Email is more important than ever – to you and your business, and also to those you serve as your customers or donors.

2. Contact Information
2
Evie Hernandez, CEO
XoomIM, LLC
marketing@xoomim..com
facebook.com/xoomim
@xoomim
http://www.linkedin.com/in/xoomim
Bit.ly/XoomimEvents
Upcoming Seminars

3. Introduction
This presentation has three parts…
3
1
2
Connecting to build
customer relationships
Informing people who
will buy in to your
message
and share it with others
3 Growing your business
with engagement
marketing

4. 1 CONNECT
Section
Email Marketing Basics
 Connecting with your customers
 Engaging in profitable
customer communications
 Using email and social media as
components of an engagement
marketing strategy
4

5. Why Engage?
5
Q. Where will the majority of next
month’s business come
from?
A. Existing customers

6. Why Engage?
6
Q. What is your best source for
new business?
A. Existing customers
Engagement Marketing is using
technology to make “it” happen

7. Marketing Today = Building Relationships
8

8. Suspects
Five Types of People
9
Customers DisinterestedProspectsRaving Fans

9. $
 Time… Money… Energy… Effort
 Takes 7 touches, on average, for a sale to occur
 Some buy right away
 Others research and try
 Some show interest but don’t trust you
Acquiring Customers
10
1 2 3 4 5 6 7

10. Keep Customers Coming Back
 The value of a customer
 You’ve already paid for them
 It’s 6-7 times more expensive to gain
a customer than to retain a customer 1
 They spend more
 Repeat customers spend 67 percent more 2
 They are your referral engine
 After 10 purchases, a customer has
already referred up to 7 people 2
11
Sources:
1. Flowtown, 2010
2. Bain and Company

11. Why Email?
 Because almost everyone your business
needs to reach reads it:
 94% of Internet users between the ages of 18 and
64 send or read email
 An even higher number of users ages 65 or older do the same
 61% Use a social networking site
 147 million people across the country use email,
most use it every day
12
Sources: Pew Internet and
American Life Project 2010

12. Why Email?
 It’s cost-effective: Direct mail vs. email
 For the same response, direct mail costs 20 TIMES
as much as email 1
 Email ROI is the highest when compared
to other internet marketing mediums 2
13
1 Forrester Research, Inc.
2 Direct Marketing Association

13. Email Marketing Is Not…
14
Junk email
Unsolicited and unwanted email
Email from an unknown sender
Dubious opt-out (if any)
SPAM

14. Email Marketing Is…
 Delivering professional
email communications
 To an interested
audience
 Containing information
they find valuable
15

15. Basics of Email Marketing
 Setting expectations
 How many emails sent
 When are emails sent
 What type of information
 Delivering on promises
 Matching expectations
 Providing relevant content
 Abiding by CAN SPAM Act
 Gaining permission
 Do they know me?
 Do they care?
 Utilizing professional services
16

16. Email vs. Email Marketing
 Standard email programs
(e.g. Outlook, Hotmail)
 Limited # of emails sent at
one time
 No formatting control
 List break up more
susceptible to filters
 No cohesive branding
 No tracking and reporting of
email results
17

17. Regular Email vs. Email Service
Provider
 Email marketing services
automate best practices
 Provide easy-to-use templates
 Reinforce brand identity
 Email addressed to recipient
only
 Manage lists – adding new
subscribers, handling bounce-
backs, removing unsubscribers
 Improve email delivery, track
results and obey the law
18

18. Email Basics Checklist
Ask yourself before you begin email marketing…
Do repeat and referral customers help your business?
Do you have a plan for delivering multiple communications?
Is your audience interested in your message?
Is it valuable to them?
Can you make your emails look professional and reflect
your brand?
Do you have an Email Service Provider to help manage
your strategy?
19

19. 1 CONNECT
Section
Building a Quality Email List
 The benefits of permission-
based marketing
 Building a valuable contact list
 Keeping your list current
20

20. Consumers Define Spam
21

21. Build Your List
Where You Connect
22
Customer & Prospect Database
1
2 3
4
Incoming or
Outgoing Calls
Events
and Meetings
Place of Business
Guest Book
Guests
5
Online
Presence
57% of consumers will fill out
a card to receive email alerts
when asked to by a clerk at a
local small business.
Source: Transact Media Group
Email
Signature
K Smitheen

22. Integrate Email Marketing &
Social Media Marketing
23
Make a Join My Mailing
List available on all
social media platforms.
Make social media
buttons a consistent
part of all emails.

23. Collecting Information and
Permission
24
 Include your logo
and brand identity
 Describe your email
content and how
often you’ll be
sending
 Ask about your
customers’ interests
to stay relevant
 Ask for additional
contact information
when necessary
Consider asking for your audience’s preferred
social network.

