Maximizing the Inbox!<br />Key Speaker<br />Nicole Roach<br />Marketing Coordinator<br />BizCentral USA<br />HBIF Meeting ...
Welcome!<br />BizCentral USA: A “One-stop” resource center for startup, small & midsized businesses nationwide!<br />Key S...
Agenda<br />Email Marketing Fundamentals<br />Format and Layout Best Practices<br />Building your Email Lists<br />Complyi...
What Is Email Marketing?<br />The Promotion of Products or Services via Email<br />Why Does is Work?<br />
Email Marketing Vs. Direct Mail<br />Many business have replaced or supplemented their direct mail efforts with email mark...
Basic Fundamentals<br />Relevancy<br />Consistency<br />Tracking<br />
Relevancy<br />Relevant email marketing means your email marketing subscribers get emails from you when they want, how the...
Relevancy<br />Do you give people to option to:<br />Choose how often and when they hear from you? <br />Choose between ht...
Consistency<br /><ul><li>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.</li></li></ul><li>Consistenc...
Maintaining similar color schemes?
Always including your logo?
Standard “From Line”?
Using a template?
Sending messages on a schedule?</li></li></ul><li>Tracking<br /><ul><li>Tracking the results of your campaigns will enable...
How many people were sent the email
How many emails were delivered
How many people clicked through
How many people opted-out </li></li></ul><li>Format & Layout Best Practices<br /><ul><li>The Format
The Body
Subject Line
From Line
Frequency</li></ul>Email Format & Layout <br />Best Practices!<br />
Newsletter<br /><ul><li>Timing = On a Set Schedule:
Monthly, Weekly, Bi-Weekly, Quarterly
Variety of Content:
Educational
Blog
Social Media,
Promotion
Call-to- Action
Have Fun!</li></li></ul><li>Promotion<br /><ul><li>Timing = Promo Driven
Content should include an “urgent” tone:
Limited
Last Days
Don’t Wait
Call to Action Must be Clear</li></li></ul><li>Event<br /><ul><li>Timing = Based on Events Planned
1 primary message and goal:
Leave them on the edge of their seat.
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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: http://bizcentralusa.com/marketing_services.php

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Small Business Email Marketing Campaigns...Maximizing the Inbox

  1. 1. Maximizing the Inbox!<br />Key Speaker<br />Nicole Roach<br />Marketing Coordinator<br />BizCentral USA<br />HBIF Meeting 12-09<br />A WebinarBy:<br />
  2. 2. Welcome!<br />BizCentral USA: A “One-stop” resource center for startup, small & midsized businesses nationwide!<br />Key Speaker: Nicole Roach<br />Questions<br />Recorded Webinar Available At:<br />http://vimeo.com/channels/smallbusinesswebinars<br />
  3. 3. Agenda<br />Email Marketing Fundamentals<br />Format and Layout Best Practices<br />Building your Email Lists<br />Complying with Regulations<br />
  4. 4. What Is Email Marketing?<br />The Promotion of Products or Services via Email<br />Why Does is Work?<br />
  5. 5. Email Marketing Vs. Direct Mail<br />Many business have replaced or supplemented their direct mail efforts with email marketing. <br />Email marketing campaigns are less expensive and easier to track.<br />
  6. 6. Basic Fundamentals<br />Relevancy<br />Consistency<br />Tracking<br />
  7. 7. Relevancy<br />Relevant email marketing means your email marketing subscribers get emails from you when they want, how they want and with information they want.<br />Don’t get mixed up with what is only relevant to you.<br />
  8. 8. Relevancy<br />Do you give people to option to:<br />Choose how often and when they hear from you? <br />Choose between html and text? <br />Choose topics or categories or types of email marketing messages? <br />
  9. 9. Consistency<br /><ul><li>Make sure you keep the look and feel consistent.
  10. 10. By keeping the look and feel consistent, you help to maintain and reinforce your brand image.</li></li></ul><li>Consistency<br /><ul><li>When you send out an email campaign, are you:
  11. 11. Maintaining similar color schemes?
  12. 12. Always including your logo?
  13. 13. Standard “From Line”?
  14. 14. Using a template?
  15. 15. Sending messages on a schedule?</li></li></ul><li>Tracking<br /><ul><li>Tracking the results of your campaigns will enable you to determine what's working and what's not.</li></li></ul><li>Tracking<br /><ul><li>After each campaign expires you should analyze the results, including:
  16. 16. How many people were sent the email
  17. 17. How many emails were delivered
  18. 18. How many people clicked through
  19. 19. How many people opted-out </li></li></ul><li>Format & Layout Best Practices<br /><ul><li>The Format
  20. 20. The Body
  21. 21. Subject Line
  22. 22. From Line
  23. 23. Frequency</li></ul>Email Format & Layout <br />Best Practices!<br />
  24. 24. Newsletter<br /><ul><li>Timing = On a Set Schedule:
  25. 25. Monthly, Weekly, Bi-Weekly, Quarterly
  26. 26. Variety of Content:
  27. 27. Educational
  28. 28. Blog
  29. 29. Social Media,
  30. 30. Promotion
  31. 31. Call-to- Action
  32. 32. Have Fun!</li></li></ul><li>Promotion<br /><ul><li>Timing = Promo Driven
  33. 33. Content should include an “urgent” tone:
  34. 34. Limited
  35. 35. Last Days
  36. 36. Don’t Wait
  37. 37. Call to Action Must be Clear</li></li></ul><li>Event<br /><ul><li>Timing = Based on Events Planned
  38. 38. 1 primary message and goal:
  39. 39. Leave them on the edge of their seat.
