Series Posts: Clueless Email Marketer?!

Growing a List: Freebies, Discounts & Special Offers

Growing a List: Freebies, Discounts & Special Offers

Clueless Email Marketer?! • August 17, 2018

  Last episode we talked about the exit-intent signup form. There are a few different approaches you can take with that strategy. This episode discusses using them to offer freebies, discounts and special offers: 00:22 Andy Shore: Welcome back, everybody, we\'re gonna continue our ongoing conversation that\'s been kicking off this whole podcast about talking about growing your list and the different ways to do that. This group of episodes right now is really focusing on exit intent pop-up forms, and the first one is really the most common one you\'ll encounter, it\'s probably what you\'ll see more often than not if you are seeing an exit intent form, and that\'s one that\'s promoting freebies, discounts, special offers. 00:51 Daniel Miller: Exactly. And the benefit of this is, as we\'ve been talking in the last couple of episodes, is this is your last line of defense. If somebody\'s about to leave, you have that chance to show a pop-up to try to engage with \'em one last time. Maybe they missed that piece of information on your site, maybe they were looking for something else, and in that pop-up form that\'s exactly what you provide. Freebies, discounts, or PDFs, downloads, all of that you can offer, as well as videos. You can give them access maybe to a specific link that has a video or an audio file, something that they can download. Really, the possibilities are endless onto what you can provide with the pop-up form. The benefit is it\'s an exchange of their email address. 01:36 AS: Yeah, so really what you wanna do is they\'re on their way out the door, I\'m gonna spare you guys a Marlon Brando impression, because I can\'t do impressions, [chuckle] but you wanna make \'em an offer you can\'t refuse because they\'re already leaving, you gotta get something to turn \'em around and keep \'em right there. So it has to be something good that they\'re gonna want, you can\'t just be like, \"Hey, sign up and hear more from us.\" They\'re already leaving, they felt like they had heard enough, so it\'s gotta be something, those previews, those discounts, that\'s gonna have value. And Daniel mentioned a PDF, and it\'s just like if you have a one-sheet that\'s really good, valuable information that\'s... Maybe it\'s a checklist for doing something, or a worksheet for solving a problem, or whatever that is, that if you can give \'em that free thing, that\'s a lead magnet. And it\'s gonna keep them coming back, and it\'s gonna make them remember your brand because you\'re gonna put your logo on it, and every time they go to use that and every time they share it with other friends and other businesses \'cause they\'re finding it immensely helpful, it\'s gonna continue doing that marketing for you, and it\'s all from that last-ditch effort you took with the exit intent pop-up form. 02:46 DM: Yeah. And one thing that I can say is try to be funny with it, but also know your place, in the sense of make sure that whatever the pop-up form is also matches your brand, your brand voice, tone, and so forth. And one thing that I\'ve been seeing a lot lately... I\'m sure it works because it hits you in the feels, but be careful when you use certain wording like \"Sign up or you hate us,\" things like that where it\'s very extreme. I don\'t know, it plays with the emotion, and I can see it getting a lot of sign-ups, but also remind yourself this: Do you just want a lot of sign-ups, or do you want qualified sign-ups that are potentially gonna buy? And really try to have your pop-up form really do the action that you\'re looking for, not just get sign-ups. Whether it\'s buy or just subscribe, whatever that is, make sure it\'s pushing one step further to that rather than just getting tons of sign-ups because, like we\'ve said in previous episodes as well, tons of sign-ups may skew your numbers later on. You may actually have a higher engagement rate than you think, you just got a bunch of junk sign-ups that really didn\'t care to sign up anyway, and they just haven\'t gone through the effort of unsubscribing yet. So keep that in mind. 04:00 AS: Yeah, that\'s a good point. It\'s like when you\'re running contests on social media, you offer a really good prize, sign up and win an Apple Watch. 04:06 DM: Everybody\'s gonna... 04:07 AS: Everyone\'s gonna sign up, but it\'s just \'cause they wanted an Apple Watch, not \'cause they ever wanted to hear anything from you. So stay on brand with what that is that you\'re offering because that\'s the way you\'re gonna attract the right type of leads. And like Daniel said, maybe you wanna use humor or maybe you don\'t if that\'s true to your brand. In the book we\'re gonna release, there\'s an example for this kind that\'s got the sad puppy dog looking back up at you, but it\'s not just in a pathetic way. It\'s pretty funny, it\'s just like, \"Oh, where are you going?\" Daniel and I are both dog owners, we know that look when you put your shoes on, or about to head out the door, that you get those sad puppy dog eyes about leaving. So play around with the messages, stay on brand, but stay true to you, and do what\'s gonna get them on your list, but the right people on your list, and make sure you\'re not losing \'em without that last-ditch effort. 05:00 DM: Exactly. And I\'m sorry, but just to clarify, the one thing that that puppy thing does is it shows your brand personality, too. And I think that\'s what people are looking for now \'cause most anything, there are a ton of competitors out there. Unless you have a very unique business, you probably have a competitor. And when it comes down to that, I need to decide why am I gonna choose you versus someone else? If your pop-up talks to me the way that I see, huh, you made me laugh, you made me feel something, I\'m gonna wanna sign up. But like we were saying, don\'t try to just do it just to get sign-ups, because then you\'ll just blur your actual subscriber list. 05:35 AS: Yeah, there\'s so much automation out there today that whenever you can give those human touches to really just humanize your brand and make \'em feel like there\'s people behind it rather than algorithms, it\'s gonna help you go the extra mile with that. So thanks everyone for listening. We\'ll continue talking about different types of exit intent pop-up forms next time. Thanks for listening.


