Effective Email Marketing

Leif C. YoungbergCo-founder

CoolerEmail.com

March 19, 2003

tools and strategies…

Tools of the Trade

Specialized email marketing engines ASP Model Wide range of offerings (self-service, high-

volume, agency) Features and Benefits

Easy to build emails Easy to send emails Easy to track emails Extraordinary ROI

Integrated website analytics software

The Fundamentals Target Audience -Who are you sending to?

Everybody you know? Customers? Prospects? Subsets?

Message-Why should they read it? Relevant Personalized Professional Appealing call to action

RSVP Take Survey Great offer – buy now!

Your Mailing List Establish it

Pre-existing business relationship (from CRM system) NO SPAM

Maintain it (automatically) Unsubscribes Bounces Update information

Grow it (automatically) Website sign-ups (optin/double optin) Send to Friend/referral program

Organize/Segment it By demographic/geographic fields E.g., “prospects” in “New York”

Collect subscribers…

To these mailing lists…

Website sign-up forms

Building your Message (1 of 4)

Templates Build the “look & feel” once Website banner, style sheets, colors, etc. Specific templates for specific purposes

Content/Editions (“cut and paste”) Monthly Weekly Event driven (birthdays) Triggered Emails (e.g., 7 days after signing up)

Advanced Options/Examples Custom HTML Flash Streaming Video

Building your message (2 of 4)

Templates

Building your message (3 of 4)

Content/Editions

Building your message (4 of 4)

Advanced Options/Examples

Sending your message

Tracking---introduction (1 of 5)

Summary data Sent Read Clicked Unsubscribes Bounces

Individual data Website data CRM data

Tracking---basic

                                                                           

(2 of 5)

Tracking---charts (3 of 5)

Tracking---web logs (4 of 5)

Tracking---data mining (5 of 5)

Contact management

Example 1.1---CoolerVAR

Example 1.2---CoolerVAR

Example 1.3---CoolerVAR

Example 2 --- Bill Clinton

Conclusion

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