why casl isn't as bad as you think: how to profit with email marketing (legally)
Post on 22-Nov-2014
193 Views
Preview:
DESCRIPTION
TRANSCRIPT
Why CASL isn’t as bad as you thinkHow to profit with email marketing (legally)
In this presentation
• Quick overview of CASL• Permission as a marketing opportunity?• Why smaller = better (for lists!)• How to entice people to join (and
continue to read)• Brief look at MailChimp
Applies to
• Commercial messages• Sent electronically:
email, instant message, SMS (text)
Implied Consent
• You have an existing relationship• The recipient displayed or disclosed
their email address (without saying: “don’t email me!”)
• The message is relevant
Express Consent
• They said “yes”• They knew they were
saying “yes”• They knew what they were
saying “yes” to• They knew who they were
saying “yes” to
You need to identify yourself
• Your (business) name
• Your address• Contact: phone or
email or website
You need to make it easy to unsubscribe• A message saying they
can unsubscribe • A way to unsubscribe
• Unsubscribe link• Manual system (do it right
away!)
Is this really marketing?
• Don’t want it• Don’t read it• Not interested• Irritates• Interrupts
I’m making millions with this spam!
Do we really believe this is happening?
“Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.”~ Seth Godin
Age of your list
• People move on – sometimes physically
• Change interests• Go out of business• Change or abandon
email accounts
Who’s on it? (And how you built it)
Relationships? Smaller loss.Card collecting? Big loss.
How often you kept in touch
CASL confirmation your first contact in months? They may have forgotten you.
Unsubscribe option?
List may have “self-cleaned” to an extent.
The quality of your content – in the eyes of the person receiving it
Good stuff? They’ll want to keep getting it!
Reality check
• If they don’t want it• If they’re not reading • You’re not actually
reaching them anyhow
Your new, smaller list
• More responsive• More engaged• More likely to share• More likely to invite others• More likely to buy something from you!
It’s not about size (really!)
Would you rather send to 100 people who WANT to hear from you…
…or 1,000 who will think “SPAM!” and delete/unsubscribe?
Focus on the yeses
• They WANT your content
• They responded (they’re reading)
• This is an opportunity to engage
CASL forces better systems
You need to keep track of your clients and contacts
No system? Good time to implement one!
Better system = better information• Reality about the size of
your list• Engagement: Who is
reading? Opening? Clicking? (Buying?)
CASL forces better marketing
• Creating something people WANT to subscribe to
• Keeping in touch regularly • Valuing your list
Use opt-in gift to get permission
• Opt-in Gift (free report, video, audio, online course, checklist, discount, etc.)
• In exchange for email address
Do this in your CASL request!
Already sent the request? Send an unexpected gift of appreciation to the people who opted to stay!
Growing your list
Promote the gift!
Email signature, social media, business cards, networking events, etc.
Example from Toastmasters conference
Would you like to be 3x better speaker one year from today?
Sign up for my weekly audio lesson!
This wouldn’t work as well!
Would you like me to send you 52 emails?
Set expectations
• WHAT will you send• How OFTEN will you send it• WHY they should tune in (WII FM)• Reassure: no sharing, no spamming,
unsubscribe any time
Not just the law – this is good marketing.
No engagement = waste of time
• Open• Read• Respond
• Click• Share• Reply
Don’t do this!
• The corporate boiler plate
• Throwing something together
All about your customer
• What are they interested in?
• Why are they on your list?
• What do they want?
Educate
• Where are people confused?
• What do they ask about?
• Why do they need you?
Who is this from??
• Keep “From” address consistent
• Identify your business (or newsletter)
• Provide contact info (per CASL)
Subject line is the most important part• Bad subject = no open
• Newsletter Edition #234• Super Hypey Spammy Headline• Deceptive/Bait & Switch
• Tell, don’t sell• Experiment and track
Write to one person!
• Be conversational• Show your
personality
Use text (write an email!)
Some people (like me) have images turned off
Some people won’t open attachments
Keep it short!
• More to say? Link to your blog
• Link to sales page
Use separate lists or segment
Keep information relevant to the people you’re sending it to!
Now is a good time to set up a program for email!• If you don’t have a system• If you’re not happy with your system
(or don’t really know how to use it)• If you have a list you need to “clean
up”• Now is the time to implement or switch
Free!
Double opt-in sign up
Or add manually
CASL contact info
unsubscribe link
Email templates
Personalize your emails
Schedule emails
Want more?
Sign up for my list – get invitations and recordings (and PDFs like this one!
PattyK.com
top related