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

12/3/18 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) @dietitianconnection 1

12/3/18 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 • Email marketing has been our primary communication for > 5 years • 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 @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 @dietitianconnection 2

12/3/18 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 • @dietitianconnection 3

12/3/18 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 • @dietitianconnection 4

12/3/18 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 @dietitianconnection 5

12/3/18 @dietitianconnection @dietitianconnection @dietitianconnection 6

12/3/18 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 • @dietitianconnection 7

12/3/18 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 • @dietitianconnection Measuring ROI @dietitianconnection Measuring ROI – open times @dietitianconnection 8

12/3/18 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 @dietitianconnection 9

12/3/18 Networking: We teach you how to Crush It! @dietitianconnection Resources Lots of email providers • • MailChimp • ConvertKit (now Seva) • Campaign Monitor • Constant Contact • Smart Passive Income – 0 to 100 email challenge • DietitianConnection.com/digest @dietitianconnection Digest 10

12/3/18 Digest 11

12/3/18 @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 7 th Dec at 1pm 12

12/3/18 info@dietitianconnection.com @dietitianconnection 13