email marketing (101)

Email Marketing December 8, 2010

Chas Grundy Director of Interactive Marketing

of teens use email daily

11% h"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx2011E‐Expecta@onsReporth"p://www.noellevitz.com

h"p://pewinternet.org/Reports/2010/Teens‐and‐Mobile‐Phones.aspx2011E‐Expecta@onsReporth"p://www.noellevitz.com

of teens use email to learn about schools

79%

Website YouTube

Facebook

Search

Marketing

Brochures

Direct Mail

Television

Radio

Outdoor

Email

Marketing

Public

Relations

iTunes U

PERMISSION

PermissionMeans…

OKTOUSE  Optedinfrommysite  Purchasedaproductfrom

mewithinthelast2years  Handedmetheirbusiness

cardatatradeshoworothereventknowingI'dcontactthem

  Theycompletedanofflineformandindicatedtheywantedtobeemailed

DEFINITELYNOTOKTOUSE

x  Ihaven'temailedtherecipient'saddressformorethan2years

x  Iobtainedtheemailaddressesfromathirdparty

x  Iscrapedor"copyandpasted"theaddressesfromtheInternet

Source:CampaignMonitor

•  Signupforms•  Subscribefromwebsite

•  Optinatevents•  Previousregistrants

ask when they’re happiest

Quality over Quantity

h"p://www.flickr.com/photos/4wardever/5023427371/

h"p://www.flickr.com/photos/otrops/4250799736/

Removingbadaddresses

Whatyou’llgetfromstayingon

Supereasytounsubscribe

Howyougotonthislist

CAN‐SPAMActof2003TheCAN‐SPAMAct,alawthatsetstherulesforcommercialemail,establishesrequirementsforcommercialmessages,givesrecipientstherighttohaveyoustopemailingthem,andspellsouttoughpenal@esforviola@ons.

h"p://business.^c.gov/documents/bus61‐can‐spam‐act‐Compliance‐Guide‐for‐Business1

$16,000 h"p://www.flickr.com/photos/63056612@N00/155554663/

h"p://www.flickr.com/photos/kkbb/266081922/

INSTITUTIONALSPAM

Subscribing via ListServ

Subscribing via Campaign Monitor

ListServ

Pros

•  FreeCons

•  Nostats•  Hardtosubscribeand

unsubscribe

•  InconsistentsupportofHTML

•  DifficulttosendHTMLemails

•  CangetNDspamblocked•  Requiresapprovals

EmailServiceProviders•  Protectyourstatus,getyouremailsthrough

•  Providestats•  Easytosubscribeandunsubscribe

•  Easytosendemails• Usetemplates

What gets measured gets improved.

A/B Testing

Blast

• Postcard • Short,

sweet • What’s the

point? • Call to

Action

Newsletter

• Regular schedule

• Consistent • Scannable • Useful

Letter

• Internal • Readable • Get to the

point

Type: Blast

Goal: Sell Software

Good

Bad

  Top is clear, scannable   Screenshots

  First, A Recap   Where’s the Call-to-Action?

Type: Blast

Goal: Gain supporters

Good

Bad

  Emotional connection   Image sells it   Call to action!

  What is it for?

Type: Newsletter

Goal: Increase followers, convert to customers

Good

Bad

  Catchy images   Scannable headlines   Drive to website

  Reinforce permission and unsubscribe

Imagesoff

Imageson

presentation by chas grundy

chas@grundyhome.com grundyhome.com twitter.com/chasgrundy linkedin.com/in/chasgrundy

email blog twitter linkedin

this presentation is available at slideshare.net/chasgrundy