Read More
Growing a List: Exit-Intent Signup Forms

Growing a List: Exit-Intent Signup Forms

Clueless Email Marketer?! • August 16, 2018

If a visitor leaves your website without subscribing to your list, they may be gone for good. Don\'t let that happen! Catch them on their way out the door with an exit-intent signup form. Learn how in this episode: 00:22 Andy Shore: Everybody welcome back to Clues for the Clueless Email Marketer. And today we\'re gonna start, first of a handful of episodes continuing about growing your list but this gonna kick off really talking about the exit intent popup form. Because more websites than a couple of years ago are using it. But I think it\'s still a strategy that a lot of people should consider because, I mean as we mentioned in the last episode, what an exit intent form is, is when someone\'s going to exit out of your website or leave the page, it catches them on their way out the door and it\'s like, \"Hey do you wanna subscribe?\" So even if they\'re still gonna leave, you\'re gonna be able to follow up with them and not lose all the traffic that the rest of your marketing did the work to get to your page, and then they\'re gonna leave and maybe never be seen again. So this is kind of that hail Mary that you throw to keep someone in the communication loop. 01:13 Daniel Miller: Exactly. And I think this goes without saying, any time that you\'re trying to get somebody\'s email as a lead, right? Not as a customer or something like that, as a lead your initial goal is to reduce your expense and overall workflows to get that person back, right. Meaning just like Andy said, if you\'re marketing team spent all that effort to get somebody on to your page, you wanna try to get an email something so it\'s a more direct channel to get them back. And also it gives you the opportunity to open a conversation with them and stay engaged through email, right? So when it comes down to popup forms, exactly before they walk out the door, you wanna try to offer something of value that will not necessarily keep them on your site, but it\'s kind of like, \"Hey let\'s talk later\" kind of conversation. 02:01 AS: Yeah, definitely. I mean, like he has said, you do so much work to bring someone to your website, there\'s SEO, there\'s social media, there\'s offline advertising, whatever it is they\'re doing, your URL is on every single one of those things, whether it\'s a link to click there, in the print ads, in your restaurants, and your store, you\'re doing work to drive someone to the website, so getting them there, there\'s a lot of testing to make sure that all the content is right, that they\'re able to find what they\'re looking for, but not everyone\'s exactly the same. You can only test so much, you\'re not gonna please everyone all the time. So when you do have this exit intent, it is like it\'s your last line of defense. 02:42 DM: Yeah. 02:42 AS: It\'s that last thing that\'s gonna be that, well, all your work isn\'t for not. We\'re gonna put up this one last effort, it\'s really gonna make sure that all that other work was worth it to get that subscriber because, we\'ve talked a few times about micro-wins, but that\'s kind of what getting someone to sign up to your list is. It\'s another win in the process of gaining customers. Gaining repeat business, and turning them into like brand evangelists. If you\'re doing all your communication right, that\'s what the end result is. So getting someone in your list, we keep telling you how important it is but you can\'t give up, wouldn\'t go down without a fight, and that\'s kind of why we\'re gonna dedicate so much time here to the exit intent popup form. 03:27 DM: Yeah, and a good thing of it is, if you do the popup form right as somebody\'s on your site or if they\'ve been on your site for let\'s say a minute or two, when you show that popup form then, giving a discount or giving an add-on, you may be already giving a discount on somebody that was already gonna buy, right? But if they\'re about to leave, you know, that\'s the last step, like, \"Hey wait a second, right before you leave, check this out here\'s a 10% off, or here\'s our manual or guide\", whatever that could be. So it kinda helps aligning your journey with what the customer is actually doing. And making sure that you\'re not just giving things away for free or giving discounts away when people were already gonna go through that process. 04:08 AS: Yeah, and to that point, in terms of wanting to build a list around the people who want to hear from you, when you sign that popup right away or you\'re just offering a discount, you might be adding people who just added \'cause it was right there in front of them, and sure that\'ll seem like a victory in the beginning, but if those people aren\'t gonna then continue to open your emails to interact with them, then it\'s, you\'re not gonna want those on your list and you\'re gonna end up clearing them out anyways. So, if they are, you\'re trying one last time with the exit intent popup, they do subscribe, they probably at that point are like, \"Okay, I do wanna hear, I was gonna leave and they gave me this offer\". So it\'s a subscriber that\'s probably gonna wanna open those emails down the line and have some interaction with your business. So it also helps you kinda grow that list around the right types of subscribers which is good and we\'ll kick off next time talking about the different types of exit intent forms there are. Thanks everyone for listening, we\'ll catch you next time.


