Making Email Marketing Work For You

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Email Marketing

Who is using email?

http://email.about.com/od/emailtrivia/f/emails_per_day.htm - August 2008Comic credit: http://www.flickr.com/photos/lockergnome/500519953/

• 210 billion emails sent per day

• 2 million emails are sent every second

• 1.3 Billion email users

(little more than 1 out of every 5 humans on earth uses email)

• 516 million business email inboxes worldwide

• Email is the #1 thing people participate in on the Internet!

Is that too much email?

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So is that too much email?

Chart credit: http://www.epsilon.com/pdf/Epsilon_Branding_Study_Retail_022009.pdf

84% of people enjoyed receiving email from a company when they registered for it, even if they didn’t read it right away. This is up from just 69% in 2005.

Email users are, in general, more receptive than ever to receiving permission-based commercial email, but are also more savvy and wary of being exploited.

CANSPAM

DO

• Put your contact information in footer of emails

• Use a current email address you check often

• Have consent to contact your list

• Offer immediate un-subscribe action

• Subject lines must be relevant

• Build list organically

Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003

CANSPAM

DON'T

• Send out an email with hundreds of To:'s

• Have lots of $$!!!! ***IN YOUR EMAILS OR SUBJECTS***

• Use a random email address

• Add random names to your lists

• Make it hard to unsubscribe

• Buy email lists

Why email marketing?• Signing up for email is a bigger commitment

• Tracking and reporting

• Not an interruption to people’s lives

• Drive traffic to your website

• Match your website and marketing efforts

• Stickiness and shareability

What are your goals?

• Get people to your website

• Get people in your sales funnel

• Get more people to your event

• Start a conversation

What is your strategy?

• Who is your audience?

• What do they want to hear?

• How often are you going to publish?

• Who is going to maintain?

• Should you use an editorial calendar?

Email Service Providers (ESPs)• Exact Target/Inbox Marketing• Constant Contact• Blue Sky Factory• Mailer Mailer• Lots more…

Tracking and Reporting

• How many people you sent email to

• How many of those people opened it

• How long they had the email open

• What links they clicked on

• How many people forwarded the email

• Who forwarded your email

• Segment lists

• Tracking links to see what happenswhen they get to your site

Who DID forward your email?

Group them and reward brand evangelists with special offers or a Thank You email.

Match Marketing Efforts

• Consistency and familiarity show better results

• Appear familiar to your consumers in their busy lives

• Consumers making a split second decision on your message

• Keep tone and marketing messages on website and emails consistent

Traffic to Your Website• Reason to go back to your site

• Upcoming Events

• Blog entries

• Ebooks/Whitepapers

Photo: http://www.flickr.com/photos/burningimage/2363258975/

Build Your List Organically1. Don't Buy Lists 2. Trade shows and events 3. Ask existing customers4. Ask sales leads5. Add signups boxes on your website6. Put signup link in signature of your emails

Go the Extra Mile• Set up welcome email

• Let people know what they are signing up for

• Match your marketing efforts

• Segment lists

• Reward brand evangelists

• Quality over quantity

• Consistent timing

• Monitor results – make changes

• Landing pages

Landing Pages

• Create content specific pages relevant to newsletter link

• Have header of page DIRECTLY reflect where they came from

• Less information is more

• Remove distractions

• Focus on one action

• Sign Up form with few fields

• Downloadable offers

Photo Credit: http://www.flickr.com/photos/tidewatermuse/40920121/

Topics to write about• Something unique• Upcoming events• Select product reviews• Check your outbox• Insider information• Build credibility• Establish yourself as an expert• Information that will help them• Answer questions• Free tips• “No one cares about your products but

you”

Get your emails opened

• From name• Subject

– Not spammy– Short– Catchy– Immediate call to action– Exclusiveness

• Preheader

Photo credit: http:www.flickr.com/photos/mag3737/1914076277/

Are You Ready for Email Marketing?• Strategy

• Goals

• Schedule

• Authors

• Tracking

• Pair with marketing efforts – Social Media?

• Repeat if necessary

Re-cap

Photo: http://www.flickr.com/photos/5-0_og/1304841776/

Email is the #1 thing people use on the Internet

People want company emails they sign up for

Consumers are making split second decisions on your message

Tracking lets you measure your success and where you need improvement

Build trust, generate inbound links

Having conversations WITH consumers not AT them

Add value – information your customers want

To be successful you need a strategy and measurable goals

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