Using Email to Build your Community by Kath Pay
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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
- 4. Use Email to….. Grow your Community
- 5. Main aim: Get permission You can always get more data later
- 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
- 7. Visibility Can it be easily found?
- 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
- 12. Value What’s in it for them? Make it clear and obvious
- 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
- 14. Benefits are clear ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 15. Ease Will I spend my life filling in this form?
- 16. Verify information on the go ©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
- 18. User friendly CAPTCHA alternative ©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
- 21. Progressive Registration ©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
- 25. Welcome ! Make the most of this opportunity
- 26. Make the most of this ‘Honeymoon period’ ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 27. Use email to… Retain & Engage your Community
- 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
- 30. Incentivise to Update Profiles ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 31. Tactics to drive engagement And drive them back to the site
- 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
- 34. Initiate involvement ©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
- 39. Customer Service…again ©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
- 42. Testing
- 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