www.otoolemarketing.com email marketing – may 19,2009 freelance alliance introduction big picture...
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www.otoolemarketing.com
Email Marketing – May 19,2009 Freelance Alliance
Introduction
Big Picture & Trends
Effective Marketing – Effective Email
Social Media Marketing (It’s All Email!)
HTML Email Examples
36 Minute Marketing Guide Preview
Barbara O’Toole
www.otoolemarketing.com
Introduction – Barbara O’Toole
Gallup Strengthsfinder Assessment:
Maximizer • Strategic • Learner
Business has evolved since 2004, beginning with copywriting and making flyers, brochures, then websites and HTML email services.
www.otoolemarketing.com
Big Picture
Two repercussions/results of information overload:
1. Comodifying of “marketing”
•Viral marketing
•Word of mouth marketing
•Social media marketing
•…And whatever’s next?
2. It has become imperative to make it easy for our customers to do business with us
womma.org
www.otoolemarketing.com
Trends – Stein Mart’s Email Marketing
2nd level branding -
“Fabulous Finds”
delivered 5-13-09
www.otoolemarketing.com
delivered 5-15-09
RISK – increased delivery
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delivered 5-17-09
RISK – increased delivery and mix of messages
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Effective Marketing =
good communication between seller and audience
Email is an effective marketing tool when it makes it easy
•to build a relationship
•to build a brand – build your reputation as “expert”
•to receive/share information
•and ultimately, to buy/sell
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It’s All Email – Evaluate It!
Rather than ask “Is Social Media is a Good Investment of My Time?”
Ask yourself these questions:
Where are my customers online? What about my potential customers?
What aspects of communicating my message can be aided by social media?
Develop an online strategy/plan for using social media.
Start slow. Seek help. Proceed confidently.
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Social Media – Help
Free teleseminar offered through Bill Stoller, the Publicity Insider,
“Analyzing the Impact of Social Media from Twitter to Facebook”
Thursday, May 21 EST, sign up http://bit.ly/2NQbU
Other useful sites--- > www.selfgrowth.com, www.clicktoclient.com
Nielsen Norman Group(web usability experts) – request executive summaries about Social Media and Email Marketing from Barbara O’Toole, [email protected]
Or look for them at www.useit.com
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Examples of HTML Email
A talent agent in Dallas sends regular updates on new talent, press releases, and fashion events
www.otoolemarketing.com
An architect in Arlington sends a quarterly e-news with info about his new projects and new laws and regulations related to his industry, and also sends updates to notify his list about upcoming workshops
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This retailer sends a once-a-month newsletter typically with a coupon at the bottom.
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Response section
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Sign-Up A sign-up feature allows you to place a sign-up form on your website so that interested parties can request your regular press releases, updates, or newsletters
In this case, we have customized the sign-up with 5 custom fields so that we can use a trigger campaign as an auto-reminder for those who have scheduled an interview with the DallasBookDiva.
Trigger CampaignThis campaign sends automatically two days before the interview date as reminder.
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5custom fields
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•Determine your strategy: 5 questions(and some answers!) to help you
•Import your contacts* and segregate your audience
•Launch your first email marketing campaign
•Watch the results
*contacts are easily imported from any program in Excel or CSV formats – contacts can also be added individually