the benefits of an email newsletter
DESCRIPTION
Did you know that Email Marketing generates $43.52 for every dollar spent? Did you also know that it drives 73% more sales per marketing dollar compared to telemarketing?If you are not incorporating Email Marketing in your overall marketing plan, then you are missing a significant opportunity capture qualified sales leads.In this 45 minute Net Cast, Kersten Kloss and Chris Hamilton will show you how to use Email Marketing as a Sales Lead Generation machine.You will learn:- The basic process of an email newsletter- How to get people to give you their names and email address- What to include in an email newsletterBy the end of this presentation you should have the fundamentals to be able to get started with your Email Marketing by creating an email newsletter which will start attracting leads to you. CLICK HERE to find out about upcoming webcasts - http://www.refreshedit.com/index.php/livePS. Did you know that subscribers to an email newsletter generate 34.25% more revenue than non-subscribers?TRANSCRIPT
The Benefits of an Email Newsletter
Presented By:
Kersten Kloss – Refreshed IT
Chris Hamilton - Sales Tip A Day
Upcoming Web Casts
For upcoming Web Casts:
http://salestipaday.com/webinars/orhttp:/
/
www.refreshedit.com/index.php/live
Overview:
Approximately 30 Minutes
How to ask a [email protected] question or open chat
Ask questions at anytime – That’s how we learn
Objective:
Provide information to understand the importance of adding an email newsletter to your marketing campaign
Give an overview of Email Newsletter basics
Point you in the right direction for starting an email marketing campaign
Marketing in the past:
Outbound – Push Push Push
Interruptive in nature – Couldn’t avoid commercials
3 commercials in prime time reached 80%+ market
Fewer products – less competition
Company focused not product focused
Marketing Today:
Inbound Based: On the prospects timeframe – Not yours
Relevant Content – People know what they want
Education based – We crave knowledge
Product and service based – Not company based
Seconds to gain attention
Multiple approach – Online and Offline
Fan based/social network – Dane Cook
The Problem:
Your message isn’t being heard
Too many media channels
Sensory overload
Need to have a captive audience
Time is at a premium
Old style marketing doesn’t work
Broad approach doesn’t work
How Prospects Act:
Filter you out or listen if they are interested
Life is busy – want to know information now
Competition is easier to find on the web
If you can’t provide information – others can
Google Example89% of clicks are on the 1st page40% are for a local product or service82% of the 40% are in buy mode or 33 out of 100
How to approach marketing today:
Gain prospects' attention:
By focused offerings
By focused information
By providing value
Multiple Touch Points and impressions
Multiple approaches – Online and offline
One such approach is a targeted Email Newsletter
What is an email newsletter:
Like a paper newsletter
An email sent to subscribers usually through a service
Often used to keep in touch with current clients or prospects
Typically sent out on a regular interval
Either HTML or Plain text – Fancy or Plain
Permission based – Very important – Can Spam Act
Newsletter Examples:
What an email newsletter does:
Allows you to market to a select group of people who have given you permission to market to them
Gives you the opportunity to present anything that you want
Present products or services for sale
Distribute information
Special offers
News
Benefits of an email newsletter
Subscribers generate 34.25% more revenue
Spend $1 make $43.52
Email drove 73% more sales per marketing dollar than did telemarketing
Average Open Rate: 22.2%
Average click thru rate: 6.2%
Permission-based email accounts for 26% of time spent with email
Source: http://www.emailstatcenter.com/Newsletters.html
Even more benefits:
59% of email users spend more than 20 minutes a week with permission email and 27% spend an hour or more weekly
49.6% of online merchants maintain that email marketing performs better than other forms of marketing, including paid search, search engine optimization, direct mail and affiliate marketing.
57% of consumers say that they have a positive impressions of a company after they receive an email
85% of all purchases are by women and 65% use email as the second most used sources for purchases
Source: http://www.emailstatcenter.com/Newsletters.html
Basic Process of a Newsletter:
Sign upOpt-in list or formCreate an auto responderAdd manually with permission
NewsletterCreate contentBuild a letterChoose a look and feelPick a day and time to send
Sign Up -Where to find subscribers:
Your website
Your Blog
Sign up should be above the fold
Friends/Family/Customers
Social Media Sites
Classified ads
Back of your business card
Your email signature
Tradeshows
How to get Subscribers:
Give them something of value
E-book
E-course
Video
Coupon
Whitepaper
Contests
Access to subscriber only content/special offers
What to include in your Newsletter:
Content is King!
Think like your target audience
This depends on you and your industry
Some examples: New products or services Seminars/Sessions/Webinars Industry information How to do something Company news Sales
My site:
Up to 38% sign up/page view
As low as 1%
Average 5% sign up passive
No Active targeting
40% open rate
15% click thru
Example #1:
Monthly News Letter:
If you have 100 recipients and you grow your list by 5% per month, by the end of the year:
171 subscribers
6% conversion rate between 85 and 95 new sales requests or potential sales
@ 25% close rate – 21 to 24 new sales a year
Weekly would increase sales up to an additional 90/year
Example #2:
Real Estate Example:
Average homeowner sells their home every 7 years*
Average realtor has 7 transactions per year*
100 Subscribers means 14% or 14 per year buy a home
1 more potential home inquiry or potential sale a month
Up to 19 potential sales a year compared to 7
Income would go from $52K/year to $140K/year** Average commission is $7,414 Realtor.org
Example #3
Restaurant/Retail:
6 times harder to get a new client
Get names or business cards from current clients
Have customers fill out a form
Offer something of value – Coupon or Specials
Determine frequency
Target slow days with specials
What to do?
Get Started – Don’t Wait – Find a service
If you don’t – your competition will or is doing this
Look at what your competition is doing
Do better than your competition
Ask others what they would want to see
Find out more information from service provider
Did I mention – Just Get Started?
Email Services:
Aweber
Constant Contact
Mail Chimp
PS. One Last Tip:
People are more apt to giving you a name and email address at the point of sale• Why?
• They feel good about their purchase
Sales Plug
Net Cast Portal
Sales tool
Vet prospects quicker
Work with qualified prospects
Close business quicker
One to many approach not 1 to 1
We Compensate Well for Leads That Become Sales
Upcoming Webcasts
http://www.refreshedit.com/index.php/live
April 22nd – Stop Cold Calling – Part 2
April 29 - 12 Things I Learned about Twitter
May 6th - ? Potentially online productivity tools
May 13 - ? May be a break due to a new baby
Thanks for your time
Please feel free to contact me at:
403-630-1243
Kersten Kloss
403-775-6969