Presentation for Non-Profit Day at NIU

1. www.RebeccaWardlow.com

2. Today’s Agenda
The importance of
building your email list
Tips for building your
email list
Ways to communicate
with your list.

3. Your Email List
“A list of people who have asked
to subscribe to your emails.”

4. Email Statistics
Email marketing has an ROI of 4,300%
91% of consumers check their email at least
once a day
66% of US online consumers, ages 15 and up
made a purchase as a result of email marketing
messages.
Over 70% of mobile purchasing decisions are
influenced by promotional emails.
Nearly one third of email recipients open email
based on subject line alone.
Source: http://bit.ly/1ai92i3

5. Benefits of Your Email Marketing
• Is relatively inexpensive
• Has immediacy
• Yields quick results
• Gives you new insights
• Allows you to send personalized messages
• Allows you to segment and test

7. Do You Own Your Fans/Followers?

8. What Do You Own?
Your Website
Your Email List

9. Think List Building!
Networking
Events
People who visit
your physical location
Donors
You need permission to add subscribers to your list!!! You must ask!

10. The Power Of Your List

12. E-mail Newsletter
Gone are the days where you compose your
message in Microsoft Word with some clip art
Then sent it out as an attachment using your
email program like Outlook, Yahoo, MSN, AOL,
gmail, etc.

13. Be CAN-SPAM Compliant!
 Your email must be for a legitimate offer and not a scam or offer
of pornography, prescription drugs or other questionable legal
products.
 You must identify yourself and/or your company name in the
email
 You must provide your physical or mailing address in the email (I
recommend in the footer)
 You must provide remove instructions or include a link that
recipients can click on to remove themselves from future
mailings
 You must comply with all remove requests and avoid sending
any more emails to people who ask to be removed.
 Let recipients know How to Opt Out of future emails
 Monitor what others do on your behalf

14. CAN-SPAM Penalties
Each separate email in violation of the law is
subject to penalties of up to $16,000, and
more than one person may be held responsible
for violations.

15. 1. Get An Email Service Providers
The following providers are all CAN-SPAM
compliant:
 MailChimp
 aWeber
 Get Response
 Constant Contact
 Infusion Soft

16. 2. Create Sign-Up Form

17. Thank You Message

18. Confirm Subscription
Also known as “Double Opt-In”

19. 3. Build A Permission Based List
Ask before you “blast”!
Never send email marketing to anyone that has
not requested them from you
Use the double opt-in form
Ask subscribers to add you email address to
their contact list. Stops your emails from going
to spam.
Before you click “Send” button, ask yourself
“Did every recipient on this list give me permission to
send them email marketing?”

20. 4. Compose Email
The Subject Line
The From Line
The Headings &
Subheadings
Personalize Email
The Next Step or Call To
Action
Subject Line for Kim’s email:
Don’t get left behind

21. The Subject Line Tips
Avoid “Free, Help,
Percent off, and
Reminder”
Do not repeat the exact
same subject line for each
newsletter
Your subject line to 50
characters or less
Increase open rates by
thinking like you sending
to a friend
Sample Subject Lines
The secret to…
7 ways to…
How to…
Now you can…
What you need to know
about…
Did you hear?
We’ve got a secret

22. 5. Design Your Email Message
Emails are delivered in 3 formats
Plain Text
HTML
MIME
Keep it simple!
Use a 1-column custom template, think mobile!
Stick with basic fonts
Test by sending a copy to yourself

23. 6. Track Your Results
Monitor Open & Click-through Rates
Analyze Which Links Perform Well
Evaluate Subscriber Responses (unsubscribed,
reported message as spam or forwarded to a
friend)
Comparison by Industry Chart

25. Capture Emails With Strong Opt-In
Create Landing Pages with valuable, unique
information and a strong call to action for users
to give you their email address.
When should you use landing pages?
When sending social media fans/followers to your
website
When users are clicking an online ad
Do not direct people to your Home page!

26. Example Landing Page
https://secure.specialolympics.org/site/c.mlIYIjNZJuE/b.8477485/k.22DD/Help_Us_Make_

27. Types of Communication
eNewsletter
eBlast
eLetter
eCard
Survey
Key to Success!
Offer consistent, high
quality, engaging
content

28. 3 Ways To Build Relationships
1. Keep It Personal
Segmentation
Personalization
A personal tone
2. Be Sure To Keep In
Touch
Send out regular
newsletters or blog posts
Set up a short email
automation campaign
Use auto-responders
3. Show You Are Human
and Gain Trust
Humanize your ‘from’ line
Use faces
Create message
consistency

29. Value Of A Subscriber
General rule is that a
subscriber is worth $1 per
month ($12 per year)
Subscribe to my
newsletter
4% average opt-in
.03 X $12 =
$.36 value of each visitor
Create a landing page aka
squeeze page
A strong landing page with
inspiring content and a call
to action
20% average opt-in
.20 X $12 =
$2.40 value of each visitor
What does this mean?
For every visitor you have you are losing $2.04 by not having a strong opt-in

30. Questions??
Email me: rwardlow@rebeccawardlow.com
Social Solutions
(815) 780-9062
www.RebeccaWardlow.com