T H E S E C R E T W E A P O N T O G R O W Y O U R B U S I N E S S

E M A I L M A R K E T I N G

Warren Denley - @warrendenley

DIYWebsiteCoach.com & TheNewSolopreneur.com

WordCamp Brisbane 2015

Y O U R W E B S I T E A L O N E W I L L N O T K E E P T H E M C O M I N G B A C K

How Do You Keep Your Prospect’s Attention?

C R E AT E A R E L AT I O N S H I P F I R S T, T H E N C L O S E T H E D E A L

It’s All About Courtship

E M A I L M A R K E T I N G D E F I N E D

From Wikipedia:

“Email marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer

could be considered email marketing.”

Basically, it’s building a list of subscribers and sending them emails designed to move them along the path to becoming your customers.

S E L E C T I N G A N E M A I L L I S T P R O V I D E R

G E T T I N G S TA R T E D

B A S I C S

• Easy to use

• Mobile friendly

• Deliverability

• Templates

• Integrations

• Price

M O R E A D VA N C E D

• Autoresponders

• Segmentation

• Split testing

• Timed delivery

• Geolocation

• Analytics

• API

M A I N P L AY E R S

• MailChimp

• aWeber

• Campaign Monitor

• Constant Contact

• OntraPort

• Infusionsoft

C R E AT I N G Y O U R F I R S T L I S TF I R S T S T E P S

C R E AT E T H E L I S T

Enter the basic list details:

• List name

• Email address emails will appear to be from

• Name the emails will be from

• Remind people how they got on the list

L I S T S E T T I N G S

Some settings you may want to change:

• Defaults – notifications and whether to send a welcome email

• List fields – add fields and control which ones are required vs optional

• Required content – needed to meet anti-spam regulations

The rest are OK with the defaults

S I G N U P F O R M S

Customise the sign up experience:

• Signup form

• “Thank-you” page

• Confirmation email

• Confirmation “thank-you” page

• Welcome email (if used)

Others can be done as needed

T H E E D I T O R

C R E AT E Y O U R E M A I L T E M P L AT E ( S )

E S TA B L I S H Y O U R B R A N D

A L L M A I L C H I M P T E M P L AT E A R E M O B I L E F R I E N D LY

Choose A Base Template

M A K E I T M AT C H Y O U R B R A N D

Customise Your Template

T E S T Y O U R T E M P L AT E

• MailChimp has a built in test platform to show you how your emails will look on mobile devices

• You can also send a test message

C O L L E C T S U B S C R I B E R SC O N N E C T Y O U R L I S T T O Y O U R S I T E

O P T- I N F O R M S O N Y O U R S I T E

Options from MailChimp

• Link to hosted signup form

• Embedded form

• Popup Script

• Plugin

O P T- I N F O R M S O N Y O U R S I T E

Other Options

• Static forms - Genesis eNews Extended, Magic Action Box, Gravity Forms, etc

• Popups – Optin Monster, Popup Domination, etc

• 3rd Party options – LeadPages, etc

G I V E T H E M A R E A S O ND O N ’ T J U S T A S S U M E T H E Y W A N T I N …

T H E E T H I C A L B R I B E

Some work well:

• Checklists/cheat sheets

• Mini-series (esp videos)

Some not so well:

• Newsletters

• PDF “report”

C O M M U N I C AT EB U I L D A R E L A T I O N S H I P W I T H Y O U R L I S T

M Y T H B U S T E R S

MYTH:

The money is in the list

TRUTH:

The money is in your relationship with your list

M Y T H B U S T E R S

MYTH:

You need a massive list to make money

TRUTH:

You need an engaged list to make money

W H AT T O C O M M U N I C AT E

Mix it up:

• Valuable content (to create authority)

• “Behind the scenes” and personal stories (to create connection)

• Controversial and/or topical pieces (to create engagement)

• Offers (to create income)

W H E N T O C O M M U N I C AT E

• Frequency will depend on your audience and your style

• Over-communicating can turn some people off and they will leave your list

• Under-communicating will break the relationship and make selling harder

Guiding Principle – Send email when you have something valuable to share

H O W T O C O M M U N I C AT E

MailChimp provides a number of ways to send emails to your list:

• RSS to email

• Weekly email sent to subscribers with summary of updates

• Set up once and it automatically send on regular basis

• Campaigns

• One off emails that you send to your list

• Can be scheduled ahead of time

H O W T O C O M M U N I C AT E

MailChimp provides a number of ways to send emails to your list:

• Autoresponders

• Series of emails that are triggered by a specific event

• Useful for initial engagement, upsells (after product purchase), etc

T E S T, M E A S U R E & M O N I T O RA LW A Y S B E L O O K I N G T O I M P R O V E

What Is Already Working?

T E S T, T E S T, T E S T

• A/B Split Testing (Built in to MailChimp)

• Test subject lines, from names or delivery times tested on portion of list

• Sends winner to remainder of list

T E S T, T E S T, T E S T

• Other things to test (manually)

• Headings within the copy

• Text only vs HTML

• Embedded video

• Styling changes

• Links (anchor text, buttons, etc)

G O I N G P R OA D VA N C E D T E C H N I Q U E S T O I M P R O V E Y O U R R E S U LT S

L I S T S E G M E N TAT I O N

Improves engagement by sending emails only to those that are interested:

• Teaser email sent to whole list leading to targeted opt-in

• Opt-in adds subscriber to specific group

• Dynamic segment created from the group

• Series of targeted engagement/sales emails sent by autoresponder (only to the segment)

For bonus points – create funnels that lead from one product to the next

C R E AT E G R O U P S

List Segmentation

C R E AT E D Y N A M I C S E G M E N T S

List Segmentation

C R E AT E A U T O M AT E D E M A I L S E Q U E N C E S

List Segmentation

C L E A N I N G Y O U R L I S T

Identify and reactivate (or remove) dormant subscribers

• Create a segment from those that have not opened an email in 60 days

• Send them a short series of emails designed to re-engage them

• At the end of the series, if they still haven’t opened anything, move them off your main list

Your aim is to have engaged subscribers

W H AT ’ S H O L D I N G Y O U B A C K ?

W H AT ’ S Y O U R E X C U S E ?

• Don’t have the money?

• MailChimp offers a free account up to 2000 subscribers

• $10 per month if you want autoresponders

• Don’t know how to set it up?

• The basics are all in this slide deck

• MailChimp has great tutorials on each step of the process

W H AT ’ S Y O U R E X C U S E ?

• Don’t know how to design your emails or opt-in forms?

• MailChimp has great templates and simple builders

You really have no excuse - Just Do It!

Q U E S T I O N S

T H A N K Y O U

@ w a r r e n d e n l e y

D I Y W e b s i t e C o a c h . c o m

T h e N e w S o l o p r e n e u r. c o m

Slides: bit.ly/WCBNEWarren