  40. 40. Will focus on:
  41. 41. Who, What, Where, When & Why</li></li></ul><li>The body<br /><ul><li>Your content must be clear and relevant.ƒ
  42. 42. Use appropriate graphics & white space
  43. 43. Include “Call to Action”links
  44. 44. Create sense of urgency
  45. 45. Pay attention to spelling & grammar… Always have someone proofread
  46. 46. ƒDesign for the preview pane</li></li></ul><li>Golden Content Ideas<br /><ul><li>How-To’s
  47. 47. Opinion
  48. 48. Case Study
  49. 49. Seasonal
  50. 50. Best Of
  51. 51. Reviews
  52. 52. Educational
  53. 53. News</li></li></ul><li>Subject Line<br /><ul><li>ƒKeep it short and simple
  54. 54. 35-50 characters including spaces
  55. 55. Incorporate a specific benefit
  56. 56. ƒInclude your brand
  57. 57. ƒCapitalize and punctuate carefully
  58. 58. If possible, personalize it
  59. 59. Use different subject lines for different segments.</li></li></ul><li>From Line<br /><ul><li>Use a name the recipient will recognize:
  60. 60. Include your company name or brand
  61. 61. The clearer the better
  62. 62. The shorter the better
  63. 63. Be consistent</li></li></ul><li>Frequency<br />
  64. 64. Frequency<br /><ul><li>How often to send
  65. 65. Create a master schedule
  66. 66. Coordinate timing for maximum impact
  67. 67. Keep in mind the format type
  68. 68. When to send
  69. 69. When is your audience most likely to read it?
  70. 70. Utilize surveys and ask questions when they first subscribe.</li></li></ul><li>Building Your Opt-In Email List<br /><ul><li>Single Opt-In Vs. Double Opt-In
  71. 71. Single opt-in means that actions were taken to sign up for the email in question.
  72. 72. 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. </li></li></ul><li>List Building Tactics<br /><ul><li>Website Placement:
  73. 73. Place the sign-up form prominently on your homepage, "above the fold“.
  74. 74. Provide Incentive:
  75. 75. Offer a white paper, free e-books, entry in a contest to win an iPhone, discount coupons.
  76. 76. Forward to a Friend:
  77. 77. Encourage subscribers to share with their friends.</li></li></ul><li>List Building Tactics<br /><ul><li>Ask Customers When Purchasing:
  78. 78. Provide a registration card or the option to leave their business card.
  79. 79. Display Your Website On Everything:
  80. 80. On sales collateral, fliers, bags, business cards, advertising, etc.</li></li></ul><li>List Building Tactics<br /><ul><li>Use Social Media:
  81. 81. Post links to your email subscription page. Additionally offer benefits to subscribing.</li></li></ul><li>Can-Spam & Permission<br /><ul><li>No Relationship = No Permission
  82. 82. Ask Yourself:
  83. 83. Do they know you?
  84. 84. Do they want your email?
  85. 85. There is a direct relationship between Spam & Permission:
  86. 86. ƒSPAM complaints will increase as your email contact list gets older
  87. 87. Scrub your list regularly to avoid complaints</li></li></ul><li>Can-Spam Compliance<br /><ul><li>Visible Opt-Out/Unsubscribe Link
  88. 88. Opt-Outs Honored within 10 Days
  89. 89. Accurate From Lines
  90. 90. Relevant Subject Lines
  91. 91. Physical Address
  92. 92. Adult Content Labeled
  93. 93. Non-Harvested Lists</li></li></ul><li>Email Marketing Summary<br /><ul><li>Email Marketing is Extremely Low-cost
  94. 94. Valuable Demographic Data can be Gathered
  95. 95. Email Marketing is Highly Automated
  96. 96. You have Rapid Send and Response Time
  97. 97. Email will help you Build a Relationship of Trust is Executed Correctly</li></li></ul><li>Q & A<br /><ul><li>BizCentral Small Business Services
  98. 98. Business Plan Writing
  99. 99. Business Certifications
  100. 100. Incorporation
  101. 101. Website Development
  102. 102. Graphic Design
  103. 103. Marketing
  104. 104. Bookkeeping & Accounting
  105. 105. Nonprofit Services
  106. 106. Contact Us
  107. 107. Nicole Roach: Nicole@bizcentralusa.com
  108. 108. Michael Miller: Michael@bizcentralusa.com
  109. 109. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  110. 110. Q & A<br /><ul><li>BizCentral Small Business Services
  111. 111. Business Plan Writing
  112. 112. Business Certifications
  113. 113. Incorporation
  114. 114. Website Development
  115. 115. Graphic Design
  116. 116. Marketing
  117. 117. Bookkeeping & Accounting
  118. 118. Nonprofit Services
  119. 119. Contact Us
  120. 120. Nicole Roach: Nicole@bizcentralusa.com
