1. Presented by Karen Porter UM School of Business Administration & ImpactOnlineMarketing.com Lists, Conversion & Email Marketing ImpactOnlineMarketing.com

2. Lists – Why You Need Them Income not dependent on other entities You control your destiny – not Google, Facebook, etc. You have “ownership” of your prospects and customers Can market when you wish for purposes you choose Can segment lists for better management Control who sees what by interests or other segmentation variables ImpactOnlineMarketing.com

3. How Do You Develop a List? Develop “offers” good enough to get people to voluntarily provide their email address Give-away – enter for a chance to win Note: there are state regulations about give-aways – be sure to adhere Whitepaper (report) – information people want Checklist – another type of info people may want Ask prospects if they want to be added as a VIPs Add customers who have purchased (? – discuss) ImpactOnlineMarketing.com

4. Where Do You Develop a List? Facebook (can add a tab) Invite via other social media (send to website) Website landing pages Shares the offer Stresses benefits of the offer Contains and opt-in form ImpactOnlineMarketing.com

5. Critical Landing Page Elements A headline and (optional) sub-headline A brief description of the offer that clearly emphasizes its value At least one supporting image (if applicable) (Optional) supporting elements such as testimonials or security badges And most importantly, a form to capture visitors' information ImpactOnlineMarketing.com

6. Less is More ImpactOnlineMarketing.com

7. Emphasize the Offer’s Value ImpactOnlineMarketing.com Use bullet points for quick reference Stress benefits Convey value of what they are getting

8. Why Multiple Landing Pages? Develop multiple offers to appeal to multiple segments or to different learning styles Research shows: 55% increase in leads when increasing their number of landing pages from 10 to 15 Example: Hubspot eBook offers ImpactOnlineMarketing.com

9. Only Ask for Info You Need The more fields required, the lower the response Use the K.I.S.S. system ImpactOnlineMarketing.com

10. Increase Response – Don’t “Submit” “Submit” has a negative connotation Use positive, action words that relate to request Download (for a report) Request _________ (Report, Quote, Free Evaluation, etc) Click to Enter (to enter give-away) Think of other options! ImpactOnlineMarketing.com

11. Increase Credibility with “Proof” Add a privacy message (or a link to your privacy policy) that indicates visitors' email addresses will not be shared or sold. If your form requires sensitive information, include security seals, a BBB rating, or certifications so visitors know their information is safe and secure. Add testimonials or customer logos. For example, if your offer is for a free trial of your product or service, you might want to include a few customer testimonials about that particular product or service. ImpactOnlineMarketing.com

12. “Shorter” Gets Better Response Even appearance of being shorter results in higher conversion rates ImpactOnlineMarketing.com

13. Forms = Opt-in Single Opt-in Submit form and person is immediately on the list Results in more people on list Double Opt-in Submit form Email sent to requester asking for confirmation Affirmative response must be received by list holder THEN the email address goes on the list Protects you from spam complaints ImpactOnlineMarketing.com

14. Why Using a Mailing Service? Whitelisted by email service provides Email gets through because services have been vetted Allows sending of bulk mail with far fewer problems Trusted more than private email MUST include opt-out options Opt-out requests MUST be honored Statistics provided Valuable analytics Delivery rate, open rate, click rate, spam complaints, etc. ImpactOnlineMarketing.com

15. Popular Mailing Services – Pros/Cons Aweber – sophisticated, cannot import list, used by internet marketing professionals, autoresponders Get Response – similar to Aweber, used by internet marketing professionals, autoresponders Mail Chimp – CAN import lists, inexpensive, not a true autoresponder Constant Contact – used by more offline businesses, focused more on HTML email like newsletters, not an autoresponder service iContact – similar to Constant Contact ImpactOnlineMarketing.com

16. Autoresponders Instant delivery of e-product or freebie Drip-series – pre-timed series of pre-written emails going out to a specific list Examples: 7 day course on effective email marketing Weekly motivational tips series Monthly reminder emails – “benefits of,” etc. vs. Blast emails – real-time messages sent out to everyone at once ImpactOnlineMarketing.com

17. Important Email Marketing Terms CAN-CPAM Act ounce rate – hard vs. soft Blacklist vs. whitelist List brokers (when to use and why) Personalization (good to use or not) HTML vs. text email formats Subject lines vs. body content ImpactOnlineMarketing.com

18. Importance of Subject Lines Subject lines get emails opened – or not Make subject line intriguing Ask a question Use a catchy phrase Say something outlandish (and explain inside) Avoid boring subject lines “April Newsletter,” “Important news,” etc. NEVER mislead or trick people into opening Lose credibility, leads to spam complaints HTML vs. text email formats Subject lines vs. body content ImpactOnlineMarketing.com

19. Questions? Visit our class page here: http://ImpactOnlineMarketing.com/sell-money Karen Porter 406-529-8931 karen@impactonlinemarketing.com ImpactOnlineMarketing.com