of E-Mail Marketing!Presenter: Randy

Aimone

The

Power!

IntroductionsInigo Montoya

In one (1) Breath or less:

Your NameYour BusinessWhat you do for a living1 thing that you want out of this seminar

About the Presenter

Randy Aimone, MBA“Business Pediatrician”

845 597 7039

Simple,Effective,

AffordableSmall Business Marketing

Today’s Agenda 1) Who you can effectively reach via E-mail

2) Why and how you should develop an E-mail marketing mailing list.3) How NOT to use E-mail marketing 4) E-Mail Programs that will help you to maintain an E-mail list, keep your sanity, and stay out of jail . 5) How to create great E-mail content so your list that actually reads your E-mails

6) Your Questions & Concerns not covered

Small Business Marketing, In 2

Minutes

•Articles•Ads•Referrals

Know

•Web site

•Reception

•Newsletter

Like

•Marketing kit

•Free report

•Sales presentation

Trust•Webinar•Evaluation

•Nurturing

Try

•Service team

•New customer kit

•Finance/delivery

Buy

•Post project survey

•Cross selling

•Quarterly events

Repeat

•Results reviews

•Partner intros

•Peer2peer events

Refer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

•Articles•Ads•Referrals

Know

•Web site

•Reception

•Newsletter

Like

•Marketing kit

•Free report

•Sales presentation

Trust•Webinar•Evaluation

•Nurturing

Try

•Service team

•New customer kit

•Finance/delivery

Buy

•Post project survey

•Cross selling

•Quarterly events

Repeat

•Results reviews

•Partner intros

•Peer2peer events

Refer

The Marketing Hourglass

© Duct Tape Marketing – all rights reserved

Permission vs.

Interruption

Permission vs. Interruption Permission- Customers seek you. The Art & Science of communicating

with your customers at the:Right place, Right timeRight message

Permission vs. Interruption

Interruption- Mass Media- Newspaper, Radio, TV, Magazines.

Content & messages you Are NOT looking for.

Who can you reach via E-mail?

Who can you reach via E-mail?

Nearly everyone with a wallet

What is the US population % that checks E-mail at least weekly?

What is the US population % that checks E-mail at least weekly?

2009 Estimates: 73-85%

What is the US population % that checks E-mail at least weekly?

Sales

Use Frequently

Use Frequently

Rarely Use

So who does NOT use E-mail?

The Very Young

The Very Old

The Very Poor

Those in much

trouble

Who Does use E-mail?

Your Customers!!!

Why and how to develop a E-mail marketing newsletter list

Why?

So you have people to E-mail

To Get Customers who Know you to Like, Trust, Try, Buy, Repeat and refer you.

Question:Can’t I buy lists like I can with regular mail ?

Question:Can’t I buy lists like I can with regular mail ?

YES!BUT….

Question:Can’t I buy lists like I can with regular mail ?

Dangerous, Expensive, Inaccurate & Danger of Anti-Spam Laws.

BUT….

Who to Develop an E-mail Newsletter List For?

Current Clients Past Clients

Strategic Partners Chamber & Networking Contacts

Prospects

Should it include Everyone?

HOW to develop an E-Mail marketing list

Networking- BUT ASK PERMISSION!

Give value on your website in exchange

• You will get many “Spam Oven” E-mail addresses• Make Sure you give Value

• Ask your customers & ProspectsDo Promise (and keep it!) not to sell, give away or abuse your E-Mail Addresses

HOW to develop an E-Mail marketing list

You are ALWAYS clear if you send an opt-in message to someone as your

first E-mail

Anatomy of E-Mail

Anatomy of E-Mail

Anatomy of E-Mail

Anatomy of E-Mail

Anatomy of E-Mail

Anatomy of E-Mail

Anatomy of E-Mail

Anatomy of E-Mail

How to Use E-Mail Marketing to

confuse, Alienate and loose customers

Using E-mail to confuse, Alienate and loose customers

Copy & paste industry jargonFor purposes of determining the amount of FET due under Rev. Rul. 2008-15 with respect to premiums paid during the quarterly tax period October 1, 2008, through December 31, 2008, a Taxpayer may use the safe harbor formula, described in Example 5, to compute the FET due on the Form 720 return. A Taxpayer is not limited to the safe harbor formula; however, the safe harbor formula is a method the IRS has determined to be an acceptable method for calculating FET on transactions covered under Rev. Rul. 2008-15.

