introduction to email marketing · email marketing platforms twitter @marybowling...
TRANSCRIPT
![Page 1: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/1.jpg)
Introduction to Email Marketing
Mary Bowlingwww.IgnitorDigital.com
http://localu.org/
![Page 6: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/6.jpg)
What Is Email Marketing?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Communicating via email with people who have given you
PERMISSION
![Page 7: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/7.jpg)
Why Use Email Marketing?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Email Marketing has the
Average ROI $87 return on every dollar spent!
(return on investment) of all online marketing methods!
BEST ROI
Constant Contact says:4X ROI of direct mail marketing
![Page 8: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/8.jpg)
Why Use Email Marketing?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
To stay in contact with your
and others who haveCURRENT CUSTOMERS
EXPRESSED INTERESTJoe, you can email me!
![Page 9: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/9.jpg)
Email Marketing = Engagement
Twitter @MaryBowling IgnitorDigital.com + [email protected]
It’s more about
with people not just about selling
ENGAGING
![Page 10: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/10.jpg)
Email Marketing = Engagement
Twitter @MaryBowling IgnitorDigital.com + [email protected]
To them it feelsPERSONAL
For you, it’s very EFFICIENT
![Page 11: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/11.jpg)
Why Engage With Current Customers?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Costs about
to gain a new customer than it does to keep a
current customer
6 X MORE MONEY
Joe’s good. I’ll use him
again.
![Page 12: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/12.jpg)
Why Engage With Current Customers?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Current customers refer new customers to you
along with their
RECOMMENDATIONI go to Joe.
Try him!
![Page 13: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/13.jpg)
Why Engage With Current Customers?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Repeat customers
with you than new customersSPEND MORE MONEY
I trust Joe. What else can he do for me?
![Page 14: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/14.jpg)
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
EASIER•Support and training•Professional back up•More professional-looking•Better, more consistent branding•Better formatting for more visually appealing emails
![Page 15: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/15.jpg)
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
INDUSTRIAL STRENGTH•Send more emails at once•Get better delivery rates•Get tracking metrics
(And track website actions from email via Google Analytics)
![Page 16: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/16.jpg)
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
LIST MANAGEMENT•Integrates with your forms•Adds subscribers•Removes unsubscribers•Deals with bounce backs•Easy list segmentation
![Page 17: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/17.jpg)
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
CAN-SPAM COMPLIANCE•Keep off of spammer lists•Don’t annoy people•Stay out of legal trouble
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business
![Page 18: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/18.jpg)
Email Marketing vs Email Spam
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Don’t email market without understanding that it’s
and knowing the PERMISSION-BASED
that govern itREGULATIONS
![Page 19: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/19.jpg)
Email Marketing vs Email Spam
Twitter @MaryBowling IgnitorDigital.com + [email protected]
RECIPIENT DECIDESwhat is spam, not the sender
If it’s something they want to see, it’s not spam
I LIKE getting Joe’s coupons every month
I HATE getting Joe’s long, salesyemails every day
![Page 20: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/20.jpg)
Choosing Email Marketing Software
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Choosing Email Marketing SoftwareChoosing Email Marketing Software
• Mail Chimp • http://www.mailchimp.com/
• iContact• https://www.icontact.com/
• Campaigner• http://www.campaigner.com/
• Vertical Response• http://www.verticalresponse.com/
SOME CHOICES:
![Page 21: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/21.jpg)
Email Marketing Platforms
Twitter @MaryBowling IgnitorDigital.com + [email protected]
COSTS VS NEEDS• Free or Free Trial
• Try before you buy
• Pay As You Go• Pay for what you need when you need it
• Monthly subscription • (often less than $10/mo)
• List size• More addresses cost more
![Page 22: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/22.jpg)
Why Use Email Marketing Software?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
• Free templates
• Tutorials, training materials
• Mobile-friendly emails
• Online Support
• Done for You backup
FEATURES TO CONSIDER
![Page 23: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/23.jpg)
Collecting Email Addresses
Twitter @MaryBowling IgnitorDigital.com + [email protected]
• Use online forms• LINK to these forms from other
online places • Facebook, Twitter, LinkedIn, etc.
• Enable texting to join your list• Ask people on the phone• Collect at your business location
![Page 24: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/24.jpg)
Collecting Email Addresses
Twitter @MaryBowling IgnitorDigital.com + [email protected]
• Collect at EVENTS where you are speaking, networking, exhibiting, etc
• Get EXPLICIT permission to email people
![Page 25: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/25.jpg)
Collecting Email Addresses
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Consider offering
in exchange for an email address
SOMETHING OF VALUE
I‘ll give Joe my email address if he gives me a discount
![Page 26: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/26.jpg)
Email Address Magnets
Twitter @MaryBowling IgnitorDigital.com + [email protected]
FreebiesCouponsDiscount codesLoyalty perksE-booksWhitepapersUseful Tools
Insider TipsStatisticsGuidesHow To’sFAQsContest EntriesVIP Status
![Page 27: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/27.jpg)
Walk Before You Try to Run
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Then try more complex features and sophisticated campaigns
• Auto responders
• Drip campaigns
• List segmentation
GET THE BASICS, FIRST
![Page 28: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/28.jpg)
Always Check Before Sending
Twitter @MaryBowling IgnitorDigital.com + [email protected]
HAVE SOMEONE ELSE PROOF READ IT
then mail it to yourself
![Page 29: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/29.jpg)
What’s Next?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
COLLECT EMAIL ADDRESSES
even if you’re not sure what to do with them, yet
![Page 30: Introduction to Email Marketing · Email Marketing Platforms Twitter @MaryBowling IgnitorDigital.com + MaryBBowling@gmail.com COSTS VS NEEDS •Free or Free Trial •Try before you](https://reader033.vdocument.in/reader033/viewer/2022053013/5f10b3da7e708231d44a67e1/html5/thumbnails/30.jpg)
What’s Next?
Twitter @MaryBowling IgnitorDigital.com + [email protected]
Think about how to leverage it to engage, build
relationships and gain trust with current and prospective customers
ALREADY HAVE A LIST?