Small Business Email Marketing Campaigns...Maximizing the Inbox
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Small Business Email Marketing Campaigns...Maximizing the Inbox

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In this 1 hour webinar hosted by BizCentral USA, we discuss email marketing campaigns and how to maximize the inbox for your small business! For more information, please visit: ...

In this 1 hour webinar hosted by BizCentral USA, we discuss email marketing campaigns and how to maximize the inbox for your small business! For more information, please visit: http://bizcentralusa.com/marketing_services.php

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Small Business Email Marketing Campaigns...Maximizing the Inbox Small Business Email Marketing Campaigns...Maximizing the Inbox Presentation Transcript

  • Maximizing the Inbox!
    Key Speaker
    Nicole Roach
    Marketing Coordinator
    BizCentral USA
    HBIF Meeting 12-09
    A WebinarBy:
  • Welcome!
    BizCentral USA: A “One-stop” resource center for startup, small & midsized businesses nationwide!
    Key Speaker: Nicole Roach
    Questions
    Recorded Webinar Available At:
    http://vimeo.com/channels/smallbusinesswebinars
  • Agenda
    Email Marketing Fundamentals
    Format and Layout Best Practices
    Building your Email Lists
    Complying with Regulations
  • What Is Email Marketing?
    The Promotion of Products or Services via Email
    Why Does is Work?
  • Email Marketing Vs. Direct Mail
    Many business have replaced or supplemented their direct mail efforts with email marketing.
    Email marketing campaigns are less expensive and easier to track.
  • Basic Fundamentals
    Relevancy
    Consistency
    Tracking
  • Relevancy
    Relevant email marketing means your email marketing subscribers get emails from you when they want, how they want and with information they want.
    Don’t get mixed up with what is only relevant to you.
  • Relevancy
    Do you give people to option to:
    Choose how often and when they hear from you?
    Choose between html and text?
    Choose topics or categories or types of email marketing messages?
  • Consistency
    • Make sure you keep the look and feel consistent.
    • By keeping the look and feel consistent, you help to maintain and reinforce your brand image.
  • Consistency
    • When you send out an email campaign, are you:
    • Maintaining similar color schemes?
    • Always including your logo?
    • Standard “From Line”?
    • Using a template?
    • Sending messages on a schedule?
  • Tracking
    • Tracking the results of your campaigns will enable you to determine what's working and what's not.
  • Tracking
    • After each campaign expires you should analyze the results, including:
    • How many people were sent the email
    • How many emails were delivered
    • How many people clicked through
    • How many people opted-out
  • Format & Layout Best Practices
    • The Format
    • The Body
    • Subject Line
    • From Line
    • Frequency
    Email Format & Layout
    Best Practices!
  • Newsletter
    • Timing = On a Set Schedule:
    • Monthly, Weekly, Bi-Weekly, Quarterly
    • Variety of Content:
    • Educational
    • Blog
    • Social Media,
    • Promotion
    • Call-to- Action
    • Have Fun!
  • Promotion
    • Timing = Promo Driven
    • Content should include an “urgent” tone:
    • Limited
    • Last Days
    • Don’t Wait
    • Call to Action Must be Clear
  • Event
    • Timing = Based on Events Planned
    • 1 primary message and goal:
    • Leave them on the edge of their seat.
    • Will focus on:
    • Who, What, Where, When & Why
  • The body
    • Your content must be clear and relevant.ƒ
    • Use appropriate graphics & white space
    • Include “Call to Action”links
    • Create sense of urgency
    • Pay attention to spelling & grammar… Always have someone proofread
    • ƒDesign for the preview pane
  • Golden Content Ideas
    • How-To’s
    • Opinion
    • Case Study
    • Seasonal
    • Best Of
    • Reviews
    • Educational
    • News
  • Subject Line
    • ƒKeep it short and simple
    • 35-50 characters including spaces
    • Incorporate a specific benefit
    • ƒInclude your brand
    • ƒCapitalize and punctuate carefully
    • If possible, personalize it
    • Use different subject lines for different segments.
  • From Line
    • Use a name the recipient will recognize:
    • Include your company name or brand
    • The clearer the better
    • The shorter the better
    • Be consistent
  • Frequency
  • Frequency
    • How often to send
    • Create a master schedule
    • Coordinate timing for maximum impact
    • Keep in mind the format type
    • When to send
    • When is your audience most likely to read it?
    • Utilize surveys and ask questions when they first subscribe.
  • Building Your Opt-In Email List
    • Single Opt-In Vs. Double Opt-In
    • Single opt-in means that actions were taken to sign up for the email in question.
    • Double opt-in means that the subscriber has actively confirmed their subscription, typically by responding to an automatically-generated message sent to the email address.
  • List Building Tactics
    • Website Placement:
    • Place the sign-up form prominently on your homepage, "above the fold“.
    • Provide Incentive:
    • Offer a white paper, free e-books, entry in a contest to win an iPhone, discount coupons.
    • Forward to a Friend:
    • Encourage subscribers to share with their friends.
  • List Building Tactics
    • Ask Customers When Purchasing:
    • Provide a registration card or the option to leave their business card.
    • Display Your Website On Everything:
    • On sales collateral, fliers, bags, business cards, advertising, etc.
  • List Building Tactics
    • Use Social Media:
    • Post links to your email subscription page. Additionally offer benefits to subscribing.
  • Can-Spam & Permission
    • No Relationship = No Permission
    • Ask Yourself:
    • Do they know you?
    • Do they want your email?
    • There is a direct relationship between Spam & Permission:
    • ƒSPAM complaints will increase as your email contact list gets older
    • Scrub your list regularly to avoid complaints
  • Can-Spam Compliance
    • Visible Opt-Out/Unsubscribe Link
    • Opt-Outs Honored within 10 Days
    • Accurate From Lines
    • Relevant Subject Lines
    • Physical Address
    • Adult Content Labeled
    • Non-Harvested Lists
  • Email Marketing Summary
    • Email Marketing is Extremely Low-cost
    • Valuable Demographic Data can be Gathered
    • Email Marketing is Highly Automated
    • You have Rapid Send and Response Time
    • Email will help you Build a Relationship of Trust is Executed Correctly
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa
  • Q & A
    • BizCentral Small Business Services
    • Business Plan Writing
    • Business Certifications
    • Incorporation
    • Website Development
    • Graphic Design
    • Marketing
    • Bookkeeping & Accounting
    • Nonprofit Services
    • Contact Us
    • Nicole Roach: Nicole@bizcentralusa.com
    • Michael Miller: Michael@bizcentralusa.com
    • Visit www.BizCentralUSA.com
    Upcoming Webinar
    • 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!
    Find Us On:
    Facebook Fan Page:
    BizCentral USA/CharityNet USA
    www.twitter.com/bizcentralusa