  121. 121. Michael Miller: Michael@bizcentralusa.com
  122. 122. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  123. 123. Q & A<br /><ul><li>BizCentral Small Business Services
  124. 124. Business Plan Writing
  125. 125. Business Certifications
  126. 126. Incorporation
  127. 127. Website Development
  128. 128. Graphic Design
  129. 129. Marketing
  130. 130. Bookkeeping & Accounting
  131. 131. Nonprofit Services
  132. 132. Contact Us
  133. 133. Nicole Roach: Nicole@bizcentralusa.com
  134. 134. Michael Miller: Michael@bizcentralusa.com
  135. 135. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  136. 136. Q & A<br /><ul><li>BizCentral Small Business Services
  137. 137. Business Plan Writing
  138. 138. Business Certifications
  139. 139. Incorporation
  140. 140. Website Development
  141. 141. Graphic Design
  142. 142. Marketing
  143. 143. Bookkeeping & Accounting
  144. 144. Nonprofit Services
  145. 145. Contact Us
  146. 146. Nicole Roach: Nicole@bizcentralusa.com
  147. 147. Michael Miller: Michael@bizcentralusa.com
  148. 148. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  149. 149. Q & A<br /><ul><li>BizCentral Small Business Services
  150. 150. Business Plan Writing
  151. 151. Business Certifications
  152. 152. Incorporation
  153. 153. Website Development
  154. 154. Graphic Design
  155. 155. Marketing
  156. 156. Bookkeeping & Accounting
  157. 157. Nonprofit Services
  158. 158. Contact Us
  159. 159. Nicole Roach: Nicole@bizcentralusa.com
  160. 160. Michael Miller: Michael@bizcentralusa.com
  161. 161. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  162. 162. Q & A<br /><ul><li>BizCentral Small Business Services
  163. 163. Business Plan Writing
  164. 164. Business Certifications
  165. 165. Incorporation
  166. 166. Website Development
  167. 167. Graphic Design
  168. 168. Marketing
  169. 169. Bookkeeping & Accounting
  170. 170. Nonprofit Services
  171. 171. Contact Us
  172. 172. Nicole Roach: Nicole@bizcentralusa.com
  173. 173. Michael Miller: Michael@bizcentralusa.com
  174. 174. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  175. 175. Q & A<br /><ul><li>BizCentral Small Business Services
  176. 176. Business Plan Writing
  177. 177. Business Certifications
  178. 178. Incorporation
  179. 179. Website Development
  180. 180. Graphic Design
  181. 181. Marketing
  182. 182. Bookkeeping & Accounting
  183. 183. Nonprofit Services
  184. 184. Contact Us
  185. 185. Nicole Roach: Nicole@bizcentralusa.com
  186. 186. Michael Miller: Michael@bizcentralusa.com
  187. 187. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  188. 188. Q & A<br /><ul><li>BizCentral Small Business Services
  189. 189. Business Plan Writing
  190. 190. Business Certifications
  191. 191. Incorporation
  192. 192. Website Development
  193. 193. Graphic Design
  194. 194. Marketing
  195. 195. Bookkeeping & Accounting
  196. 196. Nonprofit Services
  197. 197. Contact Us
  198. 198. Nicole Roach: Nicole@bizcentralusa.com
  199. 199. Michael Miller: Michael@bizcentralusa.com
  200. 200. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  201. 201. Q & A<br /><ul><li>BizCentral Small Business Services
  202. 202. Business Plan Writing
  203. 203. Business Certifications
  204. 204. Incorporation
  205. 205. Website Development
  206. 206. Graphic Design
  207. 207. Marketing
  208. 208. Bookkeeping & Accounting
  209. 209. Nonprofit Services
  210. 210. Contact Us
  211. 211. Nicole Roach: Nicole@bizcentralusa.com
  212. 212. Michael Miller: Michael@bizcentralusa.com
  213. 213. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />
  214. 214. Q & A<br /><ul><li>BizCentral Small Business Services
  215. 215. Business Plan Writing
  216. 216. Business Certifications
  217. 217. Incorporation
  218. 218. Website Development
  219. 219. Graphic Design
  220. 220. Marketing
  221. 221. Bookkeeping & Accounting
  222. 222. Nonprofit Services
  223. 223. Contact Us
  224. 224. Nicole Roach: Nicole@bizcentralusa.com
  225. 225. Michael Miller: Michael@bizcentralusa.com
  226. 226. Visit www.BizCentralUSA.com</li></ul>Upcoming Webinar<br /><ul><li> 3/30/2010 3pm ESTSocial Media Extravaganza: Getting your Small Business Started with Social Media!</li></ul>Find Us On:<br />Facebook Fan Page: <br />BizCentral USA/CharityNet USA<br />www.twitter.com/bizcentralusa<br />

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