How to Build a Loyal and Engaged Community With Your E-mail List from Catherine Makepeace of YTravelBlog at TBEX North America 2018.

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How to
build a loyal
and
engaged community
with your
email LIST
W W W . Y T R A V E L B L O G . C O M
AND WHY YOU SHOULD
Caroline Makepeace

2. For slides and resources text your
First Name and email to
+1 919 816 2513
E.g.
Caroline cazcraig@ytravelblog.com
@yTravelBlog

3. Founded: 2010
Full Time: 2013
Over 500,000 UMV
Multiple Six Figures
Proving travel does not have to stop after kids

4. Why email?

5. • You OWN it
• Automation and leverage
• Personal + targeted
• Authentic + simple
• Funnels to your content
• Age appropriate

6. • Email: 2.6 billion users worldwide
• 91% of people use email daily vs
51% on Facebook
• 77% prefer email over social media
for permission based promotional
messages.
• Email marketing delivers highest
ROI
• Higher lifetime value of the
customer
Exact TargetSurvey
Get Response study

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EMAIL REACHES 79% OF THE
PEOPLE YOU SEND IT TO
VS
FACEBOOK’S ORGANIC
REACH IS 1-6 %

8. • 1,000 - 3,000
• 13,000+
• 23,000 (very doable)
Instagram
Email
100,000 followers
1- 3% engagement
13% open rate

9. You don’t need thousands of
subscribers to make money

10. What’s the Purpose?

11. 1. Build a loyal community
ENGAGE, BE REAL, CARE, HELP
A. Ask questions
B. Reply to emails
C. Update on useful content on your site (the more targeted the
better)

12. 2. create a trustworthy, relevant
likeable brand
CONNECT, LEAD, EMPATHIZE
A. Share personal stories – challenges & wins
B. Walk the talk
C. Show your authority and expertise

13. 3. grow your income
TARGETED, RELEVANT, USEFUL
A. Products + Courses
B. Affiliate partnerships
C. Email Direct Marketing (EDM)
D. Banner ads

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Email community building questions
• How is this building trust?
• How is this personal and building connection?
• How is this bringing them to useful content?
• How is this helping me earn money?

15. How to get the opens?

16. How I went from BLAH to
BOOMin one email.
i.e. 14% to 26% open rate that has
lasted over 6 years

17. • Personal trust
• Value
• Interesting/ different stories
• Be real and vulnerable
• Consistent communication
• Have a conversation

18. How to get in the box?

19. • No spammy language
• Give an unsubscribe option
• Use trusted email providers
• Never do anything dodgy!!
• Original emails
• Engagement signals (opening, clicking, replying)
• Get them to add you to your white list
DELIVERABILITY TIPS

20. Automated List Cleaning Campaign
Every six months, if they have not engaged (i.e. opened or clicked)
delete them.
WARNING: Send them three emails first inviting them to reengage
.
1. Is there something wrong?
2. You may have missed this recently?
3. How can we help (final chance)
DO NOT JUST RELY ON OPEN EMAIL SIGNALS. GET THEM CLICKING

21. The nurture sequence

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Know, Like, Trust

23. How it works
Usually 5 – 10 days long over a series of 4 – 7 emails
Give them what they opted in for in the welcome email.
Implement the three question strategy
Send them further relevant information that will help
Slowly weave in your story and expertise in a natural way
After the sequence funnel them to where you want to go next.

24. Family Travel Ebook
on Life Learning
Email 5: Favorite Family Travel Resources
Email 4: 9 Reasons you Won’t Travel With Your Kids
Email 3: How Travel Benefits Learning
Email 2: How Travel Benefits Families
Email 1: Welcome Delivery
Send to YT:Newsletter Invite to Family Travel
Planning Toolkit

25. Three question strategy

26. three question strategy
CONNECT, ENGAGE, LEARN
1. What is your travel dream? (desire)
2. Why is travel a priority for you? (why)
3. What is the biggest obstacle in your way? How can we help?
(challenge)
• Please note, this information is private. It helps us understand how we can create content that
helps you!

27. How to Deliver the
right messages

28. Who are your readers?
What do they want
What are their problems?
• Surveys
• Optins
• 3 question strategies
• Living and breathing the avatar
• Data

29. Tag and segment
Send that segment the relevant
content
You can tag your subscribers in
accordance to many different
categories and interests.

30. Targeted content doesn’t just help the user, it gives me valuable information.
PLANNING MONEY LOGISTICS IDEAS

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rules
If Planning Field is selected on optin form add to
Travel Planning Nurture Sequence
If optin to Free Blogging Course tag Digital
Lifestyle
If clicks Link Number 4 in Welcome Email, add
Family Travel Tag

32. Send Happy Birthday email
Survey

33. If selects Australia, add to the Australia
Interest list
If checks Family Travel, tag YT:FamilyTravel

34. A little about optins

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Basic
1
Email updates
2
General freebies
3
Targeted freebies

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Specific landing page

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intermediate
1
Targeted Email Series
2
Content Upgrades

38. Email series with PDF worksheets

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Within content

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advanced
1
Quizzes
2
Travel Planning Checklists

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42. Nurture sequence with information specific to spiritual travelers

46. TRAVEL PLANNING CHECKLISTS

47. Your welcome landing page

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What to include
Video welcome
Who are you
What to expect
Whitelist
Targeted information
Call to survey
Social channels

53. The right tools for the job

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Email software
essentials
Professional and high deliverability rates
Good security and support
Automation
Segmentation abilities through tagging
Create custom forms
Landing pages
FB integration?

55. $0 - $500+ a month
yTravelBlog.com/ontraport

56. https://www.ytravelblog.com/DesignPickle
Code: yTravel
20% off first month
•Unlimited Designs
•Unlimited edits
•Monthly rate

58. Try Interact Quiz Builder
https://www.ytravelblog.com/Interact

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60. Mistakes to watch out for

61. • Not cleaning your list and focusing on quantity not
quality
• Not knowing your tools
• Not targeting enough
• Not making the time
• Not having a strategy and mapping it out

64. One last thing

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QUESTIONs?

67. For slides and resources text your
First Name and email to
+1 919 816 2513
E.g.
Caroline cazcraig@ytravelblog.com
@yTravelBlog