1.21k likes | 1.41k Views
The Insider Secrets to The Most Effective Form of Online Communication. By Ryan P. Allis, CEO of iContact. April 12, 2008 HYATT REGENCY ORANGE COUNTY. So, What’s The Most Effective Form of Online Communication?. LESSON: Thoughts become things.
E N D
The Insider Secrets to The Most Effective Form of Online Communication By Ryan P. Allis, CEO of iContact April 12, 2008HYATT REGENCY ORANGE COUNTY
So, What’s The Most Effective Form of Online Communication? LESSON: Thoughts become things
The Most Effective Form of Online Communication is… LESSON: Thoughts become things
EMAIL LESSON: Thoughts become things
Everybody uses it It’s ubiquitous It’s asynchronous
CIALIS BUY NOW!!! SPAM I’M LONELY TONIGHT WIRE FRAUD But email gets a bad rap… LESSON: Thoughts become things CRACKBERRY ADDICTS NO MORE FREEDOM NO MORE TIME
EMAIL EMAIL Used Because It’s Effective, Since 1965 LESSON: Thoughts become things
EMAIL LESSON: Thoughts become things LET’S GIVE IT SOME LOVE
So, email is the most effective form of online communication. LESSON: Thoughts become things
But, what is the most effective form of online marketing??? LESSON: Thoughts become things
HINT: EMAIL MARKETING EMAIL + MARKETING = LESSON: Thoughts become things
When email is one-to-one it’s just email. When email is one-to-many, it’s email marketing. LESSON: Thoughts become things
LESSON: Thoughts become things Today, I have a Big Hairy Audacious Goal Mr. Gorilla, the Email Marketer
To create over 300 new Certified Expert Email Marketers (CEEMs)
There are two types of email marketing… LESSON: Thoughts become things
GRRR! SPAM
OPT-IN LESSON: Thoughts become things
What’s the best way to turn your prospects into customers? LESSON: Thoughts become things
AND what’s the best way to turn those customers into lifetime evangelizers? LESSON: Thoughts become things
OPT-IN EMAIL MARKETING LESSON: Thoughts become things
LESSON: Thoughts become things For the last 100 years, companies have relied on traditional advertising in the form of catchy jingles, TV commercials, billboards, print ads, direct mail, hot air balloons, and waving mascots. As long as value is provided, consumers will be willing to be exposed to a few ads. The same axiom, that as long as value is provided, consumers will be willing to receive your messages, holds true with email. As long your message provides value, consumers will provide you with permission to continue to contact them. Provide value, and you will win.
Opt-in can only occur if there is permission LESSON: Thoughts become things
There are different types of opt-in THE KEY TO PERMISSION
Single Opt-In Notified Opt-in Confirmed Opt-in THE KEY TO PERMISSION
Even if there is permission, a message can still be spam LESSON: Thoughts become things
You must be clear about: 1. WHAT YOU’LL BE SENDING2. HOW OFTEN 3. FROM WHOM LESSON: Thoughts become things
Disclose at the point of sign-up the content, frequency, and the sender LESSON: Thoughts become things
LESSON: Thoughts become things The 3 Sacred Rules…
1. Don’t send something different that what you said you would LESSON: Thoughts become things
2. Don’t send something more or less frequently than you said you would LESSON: Thoughts become things
3. Don’t let other people/brands send anything to your list (unless disclosed) LESSON: Thoughts become things
Violate any of these three sacred rules… LESSON: Thoughts become things
So, opt-in email marketing is communicating to existing customers, members, and prospects LESSON: Thoughts become things
Opt-in email marketing pays back $15.50 in return for every $1 spent LESSON: Thoughts become things Source: Winterberry Group, May 2006
What can opt-in email marketing do for your business? LESSON: Thoughts become things
Email Marketing… • Drives repeat sales, referrals and customer lifetime value • Increases prospect conversion, keeps your company at top of mind • Is easy to use and at a low cost, with measurable results • Has the highest ROI on any online tool, $15.50 in return for every dollar spent LESSON: Thoughts become things
Email marketing (done right) will greatly increase your: Prospect-to-customer conversion Repeat visits Repeat orders Customer lifetime value LESSON: Thoughts become things
How can you use email marketing in your organization? LESSON: Thoughts become things
You can send: Monthly newsletters Automatic e-courses Sale promotions Weekly coupons Customer surveys Group member updates Donor fundraisers Paid insider-only content LESSON: Thoughts become things
THE 5 STEPS TO GETTING STARTED QUICKLY
1. Determine if you want to manage your email list manually or automatically LESSON: Thoughts become things
2. Upload your existing list LESSON: Thoughts become things
3. Put a sign-up form on your home page (and all pages) with clear disclosure and value statement LESSON: Thoughts become things