Bring 'Em Back! 15 Ways to Bolster Affiliate

Relationships with Email

Hunter Boyle (@HunterBoyle) Sr. Business Development Manager, @AWeber

#AMDays

Where We're Going ...

6 Ways to Discern Their Wants & Needs 9 Ways to Deliver WIIFM

10 Minutes of Q&A

Bolster Relationships, Slay Vampires

“Give me six hours to chop down a tree and

I will spend the first four sharpening the axe.”

– Abraham Lincoln

(Vampire Hunter)

Step One: To provide the best content,

offers and support, we need both real-time and

real-people insights.

Bolster Relationships

1. ANALYTICS DATA

2. ENGAGEMENT INDEX

Discern Their Wants & Needs

Engagement Index

Compile email KPIs for a better way to analyze response

via David Daniels, @EmailDaniels,

ClickZ.com

Bit.ly/engage-index

3. SURVEYS & POLLS

4. EVENTS

Discern Their Wants & Needs

Aug. 2011 – Relaunch Issue – Lead story (1 of 3), ASE Silver Passes (5)

– Response: 266 Clicks / 83 Completed Oct. 2012 – Replaced Oct. Issue – Single story, $10 Amazon Gift Cards (5)

– Response: 992 Clicks / 547 Completed – by EOD

Result: Increased completions by 551%

Email Optimization: Survey Response

#Tip: Email isn't just for broadcasts; it also helps us interact, listen to affiliates, and discern their

wants and needs.

Discern Their Wants & Needs

5. PROFILES

6. DASHBOARD

Discern Their Wants & Needs

#Tip: Quantitative + qualitative research = the real story.

Discern Their Wants & Needs

Step Two: When we apply those insights and create more user-focused email initiatives, it improves engagement and response.

Deliver WIIFM

1. CONTENT ANALYSIS

2. TOOLS & RESOURCES

Deliver WIIFM

Top 5 Issues based on response – Lead stories: 3 ebooks, 2 webinars (1 replay)

– Averages: 20.54% Open rate, 3.82% Click rate Bottom 5 Issues based on response – Lead stories: 4 webinars (promos), 1 videos (apps)

– Averages: 17.76% Open rate, 1.06% Click rate

Variance: 13.5% Opens, 72.3% Clicks

Email Optimization: Content Analysis

3. INCENTIVES

4. REWARDS

Deliver WIIFM

5. PERSONAL APPROACH

6. PARTNERSHIPS

Deliver WIIFM

7. FREQUENCY

8. FUN EXPERIMENTS

Deliver WIIFM

Experiment: EmailCampaignConfessions.com

Microsite + new list – Video interviews

– 10 short clips

– Minimal promotion (2 emails, social)

Results (4/1 email): * 22.4% Open rate (+14% vs. avg) * 2.1% Click rate (+47% vs. avg) * 10,000+ video views

Experiment: HolidayEmailMarketing.com

Microsite + new list – Fun, short, focused – Daily email with a gift

– Checklist, infographic, webinar, new ebook ... Results (2 weeks): * 54%-83% Open rates * 25%-69% Click rates * 7,500+ downloads * 3,500+ subscribers

9. NURTURE YOUR NOOBS

Autoresponder Welcome / Training Series

Segments: Beginner > Intermediate > Advanced

Self-select at Sign Up / Preferences Center

Deliver WIIFM

#Tip:

Email engagement is tied directly to the quality and resonance of your content.

Deliver WIIFM

5 Action Steps to Start Tomorrow

1. Convert your email KPIs into an Engagement Index.

2. Send a short survey to your list, with a strong incentive.

3. Use the survey results for an email content analysis.

4. Create tests (content, frequency, etc.) from the responses.

5. Improve the onboarding experience for new affiliates.

Thank You – Let's Open Up to Some Q&A

@HunterBoyle Sr. Business Development Manager, AWeber Slides at: www.slideshare.net/hunterboyle Email Testing Workshop 2012 Hosted by WhichTestWon + AWeber Thursday, November 1, 8 a.m. - 5 p.m. Attendee $50 Discount Code: aweber16 Learn more: WhichTestWon.com/Email2012