24. Sending a Welcome Email
25
 Include your logo
and brand identity
 Personalize your
message
 Reinforce permission
and ability to change
preferences

25. Response Necessary to Complete Subscription
Sending a Welcome Email
26
 Include your logo and
brand identity
 Ask for explicit
confirmation
 Include a confirmation link

26. Using a Permission Reminder
27

27. Keeping Your List Current
28
 Include your
logo and brand
identity
 Provide a link so
subscribers can
update contact info
 Ask for feedback
 Include links to your
social sites

28. List Building and Permission
Checklist
Ask yourself as you build your list…
Are you collecting contact information at every customer
touch point, including social media?
Are you asking for permission as well as contact information?
Are you clearly describing your email frequency and content?
Are you sending a welcome email or a confirmation email,
especially to those who have joined your list via social media?
Are you using permission and subscription reminders to
stay current?
29

29. 2 INFORM
Section
Creating Valuable Email Content
 Determining what is valuable
to your audience
 Choosing an effective
email format
 Deciding what day and
time to send
30

30. Content Has to Meet Your
Objectives
 “I want to…”
 Promote
 Motivate purchases
 Increase event attendance
 Inform
 Inform potential customers
 Differentiate my business
 Relate
 Increase loyalty
 Encourage more referrals
31

31. 32
QualityKnowledge
Savings
Content Has to Have Value
to Your Audience
Promotional Email
Discounts, coupons,
offers, incentives.
Relational Email
Special privileges,
acknowledgement
Informative Email
Advice, research,
facts, opinions, tips

32. Coming Up With Valuable
Email and Social Content
 Share your expertise
 Use facts & testimonials
 Give guidance & directions
 Offer discounts & coupons
 Exclusivity & VIP status
 Hold contests & giveaways*
 Acknowledge your audience
33
* Check applicable regulations
before deciding to hold a
contest or giveaway

33. Keeping Email Content Concise
 Host large bodies of content…
 On your website
 In a PDF document
 In a longer archived version
 Email only essential information
 Use bullets or summaries
 Link directly to the information
 Give instructions if necessary
 Repurpose content sound bytes
for Social Media
 Drive social content back to
Email Archive or Website
34
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26,
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34. Determine Appropriate Format
 Newsletters
 Frequency: Regular i.e. monthly / weekly
 Lots of educational content (typically non-promotional)
 Use bullets, summarize information, be concise
 Promotions / Invitations / Surveys
 Frequency: Depends on your business and sales cycle
 Focus on promotion / limited content
 Use content to invite click-through or other action
 Announcements
 Frequency: Event-driven
 Press releases, holiday greetings, thank you cards…
 Use content to build deeper relationships
35

35. Branding Emails Consistently
 Use different formats and
similar designs…
 Include your logo
 Use consistent colors
 Use meaningful
graphics
 Avoid drastic changes
36

36. Calling Your Audience to Action
 Calls to Action include…
 Links to click on
 Information to print out
 Phone numbers to call
 Instructions for reading the email
 Instructions for saving the email
 Describe the immediate
benefits…
 What’s in it for your audience?
 Why should they do it now?
37

37. Frequency & Delivery Time
 How often to send
 Create a master schedule – be consistent!
 Include frequency in online sign-up “Monthly Newsletter”
 Keep content concise and relevant to planned frequency
 Invest time to repurpose content on social channels
 When to send
 When is your audience most likely to read it?
 Day of week (Tuesday & Wednesday)
 Time of day (10am to 3pm)
 Test for timing
 Divide your list into equal parts
 Send at different times and compare results
 Re-stimulate social conversations: repost, retweet
38
Get the maximum
Impact with
Minimum intrusion.

38. Ask yourself as you create content…
Are you trying to promote, inform, or relate?
What is your audience interested in?
Is your email format branded and supportive of your message?
Is your email concise and does it include a strong call to action?
Does your content match your frequency and timing?
Are you consistently repurposing valuable content on social
channels and investing time to engage and respond?
Email Content Checklist
39

39. 2 INFORM
Section
Getting Email Delivered and Read
 Email filters and other
delivery challenges
 Creating email from and
subject lines
 Using technology to deliver
your email
40

40. Is Your Email Fabulous or Filtered?
41
Filtering & Blocking (Avg 81% delivered –
CTCT 97%**)
ESP
Email Authenticated
**Return Path verified
Copyright © 2011 Constant Contact, Inc.
AOL MSN Yaho
o
other ISPs
Image blocking Block-listing
Individual filters Friends-listing
Bouncing Reputation
Challenge responses Sender authentication
Blocking
Deliverability issues:
Email
Spam

41. Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
Getting Email Opened
 The “From” line – Do I know you?
 Use a name your audience
recognizes
 Include your organization
name or brand
 Refer to your business in the
same way your audience does
 Be consistent
42
60% of consumers say
the "from" line most often
determines whether they
open an email or delete it.
Source: DoubleClick

42. Matt Long
Lynn.Mann@AOL.com
Joe Hahn
Nancy Feldman
Create a Great Subject Line
 The “Subject” line – do I care?
 Keep it short and simple
 30-40 characters including
spaces (5-8 words)
 Incorporate the immediate benefit
of opening the email
 Capitalize and punctuate carefully
 Avoid copying the techniques
inherent in spam emails
43
30% of consumers say
the “subject" line most
often determines whether
they open an email or
delete it.
Source: DoubleClick
Emails with shorter
subject lines significantly
outperformed emails
with longer subject lines.
- MailerMailer
Email messages that mention
Facebook in the Subject Line
will have a 32% higher open
rate than those that don’t.
-Worldata, 2011

43. Avoiding “Spam-speak”
The words: free, guarantee, spam, credit card etc.
ALL CAPITAL LETTERS
Excessive punctuation !!!, ???
Excessive use of “click here”
$$, and other symbols
No “From:” address
Misleading subject lines
44
SPAM
Example: Typical spam “From” and “Subject” lines

44. Extend the Reach of Your Email
 Make your content
shareable
 Encourage readers to Like
and Share your Email
across their social networks
 Use a sharebar to gain
insights into your contacts’
preferred channels in order
to repurpose and broadcast
your content
 Use a sharebar to collect
contacts wherever your
email is shared
45

45. 46
Tweet and Share your Email
 Tweet a link to
your email
automatically

46. Email Delivery Checklist
Ask yourself before you send your message…
Are your images working together with text to identify
your email?
Are you avoiding spam-like content in your emails?
Is your Email Service Provider authenticating your email?
Is your From line familiar and are you using a familiar
email address?
Does your Subject line include the immediate benefits of
your email?
Have you extended the reach of your email by making
it sharable?
47

47. 3 GROW
Section
Increasing Email Click-Through
and Response Rates
 Tracking and improving
email delivery
 Increasing opens, clicks,
and forwards
 Reducing unsubscribe requests
48

48. Measure Increases in Overall
Reach
49
Social Stats shows “Shares” and “Likes” for Shared Email Campaigns

49. Deal with Bounced &
Blocked Email
 Non-existent address
 Check for obvious misspellings
 Try to obtain a new address
 Undeliverable/mailbox full/
email blocked
 Try re-sending later
 Correct temporary issues
 Obtain a new address if a
recurring issue is present
50
Bounce Management

50. Analyze “Open” Rates
Use open tracking to spot trends
Open rates trending down
 Fewer subscribers are enabling images
 Fewer subscribers are clicking links
Steady open rates
 Assume email is being received
 Check your ESP’s average delivery rate
51
Reporting Page

51. Capitalize on Click-Throughs
Use click tracking to determine:
 Audience interests
 Clicks tell you what topics were interesting
 Save clickers in an interest list for targeted follow up
 Goal achievement
 Use links to drive traffic toward conversion
 Compare clicks to conversions and improve
52
Reporting Page

52. Encourage and Reward Email
Forwards and Online Reviews
53
Forwards Use your forward report to:
 Thank people who forward
your emails
 Learn about the value of
your email content
 Encourage online reviews
by those who forward your
emails
 Help your most passionate
customers spread the word
 Ask them to forward your
email and write online
reviews

53. Understand Unsubscribe Requests
54
 An unsubscribe request
happens when your
subscriber no longer
wants to receive your
emails
 Offer your subscribers
permanent list removal
 Best practice is automatic
removal with an
unsubscribe link

54. Reduce Unsubscribe Requests
 Why do people unsubscribe?
 Over-communication
 Irrelevant content
 Poor targeting
 Enable your audience
to leave comments
when unsubscribing
from your list
 Take action on feedback
55

55. Email Tracking and Response
Checklist
Ask yourself after you send…
Are there any bounced or blocked emails that require attention?
Is your open rate trending upward or downward?
Are you measuring your increase in overall reach, including social networks?
Did your audience take action on your email by clicking through or forwarding
your email? What were they interested in? Are you encouraging online reviews
by these customers?
Did anyone unsubscribe from your list? Did they give you actionable feedback?
Did you identify any areas for improvement so your next email is more targeted
and more effective?
56

56. Take the Next Step
57
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57. Contact Information
58
Evie Hernandez, CEO
XoomIM, LLC
marketing@xoomim..com
facebook.com/xoomim
@xoomim
http://www.linkedin.com/in/xoomim
Bit.ly/XoomimEvents
Upcoming Seminars