How to Grow Your Business with Email Marketing<br />David Fischer<br />
Solutions for Growth<br /><ul><li>Solutions for Growth helps clients acquire and retain customers</li></ul>Among the tools...
What is Email Marketing andwhy does it work?<br />Quick to set up<br />Immediate and easily measurable results<br />Advanc...
What is Email Marketing andwhy does it work?<br />Stay top-of-mind<br />Continues a relationship you initiated with websit...
Why Email?<br />Because everyone reads it:<br />91% of Internet users between the ages of 18 and 64 send or read email <br...
Email Marketing is…<br /><ul><li>Delivering professional email communications…</li></ul> <br /><ul><li>…to an interested a...
It’s a 2-Step Process<br />Step 1<br />Strategy and list building<br />Step 2 <br />Use best practices for success<br />© ...
Email Marketing<br />Step 1<br />Strategy and list building<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7...
Best Practices to increase success<br />Setting objectives<br /><ul><li>Define objectives: “I want to…” </li></ul>Enhance ...
What information to collect
Communication type
Communication frequency
Measuring success</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
Planning for Success<br /><ul><li>Who reads the email?
When should the email be sent?
Content</li></ul>It’s not about you<br />It’s about what you know that is relevant to your readers<br /><ul><li>Make your ...
Step 1 - Building your list where you connect<br />Where else do you have contact?<br />© 2011 Solutions for Growth LLC | ...
List Building<br />The most important factor in successful email marketing is the list<br />No matter how good your offer,...
Segment<br /><ul><li>Segmenting will help you boost the overall performance of your email marketing program.</li></ul>More...
Slow customers
Great customers
By product</li></ul>Communicate effectively<br /><ul><li>Re-engage customers who haven’t opened</li></ul>© 2011 Solutions ...
Email Marketing is NOT<br />Number one reason that consumers opt out of email ? <br />Emails received were not relevant to...
Permission and Spam<br /><ul><li>Opt-in from your website, meetings or storefront
Requests for information,  registrations forms, existing customer relationship
Spam – unsolicited commercial email
While tempting, it will have a negative impact on your business
CAN SPAM compliance</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
Email Service vs. Outlook<br />Standard Email Programs such as Outlook<br />Email marketing providers automate best practi...
Using an email service provider<br /><ul><li>Email Service Providers automate best practices
Provide templates
Reinforce brand identity
Email addressed to recipient only
Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
Improves email delivery, tracks results and obeys the law
Ultimately, delivers to your recipients a better and more effective product!</li></ul>© 2011 Solutions for Growth LLC | Pr...
Email Marketing<br />Step 2 <br />Use best practices for success<br />© 2011 Solutions for Growth LLC | Proprietary | 914-...
Look Professional<br /><ul><li>“From” and “Subject” Line
Keep your design clean and uncluttered
Don’t rely too much on graphics and use white space effectively
Ensure that the most relevant messages are at the top of the page, above the “fold line”
Include Call To Action links
Proofread
Make it easy to share</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
Content Has to Meet Your Objectives<br />“I want to…”<br />Promote<br />Motivate purchases<br />Increase event attendance<...
Newsletters
Alerts
Upsells
Reminders
Win-back programs
Gift suggestions
Information</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
Content Has to Have Value<br />Promotional Email<br />Discounts, Coupons, Offers, Incentives<br />Relational Email<br />Sp...
