Basic Track - ICON14

1. The Ultimate Event for Small Business Success.
Email Broadcast Success
From start to send.
Mike Harris
Tech Support Team Lead, Infusionsoft
@goldfixe

2. The Ultimate Event for Small Business Success.
The Plan
I. Create the List
II. Create the Email
III. Create the Magic
IV. Making Sense of the Stats
V. Questions

3. The Ultimate Event for Small Business Success.
Before we get started…
http://bit.ly/ICONbroadcast1

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WHAT IS AN
EMAIL BROADCAST?
And why should I care?

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Find your target contacts
• What are ways to find the contacts you want?
– Tags
– Products purchased
– Location
• Or you can pull up your whole list
– Mass emails like this should be very general

7. The Ultimate Event for Small Business Success.
Make your life easier
• Create a saved search
– If you plan to email this group more than once,
creating a saved search will make it easier for you
to find them in the future
– Saved Searches are DYNAMIC!
Let’s do it together!

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Go to Contacts

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Add search criteria

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Save the results

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Name the Saved Search

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Saved Search complete!

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What makes a GOOD email?
• Subject line – the shorter the better
– “Subject lines of less than 35 characters yielded an
average open rate of 19.6% and a 3.1% average
click rate” –eMarketer, “Consumers Opening Fewer Emails
• Personalize it
– “Hi {Contact Name}, this is {Your Name} from
{Your Business}”
• Engage the reader
– Be consistent, make the content relevant
– “Tell, don’t sell”

15. The Ultimate Event for Small Business Success.
Don’t be afraid to…
• Use ALL CAPS
– Use them to emphasize, not to yell
– Use them sparingly
“LAST CALL: Free webinar sign-up closes at 12 PM MST!”

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Don’t be afraid to…
• Ask a question
– Create a call-to-action (CTA)
– Pique their interest
“What’s stopping you from achieving your dream?”

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Don’t be afraid to…
• Create urgency
– Use words that create timeliness
“We’re starting in two hours – Can you join us?”

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Let’s Create - What are my options?
• Use an existing template (preferred method)
– More freedom
– Allows you to leave and come back to your work in
progress
– Can be used over and over
• Start from scratch
– Useful for quick messages
– Can be converted to a template later
Let’s do it together!

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Navigate to Email Broadcasts

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Choose type of broadcast

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If you’ve already started a broadcast

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Choose the recipients

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Compose your email

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Choose a template

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Test the email (optional)

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The last step

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Before you hit “Send”…
• Double-check these things:
1. The “To:” address field
2. Your message for any grammar and/or spelling
errors
3. The “Only send to confirmed email addresses” box

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What does it all mean?
Let’s do it together!

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