How to create an emarketing list that gets you loads of cash

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How to create an e-marketing list that gets you
loads of cash!

• Christopher Knight
• Ezine Publishing
• Email Deliverability Expert

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Questions

• How many people here
• Publish an e-mail newsletter?
• Mailing frequency M, W, D, 2x D?
• Do direct permission based e-mail marketing?
• Grow their list with co-registration?
• Do extensive list segmentation campaigns?
• Find that your list is growing?
• Declining due to abandonment?
• Have e-mail deliverability problems you know
  about?
• Who manages your e-mail lists?
• Do predictive automatic sequencing
• of dynamic content via e-mail?

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Overview

• Learn secrets to grow your opt-in e-mail list
• Determine how to segment your list
• Tools to measure effectiveness
• Integrated automatic e-mail into CMS / E-commerce
  engine to maximize value from each member 

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ESP Viewpoint
Email Service Provider Birdseye View Watching
Over 55 Million List Members For more than 1,000
clients Across more than 4,000 e-mail lists 700
million permission-based monthly e-mail
deliveries Advertising Revenue Publishers
Perspective CMS Integrated E-mail To Drive 1.5
Million Monthly Visitors Leveraging ezines to
train clients Ezine coach email deliverability
consultant
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E-marketing Law

• CANSPAM Compliance
• Do the best practice basics
• Offer speedy unsub, DNE
• Be honest on the sub
• Utah Michigan Child Protection Laws
• Threat or no Threat?

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1 Advice Tip Given To My Ezine Coach Clients
Increase email delivery frequency

Decrease content quantity
-
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Fastest Way To Grow Your Email List
?

• Do you want a huge list or
• do you want a list that converts?

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Growing Your Email List

• Donts
• Buy Co-Reg from unknown sources
• Swap Lists
• Buy opt-out lists
• Harvest the creation of opt-out lists
• Hold your list members hostage
• Ignore permission desires
• Make it difficult to manage a subscription
• Take the full 10 days to respond
• Fail to setup a global DNE
• Ignore ISP Relations

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Growing Your Email List

• Dos
• Put archives online, 1 article per page
• Pursue organic SERPS attraction 10-30x
• Website Signup Form Above The Fold
• Integrate into P.O.S. forms / registration
• Name Squeeze prior to a 7 part e-course
• Cross Promotion internally
• Easy to find e-mail join address
• Tell them why they should subscribe
• Demonstrate economic value
• Refer a friend scripts
• Take viral risks

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Growing Your Email List

• Dos
• Trade Ads
• Offline email growth
• Article syndication
• Consider endorsement marketing
• TY page strategy, 72-86
• Press release
• Testing PPC, survey
• Get listed in directories
• Test exit pops

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List Retention

• An e-mail list member saved is a list member you
  dont have to re-purchase

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List Retention

• Dos
• Make COA Painless
• Keep content highly relevant
• Exit survey lost members
• Eyeball soft hard undeliverables

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Email List Segmentation

• Segment when increased list member confidence can
  be achieved or leveraged
• Segment to increase delivery frequency

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E-mail Segment By

• Prospects that have become clients
• Product lines purchased
• Average ticket price
• Major clients
• Most recent visit
• Demographics
• Interest-based preferences
• Open rate or CTR action rates
• Sales Creates Sales
• Follow Up Campaigns
• Acquisition Channels
• Geography

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E-mail AnalyticsMeasurement Tools

• Metrics to help go beyond the click
• Marriage between e-mail campaign stats, webstats
  and shopping cart stats

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E-mail AnalyticsMeasurement Tools

• Open Rate Metric Challenges
• Unique vs. non-unique opens
• Repeat opens by same user
• Forward to a friend opens skews
• E-mail (outlook) clients skews
• ISPs deflect the image tracking
• ?Use Open Rate To Track Trends

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E-mail into CMS E-Commerce Integration

• Turn to your ESP/EMS for help
• Shopping Cart add-on modules
• Reverse e-mail append
• Shopping agents / e-mail bots
• Give members control of frequency
• Predictive sequencing of content
• Dynamic content to each member or segment
• Behavioral targeting
• Lifecycle automation of client product

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E-mail to Cash QA
?
chris_at_chrisknight.com
EzineArticles.com
Christopher M. Knight of