Putting email to work for you, #IIeX, #IMD16 


Live notetakeing at the #IMD16 conference in chicago. Any errors are my own.

No more eblasts: reimagining email for the modern subscriber by Monica Montesa, Aweber

  • Email is not dead, it’s evolved into bigger and better
  • Email shouldn’t be measured by how many subscribers you have
  • Email is not just about making a sale
  • IT’s time to embrace the human on the other end of the email
  • Personalized email get a higher click though, 40% higher
  • Not allowed to use the word eblast, feels one way and self serving, makes content seem like it’s for no one in particular
  • Email is for more than just company news
  • People prefer email communications over social media, but you must deliver value
  • Broadcast email is a one time notice, maybe time sensitive, maybe promotions or discounts, share blog content, maybe include some user generated content like client stories
  • Emails don’t have to be a sales pitch every time, newsletter can remind that you are a thought leader
  • Consider auto-responders, welcome series that triggers for people who just signed up, include evergreen content with no time deadlines, include introduction to you and company, an ebook, contact information, an educational course
  • A course doesn’t need to be a huge thing, maybe five emails positioned together
  • Aim for quality not quantity for an email list
  • List building tactics – set proper expectations, make sure signup form describes the content they will receive, engaging call to action, avoid boring words, offer an incentive to signup like an ebook or checklist or a free consultation
  • Meet your audience where they are, promote your list on your social channels so you can control who sees it, consider ads to drive traffic to the signups
  • Ebooks give a lot of value, Balance value with promotion
  • Consideration – introduce your product as a solution
  • Conversion – convince audience to sign up, don’t be shy about the sale, share testimonials, discounts and consultations work here

Putting your email marketing to work: generating and prequalifying leads at scale, by Ana Jacobsen, Drip from Leadpages

  • Are you happy with your op-in rate?
  • List growth is critical to business growth
  • Is the opt-in on your website hidden? Do people have to hunt for it?
  • Do you ONLY collect emails for your newsletter? 
  • It needs be on the homepage along with something valuable
  • Welcome mat is very important, tell people why to opt-in, spotify uses it to generate users growth, uber takes over the first page for it
  • SumoMe is free and recommended
  • Pop-up or widget is also effective, can be irritating but done well can engage folks. Pinterest does this. L’Oreal does it also but they don’t say sign up for our list, they say sign up for free samples
  • Landing page must stand alone and convince them to convert, no nav bars, no footer, no chat box, just design to get conversion – CARFAX, Oprah website – if there is only one button on the page it will get clicked
  • Least obtrusive is the top bar on the website – HelloBar is free, works well on WordPress
  • But an invite on blog posts, you know they have prequalified themselves as most interested, maybe even match the blog message to the invite message – DrIpForm 
  • How many white papers are on your hard drive, Ryan Dice is a great marketer, recommend following him, but how any of these white papers have you actually read, are people actually engaging with them?
  • The case for campaigns – follow up every white paper download and see if people liked it, wanted to commend on it, or questions, follow up for a 4 week time period
  • Subscribers should not get generic followups, interested visitors will fill out lots of data, can push people towards the right email followup
  • Emails can link to your calendar where they can choose a time to speak with you, reminders stop for them but not for other people

Contented: Learn to love the art of creating relevant stuff by Susan Griffin, Brainjuicer

  • Need to consider what you want to say and what clients want to hear
  • Creating and sharing an asset that is helpful and informative, content has to tell your story, what makes your company te best resource
  • Snail mail now email, travel books are now travel websites
  • Need to apply your principles to your clients and yourselves 
  • Fluency – distinct assets used to recognize a brand act as a toolkit to build market share
  • Fame – how readily a brand coe to mind predicts market share
  • Have many touch pains – website, case studies, white papers, get individual items that work together
  • Mark Earls, Herdmeister, a thought leader around social, we dont do anything by ourselves, light little fires and one of them start a big fire
  • You can say you do conjoint and segmentation but you’re basically telling clients you sell wrenches and screwdrivers, you need to say you understand their needs, those tools aren’t distinctive
  • Don’t be narcissistic brand, use product names that people recognize
  • Marketoonist is great at this, cartoons are $35 and they are powerful story tellers
  • If you’re going to do social media, do it seriously, don’t be the person with 8 followers and 3 tweets
  • Figure out how to blog regularly even if it’s just a tiny share
  • Relevant content comes in different sizes – a tweet, a white paper
  • Recycling is good, you can share old articles again, repurpose the content
  • Don’t scare up personalization, get the name right or don’t use the name at all, make sure first and last names aren’t flipped
  • Content needs to grab people, don’t be bait and switch, be bait and catch
  • A How-To gives readers a quick thing to read of just 5 actionable points that is relevant to a problem
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