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  • Standard email programs such as OutlookLimited # of emails sent at one timeNo formatting controlList break up more susceptible to filtersNo cohesive brandingNo tracking and reporting of emailsEmail marketing services automate best practicesReinforce brand identityEmail addressed to recipient onlyManage lists – adding new subscribers, handling bounce-backs, removing unsubscribesEnsure mail delivery, track results and obeys the law
  • NewslettersFrequency: regular i.e. monthly / weeklyLots of educational content (typically non-promotional)Use bullets, summarize information, be concisePromotions / Invitations / SurveysFrequency: depends on your business and sales cycleFocus on promotion / limited contentUse content to invite click-through or other actionAnnouncementsFrequency: event-drivenPress releases, holiday greetings, thank you cardsUse content to build deeper relationships
  • How to grow your business with email marketing by solutions for growth

    1. 1. How to Grow Your Business with Email Marketing<br />David Fischer<br />
    2. 2. Solutions for Growth<br /><ul><li>Solutions for Growth helps clients acquire and retain customers</li></ul>Among the tools we use is email marketing<br />We manage dozens of email newsletters monthly<br /><ul><li>Solutions for Growth is an Expert Business Partnerof Constant Contact</li></ul>Over 400,000 customers, 6 x larger than next provider<br />Leader in social media integration<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    3. 3. What is Email Marketing andwhy does it work?<br />Quick to set up<br />Immediate and easily measurable results<br />Advanced customer segmentation and personalization<br />Integrates with other online and offline marketing<br />High return on investment<br />2010 DMA declared email marketing the marketing channel with the highest ROI ($43 in sales for each dollar invested)<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    4. 4. What is Email Marketing andwhy does it work?<br />Stay top-of-mind<br />Continues a relationship you initiated with website visitors or customers<br />Provides the reader with something valuable (information, coupons, community) in return for access to their email inbox<br />Affordable<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    5. 5. Why Email?<br />Because everyone reads it:<br />91% of Internet users between the ages of 18 and 64 send or read email <br />147 million people across the country use email, most use it every day<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    6. 6. Email Marketing is…<br /><ul><li>Delivering professional email communications…</li></ul> <br /><ul><li>…to an interested audience…</li></ul>  <br /><ul><li>…containing information they find valuable.</li></ul> <br />Email is easy to do, but it’s hard to do well!<br />Email – simply powerful, yet exceptionally complex!<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    7. 7. It’s a 2-Step Process<br />Step 1<br />Strategy and list building<br />Step 2 <br />Use best practices for success<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    8. 8. Email Marketing<br />Step 1<br />Strategy and list building<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    9. 9. Best Practices to increase success<br />Setting objectives<br /><ul><li>Define objectives: “I want to…” </li></ul>Enhance customer / brand awareness<br />Interact with my customers<br />Increase event attendance<br />Bring visitors back to my website<br />Obtain donations for my nonprofit<br /><ul><li>Objectives determine:
    10. 10. What information to collect
    11. 11. Communication type
    12. 12. Communication frequency
    13. 13. Measuring success</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    14. 14. Planning for Success<br /><ul><li>Who reads the email?
    15. 15. When should the email be sent?
    16. 16. Content</li></ul>It’s not about you<br />It’s about what you know that is relevant to your readers<br /><ul><li>Make your email stand out</li></ul>Get the tone right<br />Be an expert<br />Focus on long term<br />Develop a relationship<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    17. 17. Step 1 - Building your list where you connect<br />Where else do you have contact?<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    18. 18. List Building<br />The most important factor in successful email marketing is the list<br />No matter how good your offer, if you don’t email the right target you will not get the response you want.<br /><ul><li>List Hygiene</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    19. 19. Segment<br /><ul><li>Segmenting will help you boost the overall performance of your email marketing program.</li></ul>More relevant<br /><ul><li>New customers
    20. 20. Slow customers
    21. 21. Great customers
    22. 22. By product</li></ul>Communicate effectively<br /><ul><li>Re-engage customers who haven’t opened</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    23. 23. Email Marketing is NOT<br />Number one reason that consumers opt out of email ? <br />Emails received were not relevant to them. <br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    24. 24. Permission and Spam<br /><ul><li>Opt-in from your website, meetings or storefront
    25. 25. Requests for information, registrations forms, existing customer relationship
    26. 26. Spam – unsolicited commercial email
    27. 27. While tempting, it will have a negative impact on your business
    28. 28. CAN SPAM compliance</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    29. 29. Email Service vs. Outlook<br />Standard Email Programs such as Outlook<br />Email marketing providers automate best practices<br />Examples and features based on Constant Contact<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    30. 30. Using an email service provider<br /><ul><li>Email Service Providers automate best practices