Read More
Growing a List: Popup vs. Standard Embed Signup Forms

Growing a List: Popup vs. Standard Embed Signup Forms

Clueless Email Marketer?! • August 15, 2018

In this episode, we talk about the times you\'ll want to use a popup signup form or a standard embeddable one. We discuss the advantages and disadvantages of each. Learn when to employ each of them to grow your list. 00:22 Andy Shore: Welcome back, everybody. Today, we\'ve got a battle of epic proportions for you in this minisode. In one corner, we\'ve got pop-up sign-up forms. The other one, we\'ve got the standard embeddable forms, and there\'s advantages and disadvantages of each, so we\'ll talk about what those are so that you can help understand when to use each one. 00:45 Daniel Miller: Yeah, so this is something that I wanna say what I believe, really, for the very end, but when it comes down to it, some of the advantages of a pop-up form is that you really can\'t miss it. When you\'re on that website, the pop-up shows up, boom, it\'s right in your face, you can\'t miss it. If there\'s a really good advantage for the subscriber there, it\'s a win-win all the way around, as well as if the timing was right. So, if all of those things fall into place, it\'s a win-win all around. Now, there\'s some of the disadvantages. 01:17 AS: Sure. The disadvantages, like Daniel has mentioned in our earlier episodes, it could annoy someone. I know if I\'m in the middle of reading an article on a blog, and I\'m getting really into the story, and all of a sudden, the pop-up comes up, I\'m just like, takes me out of the narrative, maybe my ADD takes me out of the site entirely at that point, and it\'s just, it could... You don\'t wanna impede the flow of what you\'ve got, but as we were mentioning, you gotta think about the entire process of how someone got to your site, how long they\'ve been there, in terms of whether it is an advantage or disadvantage. 01:52 AS: As I mentioned in an earlier episode, one instance where they\'re really effective for is when it\'s a landing page from an ad because you already have the micro-win before that. They clicked through from that ad \'cause they were already interested in learning more about whatever you\'re selling, so that when that pop-up comes right when they get there and you\'re like, \"Hey, your first purchase, 10% off,\" you\'re just pushing them down that funnel further and further and getting closer to that conversion because you\'re using the pop-up form right away. But when it comes up when you\'re trying to go to another important section of the website to learn more, you don\'t wanna add in that distraction of a pop-up form to stop them from the goal of what they were doing, so you really gotta understand your goals with those things to know if it\'s gonna be an advantage or disadvantage for you. 02:37 DM: And you just mentioned something, I think, that\'s very important to really focus on real quick, giving the example of coming from an ad, and then being on that page and being indecisive, and then getting a pop-up that says, \"Hey, your first purchase, 10% off,\" you are aiming in the same direction, and that makes a lot of sense. Sometimes though, I\'ve seen some pop-ups that are totally selling something different than what I came there from, and that\'s kind of thrown me off, but there\'s also something that you may call something like a splinter