beyond open; effective email marketing

“Beyond Open; Effective Email Marketing”

WWW.CEMENTINGRELATIONSHIPS.COM

“ Collecting your customers’ email addresses puts you on equal footing with the top 500 companies in the world, all of whom publish weekly or monthly internet marketing newsletters” -- Michael Gerber E-Myth Mastery


Everybody Sends Email


Basics of Email Marketing

Get permission

Get it Delivered-- Use an ESP

Get it Opened

Get it Read

Get it shared

Get it tracked


Get It Read

Make it attractive and easy to read

Send valuable content, look at “value” from the reader’s point of view

Set up expectations and follow through on them

Remember how, where and when people read email.

Brevity is the soul of email


Get It Tracked

ESPs also let you track subscribers and clicks individually, as well as manageBounces.


Don’ts of Email Marketing

Don’t Spam

Don’t buy or rent a list

Don’t confuse Email Marketing with email correspondence

Don’t confuse Marketing with sales

Don’t confuse Marketing with advertising


Don’t Buy/Rent A List

Without a doubt, the question I am asked most often is “Where can I buy/rent/borrow

a list of email addresses to send to?” It is asked so often, it merits its own slide in this

presentation.

First of all, it’s very hard to see how it may not violate the CAN-SPAM Laws.

Secondly, what good will it do you if no one opens it?

Don’t do it Don’t do it Don’t do it!


Don’t Confuse Marketing With Sales

According to Entrepreneur Magazine: “There is a big difference between sales and marketing. Selling encompasses all one-on-one interpersonal contact… Marketing tactics, on the other hand, touch large groups of prospects….”

Your regular, ritual touch through email marking is one of the many tools that support your sales efforts.


Ratio of Depth: Frequency


Is Email Dead?

Current FactsThere are 2.9 billion email accounts and risingThe three largest webmail services have over 700 million global users 62% of adult US Internet users check or send email on a daily basis 94% of all online adults use email.Social media users are over 60% more likely to check email at least four times a day

People prefer email for commercial communications74% of online adults prefer email for commercial communicationOver four times as many survey respondents preferred to receive promotions via email rather than via social mediaWhen asked to receive updates from companies..."Only 10% elected to do so through Facebook, while 90% opted for a newsletter"60% of those with a dedicated account for commercial email check it dailyOver twice as many Christmas shoppers reported email promotions as the biggest influence on their decision to visit a website rather than social mediaTwice as many young consumers turn to email to get a brand or store's deals than turn to Facebook for the same purpose

BUT...the time spent with emails from friends and family is dropping


HubSpot Science


+ Survey

+ Focus Groups

=Emails

Data


Day of week/ Open Rates


Day/ Unsubscribes


Mobile


Frequency/ Unsubscribes


Reading Habits


Forwarding


Ask them to Follow/ Like you


Email

Mobile

Website/ Blog

Integration


Email Messaging


Social Offer Solution


Facebook Custom WelcomeFans MUST “like” your page in order to harness the power of Facebook


Facebook Content Solution

Offer posted to

Merchant’s Fan Page

Wall

Offer sent via

Text

Online Social

Offer Page

Offer Redeeme

d!

Offer displays in Fans’

Newsfeeds

Fan clicks Offer link

Fan enters phone #Merchant creates Offer

Fan clicks Offer link

Offer sent to

Facebook

Offer sent to Mobile

List

Fan replies with redeem

code

Clicks, Redeems and Revenues are Tracked

Merchant posts link to

email, website

Social Offer Page

link created

Share with Friends


Results


Ruth Sheahanwww.CementingRelationships.comRuth@CementingRelationships.comTwitter: @RuthSheahanFacebook: Facebook.com/cementingrelationships

PO Box 5231 Naperville IL, 60567877-61-EMAIL

beyond open; effective email marketing

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