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The Insider Secrets to The Most Effective Form of Online Communication

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.

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The Insider Secrets to The Most Effective Form of Online Communication

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  1. The Insider Secrets to The Most Effective Form of Online Communication By Ryan P. Allis, CEO of iContact April 12, 2008HYATT REGENCY ORANGE COUNTY

  2. So, What’s The Most Effective Form of Online Communication? LESSON: Thoughts become things

  3. The Most Effective Form of Online Communication is… LESSON: Thoughts become things

  4. EMAIL LESSON: Thoughts become things

  5. Everybody uses it It’s ubiquitous It’s asynchronous

  6. 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

  7. EMAIL EMAIL Used Because It’s Effective, Since 1965 LESSON: Thoughts become things

  8. EMAIL LESSON: Thoughts become things LET’S GIVE IT SOME LOVE

  9. So, email is the most effective form of online communication. LESSON: Thoughts become things

  10. But, what is the most effective form of online marketing??? LESSON: Thoughts become things

  11. HINT: EMAIL MARKETING EMAIL + MARKETING = LESSON: Thoughts become things

  12. When email is one-to-one it’s just email. When email is one-to-many, it’s email marketing. LESSON: Thoughts become things

  13. LESSON: Thoughts become things Today, I have a Big Hairy Audacious Goal Mr. Gorilla, the Email Marketer

  14. My BHAG is…

  15. To create over 300 new Certified Expert Email Marketers (CEEMs)

  16. THE TWO TYPES OF EMAIL MARKETING

  17. There are two types of email marketing… LESSON: Thoughts become things

  18. GRRR! SPAM

  19. OPT-IN LESSON: Thoughts become things

  20. What’s the best way to turn your prospects into customers? LESSON: Thoughts become things

  21. AND what’s the best way to turn those customers into lifetime evangelizers? LESSON: Thoughts become things

  22. OPT-IN EMAIL MARKETING LESSON: Thoughts become things

  23. THE AXIOM OF VALUE

  24. 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.

  25. THE 3 TYPES OF OPT-IN

  26. Opt-in can only occur if there is permission LESSON: Thoughts become things

  27. There are different types of opt-in THE KEY TO PERMISSION

  28. Single Opt-In Notified Opt-in Confirmed Opt-in THE KEY TO PERMISSION

  29. THE 3 SACRED RULES OF PERMISSION

  30. Even if there is permission, a message can still be spam LESSON: Thoughts become things

  31. You must be clear about: 1. WHAT YOU’LL BE SENDING2. HOW OFTEN 3. FROM WHOM LESSON: Thoughts become things

  32. Disclose at the point of sign-up the content, frequency, and the sender LESSON: Thoughts become things

  33. LESSON: Thoughts become things The 3 Sacred Rules…

  34. 1. Don’t send something different that what you said you would LESSON: Thoughts become things

  35. 2. Don’t send something more or less frequently than you said you would LESSON: Thoughts become things

  36. 3. Don’t let other people/brands send anything to your list (unless disclosed) LESSON: Thoughts become things

  37. Violate any of these three sacred rules… LESSON: Thoughts become things

  38. THE VALUE OF OPT-IN EMAIL MARKETING

  39. So, opt-in email marketing is communicating to existing customers, members, and prospects LESSON: Thoughts become things

  40. Opt-in email marketing pays back $15.50 in return for every $1 spent LESSON: Thoughts become things Source: Winterberry Group, May 2006

  41. What can opt-in email marketing do for your business? LESSON: Thoughts become things

  42. 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

  43. Email marketing (done right) will greatly increase your: Prospect-to-customer conversion Repeat visits Repeat orders Customer lifetime value LESSON: Thoughts become things

  44. THE 8 USES OF OPT-IN EMAIL MARKETING

  45. How can you use email marketing in your organization? LESSON: Thoughts become things

  46. 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

  47. THE 5 STEPS TO GETTING STARTED QUICKLY

  48. 1. Determine if you want to manage your email list manually or automatically LESSON: Thoughts become things

  49. 2. Upload your existing list LESSON: Thoughts become things

  50. 3. Put a sign-up form on your home page (and all pages) with clear disclosure and value statement LESSON: Thoughts become things

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