it’s not just list size, but what you do with it
DESCRIPTION
This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Reality check: With email and social, size doesn’t guarantee success. To really drive results, you need awesome content. Learn how to get it and use it to increase your list size and sales.TRANSCRIPT
It’s Not Just List Size,
It’s What You DO With It
HUNTER BOYLE@hunterboyle
#ASW14
Hunter BoyleSr. Business Development Managero Digital content, marketing
and optimization since dot-com days
o Biz dev and content for AWeber
o Lover of good beer, bad jokeso @hunterboyle | @AWeber
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THE BIG QUESTION
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RELATIONSHIP BUILDERS
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Does this build TRUST?
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Does this build TRUST?
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3 Factors to Focus On Today
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Source: Pivot Conference / Pivotcon.comGet the full infographic: Bit.ly/pivot-gap
Tip: “Always Be Asking”
(and Listening)
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#4. Tell me a little about yourself. What type of business do you run? What company do you work for? What's the one thing you think I should know about you?
Tip: Test a short survey in
welcome emails for better content and
segmenting
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Results: Thousands of real replies drive content, copy, offersOver 3x list growth in 2 yrs
Tip: Use social media channels to connect,
learn and source
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Tip: Make feedback loops and multiple options prominent
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Tip: Try a little tenderness,
learn from the break up
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Tip: Test different offers for frequency
and format
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Top 5 Newsletter IssuesLead story content– 3 ebook guides, 2 webinars (1 replay)– Average response: 20.5% open rate, 3.8% click rate
Bottom 5 Newsletter IssuesLead story content– 4 webinars (invites), 1 video (app)– Average response: 17.8% open rate, 1.1% click rate
Results: 14% more opens72% more clicks
WHAT THEY DID (AND DIDN’T) WANT
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Tip: Dig into data for deeper insights on
your audience
3 Factors to Focus On Today
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Tip: Test a welcome series to demonstrate
WIIFM early
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Tip: Speak with readers in a direct,
honest voice
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Tip: Test new incentives or
VIP offers in emails
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Tip: Strong joint content and
social proof expand influence
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Set clear expectations
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Set clear expectations
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Be real, direct, personable
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Tip: “Always Be Asking”
(and Listening)
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Results: Drove nearly 50% of first week software salesDrove nearly 80% of sales of membership product List doubled to 97,000 in one year
3 Factors to Focus On Today
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Results: List size decreased from 8,250 to 2,500 (migration) Engagement held steadyOpens rose to 49% avg., clicks up to 7% avg.Now over 5,000 – doubled in one year – still higher engagement
Tip: Make email hygiene a quarterly
priority
KEY TAKEAWAYS
LISTENING BUILDS RELATIONSHIPS
VALUE+QUALITY+WIIFM = RESULTS
IT’S REALLY ABOUT THEM, NOT US
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YOUR TURN
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YOUR TURN
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YOUR TURN
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PARTING THOUGHT
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THANK YOU!
Hunter BoyleSr. Business Development Managero @HunterBoyleo About.me/HunterBoyleo [email protected] Email me for our free ebook:
Optimize Your Email Campaign
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