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Killer Email and Social List Building Techniques
Sr. Business Development Manager of Aweber
He has been with Aweber since last summer. Email service provider is the core of their business.
He has been involved in email marketing since 1999
Grew several email lists, including sales and marketing update and the marketing experiments journal.
Manage partnerships and affiliate marketing
An effective list building strategy is more than just a bunch of tactics – it’s tightly integrated with ROI
You want to make sure that content is driving everything that you do.
Case: Social Media Examiner
Launched October 2009
Founder was not a Social Media expert
teamed up with prominent subject experts – people who had audiences, he reached out to them
used quality content to build audience
didn’t use email for sales until 10K subscribers – email is about relationship building to the founder
Top 5 tactics
-pop up form (lightbox) gets 70% of opt ins
-bonus incentive lifts response –
-confirmed double opt in boosts quality (your list may be smaller, but the quality tends to be higher, the engagement level of the subscribers) – he was able to use this to sell ads as well with proof that his subscribers were engaged.
-social proof reduces anxiety – he has words of praise under the opt-in box with third party testimonials -take some time to send out a preview copy of your ebook or bonus to get a quote from someone well known
-Social Media makes sharing easy
-opt in list grew by 234% year over year from Nov ’10 to November ’11
-currently at 117,000 and growing (actually 125,000 after slides prepared)
-site averages 450K visitors per month
-now sells newsletter ad space for up to $3,600
Which tactics have worked best for you?
-registration during purchase
-online events (webinar)
-website registration page
were the highest
-offline events (in store)
-blog registration page
-facebook registration page
-social media sharing buttons
-email to a friend
were others ideas
Support your tactics with research and testing; integrate them with ROI goals to build strategy
MarketingExperiments, MarketingSherpa, WhichTestWon.com
before landing pages – where site visitors first opt into your list (blog, squeeze page)
after landing pages – what they see after they sign up (confirmation, special offers)
Case: Social Triggers
Top 3 Tactics
-multiple forms, close to content – he has a form under the header as a bar, plus one in the sidebar at top. He has one at the end of the blog post. There is another in the footer.
-varied copy and calls to action
-social proof builds credibility – he has a quote from Chris Brogan
-blog updates (RSS) list tripled in five months to 10,000+
-content and links to subject experts, social proof – there is no harm in testing by adding more than one sign up box – Derek Halpern said the one in the header and at the end of each post were most successful
-opt-in form proximity and variety had big impact on growth
Form style light test vs. slide box (that came from right)
Jewelry site – both activated on 4th visit to the site, just once
The light box had 59% more subscribers – more focus on the light box
1)Deliver on sign up expectations and offers – people need to see what is next while they are waiting for the confirmation. They don’t generally leave your site. Example: Opt-in page from Mixergy (has logos and social proof). Confirmation page says what you are going to get from the site, it is not just a thank you page. Take some time to customize the page to get people to engage with your site.
Example: WineEnthusiast – confirmation page has a followup form that asks for more information, they can increase the targeting. The confirmation email has the same bullets as the confirmation page. It is relevant and easy to understand. It tells you what you can expect from the email list.
- Test Social Media and email sharing. The thank you page has three ways to share via outlook email, linkedin, and gmail. Aweber has a link to the download, links to popular articles, and more helpful email marketing resources.
- Never leave your subscribers at a dead end! Don’t make it look like they have gotten an error message or with no actions to take after signing up.
Are you testing the most effective variables?
-72% of people are testing subject line but only 35% effective
-Landing page and target audience have most effective rates at 41% and 42% respectively
-Call to action is tested 50% of the time and 34% effective
Testing Ideas for Landing Pages
-what’s your best coversion rates for forms? Your goals?
-can you elicit more info than name and email?
-are your forms
-great way to cultivate longer relationships
-series can be as short or long as needed (5 or more is the sweet spot)
-engagement analytics will guide you
Engage, Offer, Connect – sign up in May, first pitch is not until August. They wait a number of months before pitching. At end of August they ask for feedback.
Is your content strong enough for a series?
What are your competitors doing?
Advanced: Consider separate paths and segmenting auto-responder recipients.
-augments (not replaces) email, RSS lists.
-likes/tweets are the first step, not the last
Tip: test social media on before and after opt-in landing pages
-can sign up directly to a list with email, or via Facebook or with Google – test giving people options to sign up to your list
Social Media Examiner on their confirmation page has a badge to post on your webpage, and a like our page on Facebook.
Tip: Customize Your Facebook Pages
Incentivize, Promote Sharing, Engage
Tip: Use Landing Pages, Social + Email for Contests
Timex Malaysia is running a contest to guess the finish time for their CEO’s marathon – they are getting sign ups and likes on Facebook
Use social tie ins for Likes and Emails
test different types of incentives
create auto-responder series for social media
For more examples visit: www.Aweber.com/blog
Become an Aweber affiliate and get a 30% monthly recurring commissions.