    31. 31. Provide templates
    32. 32. Reinforce brand identity
    33. 33. Email addressed to recipient only
    34. 34. Manage lists – adding new subscribers, handling bounce-backs, removing unsubscribes
    35. 35. Improves email delivery, tracks results and obeys the law
    36. 36. Ultimately, delivers to your recipients a better and more effective product!</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    37. 37. Email Marketing<br />Step 2 <br />Use best practices for success<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    38. 38. Look Professional<br /><ul><li>“From” and “Subject” Line
    39. 39. Keep your design clean and uncluttered
    40. 40. Don’t rely too much on graphics and use white space effectively
    41. 41. Ensure that the most relevant messages are at the top of the page, above the “fold line”
    42. 42. Include Call To Action links
    43. 43. Proofread
    44. 44. Make it easy to share</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    45. 45. Content Has to Meet Your Objectives<br />“I want to…”<br />Promote<br />Motivate purchases<br />Increase event attendance<br />Inform potential customers<br />Differentiate<br />Relate<br />Increase loyalty<br />Encourage referrals<br /><ul><li>Tools
    46. 46. Newsletters
    47. 47. Alerts
    48. 48. Upsells
    49. 49. Reminders
    50. 50. Win-back programs
    51. 51. Gift suggestions
    52. 52. Information</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    53. 53. Content Has to Have Value<br />Promotional Email<br />Discounts, Coupons, Offers, Incentives<br />Relational Email<br />Special Privileges, Acknowledgement<br />Informative Email<br />Advice, Research, Facts, Opinions<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    54. 54. Coming Up With Valuable Email Content<br /><ul><li>Move from selling & telling to sustained, targeted, personalized and relevant information and offers</li></ul>Share your expertise<br />Use facts & testimonials<br />Give guidance & directions<br />Offer discounts & coupons<br />Exclusivity & VIP status<br />Hold contests & giveaways<br />Acknowledge your audience<br /><ul><li>Develop a plan!</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    55. 55. Determine Appropriate Format<br /><ul><li>Newsletters</li></ul>Frequency<br />Lots of educational content<br />Use bullets, summarize information, be concise<br /><ul><li>Promotions / Invitations / Surveys</li></ul>Frequency<br />Focus on promotion<br />Use content to invite click-through or other action<br /><ul><li>Announcements</li></ul>Frequency<br />Press releases, holiday greetings, thank you cards<br />Use content to build deeper relationships<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    56. 56. Branding Emails Consistently<br /><ul><li>Use different formats and similar designs…</li></ul>Include your logo<br />Use consistent colors<br />Use meaningful graphics<br />Avoid drastic changes<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    57. 57. Calling Your Audience to Action<br />Calls to Action Include<br />Links to click on<br />Information to print out<br />Phone numbers to call<br />Instructions for reading the email<br />Instructions for saving the email<br />Describe the immediate benefits<br />What’s in it for your audience?<br />Why should they do it now?<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    58. 58. Frequency & Delivery Time<br /><ul><li>How often to send</li></ul>Create a master schedule<br />Keep content concise and relevant to planned frequency<br /><ul><li>When to send</li></ul>When is your audience most likely to read it?<br />Day of week (Tuesday & Wednesday)<br />Time of day (10am to 3pm)<br />Send at different times and compare results<br /><ul><li>Maximum impact with minimum intrusion</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    59. 59. Image Blocking<br />Images must be enabled<br />Default setting is manual –unlikely to change<br />Use image descriptions<br />Avoid image-only messages<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    60. 60. Scanning Your Emails Before Sending<br /><ul><li>Scan emails through a spam filter to get a sense of how the email will fare with spam filters</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    61. 61. Email Marketing<br />Getting Emails Opened<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    62. 62. “From” Line<br /><ul><li>The “From” line</li></ul>Use a name your audience recognizes<br />Include your organization name or brand<br />Refer to your business in the same way your audience does<br />Be consistent<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    63. 63. Subject Line<br /><ul><li>The “Subject” Line</li></ul>Keep it short and simple<br />30-40 characters including spaces (5-8 words)<br />Incorporate the immediate benefit of opening the email<br />Capitalize and punctuate carefully<br />Avoid copying the techniques inherent in spam emails<br />Emails with shorter subject lines significantly outperform emails with<br />longer subject lines.<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    64. 64. Avoiding “Spam-speak”<br />The words: free, guarantee, spam, credit card etc.<br />ALL CAPITAL LETTERS<br />Excessive punctuation !!!, ???<br />Excessive use of “click here”<br />$$, L@@K and other symbols<br />No “From:” address<br />Misleading subject lines<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    65. 65. Personalization<br /><ul><li>Personalize for maximum impact and make message resonate</li></ul>Dear Susan,<br />Thank you for your recent purchase of green tiles for your kitchen. Because you like green, we thought you might be interested in these green dishes…<br /><ul><li>Event triggered marketing
    66. 66. Drip marketing campaigns
    67. 67. But…don’t be creepy!</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    68. 68. Evaluating Results<br /><ul><li>What influences your open and click-through rate ?