deal, right? Something that, yeah, I\'m not ready to buy right now, but now there\'s a pop-up, \"Hey, check out this manual that explains the 10 reasons why our service is the best for you,\" something like that. So again, it\'s still pointing in the right direction. So what I wanted to say about that is, make sure that your pop-up is adding value. If you\'re just showing the pop-up to get their email, most likely, people aren\'t gonna sign up, but if you\'re adding value to that, people are definitely gonna sign up. 03:31 AS: Exactly, and there\'s really two different kinds of pop-up forms, or they work on your site in two different ways. The first one is a time-based pop-up, so it comes up immediately when you go to a page three seconds after, 10 seconds, 20, because sometimes, if someone\'s spending a lot of time on your page, then you know you\'ve got their interest, or they\'re distracted and forgot about it, but... [chuckle] they either are more engaged, maybe then they\'re more likely to sign up, or if they forgot and then come back and they\'re like, \"Oh, good, I\'ll get more of this information,\" after they come back, but that\'s more the time-based. 04:02 AS: And then the other one is the scroll-based, so it\'s like, as they\'re getting towards the end of your blog post, you\'re like, \"Oh, they thought this was good. Let\'s send them more by getting them to subscribe,\" or \"Oh, they were interested in this page\'s content, let\'s keep in touch with them.\" So those are the two different ways they interact. Let\'s talk a little bit about when you definitely don\'t wanna use a pop-up form. 04:22 DM: I will. Before we jump into that, I wanna add a third one, exit intent, which we have a whole episode prepared for that upcoming. 04:30 AS: Multiples of them. 04:31 DM: Yeah, but the exit intent is, I\'m sure you\'ve done this. You\'re on a page for a couple minutes, you scroll all the way to the bottom, but then you\'re about to leave, meaning your mouse goes up to the left-hand corner, or right, depending if you\'re using a Mac or Windows, and you get the pop-up right then and there. Those are called exit intent pop-ups, and that\'s exactly what they\'re for. Before you leave, why don\'t you take a look at this? 04:53 DM: So when is it not okay to use a pop-up form? If you ask me, this is gonna be more personal. It\'s right in the middle of me actually trying to perform the action that you wanted me to do in the first place, whether it\'s reading a blog or about to buy something, do not distract me when I\'m about to buy. I\'ve seen some pop-ups that have been in the cart abandonment process, and unless you\'re trying to help, meaning, \"Hey, do you have any questions on your cart?\" Something like that, then go for it. Now, to be honest, though, your cart should not have any questions. If you have to have a pop-up for your cart process, yeah, I think you have a different kind of problem. That\'s an episode for another day. I honestly believe that no matter what page you\'re on, having an embed and a pop-up form has value to it. I wouldn\'t choose one or the other, I would have both. So that\'s my piece of advice. 05:41 AS: Yeah, it\'s a good point. Even sometimes, when you have pop-up forms, someone could click out of it, either on purpose or accidentally, but then still decide at a later point, while still on that page, that they do wanna sign up.


