12/3/18 Maree Ferguson and Kate Agnew @dietitianconnection - - PDF document

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@dietitianconnection

Maree Ferguson and Kate Agnew

@dietitianconnection

Learning outcomes

• Define “email marketing”
• Describe how email marketing can be used in a

nutrition business

• List 10 tips on how to create a winning email
• Learn what makes a

successful email campaign in a dietetics business

• Share resources to learn

more

@dietitianconnection

What is email marketing?

”The use of email to develop relationships with potential customers and/or clients”

(TheBalance.com)

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@dietitianconnection

Stats on email marketing

• Email is 40 times more effective at

acquiring new customers than Facebook (McKinsey)

• 72% of people would rather receive

promotional material via email than social media (Direct Marketing Association)

@dietitianconnection

Our story

• Grown audience to >7,500

dietitians

• Sent hundreds of

campaigns and have learned from our mistakes

• Constantly analyse data

for effectiveness and feedback

• Stay abreast of trends in

email marketing to remain cutting edge

• Email marketing has been our primary communication for

> 5 years

@dietitianconnection

Why you need email marketing in your strategy

• Nearly everyone uses email
• Reaches people (inboxes)

directly

• Create a relationship and

build trust

• Helps you retain existing

clients and introduces you to potential new clients

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@dietitianconnection

Why you need email marketing in your strategy

• Helps remind your clients of your brand
• Is an extension of your brand – value add
• Can be targeted and personalised

@dietitianconnection

Why you need email marketing in your strategy

• People engage with, and respond to, emails
• Email can be read at convenient time and

place

• Can be saved for future reference
• Inexpensive
• Can be measured
• You own it!

@dietitianconnection

How to get started

• Who do you want to reach
• What do you want to say
• What action you would like your recipient to

take

• How often to email
• Which platform to use
• How do I know if it’s working

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@dietitianconnection

Who do you want to reach?

• Define your audience
• Consider segmentation
• Focus on quality not quantity
• How to build your database of contacts (email

list)

• Client form
• Subscribe form on your website

@dietitianconnection

Who do you want to reach?

• Obtain permission to contact
• Be aware of privacy/anti-spam regulations
• Double opt-in
• Ability to unsubscribe

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@dietitianconnection

What do you want to say?

• Don’t try and say too much
• Focus on a single message – new

product/service, an event, a free resource etc

• Keep your message clear and succinct
• Write as if you’re talking to one person
• What is your call to action

@dietitianconnection

Top 10 tips for winning email

• 1. Catchy headline
• 2. Engaging content – offer

value

• 3. Killer call to action
• 4. Succinct
• 5. Visually appealing - images

vs text

@dietitianconnection

Top 10 tips for winning email

• 6. Personalised
• 7. Write in second person ie

you, your

• 8. Use storytelling
• 9. Talk about benefits
• 10. Mobile friendly

Review your results and continue to improve

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@dietitianconnection @dietitianconnection @dietitianconnection

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@dietitianconnection

Case study: Glenn Mackintosh

@dietitianconnection

How often should I send emails?

• Depends on purpose
• Weekly or monthly
• Be consistent
• Same day/time

@dietitianconnection

Which platform should I use?

• MailChimp
• ConvertKit
• Constant Contact
• Campaign Monitor
• Drip
• AWeber

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@dietitianconnection

Measuring ROI

• Key stats to focus on
• Open rate
• Click rate
• Unsubscribe rate
• Retain existing clients/attract new clients
• Sales/revenue
• Tracking over time
• Conversions

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Measuring ROI

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Measuring ROI – open times

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@dietitianconnection

Measuring ROI over time

@dietitianconnection

Growing your email audience

• Embed subscribe form on website
• Best practices – can affect SEO performance
• Make sure you have permission!
• Lead magnet – free download
• Existing clients / database
• Again, make sure you have permission
• Leverage

social media

@dietitianconnection

The importance of permission

Please see these resources for more:

• https://mailchimp.com/help/the-importance-of-permission/
• https://www.acma.gov.au/Industry/Marketers/Anti-

Spam/Ensuring-you-dont-spam/spam-consent-ensuring-you- dont-spam-i-acma

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@dietitianconnection

Networking: We teach you how to Crush It!

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Resources

• Lots of email providers
• MailChimp
• ConvertKit (now Seva)
• Campaign Monitor
• Constant Contact
• Smart Passive Income – 0 to 100 email

challenge

• DietitianConnection.com/digest

Digest

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Digest

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@dietitianconnection @dietitianconnection

SPECIAL OFFER for webinar participants

• Join Digest today and get a free

e-newsletter

• Communicate with your clients

during the holiday period

• dietitianconnection.com/digest/

Available for the next 48 hours

Expires Friday 7th Dec at 1pm

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info@dietitianconnection.com