow  list  • Content  • Offers• Opt-­‐in  • Contests  and  promotions  

• Ecommerce  • Pop-­‐ups  

Creative  • Keep  it  clean  • Understand  flow  –top  bottom,  left  right  

• Cohesion  between  offline  and  online  branding

• Less  is  more  

Retention• High  value  offers  • Trigger  campaigns  that  reward  certain  actions  

• Authentic• Appreciative  • Respect  

Testing  • Subject  line  • Timing  • Day  of  week  • Length  of  email  • Creative  and  design  • Layout• Content  mediums  

Optimization  • Actions  taken  – subjects,  content    

• Mobile  optimization  • Heat  maps  – where  do  subscribers  click

• Content  and  language  • Date  and  time  • Frequency  • Creative  and  design  

Real  results  must  be  measured  

• Measure,  measure  measure• Conversions  • Website  visit  • Content  consumed  • Segmentation  • Deliverability  =  bounce  rates,  spam  complaints,  unsubscribe  

Maslow’s  hierarchy  of  needsMorality,creativity,

spontaneity, problem solving, lack of prejudice,

acceptance of facts

Self-­esteem,  confidence,  achievement,  respect  of  others,  respect  by  others

Friendship,  family,  sexual  intimacy

Security  of  body,  employment,  resources,  morality,  family,  health,  property

Breathing,  food,  water,  sleep,  homostasis,  excretionphysiological

safety

belonging

esteem

self-actualization

Hierarchy  of  social  community  inspiration

self-­actualization

esteem

belonging

safety

physiological

achieve

connect

inspire

Embrace  OPCs  Other  people’s  community  &  content

Activate  Influencers

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Platform   Tier  1 Target  Market  Segments  Tier  2  VIP  Tribes  

Blog  TwitterLinkedInFacebook  Content  Syndication  

Internal  Family  &  Friends  

Industry  InfluencersMedia  Thought  Leaders  

Questions?  Pam  MooreCEO  /  Founder  Marketing  Nutz@pammktgnutwww.pammarketingnut.comwww.themarketingnutz.comwww.getrealchat.comwww.socialzoomfactor.com

Content  Marketing  Golden  Rules1. Slow  down  to  speed  up2. Build  foundation3. Set  goals4. Know  who  you  are5. Know  what  they  want6. Know  what  ya’  got7. Embrace  imperfect  perfection8. Create  once,  use  many9. Integrate10. Be  You11. Stay  Fresh12. Try  the  Cow13. Create  real  conversion  funnel14. Don’t  over  complicate15. Take  them  on  a  journey16. When  in  doubt,   inspire   them