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Similaire à Using Email to Build your Community by Kath Pay
Similaire à Using Email to Build your Community by Kath Pay (20)
Using Email to Build your Community by Kath Pay
- 1. How Email can help you to
grow your Community
Kath Pay
Plan to Engage
- 2. Your presenter – Kath Pay
• 12+ years of experience
in email marketing
• Email Marketing
Consultant, Trainer &
Speaker
• Lead trainer for Email
Marketing for
Econsultancy & the IDM
in the UK @kathpay
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com 2
- 3. About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses
www.PlanToEngage.com
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 6. 3 Elements to Registration
• Visibility
• Can people see it?
• On every page?
• Value
• Why should they bother?
• Ease
• How long will it take?
• Does it look painful?
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 8. Above the Fold & obvious.
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 9. Is a Lightbox for you?
Case Study: The EmailGuide
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 10. Lightbox Signup
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 11. Results
• Added lightbox to display after 10
seconds
• Only every 7 days
• Very customisable
• Increase of 400% in signups
• Best results was a combination of
standard signup form plus lightbox
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 13. Reciprocity
• Create a “value exchange” that suits you and your
prospect
• People know how valuable their personal data is
• It needs to be traded for
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 17. If it’s long.....use a barometer...
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 19. How long can the form be?
• It depends!
• Is the reward worth the effort?
• Use mandatory and optional fields
• Use branching for relevant questions
• Lay out over several pages
• Encourage people to keep going!
• Test, Test, Test!
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 20. Case Study: Marketo
Short (5) Medium (7) Large (9)
Conversion: 10.0%
Conversion: 13.4% Conversion: 12.0%
Cost per: $41.90
Cost per: $31.24 Cost per: $34.94
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 22. On the next page…
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 23. Thank You !
Where do you want them to go?...and maybe
a chance to gather more information?
- 24. Point them in the right direction
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 26. Make the most of this
‘Honeymoon period’
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 28. Frequency
• Not enough is as bad as too much
• Don’t be afraid to test what suits your
database
• Make the most of your touch points
• Put it in their hands….
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 29. With a Preference Centre
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 32. Use teasers to drive back to site
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 33. What are others doing?
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 35. Consider using Time as a factor
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 36. “Stories” – leverage what we
know of human nature
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 37. Be Customer Service orientated
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 40. We missed you – BUT what have
you been missing?
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 41. Keep them happy - Opt-down
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 43. What can you test?
• Engagement Tactics • Subject Lines
• Template Design • Call-To-Actions copy
• Registration Forms • Call-To-Actions
• Registration placement
Incentives/Benefits
• Content matter
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com