This presentation is from Affiliate Summit West 2014 (January 12-14, 2014 in Las Vegas, NV). Session description: Reality check: With email and social, size doesn’t guarantee success. To really drive results, you need awesome content. Learn how to get it and use it to increase your list size and sales.

1. It’s Not Just List Size,
It’s What You DO With It
HUNTER BOYLE
@hunterboyle
#ASW14

2. Hunter Boyle
Sr. Business Development Manager
o Digital content, marketing and
optimization since dot-com days
o Biz dev and content for AWeber
o Lover of good beer, bad jokes
o @hunterboyle | @AWeber
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3. THE BIG QUESTION
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4. RELATIONSHIP BUILDERS
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5. Does this build TRUST?
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6. Does this build TRUST?
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7. 3 Factors to Focus On Today
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8. Tip: “Always Be Asking”
(and Listening)
Source: Pivot Conference / Pivotcon.com
Get the full infographic: Bit.ly/pivot-gap
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9. Tip: Test a short survey in
welcome emails for better
content and segmenting
#4. Tell me a little about yourself.
What type of business do you run?
What company do you work for?
What's the one thing you think I
should know about you?
Results:
Results:
Thousands of real replies
Thousands of real replies
drive content, copy, offers
drive content, copy, offers
Over 3x list growth in 2 yrs
Over 3x list growth in 2 yrs
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10. Tip: Use social media channels to
connect, learn and source
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11. Tip: Make feedback loops and
multiple options prominent
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12. Tip: Try a little tenderness,
learn from the break up
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13. Tip: Test different offers for
frequency and format
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14. Tip: Dig into data for deeper
insights on your audience
WHAT THEY DID (AND DIDN’T) WANT
Top 5 Newsletter Issues
Lead story content
– 3 ebook guides, 2 webinars (1 replay)
– Average response: 20.5% open rate, 3.8% click rate
Bottom 5 Newsletter Issues
Results:
Results:
14% more opens
14% more opens
72% more clicks
72% more clicks
Lead story content
– 4 webinars (invites), 1 video (app)
– Average response: 17.8% open rate, 1.1% click rate
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15. 3 Factors to Focus On Today
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16. Tip: Test a welcome series to
demonstrate WIIFM early
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17. Tip: Speak with readers in a
direct, honest voice
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18. Tip: Test new incentives or
VIP offers in emails
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19. Tip: Strong joint content and
social proof expand influence
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20. Set clear expectations
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21. Set clear expectations
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22. Be real, direct, personable
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23. Tip: “Always Be Asking”
(and Listening)
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24. Results:
Results:
Drove nearly 50% of first
Drove nearly 50% of first
week software sales
week software sales
Drove nearly 80% of sales
Drove nearly 80% of sales
of membership product
of membership product
List doubled to 97,000 in
List doubled to 97,000 in
one year
one year
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25. 3 Factors to Focus On Today
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26. Tip: Make email hygiene a
quarterly priority
Results:
Results:
List size decreased from
List size decreased from
8,250 to 2,500 (migration)
8,250 to 2,500 (migration)
Engagement held steady
Engagement held steady
Opens rose to 49% avg.,
Opens rose to 49% avg.,
clicks up to 7% avg.
clicks up to 7% avg.
Now over 5,000 – doubled
Now over 5,000 – doubled
in one year – still higher
in one year – still higher
engagement
engagement
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27. KEY TAKEAWAYS
 LISTENING BUILDS RELATIONSHIPS
 VALUE+QUALITY+WIIFM = RESULTS
 IT’S REALLY ABOUT THEM, NOT US
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28. YOUR TURN
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29. YOUR TURN
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30. YOUR TURN
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31. PARTING THOUGHT
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32. THANK YOU!
Hunter Boyle
Sr. Business Development Manager
o
o
o
o
@HunterBoyle
About.me/HunterBoyle
HunterB@aweber.com
Email me for our free ebook:
Optimize Your Email Campaign
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