    69. 69. Watch trends over time</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    70. 70. Understanding Bounced and Blocked Email<br /><ul><li>“Hard Bounce” permanent condition</li></ul>Email address non-existent<br />Misspelled/no longer in use<br /><ul><li>“Soft Bounce” could be temporary</li></ul>Server was down <br />Mailbox is full<br />Email was blocked<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    71. 71. Understanding “Open” Rates<br />Open tracking indicates level of interaction, not delivery<br />An image imbedded in the email was enabled by the recipient <br />I’m interested<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    72. 72. Analyzing “Open” Rates<br />Use open tracking to spot trends<br />Open rates trending down<br />Fewer subscribers are enabling images<br />Decreased interest<br /><ul><li>Steady open rates
    73. 73. Assume email is being received</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    74. 74. Understanding Click-Through Rates<br />A click-through happens when your subscriber clicks a link to<br />Visit your website<br />Download a file<br />Take an online survey<br />Send you an email<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    75. 75. Capitalizing on Click-Through<br /><ul><li>Goal achievement
    76. 76. Use links to drive traffic toward your goal</li></ul>Use click tracking to determine… <br />Audience interests<br />Clicks tell you what topics were interesting<br />Save clickers in an interest list for targeted follow up<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    77. 77. Understanding Unsubscribe Requests<br />An unsubscribe request happens when your subscriber no longer wants to receive your emails<br />Offer your subscribers permanent list removal <br />Best practice is automatic removal with an unsubscribe link<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    78. 78. Reducing Unsubscribe Requests<br />Why do people unsubscribe?<br />Over-communication and irrelevant content<br />Poor targeting<br />Enable your audience to leave comments when unsubscribing from your list<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    79. 79. Understanding Email Forwarding<br />Providing a forward link in your emails helps to…<br />Identify people who forward your emails<br />Format your forwarded emails correctly<br />Enable the people who email to join your email list<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    80. 80. Encouraging Email Forwards<br />Use your forward report to<br />Identify people who forward your emails<br />Learn about the value of your email content<br /><ul><li>Help your audience spread the word - ask them to forward your email</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    81. 81. Social Media<br />Social Media and Email<br />Ideal synergy between the two<br />Messages can be sent to Facebook and Twitter and other SM<br /><ul><li>Social media links allow you to spread your word further</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    82. 82. Test!<br /><ul><li>Test…to know what works best!</li></ul>Refine your message for maximum open and click-through rate<br />Random sample<br /><ul><li>Then entire list</li></ul>Usually A/B test<br /><ul><li>Subject lines
    83. 83. Days and times
    84. 84. Creative treatments
    85. 85. Offers
    86. 86. Segments</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    87. 87. Email Marketing<br />Example<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    88. 88. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    89. 89. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    90. 90. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    91. 91. © 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    92. 92. How does Solutions for Growth “do” email?<br /><ul><li>Identifies growth opportunities and establishes goals
    93. 93. Devises strategy to reach goals
    94. 94. Email channel</li></ul>Email address acquisition<br />Email address database management<br />Editorial calendar<br />Email (template) design<br /><ul><li>Email
    95. 95. Copywriting
    96. 96. Deployment
    97. 97. Reporting</li></ul>© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    98. 98. Sign up for your FREE Constant Contact 60-day trial today!<br />www.constantcontact.com/index.jsp?pn=<br />SolutionsForGrowth<br />David.Fischer@SolutionsForGrowthLLC.com<br />914-533-7226<br />www.SolutionsForGrowthLLC.com<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />
    99. 99. Questions?<br />David.Fischer@SolutionsForGrowthLLC.com<br />914-533-7226<br />www.SolutionsForGrowthLLC.com<br />© 2011 Solutions for Growth LLC | Proprietary | 914-533-7226 | SolutionsForGrowthLLC.com<br />

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