Read More
Growing a List: Location

Growing a List: Location

Clueless Email Marketer?! • August 14, 2018

Location! Location! Location! We talked about the importance of timing last episode, but one factor in that timing is where on the page a signup form is located. Do you want your form above-the-fold, in the sidebar or the footer? Listen to find out. 00:22 Andy Shore: Hey, everybody, welcome back to Clues for the Clueless Email Marketer. We\'re gonna continue talking about how timing plays a role in growing your list, and we\'re gonna get a little more into detail than the last episode and talk about, specifically, the location of where a sign-up form should be to make sure it\'s timed properly. 00:39 Daniel Miller: Exactly. Of course, the location of a sign-up form is gonna vary on the different type of page that you may be on. If you are on the blog page, the sign-up form may be on left or right side column, or maybe also at the very end of blogs. If you\'re on a pricing page, that sign-up form may be in a totally different spot. 00:57 AS: Yeah. And we talked about the home page in one of our first episodes and the different ways that you can do that, and the reason it varies is because of how the timing plays into that overall user experience of visiting your home page for the first time. Someone goes all the way through your home page and you wanna make sure they\'re consuming all that information. You could put a sign-up form in the footer because you know those are a captive audience. You\'re not gonna get the highest volume of the traffic to that home page by putting it all the way down there, but that\'s how you\'re gonna get the people who are probably the most interested in your product, so the timing plays a role into who are you trying to get to sign up or versus, like you were saying, maybe a sidebar or above the fold, which is one of the first things they\'ll see when they get to your home page, which isn\'t quite the attention demander of a pop-up, but is gonna make sure, more often than not, people are gonna see it and give them that opportunity to subscribe. So it\'s really just a matter of the timing for even the amount of subscribers you\'re trying to get and the type of subscribers you\'re trying to get. 02:00 DM: Exactly, and when you think of it when somebody goes to your blog, it makes a lot of sense for them to subscribe to you. Now, if somebody\'s on your home page, what are they really subscribing to? I may not see something that is subscribable on your home page, specifically, but your blog, of course, \'cause you\'re talking about a specific topic that I like. And any time you post new blogs, I wanna hear about that, so kind of think about that. Because of that, on the home page and other types of pages like that, I like to have it to where the sign-up form is always in the footer, so that way, people that know that they wanna subscribe, they can go to the very bottom and subscribe there. Now, as Andy said, not all of your website visits are gonna go to the footer, and that\'s where maybe an exit pop-up plays a perfect role, which we\'ll be getting into at a later episode, more into detail, how they work and what you can do with it. 02:51 AS: Definitely. We were talking a lot about the different pages on your website and how people might encounter, but I wanna take it offline a little, too, because timing and location play a factor there. If it\'s in your store, do you put it by a register? Is it on displays throughout the store? Is it on the windows before you leave? Think about every time that customer experience and how they\'re gonna maneuver through the space to where you want them to see it. If they\'re in line by the register and you usually have lines there, they may be looking for something to read and you\'re like, \"Hey, get 10% off for subscribing.\" That\'s gonna be good timing and location because you\'re getting a captive audience when you know they\'re gonna be purchasing already, so a discount\'s gonna be of value to them and it\'s gonna help you grow that list. Or restaurants, we talked about the Chili\'s example with the little table devices that help you go through all that. So don\'t just think about it in terms of online because there\'s a lot of the offline aspect as well. 03:49 DM: Andy, you just brought up a really good point in regards to restaurants or stores. Really think of yourself and what you wanna get out of this. If you do often have a long line at your cash register, it is of perfect sense to add a QR code or something that allows the buyer to subscribe from, right? Now, once they\'re subscribing, they may be getting a 10% off, a 20% off, so really, put that in your business model. Do you want to offer that 10% off to somebody that\'s already gonna buy, but also, knowing that now you\'re gonna have their email, and you\'ll have more chances to get them back into the store in the future. \'Cause I have seen some businesses say, \"Well, wait a second, I don\'t wanna give away a discount if they\'re already gonna buy,\" but it\'s not about that purchase; it\'s about the long-term relationship that you can both benefit from. 04:40 DM: And then also, if you do have a restaurant that has a long line, you don\'t wanna keep that line there; you wanna speed it up. So also think of it in that perspective as well. How much is this sign-up process really delaying your line? If somebody is trying to fill out their email at the point of sale and that\'s having the line go longer, is that really beneficial versus maybe having little stands on your table, so when people are dining, they can subscribe there? 05:09 AS: Yeah, see, I was gonna go the opposite, but you made a really good point about not taking too much time in the line, but I was like, \"Oh yeah, it\'s another way to help people pass the time when they\'re online,\" so know how long your sign-up process takes because, after all, these episodes are talking about timing and that\'s an important aspect, too. So we\'ll catch you guys next time. Thanks for listening.


