Email Subscribers are your Best Friends - SNAP! Conference 2015 #SnapConf

Your Email Subscribers are Your Best Friends

Your Email Subscribers areYour Best Friends

Phil HollowsCEO, FeedBlitz.com

@phollowsSNAP! Conference, SLC 2015

Your Email Subscribers are Your Best Friends

Your Email Subscribers are Your Best Friends

Your Email Subscribers are Your Best Friends

“I get ten times more response to my blog from my email subscribersthan I do from anyone else.”

Seth Godin

sethgodin.typepad.com

Email Marketing Rocks!!

Your Email Subscribers are Your Best Friends

The Email Monetization Equation

Permission +

Commitment +

Engagement +

Relevance +

Timeliness +

=

Trust + Authority

Your Email Subscribers are Your Best Friends

The Email Monetization Equation

Trust + Authority

=

Revenue

Your Email Subscribers are Your Best Friends

Permission:Ethical List Hyper-Growth

• Make your subscription forms Visible

• Always use dual opt-in

• Have a relevant, highly visible incentive

• Provide many opportunities to subscribe

Your Email Subscribers are Your Best Friends

Subscription Forms

• Above the fold

• Between posts and comments

• Respectful Pop-ups

• Your Facebook page

• Your email signature

• http://bit.ly/1HqXN6T

Your Email Subscribers are Your Best Friends

Subscription Forms

• Above the fold

• Between posts and comments

• Respectful Pop-ups

• Your Facebook page

• Your email signature

• http://bit.ly/1HqXN6T

Your Email Subscribers are Your Best Friends

Nice is Good...…Know When to be Naughty

• Sometimes it’s OK to have a more aggressive popup strategy

• Pages with high bounce rates

• Pages with high organic inbound traffic

• But give the visitor time to READ a little before you pop that thing up

• Don’t bar the door: Avoid exit popups

Your Email Subscribers are Your Best Friends

Don’t Be A Spammer

• Never buy lists

• Never rent lists

• Never sell your list

• Don’t email anyone who’s unsubscribed

Your Email Subscribers are Your Best Friends

Commitment

• Maximize total lifetime value (LTV)

• Mail at least weekly

• If it is bloggable, it is mailable

• If it is mailable, it is bloggable

• Automate as much as you can

Your Email Subscribers are Your Best Friends

Engagement

• 20% open rate• Subject lines

– 35 characters on phones– Don’t repeat your brand– Create interest, intrigue– Use list headlines– SEO the crap out of them– Review results– What do you open?

• Compelling calls to action• Great content to make

them open the next email• Reading styles differ

TEST, TEST, TEST

Your Email Subscribers are Your Best Friends

Relevance

Your Email Subscribers are Your Best Friends

Timeliness

• You are not your audience

• Don’t email out of date content

• Beware the overwhelm:

– Real-time

– Daily summary

– Weekly wrap up

• Choices at subscribe time increase LTV via self-selection

Your Email Subscribers are Your Best Friends

Unsubscribes FEEL Like

Your Email Subscribers are Your Best Friends

Unsubscribes BE like

Your Email Subscribers are Your Best Friends

The Value of the Unsubscribe

• It really isn’t personal (usually)

• Make unsubscribing manageable

• Most common reason for leaving:“Too Many Updates”

• Customize the landing page

• Too many unsubscribes?

– There is an expectation mismatch

Your Email Subscribers are Your Best Friends

Before I get to this A word about this

Your Email Subscribers are Your Best Friends

50% of opens are on mobile devices

Your Email Subscribers are Your Best Friends

Have Responsive Email Layouts

Your Email Subscribers are Your Best Friends

About Mobile Email Users

• You’re young

• You’re affluent

• You have attitude

• You don’t like BS

• You have the attention span of a peanut

• Emails must be responsive

• Unsubscribes if dissatisfied

• Subject lines are critical

• The mail likely won’t be opened later on a computer

Your Email Subscribers are Your Best Friends

Let’s Make $$$

#Finally

Your Email Subscribers are Your Best Friends

Let’s Make $$$

• Sponsorships– Add your lists to your media kit

• Ad Networks– Make $$$ with every email

– You need an email-ready ad-network (let’s talk!)

– Ads favor large lists, frequent mailers, high open rates

– Many FeedBlitz users are profitable with ads

Your Email Subscribers are Your Best Friends

Let’s Make $$$

• Affiliate links

• Digital product sales– Make your subscribers feel special – 1st looks,

discounts!

– Passively promote existing products

• Private, paid members-only lists and email courses– What’s worth the $$$?

Your Email Subscribers are Your Best Friends

Let’s Make $$$

• Use autoresponders

– Upsell, convert and educate

• Consider your landing pages

– Reward new subscribers with offers, discounts and coupons

– Encourage unsubscribes to join a better list

Your Email Subscribers are Your Best Friends

Let’s Make $$$

• Events and ticket sales– The economics of scarcity

– The fear of missing out

– Promote, promote, promote!

• Dedicated sponsored blasts– Suppression lists

– Custom tracking data

– Segments

Your Email Subscribers are Your Best Friends

Do The Work

Your Email Subscribers are Your Best Friends

Crawl, Walk, Run

• First, Email 101

– Set up with a reputable provider

– Check your forms

– Add a respectful popup

– Create a killer incentive

– Subscribe yourself

– Fix mobile rendering

Your Email Subscribers are Your Best Friends

Crawl, Walk, Run

• Pick one goal

• Complete it

• Reward yourself!

• Review the results

• Rinse and repeat

Your Email Subscribers are Your Best Friends

Questions?

ALSO!

See me @phollows or Heather Solos @HeatherSolos

at the FeedBlitz booth

We have a special offer just for SNAP! Attendees

www.FeedBlitz.com