email marketing (101)
DESCRIPTION
Presented at the University of Notre Dame on December 8, 2010.TRANSCRIPT
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
Search
Marketing
Brochures
Direct Mail
Television
Radio
Outdoor
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
[email protected] grundyhome.com twitter.com/chasgrundy linkedin.com/in/chasgrundy
email blog twitter linkedin
this presentation is available at slideshare.net/chasgrundy