Read More
Growing a List: The Importance of Timing

Growing a List: The Importance of Timing

Clueless Email Marketer?! • August 13, 2018

We\'ve been talking about all the various touch points you should cover when attempting to grow your list. In this episode, we start to talk about how timing factors into your list growth. 00:22 Andy Shore: Hey everybody, welcome back to Clues for the Clueless Email Marketer. We\'re gonna continue talking about growing a list today and we\'re gonna focus, for this episode, on the importance of timing, and what we mean by that is like, how long when someone\'s encountering your website, social media, wherever else could they be, how long is it until they see that sign-up form. 00:45 Daniel Miller: Yeah, so I\'m sure some of you have been to a website, you\'re reading a blog and then you get that pop-up that shows up right in your face, that is part of timing. We\'re gonna talk about timing specifically like that, and also timing in regards to, when should that sign-up form actually appear. Maybe instead of having the pop-up form be right then and there as they get to the site, maybe as they\'re scrolling through, the timing is just right for you to ask for the subscription there. 01:12 AS: Yeah, and whatever the timing is, it\'s just, with each individual user experience or path that they\'re on, you need to think about when would be that perfect moment for them to encounter that sign-up form that\'s gonna make it most likely that they subscribe right then and there, \'cause that\'s what it\'s all about, is you don\'t wanna get a site visitor and have him go out the door. So you need to get that timing down so that you make sure you\'re growing your list with the most site visitors and other customers, leads that you can by timing it well. 01:46 DM: Exactly, and to be honest, those pop-up forms that to me, are very annoying. I came to your site and I\'m about to read a blog, and before I can even read two words, you\'re already showing a pop-up for me to subscribe. To me, that\'s annoying, but the stats and the numbers show differently. I believe websites like sumo.com, which offer a wide range of services for this, not to be an ad for them, but it is true. They share a lot of stats that show how those pop-ups really work. The bad news is, it may not work for you, and that\'s the thing about testing. Whatever you wanna try to do, make sure to always test it, don\'t just go with what we\'re telling you or with what someone else tells you. If that pop-up that shows up right away works for a lot of people, test that first. But then also maybe test it where the pop-up shows up three seconds after they\'ve been to the site, or maybe test it after they\'ve scrolled down to the very bottom of the blog, or maybe when they\'re about to exit your blog, right? 02:47 AS: Yeah. And then we\'re gonna talk about a lot of that in greater detail in the next coming episodes, but I think what Daniel\'s talking about whether or not pop-ups work and testing is, you can\'t just test on one page either. You need to know what it\'s like for each different customer touch point you have, whether it\'s your home page, your blog, and all the other touch points we talked about in the previous nine, 10 episodes. It\'s gonna vary in when that timing is. Sometimes, if it\'s the landing page from an ad, yes, then those pop-ups are perfect; on the pricing page, you don\'t wanna distract them from what you\'re doing, so maybe you put it down on the footer, on the side. It\'s different for each page and it\'s important to test all that out, and like we said, it\'s important to optimize it with testing so that you know it\'s the right experience for each one of those touch points. 03:36 DM: Exactly, and as Andy has mentioned, if you wait too long, you may lose that subscriber entirely, so that\'s why it\'s all about that perfect timing. And unfortunately, there\'s no blanket, here\'s the strategy, go ahead and try it. There\'s a lot of strategies that we\'re gonna show you in the upcoming episodes. Try different ones, test it out and see what works best for you. 04:00 AS: Yeah. Thanks, everyone, for listening. We\'ll catch you next time.


Read More
1 2 3