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Presentation for Non-Profit Day at NIU
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Your Email List = $ In The Bank
www.RebeccaWardlow.com
Today’s Agenda
The importance of building your email list
Tips for building your email list
Ways to communicate with your list.
Your Email List“A list of people who have asked
to subscribe to your emails.”
Email StatisticsEmail marketing has an ROI of 4,300%91% of consumers check their email at least once a day66% of US online consumers, ages 15 and up made a purchase as a result of email marketing messages.Over 70% of mobile purchasing decisions are influenced by promotional emails.Nearly one third of email recipients open email based on subject line alone.
Source: http://bit.ly/1ai92i3
Benefits of Your Email Marketing
• Is relatively inexpensive• Has immediacy• Yields quick results• Gives you new insights• Allows you to send personalized messages• Allows you to segment and test
The Importance Of Building Your Email List
Do You Own Your Fans/Followers?
NO!!!
What Do You Own?
Your Website
Your Email List
Think List Building!
NetworkingEvents
People who visityour physical location
Donors
You need permission to add subscribers to your list!!! You must ask!
The Power Of Your List
Tips For Building Your Email List
E-mail Newsletter
Gone are the days where you compose your message in Microsoft Word with some clip artThen sent it out as an attachment using your email program like Outlook, Yahoo, MSN, AOL, gmail, etc.
Be CAN-SPAM Compliant! Your email must be for a legitimate offer and not a scam or offer
of pornography, prescription drugs or other questionable legal products.
You must identify yourself and/or your company name in the email
You must provide your physical or mailing address in the email (I recommend in the footer)
You must provide remove instructions or include a link that recipients can click on to remove themselves from future mailings
You must comply with all remove requests and avoid sending any more emails to people who ask to be removed.
Let recipients know How to Opt Out of future emails Monitor what others do on your behalf
CAN-SPAM Penalties
Each separate email in violation of the law is subject to penalties of up to $16,000, and more than one person may be held responsible for violations.
1. Get An Email Service Providers
The following providers are all CAN-SPAM compliant:
MailChimp aWeber Get Response Constant Contact Infusion Soft
2. Create Sign-Up Form
Thank You Message
Confirm Subscription
Also known as “Double Opt-In”
3. Build A Permission Based List
Ask before you “blast”!Never send email marketing to anyone that has not requested them from youUse the double opt-in formAsk subscribers to add you email address to their contact list. Stops your emails from going to spam.
Before you click “Send” button, ask yourself
“Did every recipient on this list give me permission tosend them email marketing?”
4. Compose Email
The Subject LineThe From LineThe Headings & SubheadingsPersonalize EmailThe Next Step or Call To Action
Subject Line for Kim’s email:
Don’t get left behind
The Subject Line Tips
Avoid “Free, Help, Percent off, and Reminder”Do not repeat the exact same subject line for each newsletter Your subject line to 50 characters or lessIncrease open rates by thinking like you sending to a friend
Sample Subject Lines
The secret to…7 ways to…How to…
Now you can…What you need to know
about…Did you hear?
We’ve got a secret
5. Design Your Email Message
Emails are delivered in 3 formatsPlain TextHTMLMIME
Keep it simple!Use a 1-column custom template, think mobile!Stick with basic fontsTest by sending a copy to yourself
6. Track Your Results
Monitor Open & Click-through RatesAnalyze Which Links Perform WellEvaluate Subscriber Responses (unsubscribed, reported message as spam or forwarded to a friend)
Comparison by Industry Chart
Ways To Communicate With Your List.
Capture Emails With Strong Opt-In
Create Landing Pages with valuable, unique information and a strong call to action for users to give you their email address.
When should you use landing pages?When sending social media fans/followers to your websiteWhen users are clicking an online ad
Do not direct people to your Home page!
Example Landing Pagehttps://secure.specialolympics.org/site/c.mlIYIjNZJuE/b.8477485/k.22DD/Help_Us_Make_a_Difference_Kellen.htm?msource=redcpcgg&cr=donationcharity_LPTest_Kellen_everyonedeserves&gclid=CjwKEAjwl7ieBRCK2rCtqcCS7jESJACZKQFKUT25W4LPWru7HkBu-PtVn1nylemt1ps309MqGiGkTxoCtlDw_wcB
Types of Communication
eNewslettereBlasteLettereCardSurvey
Key to Success!Offer consistent, high quality, engaging content
3 Ways To Build Relationships
1. Keep It PersonalSegmentationPersonalizationA personal tone
2. Be Sure To Keep In Touch
Send out regular newsletters or blog postsSet up a short email automation campaignUse auto-responders
3. Show You Are Human and Gain Trust
Humanize your ‘from’ lineUse facesCreate message consistency
Value Of A Subscriber
General rule is that a subscriber is worth $1 per month ($12 per year)Subscribe to my newsletter 4% average opt-in .03 X $12 = $.36 value of each visitor
Create a landing page aka squeeze pageA strong landing page with inspiring content and a call to action20% average opt-in.20 X $12 = $2.40 value of each visitor
What does this mean?For every visitor you have you are losing $2.04 by not having a strong opt-in
