Keynote presentation delivered by Pam Moore, CEO / Founder of Marketing Nutz, Training & consulting agency offering boutique services helping brands of all sizes integrate and optimize digital & social technologies to increase brand awareness, nurture relationships and achieve business goals. Included in the presentation are strategies and tactics for email marketing to start, grow and optimize a list, nurture relationships, increase sales and achieve marketing and business goals. Includes recommendations on best practices as well as tools and technology.

1. Email
Marketing:
How
to
Grow
Your
List
by
400%
Pam
Moore
CEO
/
Founder
Marketing
Nutz
Social
Zoom
Factor
@PamMktgNut

2. Why
email
marketing?
• Increase
conversion
rates
/
sales
• Nurture
relationships
• Data
collection
• Brand
awareness
Source:
Forrester
Research

3. • Make
it
a
top
goal
of
everything
to
grow
your
email
list
Integrate
into
the
DNA
of
your
marketing

4. It
only
takes
a
seed!

5. But
isn’t
email
marketing
dead?
• There
are
4.4
billion
email
accounts
(4.6
by
2016
end)
• In
2015
2.6
billion
active
email
users
– 1.4
billion
accessing
via
mobile
• 93%
marketers
use
email
marketing
• $2.4
billion
spent
on
email
marketing
in
2015

6. Consumer
usage
• 57%
subscribers
spend
10-­‐60
minutes
a
week
browsing
emails
• 91%
consumers
check
their
email
at
least
once
a
day

7. But
does
it
work?
• Email
converts
better
than
SEO,
digital
ads
and
social
media
• For
every
$1
invested
in
email
marketing
the
average
return
is
$43
• That’s
a
return
on
investment
of
4300%!

8. Source:
Quicksprout
Email
subscribers
3
times
more
likely
to
share
content
via
social
media
than
other
visitors

9. It’s
personal
• 78%
of
marketing
emails
are
sent
to
personal
email
accounts
• 6%
increase
in
transactions
by
personalizing
email

10. Mobile
• 53%
opened
on
mobile
device
• Only
42%
marketers
optimizing
for
mobile
• 80%
consumers
delete
email
if
doesn’t
display
properly

11. Context
is
everything

12. trust is required, not optional

13. The
goal
is
not
to
do
business
with
people
who
need what
you
have
but
instead
to
do
business
with
people
who
believe what
you
believe!
-­‐Simon
Sinek

14. Communities create markets
Opportunity Harvest
Free
member
Paid
member
Loyal
evangelist
Community
Zone Customer
Zone
$$

15. P
=
People
O
=
Objectives
S
=
Strategy
T
=
Technology
Don’t
start
with
technology

16. How
you
say
hello
matters
• Double
opt-­‐in
or
not
• Be
consistent
w/
brand
and
other
communication
• Don’t
spam,
respect
• Value,
context,
relevancy
• Reward
desired
actions
• Unique
content
• Humanize
it

17. Ad
blocking
• 18%
of
US
Consumers
use
ad
blocking
software
• This
number
will
double
in
2016
• 185
million
global
users
of
ad
blocking
technologies
Source:
Pagefair &
Adobe,
2015

18. Inspire
action

19. Spam
78%
email
is
spam

20. Select
your
email
marketing
platform
• Mailchimp
• Aweber
• Constant
Contact
• Get
Response
• Infusionsoft

22. List
management
• Keep
it
fresh
• Monitor
frequently
• Learn
from
the
data
• Tweak,
rinse,
repeat
• Optimize

23. List
segmentation
• 760%
increase
in
revenue
from
segmentation
• Specific
actions
• Behavior
• History
• Demographics
• Language
• Purchase
type,
amounts

24. Keep
list
clean
• Remove
inactive
subscribers
• Improve
integrity
• Increase
deliverability
• Improve
open,
click
through
and
response
rates
• Quality
of
data
is
higher

25. Grow
list
• Content
• Offers
• Opt-­‐in
• Contests
and
promotions
• Ecommerce
• Pop-­‐ups

26. Creative
• Keep
it
clean
• Understand
flow
–
top
bottom,
left
right
• Cohesion
between
offline
and
online
branding
• Less
is
more

27. Retention
• High
value
offers
• Trigger
campaigns
that
reward
certain
actions
• Authentic
• Appreciative
• Respect

28. Testing
• Subject
line
• Timing
• Day
of
week
• Length
of
email
• Creative
and
design
• Layout
• Content
mediums

29. Optimization
• Actions
taken
– subjects,
content
• Mobile
optimization
• Heat
maps
– where
do
subscribers
click
• Content
and
language
• Date
and
time
• Frequency
• Creative
and
design

30. Real
results
must
be
measured
• Measure,
measure
measure
• Conversions
• Website
visit
• Content
consumed
• Segmentation
• Deliverability
=
bounce
rates,
spam
complaints,
unsubscribe

31. Maslow’s
hierarchy
of
needs
Morality,
creativity,
spontaneity,
problem solving,
lack of prejudice,
acceptance of facts
Self-­esteem, confidence,
achievement, respect of
others, respect by others
Friendship, family, sexual intimacy
Security of body, employment, resources,
morality, family, health, property
Breathing, food, water, sleep, homostasis, excretionphysiological
safety
belonging
esteem
self-actualization

32. Hierarchy
of
social
community
inspiration
self-­
actualization
esteem
belonging
safety
achieve
connect
inspire

33. Embrace
OPCs
Other
people’s
community
&
content

34. Activate Influencers
34
Platform Tier 1
Target Market
Segments Tier 2 VIP Tribes
Blog
Twitter
LinkedIn
Facebook
Content
Syndication
Internal
Family &
Friends
Industry
Influencers
Media
Thought
Leaders

35. Questions?
Pam
Moore
CEO
/
Founder
Marketing
Nutz
@pammktgnut
www.pammarketingnut.com
www.themarketingnutz.com
www.getrealchat.com
www.socialzoomfactor.com

36. Content
Marketing
Golden
Rules
1. Slow
down
to
speed
up
2. Build
foundation
3. Set
goals
4. Know
who
you
are
5. Know
what
they
want
6. Know
what
ya’
got
7. Embrace
imperfect
perfection
8. Create
once,
use
many
9. Integrate
10. Be
You
11. Stay
Fresh
12. Try
the
Cow
13. Create
real
conversion
funnel
14. Don’t
over
complicate
15. Take
them
on
a
journey
16. When
in
doubt,
inspire
them