Using E-mail to confuse, Alienate and loose customers

Send your entire E-mail as a Picture“ Attachments, pictures and links in this image have been blocked for your safety”

Using E-mail to confuse, Alienate and loose customers

From: A company I’ve never heard of before…Subject: Just updating everyone on shipping.Yes, we are shipping. That means those who placed pre-orders in May

will be seeing shipping notices within the next day or so. We hope to have all orders out by this weekend.

We are spending quite a bit if time answering emails to the same question so we thought it best to let you all know what's happening with one email blast.

Don’t separate your customers from prospects

Using E-mail to confuse, Alienate and loose customers

• Lead with irrelevant information

(to your audience)

Using E-mail to confuse, Alienate and loose customers

Send too many E-mails…

• Make me scroll for the main idea• Txt Abvs• ALL CAPS

• Trip Spam filters (such as mentioning Viagra or FREE in the title)

Why is a better lunch meat

than Marketing tactic

Why is a better lunch meat than Marketing tactic

• The Can-Spam Act of 2003“Controlling the Assault of Non-Solicited Pornography And Marketing”

Why is a better lunch meat than Marketing tactic

• Your Spam is Canned if:Unsubscribe compliance

A visible and operable unsubscribe mechanism is present in all emails.Consumer opt-out requests are honored within 10 days.Suppression lists are can only be used for compliance purposes.

Content complianceAccurate from lines (including "friendly froms")Relevant subject linesA legitimate physical address of the publisher and/or advertiser is present.A label is present if the content is adult.

Sending behavior complianceA message cannot be sent to a harvested email addressA message cannot contain a false header

Why is a better lunch meat than Marketing tactic

• Fines of up to $1,000,000 for an individual

• Fines of up to $10,000,000 for a corporation

Why is a better lunch meat than Marketing tactic

More Practical: If your customers feel you are Spamming them, you loose one of the most effective marketing tools currently available

Question:How Often Should I Send out E-mails?

That depends- How often do your best customers

purchase from you? Up to twice as often as the purchase

cycle is “appropriate”At least 6 a year is a minimum.

More often if you make it funny or highly informative (ideally both)

Should I use an E-mail program?

Why use an E-mail program?

•Negatives:–Expensive–A new program to learn–I can E-mail from G-mail/AOL/Hotmail/Outlook/Yahoo/RoadRunner/…

Why use an E-mail program?

• Positives–Can send mass E-mails easily–Won’t close your E-mail account when you

get rejected E-mails–Whitelists you so Gmail, AOL, Yahoo, etc. let

your mail through–Gives you stats, figures and good data– Eliminates risk of $1,000,000 - $10,000,000

fine.

Recommended E-Mail Programs

Constant Contact

Swiftpage

Recommended E-Mail Programs

“Introductory”

“Advanced”& Drip Marketing

Writing E-Mail Messages

Content is King

• 1/3 of a second to get a client’s attention• Subject line is VERY Important• Entice your prospect to open your E-

mail

DO NOT BE SALESY

BAD Subject Lines

• Last Minute Gift - We Have The Answer • Valentines - Shop Early & Save 10% • Give a Gift Certificate this Holiday • Valentine's Day Salon and Spa Specials! • Gift Certificates - Easy & Elegant Giving - Let Them Choose • Need More Advertising Value From Your Marketing Partner? • [COMPANYNAME] Pioneers in Banana Technology • Renewal • Now Offering Banana Services! • It's still summer in Tahoe! [COMPANYNAME] Holiday Sales Event • The Future of International Trade • [COMPANYNAME] for your next dream home. • You Asked For More...

LESS than a 15% response!!

Great E-Mail Subject Lines• [COMPANYNAME] Newsletter - February 2006 • [COMPANYNAME] and [COMPANYNAME] Invites You! • Happy Holidays from [COMPANYNAME] • Invitation from [COMPANYNAME] • [COMPANYNAME] Jan/Feb 2006 Newsletter • Upcoming Events at [COMPANYNAME]• [COMPANYNAME] Coffee Exchange - Post-Katrina Update • We're Throwing a Party • October 2005 Newsletter • [COMPANYNAME] Racing Newsletter

Up to an 87% Response!

The Lesson?

Say what is in the E-mail and it stands a better chance of being read!

Unopened E-Mails are Expensive Run split A/B Tests until you know what

YOUR clients want from you

BE Authentic

Creating Great Content• Educate your audience on why

YOU are their personal expert

Jargon Free

• Interesting bits on Top

• NO Sales pitches

• Action Steps on the Side

Next Steps

• Free 1 Hour E-mail Strategy Consultation– Write “Yes” on the back of your card or Evaluation

• Contact SCORE for assistance with your Marketing & Business Plan